The top 10 content formats for successful lead management
Attract new customers with useful content
To draw attention and to attract new customers, many companies rely on inbound marketing in conjunction with professional lead management. The growing number of channels and touchpoints, however, makes it increasingly difficult to address potential customers in a targeted manner during their customer journey. It is crucial to provide a useful message at the right time and via the appropriate channel – and, of course, in a suitable format. SC-Networks, producer of the Evalanche (www.evalanche.com) e-mail marketing automation solution and specialist in automated lead management, presents the top 10 content formats for successful lead management (in alphabetical order):
- Case Studies & Success Stories
References and project examples convince readers of the provider’s experience and show what the product or solution is already successfully being used for. Important: The more authentic the report looks – for example, by using vivid imagery or user quotes – the more convincing it is.
- Images & Infographics
Visual information can be processed much more quickly and effectively than pure text. Photos or infographics can be used to represent complex issues in a compact and structured manner. Important: If you make use of images from image databases on the Internet, you should ensure your use is correct and permissible under licence law.
- Checklists & Tips
Hardly any other content format allows you to structure, categorise and prioritise information so clearly. Whether as a 10-point plan, 5 tips or top 20 overview, listings always constitute a change from providing information as a running text and are ranked positively by search engines.
- E-Books & Whitepapers
E-books and white papers are particularly suitable for providing an expert overview on a particular subject. They are indeed of the most complex content formats to create, but can be used in many ways over a longer period – for example, as the basis for specialist articles or social media posts.
- Explanatory Films & Video Tutorials
Alongside pictures and infographics, videos are one of the most popular content formats for clearly conveying complex information or explaining processes and functions. They mainly provide emotional stimuli and high entertainment value, making them particularly suitable as sharing content for social networks.
- Technical Reports
Technical articles are a great way to communicate expertise. A report in a wide-coverage trade journal banks on the author’s reputation. Online publishing benefits companies in several ways: better search engine ranking, shares and likes on social media and more traffic on their own website.
- Newsletter & Mailings
E-mails play an important role – especially in terms of lead nurturing and customer retention. Focusing on specific target groups or personas, appealing design and a careful campaign planning are crucial to the success of mailings and newsletters.
- Product Samples & Demos
It is invaluable for prospective customers to simply be able to try out a proposed solution rather than having it described in detail. In doing so, the key features of the product or the service should be genuinely testable.
- Corporate Websites & Corporate Blogs
The crucial points of the company presentation on the Internet are its own website and corporate blog. Both should be clear, informative and designed with regard to the buyer personas. Appropriate keywords will take care of the SEO.
Webinars provide prospective customers with personal explanations and informative presentations of products and solutions. Unlike trade shows and conferences, webinars can be cost-effectively realised and – once recorded – used in the long term as content for lead management.
Interested in even more content?
The top 10 content formats are an excerpt from the e-book (available in German only) titled: “Content – der Schlüssel zum erfolgreichen Lead-Management” (Content – The Key to Successful Lead Management). It presents additional content formats and indicates what kind of content is suited for which phase in the customer journey or the sales process – including a clear match matrix and demonstrative examples from practise.
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