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4BestContentStrategiesto
GenerateKickA**B2BLeads
by	Pawel	Grabowski	
Founder	and	Chief	Copywriter	– usermagnet.io
@pawelgra77	|	@usermagnetio
@pawelgra77	|	@usermagnetio
Irritating
GeneratingLeadswithContentis:
Frustrating
Disheartening
InboundMethodology
@pawelgra77	|	@usermagnetio
@pawelgra77	|	@usermagnetio
@pawelgra77	|	@usermagnetio
CanyouREALLYgenerateleadswith
content?
@pawelgra77	|	@usermagnetio
Yes butthere’sacatch
@pawelgra77	|	@usermagnetio
Togenerateleadsyouneedtodoatouch
morethanjustpublishgreatcontent
Youneedtouseacontentstrategythat canactually
deliverleads
@pawelgra77	|	@usermagnetio
“Contentcanonlydelivertrafficand
brandawareness”
Some Marketers
@pawelgra77	|	@usermagnetio
@pawelgra77	|	@usermagnetio
“TheRoleofContentistoGenerate
tangibleresults–leads,users,links…”
Other Marketers
@pawelgra77	|	@usermagnetio
Bothgroupsareright!
Andthat’sBecause…
@pawelgra77	|	@usermagnetio
Youusedifferentstrategiestoachieve
thoseoutcomes
Traffic/Awareness/
Buzz/Virality
Leads,	Users,	Links…
Picking	the	wrong	strategy	is	
a	common	problem
(and	the	main	reason	for	
failing	to	achieve	content	
marketing	goals)
LeadGenerationwithContent
Myths
@pawelgra77	|	@usermagnetio
@pawelgra77	|	@usermagnetio
Myth#1
ContentCanDeliverSales-ReadyLeads
Nope!
@pawelgra77	|	@usermagnetio
@pawelgra77	|	@usermagnetio
SEO,PPC,OnlineAdvertising,
Local Search…
WarmLeadsreadytobuy
Content
ColdLeads
Content	delivers	leads	at	the	early	
stage	of	the	buying	 cycle that	need	
to	be	nurtured before	you	can	
forward	them	to	sales.
@pawelgra77	|	@usermagnetio
Myth#2
OnlyGatedContentDeliversLeads
NopeAgain!
@pawelgra77	|	@usermagnetio
Certaintypesofcontentcanactually
generateleadswithoutforcinganyoneto
signupforyourlist
4BestContentStrategiesto
GenerateKickA**B2BLeads
@pawelgra77	|	@usermagnetio
@pawelgra77	|	@usermagnetio
LeadMagnets
Webinars
SlidesharePresentations
Podcasts
@pawelgra77	|	@usermagnetio
LeadMagnets
“A	lead	magnet	is	anything	that	your	potential	customers	will	find	valuable.”	–
Massimo	Chieruzzi,	CEO,	AdEspresso
“A	lead	magnet	is	an	irresistible	bribe	offering	a	specific	chunk	of	value	to	a	
prospect	in	exchange	for	their	contact	information.”	– Ryan	Deiss,	CEO,	
DigitalMarketer
“A	lead	magnet	is	the	(free)	offer	you	make	to	get	visitors’	email	addresses.”	– Peep	
Laja,	CEO,	ConversionXL
“A	resource	you	offer	in	exchange	for	a	person’s	email	and	a	chance	to	develop	a	
relationship	with	them”.	– Moi J
@pawelgra77	|	@usermagnetio
LeadMagnets
eBooks
Guides
Whitepapers Tools Templates
@pawelgra77	|	@usermagnetio
TobeEffectiveLeadMagnetsMust:
• relatetoSpecificknowledgeyouridealleadslack
• promiseasolutiontoaveryspecificproblem
• beeasytoconsumewithin minutes
@pawelgra77	|	@usermagnetio
GeneratingLeadswithLeadMagnets:
Leadcaptureforms
@pawelgra77	|	@usermagnetio
Webinars
@pawelgra77	|	@usermagnetio
Webinars
77%	of	marketers	run	webinars	to	generate	leads	– ClickMeeting report
“Basedon asurveyweconductedwithourclients,between20%
and40% ofwebinarattendeesturnedintoqualifiedleads”-
ReadyTalk
@pawelgra77	|	@usermagnetio
BenefitsofRunningWebinars
• Attractingpeoplewith astrongintentandbrandrecognition.
• GainingaGlobalReachforyourBrand
• RaisingPerceived authorityandStatus
• Developing StrongPartnerships
• BuildingA ContentLibrary
@pawelgra77	|	@usermagnetio
GeneratingLeadswithWebinars
Before
• Signing	 up	for	the	
webinar
After
• Making	offers
• Pointing	to	additional	
(often	gated)	resources
During
• Follow	ups
• Additional	 offers
• Additional	 resources	
to	move	them	to	a	
more	qualified	list
@pawelgra77	|	@usermagnetio
SlidesharePresentations
@pawelgra77	|	@usermagnetio
SlidesharePresentations
• Access toThe Linkedin’sAudience
• Search Visibility
• Authority
• Leads
@pawelgra77	|	@usermagnetio
SlidesharePresentations
ThreeWaystoGenerateLeads
@pawelgra77	|	@usermagnetio
Podcasts
@pawelgra77	|	@usermagnetio
Podcasts Leads?
Nah!Impossible
Andyet…
@pawelgra77	|	@usermagnetio
Podcastingisahugelysuccessful
leadgenerationchannelfor
attractingnewcustomers
@pawelgra77	|	@usermagnetio
PodcastingListeninggrew by 23%between 2015 and2016–Convince and
Convert
67%ofpodcastlisteners don’tmindsponsorshipmessages andoccasionally
findthem useful
Podcastlistenersstay tuned5 times longerthanreadingablog post
Thesame numberofAmericans listentopodcastsandusetwitter
@pawelgra77	|	@usermagnetio
Podcasts
Allowfor MultipleWaystoGenerateLeads
PointingListeners toleadmagnets intheShow Notes
MentioningAdditionalResourcesthatcouldleadto
signupforms
Pointingto yoursite, services orproducts
@pawelgra77	|	@usermagnetio
ToRecap:
ContentCanHelpRaiseBrandAwareness AND Generate Leads…Butyouneedto
usedifferentstrategies toachieve thoseresults.
ContentDelivers LeadsattheEarly Stage oftheBuyingCycle
Youdon’thave togatethe contentbehindaformtogenerate leads
4bestcontentstrategies togenerate kicka**B2B Leadsinclude:
LeadMagnets,webinars,slidesharepresentations,andpodcasts
@pawelgra77	|	@usermagnetio
Questions?
Pawel	Grabowski	
Founder	and	Chief	Copywriter	– usermagnet.io
More	Questions?	Email	me	at:
pawel@usermagnet.io

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