proprietary thought leadership content for lead gen
I led the team in a digital web-first strategy – yes we could have created a PDF version first as is typical of many reports however PDFs are not crawled by search engines, which means you are doing a TON of work and it’s not even contributing to your SEO or online visibility. We created a dynamic user interface that was also designed with lead gen in mind (see the table of contents link feature on the left plus the CTA with a secondary option – a method I created to psychologically push people to the secondary based on their likelihood of being at a certain stage of the buying journey/funnel). From this design it was also very easy to create a PDF template for other inbound demand and content needs.
You’ll also notice prominent sharing features in the righthand margin which helped with amplification and engagement.
In addition to the lefthand CTAs being sticky and following a reader down the page, I instructed the team to create/embed branded infographics created from the report data to help encourage sharing and engagement, along with backlink building (often publications would link back to or share our research and statistics).
I made sure the team also surfaced and visualized benchmarks that could be leveraged by the industry as a whole, as mentioned, no one was providing this data in the industry prior. The benchmarks helped us race ahead as thought leaders and authoritative experts in the space, as well as allowed us to educate our customers and leverage the benchmarks as selling points in the sales lifecycle, helping to increase lead and pipeline velocity.
