Content marketing as a lead generator
Lower marketing costs through content marketing
Traditionally, companies mainly focus on direct sales, but more and more companies understand that they need to switch from a so-called push strategy to a pull strategy. This is because people want to decide for themselves when they want to come into contact with a company or brand. There are various communication strategies that describe the process from push to pull, for example Touch, Tell, Sell, Service.
In Touch, you reach the target audience and it is all about emotion and feeling. This often involves brand campaigns. In Tell, the story is explained and it is more about reason. Online campaigns are often used here, including social media. Sell is direct sales. Think of channels such as telemarketing, but also SEA. And Service is after-sales and building a relationship with an existing customer. Channels such as a newsletter are often used here. Content marketing is mainly used in the first two phases, Touch and Tell. By effectively applying this method with a logical flow from Touch to Tell to Sell, a shift takes place from push to pull.
Snackable content
This content marketing, writing relevant articles (for example longreads), creating videos and posts, thereby builds value structurally. The content can be distributed via Owned (own channels), Paid (purchased external channels) and Earned (PR) media, thereby generating a lot of attention. Through social media, these media can be further boosted via so-called snackable content. Snackable content consists of a short headline with an attractive visual or video and a clear call-to-action (why should I read on).
Bauhaus, a company in IT management, claims Thought Leadership through the use of inspiring and relevant articles for their target audience.
Sizo, part of Company.info, regularly posts provocative posts alongside posts about labor market communication to generate leads and conversions.
After two successful years, DRV has extended its contract with the Harbour Run Rotterdam.
The Obstacle Run through the port of Rotterdam perfectly matches what characterizes DRV: working in the real economy. With that message, DRV shows that employees matter and that working at DRV is also fun.
The Oscar-winning documentary Free Solo tells the story of American Alex Honnold, who climbs the gigantic rock face El Capitan without ropes. In the film, you subtly come into contact with The North Face.
Alex tells his own story without ever referring to the famous brand, but afterwards, as a viewer, you still get the idea that if you do outdoor sports, The North Face is a logical choice. A great example of storytelling and building the brand.
