I know how that title sounds. Like I'm off my rocker, but hear me out. I truly believe that every single article, blog, white paper, podcast, social media post, CAN be a lead generating tool.
Here’s what I mean. Start with the end in mind. Ask, “Where do I want to guide my audience with this piece of content?”
Everything we put out can be considered noise. So, when we get someone to read or engage with what we’ve put out there, we have both an opportunity and an obligation.
The Opportunity is to help them even more.
The Obligation is, it’s your dang job to bring in leads and create pipeline for the business.
The opportunity
The whole point we create content that isn’t titled “Horse for Sale” is because we believe, with some backing of data to support the belief, that not everyone is in market and ready to buy now.
This is true. A lot of different studies over the past 40+ years have shown that in any given market and any given time, between 3-5% of those that COULD be in market and want to buy now are.
That obviously then leaves 95-97% that aren’t ready to buy. Right?
Yup, math is mathing.
So why does that matter and WHAT IS THIS OPPORTUNITY?
Try this with your next 10 pieces of content… add a CTA that helps them advance down-funnel.
This could be a product demo, another piece of content like a case study, or get really bold and ask them to book a call.
Just ask.
The obligation
Y’all. We’ve pulled our audience into an education session and we owe it to ourselves and our stakeholders AND the dang audience to push them to get the help they need.
Sometimes the thing people need most is a nudge (or a shove) in the right direction.
If we never help people take one step toward a solution to their problem, we cannot say in good faith that we have TRIED to help them.
