Thanks to everyone who attended this morning's webinar, "Content Marketing for Lead Gen: How to Get Started". Our presenters, Dan Biggs, Digital Strategist for Station X, and myself, were very excited about the topic, and we had some great questions. Here are some highlights from the webinar: Content marketing is anything but new, but in the last few years or so, the practice of content marketing has gained alot of momentum with B2B and B2C marketers. The Internet has enabled marketers to take on the role of publisher and storyteller. Kickstarting Your Own Content Marketing Program. MORE >>

Have clear lead definitions. This is one of the most basic, and most important, elements for effective demand generation because if you’re not sure what a quality lead looks like, how can you tell if you’re building demand successfully? At the end of the day, your demand generation activities are meant to help you drive sales, and if you’re leads aren’t relevant, then you’re probably failing somewhere in your lead generation process. The more specialized your campaigns are, the more intrigued your leads will be. MORE >>

Landing pages are an important aspect of higher education institutions’ conversion tactics, but, if your landing pages aren’t converting your prospects to leads, then they’re most likely not optimized. Your landing pages are meant to prompt a certain action and by make them appealing, targeted and credible you increase your chances of turning your visitors into viable leads. know the temptation is strong to get as much information from each lead as possible but having to provide a lot of information is one of the biggest conversion deterrents. Be Credible. MORE >>

Similarly, marketers can track the behaviour of the recipients in their campaign, expediting those leads that demonstrate a high level of activity to their sales team. Lead Scoring. This is one of the best ways to help sales and marketing in prioritizing leads, allowing them to assign a "ranking" to every contact based on their behaviour (ie pages viewed, email reads, etc) and information. With marketing automation, you can automatically set up rules that assign these scores, instead of having to manually go through each and every lead record in your database. MORE >>

When it comes to content if it’s not interesting enough to convert a reader, to a prospect or a lead, then it’s not really doing much and it may as well be gibberish, after all, most B2B website’s exist to help convert traffic to leads. Does your content capture your readers’ attention immediately? Does it engage them and not only play on their interest but encourage them to interact with your website further? Basically, it’s a bunch of Latin gibberish that’s used to indicate where proper copy should go at some point. Be catchy. MORE >>