Since the mid-1990s, everyone from Bill Gates to your marketing manager has assured us that content is king.
And that advice is still true, but only to a certain extent.
If you’re looking to bring in quality leads, you have to provide your consumers with more than self-promotion. And if you’re writing for SEO instead of the people making buying decisions, you’re probably not reaching a real audience.
Plugging your business is one thing, but shamelessly focusing on yourself too much is a turnoff.
That’s why it’s the quality of your content that wears the crown.
And if your content is suffering, you may need a better B2B public relations plan to help attract new clients.
Focus on the Customer
While there is a place and time to focus on your products or services, that place isn’t necessarily on your blog pages, in your press releases and on your social media. You have advertising copy to push that.
You should write content that tells a story. And, in these stories, your customers should be the heroes.
Provide tips that your customers can try. Give them a checklist. Inspire them with an influencer interview.
Creating high-value content that provides the customers with helpful advice centers them. It also ensures that they see you as helpful. You are someone they can trust to go to with their problems.
And, when they have a problem you can solve, they’ll contact you. This makes for a highly qualified lead.
Solve the Problem
And, speaking of solving problems, why not provide them with examples of how your company can do just that?
White papers and case studies are perfect examples of this type of lead-generating content.
Choose topics that resonate with your clients, present the problem and focus on your solution.
White papers are particularly useful when trying to demonstrate your company’s thought leadership in your industry. Case studies are more relevant when showing how your product can ease a company’s pain points.
Both are also branded content that is relevant and helpful. And both generate qualified leads.
But if you don’t have the time or the talent to write about your practical solutions, hiring a team like Ripley PR can provide the content you need to fill your sales funnel.
Our content experts are former journalists, communicators and storytellers who know how to appeal to your target audience. If you’re ready to generate the kind of leads your sales team fights for, contact the professional content creators at Ripley PR online or by calling (865) 977-1973.
