TweetThe best way to view this infographic is to either print it or view it in full screen mode.
Or (if you want to test how fast your Internet connection is) you can download a very high resolution version here.
Here are some big takeaways:
Content Marketing takes time to generate leads
You don’t start a blog on a Monday and start collecting leads on that Tuesday. The timeline in the above infographic is (perhaps) even overly optimistic. The content has generated a lead in about 70 days in this instance.
Content Marketing takes consistency to generate leads
Notice that PDQ Communications was generating content 2 to 3 times per week for a consistent amount of time. You may find that two to three times per week is sufficient and you may find that you need to be generating more content to get some traction in social media and in search engines. Consult your website analytics for answers to these questions.
Content Marketing requires value to generate leads
Notice that PDQ Communications does not create content that is promotional. PDQ is creating content that is valuable to the market. This strategy requires that you understand your market and what they need — and then deliver it to them via your Content Marketing strategy.
Content Marketing requires frequency to generate leads
Notice that XYZ Communications is “touched” frequently by PDQ Communications marketing. Frequency of marketing messages is still the goal just as it is with print advertising or direct mail.
What are your thoughts? Do you have questions/comments about how Content Marketing generates leads? Have you been marketing like PDQ Communications? Do you have any advice for the rest of us?
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{ 4 comments… read them below or add one }
Nice representation. I think the point about content needing to be “touched” frequently is key.
Also, one of the greatest things here is the fact that PDQ Communications is continuously credited along the way!
I all too often see instances where the content originator isn’t given credit as the content becomes more viral across tweets and embedded into others blog posts.
@Debbie Hemley — Good point — the hope when you are creating great content for your market is that you will be given credit for it by gaining overall authority in the market place, increasing trust, educating your prospects and existing customers and tapping into the “you scratch my back, i’ll scratch yours” mentality that pervades business.
My experience has been that if content is created consistently, the originator of the content will gain in the long run.
One of the better illustrations I have seen. Would love to see one that reflects the buyer’s perspective of consuming content from *multiple* vendors, assuming competitors are engaged in various levels of nurturing.
@Joe Zuccaro — That would be an interesting take Joe — I think we are still at a point where many industries have few players that have a real content strategy. It’s going to be scary when a good content strategy becomes a commodity.