If you were to ask me the one mistake I see most often when it comes to content marketing, I wouldn’t hesitate to answer:
A lack of targeted web forms.
Not just web forms. Targeted web forms.
Why? Because these are your ticket to capturing leads you can nurture into signups, registrations, sales and other conversions that matter to your business.
Without online forms, you won’t have a mechanism for more easily transforming casual website visitors into customers and advocates for your brand.
Consider this recent example from eScribe, a Mueller Writing client:
This particular company outsources medical scribes to do documentation for overworked physicians, so our initial content strategy focused on creating a handbook for building scribe programs. Within months of launching the e-book, the business’s marketing automation database had grown by 222%, purely from gated content downloads. Better yet, several of those leads eventually converted into high-paying clients. More than half a year later, we’re still seeing a regular cadence of new leads being generated from this one campaign.
Just one piece of thoughtful content can earn you a solid return on investment for months and years to come.
You might think getting the right mix of enticing content offers and lead capture forms is intuitive. But that’s not always the case.
Many marketing departments—even seasoned ones—tend to do one of two things that result in lost leads:
- They post and promote really great content that people are eager to download, but fail to ask for personal data in exchange.
- They get excited and gate everything, from 30-second video tutorials to case studies, and inadvertently turn away annoyed prospects.
The perfect balance lies in between these two extremes. And you can find a step-by-step guide to getting it right in a new e-book I wrote for Formstack. Download it for free on their website:
Of course, you’ll have to fill out a form to download the PDF. It’s totally worth it. I’m sending you to the Formstack website to get this e-book because I’m a big fan of their powerful form-building features and feel strongly that it’s an ideal tool for every market-driven company.