What kind of “stuff” are your prospects interested in? As marketers, we're always trying to figure that out. And once you do figure that out, how are you going to deliver it to them?
Meaning, what type of content are you going to create for them in exchange for their contact information?
We've all seen ebooks, whitepaper reports, cheat sheets – and odds are your prospects have too.
Let me be clear, there's nothing wrong with offering any of those types of content. If you've got an irresistible whitepaper report that adds immediate value to your market, that's GREAT.
All I'm saying is, if you're able to package your content in a fresh new way, it could help you stand out.
Now I also want to clarify that these are not for everybody. And that's OK.
But, if you find that one or more of these would fit well with your business, and it's something that your prospects want, then that's even better.
Without further ado, here are six types of underutilized lead generation content:
Trials aren't just limited to things like courses. Sometimes, your prospects will want to try out your product or service before deciding whether they're a good fit. That's a good thing — you want to grow a base of customers that are convinced and loyal, and that can take a little more work than trying to sell your stuff to everyone who will listen.
That's why it can be helpful to provide a free trial of your product or service with no risk, no obligation, and no credit card required — the only thing the prospect needs to do is fill out a form.
If visitors are ready to learn more about your product or service, make it easy for them to schedule a demo with your team. You can place demo calls-to-action on key pages of your website, including your home page.
These are particularly valuable on sections of your site that explain the different highlights and features of your product or service. Once the user is intrigued, make it seamless to schedule a demo.
People love contests. They can teach you a lot about your audience while engaging them, growing your reach, driving traffic to your website, and — drum roll, please — generating leads. You can run contests on your website, or on pretty much any social media platform, including Facebook, Twitter, Pinterest, and Instagram.
Kits are pieces of content grouped together into one offer. They're great for repurposing existing content by aggregating multiple offers on similar topics into a cohesive collection. For example, HubSpot offers an Inbound Marketing Kit that includes an interactive presentation, a report that includes original data and research, and glossary.
But this content also works well with things like media kits. Not only are you providing a user with more information and media about your company, but you're also offering it in exchange for contact information.
Original Data & Research
Data and metrics are have become especially valuable as many fields become more data-intensive. If your team has the bandwidth, original and data-heavy industry reports can build authority and trust with your audience. The trade-off is that curating them takes a lot of time, resources, and expertise.
One of the least expensive ways to curate original data and research is to conduct a survey among your subscribers, leads, customers, and industry professionals. Then, share the results in the form of a downloadable report, study, or infographic.
Podcasts can build an audience and establish your brand as a source of expertise, while also showing off your company's personality. They put a voice to your brand, so to speak. And creating one can even be relatively low-budget — all you need is a decent microphone and a smart — but fun — host who can keep your audience listening in each time a new one is released.
When it comes to using a podcast for lead generation, one of the best ways to do that is to ask your listeners to subscribe to updates about it. Subscribing to a podcast alone is already easy to do through apps that don't ask for contact information, like iTunes and Stitcher. But by offering a “latest news” subscription, you can keep your audience up to date on related information like industry trends and sneak previews of future episodes.