Let yourself be found
Posted: Mon Dec 23, 2024 10:05 am
Although the gated whitepaper (or other downloadable content behind a web form) always ensures a constant flow of new contacts, it is time to slowly let go of it. Don't be alarmed, it doesn't have to be all at once. When taking the first steps in working with a demand-focused marketing strategy, it is best to start by testing what works. For example, start by making all content public, except the high-intent downloadables. Remove the now public content from the downloadable PDFs and place them as blogs on your website. Give them a place within the central themes on your website and start building so-called content silos or content pillars. In this way, you specialize and profile yourself as an expert within a few themes that you make easy to find on your website. You work out these themes in a kind of master page where you place all conceivable information and value. Then you link to pages where you discuss more specific and in-depth content that is about that theme or related to it. This has several advantages:
Website visitors can easily find information and email industry list optometry get a sense of the knowledge you possess.
Website visitors are less likely to drop off because they don't have to leave any information before they can access the information they're looking for.
Placing content on your website instead of in PDFs increases the findability of your website.
Your SEO score and findability will increase due to the strengthened internal link structure of the content silos.
4. Choose your stage
Want to really generate demand? Then definitely don’t just stick to your website content. Find out from your ideal customer what are the most used and loved channels for expanding their knowledge. Produce content for these platforms, without initially leading them away to your own website. Whether it’s a social post, a podcast, a webinar, an event, a TikTok, a guest blog, etc. Offer your value where the customer is without asking for anything in return. Is there a match between the needs of your target group and the content you offer? Then you will probably see an increase in engaged followers. At least, as long as you continue to offer content on your stages that matches the dreams and/or frustrations of your ideal customer. And those engaged followers may well think of you when they need help achieving those dreams or solving their frustrations.
There is no denying that building demand generation is a long-term business. Often you will not achieve the same results in the short term as with lead gen campaigns, so you will have to prepare for that. What you will achieve is sustainable growth, but you have to dare to do that.
Website visitors can easily find information and email industry list optometry get a sense of the knowledge you possess.
Website visitors are less likely to drop off because they don't have to leave any information before they can access the information they're looking for.
Placing content on your website instead of in PDFs increases the findability of your website.
Your SEO score and findability will increase due to the strengthened internal link structure of the content silos.
4. Choose your stage
Want to really generate demand? Then definitely don’t just stick to your website content. Find out from your ideal customer what are the most used and loved channels for expanding their knowledge. Produce content for these platforms, without initially leading them away to your own website. Whether it’s a social post, a podcast, a webinar, an event, a TikTok, a guest blog, etc. Offer your value where the customer is without asking for anything in return. Is there a match between the needs of your target group and the content you offer? Then you will probably see an increase in engaged followers. At least, as long as you continue to offer content on your stages that matches the dreams and/or frustrations of your ideal customer. And those engaged followers may well think of you when they need help achieving those dreams or solving their frustrations.
There is no denying that building demand generation is a long-term business. Often you will not achieve the same results in the short term as with lead gen campaigns, so you will have to prepare for that. What you will achieve is sustainable growth, but you have to dare to do that.