Here we are at the beginning of a new year and many of you reading this article are most likely still struggling with the direction you plan to take with your marketing strategy. Here's a tip: If the investment in high quality, great content (written, video and audio) is not at the top of your priority list, then be prepared for another year of poor performing ads and declining website traffic.
What is lead generation?
Lead generation, as defined by HubSpot, is the process of attracting and converting strangers and prospects into someone who has indicated interest in your business, products, or services. These individuals or companies that have indicated interest are also commonly known as qualified leads.
"Do marketing" unto others as you would have marketing done to you.
This Golden Rule has never been more accurate with regard to the way companies should be connecting with prospects and customers today. So why aren't businesses doing it?
The content naysayers are everywhere!
Once upon a time, law firms that served 60+ practice areas with dozens, or even hundreds of attorneys, were praised for their "Big Law" strength and power. These firms had all the resources and diverse expertise to tackle virtually any legal issue. Conversely, smaller and niche firms had trouble securing big clients and cases due to lack of exposure and the limited area of practice they covered.
After completing my recent article Inbound Methodology Is The Best Way To Build Trust, I got to thinking about industries that are still using outdated sales and marketing tactics and how companies within these industries need to rethink their content strategies in order to get results.