So, What is Premium Content and Why Should I Care?

We all know that content is king (and content distribution is queen) when it comes to an effective inbound marketing strategy—but when it comes to effective inbound campaigns for B2B technology, content strategy is about more than just blog writing and posting on social media.

Inbound marketing is about two main things:

  1. Providing value for your audience
  2. Generating awareness (and leads!) for your company.

If blog content and social media distribution is used to provide valuable content to your audience, premium content can help you leverage those value bombs you’ve been dropping on your audience and convert them into marketing qualified leads!

But… “what is premium content?”

Premium content is the type of media that marketers use to convert a site visitor into marketing leads. Premium content is typically released to the reader after completing an action (such as completing a form, registering for a webinar, etc).

Premium content is typically longer-form and/or has a deeper level of insight than standard blogs would have. The name of the game here is adding value and sharing your insight with your audience. This positions you as an expert and someone who can make their lives easier! 

Premium content can take many different forms - here are a few examples:

  • Whitepapers
  • Infographics
  • eBooks
  • Checklists
  • Webinars
  • Research reports
  • The list goes on…

Why are marketers using premium content?

The short answer: premium content has the ability to convert regular site visitors into marketing qualified leads by bringing them into your marketing funnel.

Now that your site visitor has engaged with your content and brand on a more meaningful level, you’re able to nurture the lead with more content related to their interest and further qualify the lead.

Now that I’m using premium content to obtain leads, what's the next step?

Glad you asked! Your job isn’t over just yet - once you’ve started converting casual website visitors into marketing qualified leads your job needs to be focused on nurturing the new relationship and continually providing them value with awesome content.

Now that you’ve received an email address from the visitor (and an opt-in to receiving marketing emails) you should be nurturing your audience with emails and content related to their interests.

By staying engaged with your audience and continually providing them with content of interest to them and that helps solve problems, you’re positioning yourself as an expert and someone that can help their business.

The bottom-line

Inbound marketing is a smart way for B2B tech marketers to deliver value to your audience. And, premium content is a good way to convert that traffic into marketing qualified leads.

Are you a seasoned pro with using premium content as part of your inbound marketing strategy? If you said "Yes!" Check out our fun scorecard and see how you stack up: Are You A B2B Inbound Marketing Master?

Still need some tips and tools to become a Marketing Guru? Check out our B2B Tech Marketer's Guide to Inbound…chock-full of tips and tools to launch your own great inbound marketing!

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Topics: Inbound Marketing

Patrick Zangardi

Written by Patrick Zangardi

Patrick is Kiwi Creative's digital marketing director. He spends his days working with our clients and leading web development and inbound marketing engagements. He spends his nights eating pizza.

B2B Tech Marketer's Guide to Inbound

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