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Episode Synopsis "PDF Lead Generation – What Types of Content Works Best?"
Many online marketers do one of two things when posting PDF documents to their organization’s site - either gate their PDF content behind web registration forms or else leave it completely free. The goal of gating PDF documents would be to generate sales leads from visitors that find enough benefit in the material to identify themselves and be flagged as potential customers. However, if used wrongly, web registration forms act as a hurdle and discourage potential visitors. Would it be suitable to gate all content? No. Often the gated content really should not be used for PDF lead generation purposes, because readers have not been educated to the stage where they’re motivated to identify themselves. To put it simply, the content just isn’t beneficial enough in their eyes to give up their details for but also you need ongoing SEO for it. There are two types of content that are crucial in the PDF lead generation process for marketing experts, educational content and sales lead-generating content. What is the difference between the two and which should be gated? Marketers have to fill their websites with educational content that will supply the reader with sufficient know-how and understanding to encourage them to want more information, creating momentum in the direction of becoming a sales lead. This sort of content needs to be open and free of hindrances to access so that it’s viewed by the maximum number of people feasible. The more people that access it, the greater the number of visitors who will be interested in learning more information. Types of educational content can be product descriptions, newsletters, and blogs that inform the visitor sufficiently to know that they would like more in-depth knowledge on a subject. That’s where content that generates sales leads is essential. It needs to be “meaty” enough to inspire the visitor to identify themselves as sales leads without them being concerned that an aggressive sales rep will intrude on their day. The more worth that the reader gets from the PDF document, the more likely they will be to provide their contact information. White papers and research reports are perfect examples of content that delivers sufficient substance to encourage readers to opt-in and identify themselves. Marketing experts need to bear in mind when designing content for websites, that they cannot gate everything nor can they provide everything for free. Determine what the end goal is when creating content – do you need to educate and encourage your audience to learn more, or do you want to give them valuable content for PDF lead generation purposes? Take into account that gating a PDF at the beginning can be a discouraging factor for a lot of visitors, so ensure that you give them a preview of the document so that they can determine if it is what they are seeking. This will increase the number of accurate details you gather, strengthening PDF lead generation efforts substantially.
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