Using Premium Content To Capture Email Addresses

premium contentHelpful blog posts may attract prospects to your website, but they’re not always enough to convince those prospects to contact you. By offering premium content downloads in exchange for an email address, you can generate leads while also showing off your expertise.

Offer Unmistakable Value

Premium content, by definition, should provide even greater value than the standard content on your site. Create your premium downloads with the aim of helping your target prospects solve problems and accomplish goals related to their construction projects. Every premium download should offer a specific, clearly defined benefit.

Another way to create premium content is to provide information and insights your prospects can’t find anywhere else. One of the best ways to do this is by conducting your own research and adding your personal, experience-based observations. Conduct a case study, develop a white paper, take a survey or offer your take on an emerging trend.

Once you have a collection of downloads, build a library of content and offer full access in exchange for an email address. For even more targeted leads, build separate download libraries focused on the needs of each of your buyer personas.

Spotlight Your Premium Offers

On your website, offer free samples of your premium content downloads with the rest accessible only after your visitor provides an email address. For each sample, create a call to action that’s directly related to the download’s content. Tell the reader exactly what benefits they’ll receive.

At the end of blog posts that tie in with your premium content, place an email opt-in box that offers the option of downloading related premium content. If you have a particularly valuable download, create a dedicated landing page that promotes the benefits in detail.

Whenever you publish new premium content, send out a notice to your email list and your social media followers. Offer your downloads to relevant groups on Facebook and LinkedIn. Don’t hard sell, just put the word out that you have a resource they might find useful.

For more ideas on using premium content downloads to generate leads, contact Construction Monitor.

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