From the course: OMCA™ Certification for Digital Marketers Test Prep

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Generating leads with content marketing

Generating leads with content marketing

From the course: OMCA™ Certification for Digital Marketers Test Prep

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Generating leads with content marketing

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- So how do you generate leads through content marketing? As an example, let's take a business-to-business company that sells software as a service. The company's primary goal is to generate leads to a free trial. The company has successfully provided free expert webinars in the past as a primary registration tool to gather leads. They promote these webinars through their current email list and also advertise through paid search and display advertising. This is where most companies end their strategy. They typically focus on the immediate need of leads, but they don't use the content they are already generating. This is where the concept of content curation comes in. All of a company's content is organized such as by type of content and subject of content and put into a central resource. Many times, significant content has already been developed and published, but it is overlooked, and not easy for customers or possible…

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