Infographic – Content Marketing Needs to Convert to Leads

I have a lot of clients who get really excited about the content marketing piece of their online marketing strategy. What’s not to get excited about? Hopefully, you’re passionate about what you are doing!

Content Marketing can work, but just creating content to create content, isn’t the best way to market your product or services. It’s not good for your personal or company brand either… most people would rather get fewer high-value nuggets of great content, versus daily floods of marginally interesting tweets.

Here’s a quick Content Marketing Success Map that I use for deciding what content and topics to publish about:

1. Before you go off writing that masterpiece Ebook, or Video series, take a moment to find out exactly what issues, problems, or questions your ideal prospect is trying to solve. You can do this on LinkedIn, by reviewing the discussions in highly targeted LinkedIn groups (the groups that your ideal prospect is a member of and engaged in). Find the topics that get a lot of comments. Read through the comments. What are the issues? What can you help with? Can you add value to the conversation? If so… then add that topic to your Content Marketing plan.

2. Create a blog post, and if it’s a video, embed it in a blog post. The idea is to provide your content on a site where you can capture leads, most probably through email with programs like or In an SMB or Enterprise, tools like HubSpot, Marketo, Eloqua, and Act-on can help manage the process.

3. In the blog post, acknowledge the pain of the issue. Then, provide a partial solution. (This isn’t about giving away the house, but it’s got to be short and sweet.) Think 90 second video, and 250 words. If you did provide value to your prospects, and they felt more confidence in themselves to take the next step, they’ll willingly subscribe for more info or part II.

4. Now you have them in your Lead Nurturing system… continue delivering small tips that will move your prospect closer to their goals.

A Guide to Marketing Genius:  Content Marketing 

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How to build a Professional LinkedIn Profile that Engages

Social Selling Square One
You’re prospects and clients are on LinkedIn, and they’re looking for Trusted Advisors.

If you want to build relationships with them you’ll have to learn a new way of selling. It’s called Social Selling!

One of the first steps in creating a social selling presence, is making sure your LinkedIn profile entices, educates and nurtures your clients and prospects.

In many cases, your professional LinkedIn profile might be your prospects first point of contact with you.

Buyers have changed. They are reading your LinkedIn profile before they return a phone call or set up a meeting.

Knowing and recognizing this fact, is different from acting on it.

Successful social sellers know this and use their profiles to build trust and authority.

To create a client-centric profile you have to think like your ideal client persona.

Why are they on LinkedIn?
What issues are they trying to solve?
What are they trying to learn?
What kinds of discussions are they having?

If you know this kind of information, it’s much easier to build a profile that match their needs, and opens the door for building trust and authority.

Your clients and prospects want to learn from you. They want to learn about why your products and services are something they should consider. They want to know that you understand their needs. They don’t want to be sold!

5 Quick Tips:
1. Create a Headline that speaks to your prospects. What problems do you solve?
2. Use your Summary section to build relatedness and sell you authority and strengths.
3. Use Rich Media videos, presentations, blog posts, or sales & marketing pdfs to education and engage your prospects.
4. Use updates to share stories and articles that are relevant to your prospects.
5. Make a daily practice of connecting with people in your industry, prospects, clients, fellow employees, and other industry professionals.

In a Social Network environment, your prospects want “subject matter experts” not “revenue producing experts”.