It’s no secret that content is one of the most effective forms of marketing. The fact of the matter is that consumers are doing a TON of research on their own before reaching out to companies for more information. In fact, 57% of the sales process is actually complete before a prospect ever reaches out to a salesperson! This is because we, as consumers, have access to so much information that we feel there’s a lot we can do on our own prior to contacting a company.
What is a high value content offer?
The way we define a high value content offer here at CJXANDER Marketing is as any item that a prospective client would find valuable enough to give up some of their personal information in order to download. This can be in the form of a whitepaper, ebook, checklist, infographic, case study or a number of other types of content but it needs to be something that prospecitive client will want enough to provide a company with some information. These types of content usually dig pretty deeply into an issue or provide something that will help the prospective customer to do something. When developing a high value content offer, you need to think about how much information the end user will be looking to get in order to download the item. The last thing you want to do is make someone give you their contact info to download a piece of content that they don’t think is valuable! So make sure you’re giving them enough information to make the download worthwhile to them.
How does someone access a high value content offer?
Another term that you might have heard for high value content offers is a gated content offer. This is because the content (ebook, whitepaper, etc.) lives behind a “gate” that the visitor must get open in order to download the content. This isn’t content that they can access merely by visiting your website like they would a blog or video you’ve posted, this is content that requires a little more work from them. Here is the process someone would go through in order to access this content:
Step One: Click on a Call-to-Action (CTA)
Calls-to-action should be sprinkled throughout your website (check out some of the other pages of our site for inspiration!) and each should promote a high value content offer that a visitor can download.
Step Two: Fill Out a Form on a Landing Page
Once your visitor has clicked on the CTA, they should be sent to a landing page with a form on it. The visitor will have to fill out the form and give you some of their personal information in order to download the content. The length of your form and the types of information you are asking for should directly relate to the value of the content offer. No one wants to provide a whole bunch of contact information for a content offer that they don’t think is that important. I’d recommend veering on the side of asking for less information rather than more.
Step Three: Thank You Page and Content Download
Once your visitor has filled out and submitted the form, they should be sent to a thank you page where they can download the content offer.
That’s how easy it is! And, just think, once they’ve done those three steps they have a valuable piece of content that will help them deal with their legal issue and you have contact information that you can use to further nurture them as a lead.
Step Four. Add leads to your pipeline
This point differs from the points above in that while the points above can really apply to many different types of content rather than just high value content offers, this point is specific to high value content offers. As I mentioned above, high value content offers are items that a prospective client will find valuable enough to give up some information in order to download. That’s what makes then “high value” to the client. But these are also high value to you, the firm, because you are receiving information from the prospect in return for the content offer. This person then becomes a lead that you can nurture into a customer using other tactics including email marketing and SMART calls-to-action.