The growing number of channels and touchpoints is making it increasingly difficult to target potential customers during their customer journey. Remedy to create these 10 content formats for lead management.
To attract attention and attract new customers, many companies rely on inbound marketing in conjunction with professional lead management. The key to success is delivering a useful message at the right time via the appropriate channel – of course in the right format.
User reports and success stories
References and project examples convince the reader of the supplier’s experience and show where the product or solution is already successfully used.
Important: The more authentic the report is – for example through vivid imagery or user quotes – the more convincing it is.
Pictures and infographics
Visual information can often be processed faster and more sustainably than plain text. With pictures or infographics even complex facts can be presented in a compact and structured way.
Important: Anyone who uses image material from image databases on the Internet should pay attention to the correct licensing use.
Checklists and tips
Hardly any other content format makes it possible to structure, categorize and prioritize information so clearly. Whether as a 10-point plan, 5 tips or a top 20 overview – listings are always a change to the information conveyance in the continuous text and receive a positive ranking from search engines.
E-books and white papers
To provide a solid overview of a specific topic, e-books and white papers are particularly good. Although they are one of the most complex content formats in their creation, they can be used over a longer period of time and in many different ways – for example as a basis for specialist articles or social media posts.
Explanatory films and video tutorials
In addition to images and infographics, videos are one of the most popular content formats for clearly conveying complex information or explaining processes and functions. Above all, they offer emotional stimuli and a high entertainment value. This makes them particularly suitable as sharing content for social networks.
Specialist articles are a great way to communicate expertise. A report in a wide-reaching trade magazine pays attention to the reputation of the author. With online publishing, companies benefit in multiple ways – from better search engine rankings, social media shares and likes, and more traffic to their own website
Newsletter and mailings
E-mails play an important role in particular for lead nurturing and customer loyalty. Critical to the success of mailings and newsletters are a specific target group or persona orientation, an appealing design and a careful campaign planning.
Product samples and demo versions
Not being able to describe an offered solution in detail, but also to try it out, is of inestimable value for those interested. The most important functions or the performance of the product should actually be testable.
Corporate websites and corporate blogs
The linchpin of the company presentation on the Internet are its own website and the corporate blog. Both should be clear, informative and designed with regard to the Buyer Personas. In addition to the search engine optimization contribute the appropriate keywords.
In a webinar, an interested party receives personal explanations and graphic representations of products and solutions. In contrast to trade fairs and conferences, webinars can be realized more cost-effectively and – recorded – can also be used as content for lead management in the long term.