Your team has been working diligently to create a great blog post with valuable information and links to additional resources. However, they may have overlooked one simple way to provide a longer-lasting impression with the reader by creating a downloadable PDF version of the article: one example of a simple Content Upgrade that can make a big difference when it comes to developing your contact database for lead generation and nurturing.
Content Upgrades are downloadable documents or files created to grab important customer contact information from those who are new to your site, also known as lead magnets. They also provide a means by which you can see what content is resonating with existing customers.
These downloadable lead generators qualify leads based on geography, vertical market, company name, and stage of the buyer’s journey.
Lead Qualification
The fact that a document or other resource is downloaded tells you that the reader likely has more interest in the topic that the casual visitor to the blog post.
By placing a form in from of downloadable content, your team can collect personal information, the location of the reader, the company they work for, the vertical market they are in, and any other information that you require in the form fields.
Note of caution - be careful not to get greedy for information. Adding too much friction to the free download offer can result in fewer readers downloading the document, and thus, missed opportunity to collect critical contact information.
Buyer’s Journey
Additionally, the type of content being downloaded can also give your team a glimpse into where the prospect is in their buyer’s journey. For example, if they are downloading an overview or educational document, they may be in the early stages of decision making. Whereas if they are downloading a site visit checklist, they are likely much further along in the process.
Content Upgrade Ideas
In Part 2 of this series, we will discuss a handful of actionable Content Upgrade ideas for your team to consider.
Content Upgrades for Success
Deciding to go one small step further to create content can result in big wins. Crafting the ideal graphics and layout for your document can take a little extra time, so be sure to consider Vector Firm for inspiring PDF layouts and graphic design.
Our team is here to support your sales efforts and marketing programs by helping create successful, customer-centric content marketing campaigns.
Contact Vector Firm today to discuss your sales initiatives and content marketing needs.
