Content marketing can be an effective tactic for lead generation as customers look to your brand as an authority in the marketplace delivering relevant information that is useful to their needs.
In today’s B2B Lead Roundtable Blog post, we’ll look at two tips on transforming your content marketing strategy from Shelby Britton, Senior Product Marketing Manager, Adobe, who presented at MarketingSherpa Lead Gen Summit 2013.
Although Shelby’s example was rooted in Adobe’s webinars, the principles are transferable to your own unique situation.
Tip #1. Develop a highly focused, targeted strategy
Shelby explained that one of her first challenges in revamping Adobe’s content marketing was rooted in moving from “one-off” webinars to a strategy that focused on specific targeted verticals.
Making the move to targeting specific verticals with content also helped Shelby’s efforts to determine where prospects were in the purchase cycle.
“We decided that we could use content to start qualifying these leads,” Shelby explained.
Tip #2. Move from generic to relevant messaging
Shelby also explained making a move from generic messaging to content that focused on relevance for the audience was also vital to the success of Adobe’s content transformation.
“We started talking about the specific solutions and how we could add value to them,” Shelby said.
To learn more about Shelby’s content marketing strategy to aid Adobe’s lead gen efforts, you can watch the on-demand replay of her MarketingSherpa Summit session, “Lead Qualification: How demographics, email content and behavior helped Adobe boost conversions 500%.”
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