Monday, December 15, 2014

Lead Generation Tips – Timing Like TV

Content and online marketing have always been hailed as the new force that’s driving today’s B2B marketing and lead generation. This is often believed to be the result of the internet giving consumers more control on what they get, when they want to get it, and where to find it.

It’s like in the case of online television and real television. Nobody has to worry about missing a show anymore. You just stream online or better yet download it. You can see this happening with companies like Netflix capitalizing more on their own, original content much like in other online media industries already established by webcomics and celebrity YouTubers.

But while customers are all free to receive the content whenever they want, it doesn’t mean you’re also free to produce it out just as freely. The internet has not eliminated the need for a schedule in your overall lead generation strategy.

It’s as simple as this. Even if a prospect were to miss an episode (or in your case, a podcast, a webinar, or even just a very well-written article), the episode itself still needs to be made. You can argue that they can always just release all episodes at once. (It’s certainly another factor that’s driving the cord-cutting movement.) That doesn’t really change much. Content itself needs to be produced. Whether it’s one blog post or an entire batch, you need to plan out on how you’re going to make it. Asides from the most obvious reason that it’s what your marketing delivers to win prospects and keep winning new customers, here are a few more:

  • Prospects have to align schedule regardless – A prospect may have all the time in the world to read your blog or watch your video. But if any of it has them hooked, they’ll be waiting for the next installment. Without a clear schedule of content releases, you’re just going to frustrate them and in turn, frustrate the relationship they’ll have with your products, services, and the rest of your business.

  • Content marketing plans – Timeline is among the first important questions to ask when creating your content plan. It’s not just about the nature of the content. The different types of content needed could take varying amounts of time to produce. Failure to take any of this into account and your whole strategy could collapse instead of falling into place.

  • Re-usability – Content also has a lifetime once it’s in the hands of prospects. Online viewers re-watch their favorite episodes, B2B prospects are likely to re-use the most useful information (whether it’s to convince peers, review ideas, back up their own research etc). A content schedule is necessary because you need fresh content by the time that lifetime expires.

When you think about it, it’s really not as revolutionary as most people thought. Typical broadcast television may be growing obsolete but the need to follow and wait for next installments hasn’t changed. It’s the same with your own marketing strategy, no matter how awesome you content might be.

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