How to Create a Content Offer for Successful Inbound Marketing

August 12, 2016


Shannon_sticker_basic-e1445283460113-288x300.pngby Shannon Shields

As described in our "What is a Content Offer" blog post, a content offer is something you offer to your website visitors in exchange for their contact information. It is a critical component of any inbound marketing strategy.

That "something" offered can be one of many things. Some examples are eBooks, tools, and webinars. Each works to bring value to and build trust with your online leads, nurturing them through the buyer’s journey.

Here are the steps to take when creating a content offer as part of your inbound marketing campaign:

  1. Select a Buyer Persona
    Focus on one Buyer Persona at a time to ensure that your content offer will be of particular value to a specific group of potential leads. An unfocused content offer tries to serve the needs of many but usually ends up being of little value for that very same reason. 
  1. Identify a pain point
    Knowing what problems your potential clients may be facing is key to creating a content offer that will provide value. Focus on just one at a time to avoid overwhelming your reader. 
  1. Choose a format
    Decide how your message will be best delivered, or how you believe your audience would want to receive it. Whitepapers and eBooks are very popular as they can be downloaded and viewed at the reader’s convenience, but if you have a demo to do, a webinar could be the best option. 
  1. Solve the Problem (but don’t give everything away)
    Create your content offer with the goal of solving the initial part of your reader's pain point issue. Use your own knowledge and expertise - that's what readers are looking for. Depending on the level of knowledge your buyer persona has, you can be as brief or as detailed as necessary. 
  1. Publish and Promote
    Publish your content offer, its landing page, and the calls-to-action buttons on your website, and start linking to the landing page from your social media channels, subscriber emails, etc.

Bonus tips:

  • Use visuals when you can.
  • Be as clear and concise as possible, depending on the content type.
  • Provide sources for any facts or information sourced elsewhere.
  • Re-purpose content to provide the same information in formats that appeal to different readers.

Get started on your inbound marketing campaign and

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