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Content is the Big Brother of Lead Gen

July 16, 2019 - Practitioner Marketing - , , , ,
By: Chris Riley

Too often lead generation activities are thought of in terms of lead guarantees, duration, clicks, impressions, etc. What organizations fail to realize is the content behind these campaigns directly relates to the quality of leads you will receive. That is why thinking “content first,” as we do with our partnerships with MediaOps and Stack Overflow, is key to any successful lead gen activity.

In the tech market you are not selling a commodity; you are not selling shoes. Not everyone knows what your product is, and most don’t even have the right persona for it. So big numbers say nothing to Software Developers, Engineers, DevOps, Quality Assurance, and Big Data professionals about how well your campaign will do.

The right personas for the tech market are complex and difficult to target. If your aim is too broad or random, you risk making an enemy by enticing someone to click something that leaves them disappointed. This is why it’s so critical for your product marketing and your demand and lead gen teams to clearly identify the expectations of your market and make sure the landing page for all marketing campaigns provides value.

Clear: When a person sees the campaign copy, they should be able to understand what the offering is. If it’s super buzzy, that’s really annoying; and if it’s broad and doesn’t provide a solution to a tech challenge, that’s just as annoying. 

Consider what happens upon the click. If it reveals fluff, or the content of the landing page doesn’t reflect the ad copy, the click costs you a relationship. That relationship potentially has a higher value than a single conversion. 

Of course, the click at least captures the lead, but is it the right lead? For example, if your ad copy relates to Node JS application deployments, but the content of the landing page is about DevOps, either you get an unfavorable reaction from the visitor, or you end up with an unqualified lead, which translates into an expense.

Provides Value: This is a give-get world. You need to give the techie something of value. The litmus test for this is that upon consuming the content, they:

a.) learned a new concept;

b.) got an answer to a question;

c.) are able to take actionable steps as promised in the content; or,

d.) have something useful to share with their peers.

If they get nothing from the content, your sales person will not get a favorable response when they contact this lead.

Meets Expectations: Clarity combined with value is how you make sure that what the visitor gets is what they expected to get with the click. Make sure they don’t feel cheated. Target the right person, aim to meet well-defined expectations, and provide a strong call to action that invites them to engage at some level.

At Fixate our objective is to direct valuable content to a specific destination; often via digital media channels. While we use Sweetcode.io to vet contributors and validate our messaging, we are not a media company like MediaOps or Stack Overflow, who have larger audiences and many more distribution options. We combine the distribution power of Sweetcode.io and Fixate.io with our best-of-breed content in the following ways:

MediaOps Content Pillar: We create high-quality, technically rich content that meets the expectations of our audience, and provides value. MediaOps aligns that content with relevant and related campaigns positioned to reach and engage with the target market.

Stack Overflow – Direct to Developer: The awesome thing about information on Stack Overflow is that it is organized not only by stack and persona, but also by mood. If you have a question on stack, you have a very specific need and want an answer right now. By accessing Fixate-created content that directly relates to stack questions, you are getting answers at the right place, time, and mood.

These programs were architected with the understanding that lead generation campaigns in the tech world are a liability if they do not deliver great content. All product marketing, demand generation, and lead generation professionals need to realize this and build their campaigns around well-crafted content.


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Chris Riley (@HoardingInfo) is a technologist who has spent 12 years helping organizations transition from traditional development practices to a modern set of culture, processes and tooling. In addition to being a research analyst, he is an O’Reilly author, regular speaker, and subject matter expert in the areas of DevOps strategy and culture. Chris believes the biggest challenges faced in the tech market are not tools, but rather people and planning.

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