Many marketers have embraced the need for content marketing as part of an overall marketing strategy. It keeps your company’s name out in front of people, it establishes you as a thought leader in your industry, and it creates a sense of familiarity that comes in handy when people are thinking about making purchasing decisions.
One creative way to use content marketing—one that B2C marketers haven’t been exploiting to a great extent—is via guest “appearances” on other industry blogs or in webinars and podcasts.
Think about these venues for a moment. What we are talking about is, typically, a very focused audience. If the blog or podcast is about designer shoes, then you can be sure that the people reading/listening to it are very interested in designer shoes. If you happen to sell designer shoes, this is your perfect audience.
There are also minimal distractions to tear someone away from reading a blog post or listening to a podcast. After all, they’ve elected to be there and to listen to or read the content being offered, so there’s an innate resistance to distractions. The interest alone will keep the prospect focused on the content.
And while you are no doubt building your own audiences for your company blog, webinars, and podcasts, being a guest on someone else’s opens up a wider range of opportunities… with an already established self-selected group of prospects!
So take the time to offer your expertise to others. Think about reaching out to people who may be waiting for you to reach them—your future B2C customers. However, don’t neglect being smart about how you do it:
- have a dedicated page to which you can send the leads acquired (for example, www.domainname.com/podcast-or-blog name)
- offer a special piece of content (this audience has already indicated that it is interested in learning, so it’s a perfect place to make a great offer)
- be sure that you mention your call to action at the end of the webinar/podcast or blog post, and request that the call to action be included in show notes, if any
Content marketing works best for lead generation when you think creatively about what might work. Have other “out of the box” ideas or suggestions? Share them here!