We speak to Tony Cohn from Everflow to discuss the value of creating quality content for lead gen. We look at how content can qualify leads, generate leads with more intent, and help you progress from lead gen 1.0.
This article is adapted from the latest episode of the B2C Lead Gen Podcast. You can find links to the whole shabang at the bottom of the page.
Tony, let’s cut to the chase! Why is quality content so important in lead gen?
Tony Cohn: It’s important because it’s probably the best way to get good results. I think it’s tempting when you’re in the lead gen space to kind of think, okay how can I get revenue as fast as possible? How can I scale things as fast as possible? It all comes down to building relationships and building content that keeps people coming back. I think that quality content does that.
There are some examples of sites that we all use daily, that we trust, that we visit to learn from. You need to have the quality content. It helps you trust who you are reading. It’s about building that relationship.
Do you have any specific mediums that the best quality content is delivered via?
It’s an interesting question. I think it all comes down to knowing your audience. To knowing where they hang out. For example, if you’re in the B2B space and you’re creating content you want to have stuff on LinkedIn. You want to have lengthy posts and be a frequent poster there.
But if you have a product that is more visual, like a tool for doing something or an exercise supplement or something like that, then something like YouTube may be better for that. And if you have something that kind of works well with teaching then TikTok would be better for that.
So it’s all about just knowing your audience and where they hang out. Also, don’t try to do everything at the same time and think a scattergun approach will work, but go for a more focused approach where you think “I know where my audience are and what they want to learn about” and do just that.
The creation of quality content can be a pretty time consuming task. What would you say to people who feel they perhaps don’t have the resources to do it?
It’s a great question. In my previous job I worked with a lot of affiliates and content creators directly and they said the same thing. They said “I wanna get started but it’s a lot of work!”
The key with this is using whatever medium you’re most passionate about. For example, for me I do a lot of writing, so I do a lot of case studies, a lot of sales documents for our team, and so, if I was doing lead gen I’d do a lot on the writing side because that’s where my strength would be at. But, I have some friends who would be great at doing it from the YouTube side or the TikTok side, so I think trying to work with whatever medium suits your strength is the way to go.
It’s almost like exercise. I like to run. But if you’re not into running just pick a sport that suits you. I think that’s the way to go.
One of the things that Everflow works with is affiliate programmes. How does content work in affiliate programmes?
In terms of how content works, it’s interesting. So we have clients who are B2C and so they use the affiliate side of things in a couple of different ways. First is just for a referral programme. So say they make a snack food or something, or have a unique consumer product, what they can do is they can basically offer a referral programme as a way to spread the word and so in terms of how content fits on that side is that good content will get amplified so much faster.
Daniel HopewellHead of Marketing
Daniel has worked with huge brands all over the world, in the Fashion, Music, and Tech industries. He specialises in creative direction and helping cool brands grow. He is the co-host of the B2C Lead Gen Podcast where he aims to give the show structure and orchestrate topics of conversation; he largely fails at this job as the podcast tends to meander all over the shop…
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