In other words, they automated their education to help their audience. Mailshake's marketing automation is an example of content marketing Mailshake acquired 5,321 email opt-ins for their cold email masterclass workflow in under one year -- proof that, if done well, this could be an incredibly effective strategy. 19. Townsend Security's Content Offer One tried-and-true way to convert visitors into leads is by offering something of value in exchange for their contact information (i.e. email address).
This "something" is referred to as a content offer. Content offers include, but are not limited to: Guides Workbooks Templates Webinars It can take a lot of time to create a valuable content offer from scratch. One effective way to create a meaningful content offer is to repurpose and repackage pieces of content found on your website. For example, data security fax number list company Townsend Security created a pillar page for one of their topics of expertise — encryption key management. To help convert visitors into leads, Townsend repurposed and repackaged the content on their page into a guide. This allowed people to take the content with them, as opposed to having to search for the pillar page each time they wanted to read about encryption key management.
Townsend Security's content offer is a content marketing example In the first year of publishing their encryption key management pillar page, 63% of visitors gave their information in exchange for a packaged PDF of the on-page content. 20. Venngage's Free Product Your product should be your best marketing. An effective way to provide real value to your prospects is to create a free tool that aligns with your products and/or services. If you can get a free user hooked on one of your free tools, then you're giving yourself (and your sales team) the best chance at demonstrating the value of your paid tools, too.