Online content creation can serve a number of purposes – and deliver valuable benefits - for businesses that either feature it on their website or get it placed on sites that can be sources of customer traffic.
For B2B companies, content such as white papers, solution sheets, and webinar access can create lead generation opportunities that attract potential customers. This content would need to be presented as a gated asset, meaning that it can’t be accessed by just anyone: it would only available to those who provide their contact details in a landing page registration form. In exchange for being able to download the content, registrants would allow themselves to be tiered as possible leads who might buy the company’s product/service, and they would expect to eventually be contacted by the company’s sales department.
Other content – such as videos (live, screenshot, or animated), podcasts, articles, and SEO press releases – can be syndicated by a company with the goal of having it picked up by blogs, industry trade journals, and news sites that are visited by the target customer audience that the company wishes to reach. The goal of syndicating this content would be to improve the company’s rank on search engines, generate backlinks to the company’s site, and also build sales lead opportunities.
The key to successful content syndication is to ensure that your content is valuable to the marketplace. Your content needs to explain a challenge that your target customer audience has, and how your product or service can deliver solutions to this challenge. Your content can be authored by accessible employees (or officers), who can be presented as thought leaders. By providing their unique perspectives or opinions on topics that are relevant to your industry, these thought leaders can position your company as one that possesses valuable answers that are needed by your potential customers – giving you a clear edge over your competitors.
Whether you’re offering content as a lead gen tool via registration for gated assets or a search rank improving, backlink building, and lead generating tool via content syndication, the content itself must be strong. It must be clear, concise, and convincing, and must cover topics that are relevant to the marketplace and useful for your potential customers.
By focusing your content on the distinct needs of possible buyers, you can offer an endless array of content possibilities that – if properly envisioned and crafted – can yield long term benefits and tremendous ROI for your organization.