Attempting lead nurturing without strong content is like hosting a Monsters of Rock show during a power outage.
The results will be disappointing.
That’s because effective content is the power behind lead nurturing success, insist Toby Murdock, CEO and Co-founder, Kapost, and Chris Baggott, Chairman and Co-founder, Compendium.
Both companies are content software providers, and both leaders recently spoke about the value of content marketing: Murdock at Marketo’s Social Marketing Rockstar Tour, and Baggott at the MarketingSherpa B2B Summit 2012.
“The Internet has put buyers in control,” says Murdock. “Seventy percent of the buying is completed before Sales is contacted.”
What that means, he went on to explain, is that Marketing now has the greatest responsibility for guiding those opportunities through the sales cycle. However, traditional advertising methods no longer help leads move forward.
“The average clickthrough rate on paid Internet advertising is .01%,” he points out.
Baggott contrasts this with clickthrough rates on content that is meaningful to prospects. He provides an example: creating content that speaks directly to prospects’ needs and has strong calls-to-action.
“When we do this, we see clickthrough rates that exceed 20%,” he points out; it’s an observation they’ve made working with hundreds of clients.
“I click through because I am very motivated. I see something that will help me; I look at the content and say, ‘Yeah, these people get me.’ When you have a need and the content meets it, you’re very eager to move forward,” he explains.
Instead of pushing products or services, pull the right prospects through by providing information, ideas and solutions that will help them, advise Baggott and Murdock. (It will also help you rank high in search engines.) This is the essence of relevance, and without it, everything you consider content is just more advertising, they insist.
They offer these tips to create content with the power to move beyond advertising into relevancy: