Visitors are on your website every day reading your "about" section, looking through your pictures, or perhaps browsing your online store. Then what? Then they leave?
If the goal of a website is to generate business leads (and of course, sales) you'll need to find a way to gather contact information from your visitors. Sure, the classic "sign up for our newsletter" is one way to gather that information, but people are becoming increasingly selective when it comes to sharing their email addresses. It's no secret that the powers of email marketing have been abused in the past.
Enter: The Content Offer.
One of the key components of any successful inbound marketing campaign, a content offer is "something" of value that is offered to your potential customer in exchange for his or her contact information. What that "something" is depends on what you feel your audience will value the most. The most common and popular types of content offers are:
- Whitepapers, eBooks and guides
- Live Webinars
- Recorded Presentations
- Helpful Tools such as templates, checklists, etc.
- Kits (of 2 or more pieces of content, above or other)
The amount of information you collect may depend on the content offer type and the perceived value to the reader. The more value offered, the more information you can ask for in return. Of course, the more information you receive, the better you are able to identify and organize your qualified leads.
With inbound marketing practices, landing pages are created highlighting the benefits of the content offer and demonstrating the value to the reader, who then completes a form (also on the page) to then gain access to either download the eBook, register for the webinar, view the recording, or gain access to the tool, etc.
Where does this magical content offer come from?
Here's how you cancreate a valuable content offer as part of your inbound marketing strategy.