In a world where information is power, persuading people to reveal their identity is one of the toughest challenges around. When there are so many factors that enable people to remain anonymous, getting them to reveal themselves, and allow themselves to be added to your database, is almost the Holy Grail of marketing.
If that can be regarded as the Holy Grail then the latest lead generation campaign being used to get ‘The Times’ readers to subscribe to their online issues must certainly rank as Content Marketing Nirvana. Not only are they getting people to part with their closely guarded details, to receive the information they are looking for, but in addition they are also getting these individuals to part with their hard earned money for the privilege of receiving 30 days worth of access to the site and content. www.thetimes.co.uk
The tools for content marketing aren’t exactly new – digital content, websites, whitepapers, webinars and so on. However, it’s the philosophy that has changed over the last year. It’s now a softly, softly approach.
Content marketing draws in prospects who are interested in a specific topic, especially those who are attracted to the richest and most engaging pieces of content. Therefore the challenge for marketers lies in understanding how to fit these pieces together and make the most of them. In other words, how do you progress your prospects along the buying cycle without their knowledge?
And you don’t have to do it alone. Media owners are falling over themselves to help present your content, so why not take advantage of the new technologies, formats and platforms they’re offering? They’ll reinforce your message and let you address your target audience in a familiar environment (all via tried and tested formats and from a trusted media brand) – and they’re also willing to deliver a guaranteed lead quota.
For example, last year we commissioned a survey for one of our clients via a third party media owner. The results were gathered into a downloadable whitepaper. The results? Over 150 high quality leads, increased brand awareness and some valuable insight into the target audience.
How can we help you?
Darren and Lisa are our latest experts to express their point of view – and it just so happens they’re on opposing sides of the aisle. Darren believes that ideas are everything, Lisa believes it’s all in the data.
Watch Darren and Lisa go head to head as they discuss the relative merits of creativity and science. Then cast your vote in our online poll and join the debate.
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I’ve got no intention of signing up. Don;t like Murdoch anyway and I believe there are quite a few other sites which which will keep you up to date with what’s going on in the world.
It’s crazy to charge people for news and they will find that far less people will even consider it, especially with countless sites and apps providing free news these days!!
I agree with Dave, there are countless sources online where you can access the latest up to date news stories. Although they are a reliable news source there are still ways to access the same stories for free on the web, the BBC is a prime example. I don’t agree with having to pay to receive news online – Yes maybe for niche subjects but not for The Times! I can’t see the fee lasting long, not with all of the other free sources out there..