The case for content 36

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Lifting your leads Sharpening your social

THE #1 MOST

EFFECTIVE

SEO TECHNIQUE

IS CONTENT

MARKETING

Content can give valuable support to your lead

generation activities, promoting conversion at

every level of the sales funnel. Case studies

and customer testimonials are among the most

effective ways to do this 8 , along with customer

videos and product demonstrations, white

papers and ebooks.

Content and social media go hand in hand.

The type and purpose of your content should

vary depending on the social channel. Thought

leadership articles may work well on LinkedIn,

where other professionals can share and

comment. On Facebook, an image, infographic

or even a quiz may generate likes and shares.

Prospective customers are usually happy to

provide their contact details to gain access

to useful content. You can also invite them to

webinars, or set up a learning centre with free

tutorials on your products and what they do.

Regardless of the platform, high-quality,

compelling content will help you reach

and encourage partners, clients, prospective

employees, customers and fans to follow

and pay attention to you. So here are some

stats to help your boss (and business) think

the same way.

THE CASE FOR CONTENT 6

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