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Mike Lieberman, CEO and Chief Revenue ScientistMon, Jul 9, 2012 3 min read

Content Marketing Helps You Hook And Land More Leads

Fishing for Leads Your company has as many potential prospects as there are fish in the sea. However, these prospects may seem just as slippery and hard to snag…and if you’re going home without a fresh “catch” of the day, I assure you that you’re losing countless valuable leads and sales.

So how do you get those potential prospects to start biting, and turning into new leads on the line? Whatever boat (read industry or market) you’re in, hooking and landing leads is all about using the right bait. You wouldn’t try to catch a bass with a banana on your hook, would you? Of course not. The exact same principle applies when you’re trying to land new leads with your marketing strategy.

That’s where content marketing comes in. Content marketing is all about creating and sharing relevant, interesting content that attracts, engages and converts a “lurker”, someone poking around your website, into a lead, someone your sales team can turn into a new customer.

Think of it like this: traditional advertising, such as TV ads, radio commercials and cold calls tries to cast as wide a net as possible in hopes that it catches a few of the right fish, or interested prospects. In contrast, content marketing is all about targeting the right audience and catching more valuable leads by using the right bait and casting it into the areas where these potential prospects are actually hanging out.

Not only are traditional advertising tactics ignored by most people. Accenture reported a few years ago that most Americans are exposed to over 3,000 advertisements in a single day; we are numb to traditional advertising. Content marketing gives you numerous opportunities to share educational information with an audience through channels such as your website, social media, email marketing and more. Once you start to write blog articles for your website, use video in your email marketing or share interesting articles via your social media networks, you will begin catching new leads right away.

Start Today – A marketing program without content makes catching new leads practically impossible. Ask yourself what industry-related content your target market wants to see and the best way to share it with them. Create a content sharing strategy by planning to produce a single piece of content each month, then make sure you publish that content in all the places your best prospects hang out. Stick to it closely…then watch your number of new leads grow!

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.