But how is it possible to generate by giving away content, which requires time and resources to be prepared?
The secret is to produce content that has value for your audience. It can be useful to solve a problem, or it can simply be fun, engaging, interesting.
To have value, they must be designed for your audience. Therefore, the Inbound Marketing strategy usually starts from the study of Buyer Personas. From a technological point of afb directory view, marketing automation platforms such as HubSpot are very useful.
Start with Buyer Personas
They are fictitious users, to whom you must attribute all the psycho-socio-demographic, behavioral and attitudinal characteristics of your ideal customer.
As you collect data about your audience (through Google Analytics, social media insights, event sign-ups, newsletter open rates, etc.) you can refine your Buyer Personas .
Create content to attract new users online
Now that you know who to target, you can publish your first content dedicated to users in the very first phase of the funnel. These customers are intended to attract them to your brand, as we said.
At this stage, you should help them discover that they have a need or problem, or communicate that there is a possible solution.
Interesting content that engages the user
At this point, you have attracted users aware of a need. The actual lead generation phase begins.
The content you offer now must be engaging and generate interest in your brand. It can be guides, downloadable e-books, infographics.
For example, you could add them to the end of a blog post and ask for an email address or to sign up for your newsletter in exchange.