by Tony Vidler
Lead Generation is the goal of content (or engagement) marketing.
The effort and time invested in producing, sourcing and delivering content to an audience of potential future clients has a single purpose, and that is to move them closer to wanting to do business with you.
The question which inevitably arises is “which types of content do that best?”
While the answer will broadly vary across different demographics as there are certainly age groups that prefer the written word and others who prefer short and snappy video’s for example, there has been plenty of research in recent years that can help professional services firms especially in finding the right answer. Uniquely, we work in complex areas which often take considerable education of prospects before they feel compelled to seek advice, and that slow-burning educational process means that some types of content are far more effective than others.
In this weeks quick video we discuss the relative effectiveness of different forms of content – and also provide a reassuring conclusion for those who fret about having to create it all to engage with their prospects….
Watch the video to learn more…