Most IT services websites are starved for more targeted traffic, more qualified leads, and more revenue and ROI. In this post, we’ll examine how you can generate more high-quality leads from the right decision makers by using premium content.
Premium Content Defined
Given that premium content is the fuel behind successful lead generation at scale, what exactly is it?
Premium content is content that’s so valuable to a particular buyer persona that the reader is willing to “pay” for it with their contact information.
Also sometimes called “gated” content because it’s locked up behind a landing page, premium content is a big part of the secret sauce that transforms targeted website visitors into leads.
A good way to think about it: Let’s say you wrote a book on IT Services Best Practices for Healthcare IT. The book ends up being good enough to carry a $49 cover price on Amazon.com.
Your IT services company decides to exhibit at a regional future of healthcare conference attended by thousands of healthcare decision makers. You bring a palette of the books with you (since the book is self-published, your unit cost is in the $3 range) and trade autographed copies for business cards from qualified attendees.
After the conference, on a landing page on your IT services website, you do pretty much the same thing – except instead of getting a physical business card in return for a physical trade paperback book, leads exchange their business card-like information (six to eight form fields) for the PDF version of the book.