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<\/center>You might think that puts paid to content marketing, but the thing to realise is that the problems GDPR presents to this approach are problems we\u2019ve had all along.<\/p>\nThe fact we can\u2019t force users to hand over their data in exchange for content now is, if anything, just taking work out of our hands \u2013 previously all that would happen is that users that wanted the content but not the contact would give us false information, adding dead leads to our numbers that would later just have to be removed anyway.<\/p>\n
Incentive to exchange<\/h2>\n
The reason content marketing has always been a strong approach<\/a> \u2013 and the reason it represents a powerful tool in the post-GDPR era \u2013 is that it gives users relevant to your offering an incentive to interact with you.<\/p>\n It allows you to capture your target audience throughout the funnel, ranging from building awareness with those for whom this piece of content is their first interaction, to reinforcing your credibility for those that are already considering your offering.<\/p>\n While we can no longer require data in exchange for our content, by making the quality of the content we are offering clear, we give users more reason to want to hand it over. Furthermore, we know that those that do opt-in are highly engaged \u2013 after all, they\u2019ve chosen to be contacted rather than it being forced on them.<\/p>\n So, what makes content marketing the antidote to your GDPR woes? It\u2019s simple really \u2013 even in the \u2018worst case\u2019 scenario, your content can still work hard for you.<\/p>\n Let\u2019s say you\u2019ve paid to drive traffic onto a landing page. Users click the ad and fill out your form, but then opt-out of marketing communications. What then?<\/p>\n If we\u2019re running a content marketing campaign, then they will still get their hands on our content. \u2018Even worse!\u2019 you might think. I would disagree.<\/p>\n We\u2019ve put all this time, effort and budget into getting that click \u2013 which outcome would we rather have? A dead lead or a prospect with your branded, high-quality, useful content in front of them?<\/p>\n The most important thing to take away here is that we need our content to leave an impression. Some see the form fill as the end goal for any marketing campaign \u2013 in the context of content marketing, that means thinking that, once we have the prospect\u2019s data, it doesn\u2019t matter how good the asset we give them is. I believe that was incorrect pre-GDPR and is an even more critical mistake to make now.<\/p>\n One of the best things about content post-GDPR is that it allows us to encourage, and possibly even incentivise, future interactions from the prospect within the content itself.<\/p>\n After consuming your useful, insightful content that user will, hopefully, have a positive impression of your brand and in all likelihood be more open to your offering.<\/p>\n By ending your content with a simple, clear explanation of how your services relate to the topic of the content and why it would be worth their time to contact you, you can create the opportunity for a warm in-bound lead \u2013 a far better position to be in than cold calling someone who downloaded the guide, hasn\u2019t yet read it and wasn\u2019t really interested in hearing from you anyway.<\/p>\n As I mentioned, you can even incentivise this \u2013 offer people who\u2019ve read the guide something in relation to the topic. A free consultancy session, for example. You could even give them a promo code or trigger phrase to use when they get in touch, both adding a sense of exclusivity and giving you a way to keep track of who has been driven in by the content in the long term.<\/p>\n We\u2019re committed to content as the answer to GDPR \u2013 it\u2019s how we promote ourselves, and we\u2019ve seen it work for many of our clients. If you\u2019re struggling to rebuild your marketing strategy post-GDPR, then we\u2019d love to help.<\/p>\n Find out more about our approach to content marketing<\/a>, or get in touch<\/a> today and let\u2019s talk about how content can make your GDPR worries a thing of the past.<\/p>\n We’ve also got a\u00a0content marketing guide<\/a>, which you can download for free here:<\/p>\n So, this is GDPR. Based on the state of my inbox, I\u2019m not convinced it\u2019s made the difference most people expected it to. The reality is, we\u2019re still in limbo.…<\/p>\n","protected":false},"author":22,"featured_media":2880,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"related_service":[45],"related_industry":[],"class_list":["post-2879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"card":"Good content creates quality interactions<\/h2>\n
Quality content is vital<\/h2>\n
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<\/center>More-so now than ever, we want that asset \u2013 be it a guide, an infographic or a webinar \u2013 to make a lasting impression on those that interact with it. That way, we create future opportunities with those prospects that aren\u2019t ready to give us their contact information right now.<\/p>\nThe power of the pitch<\/h2>\n
On that note\u2026<\/h2>\n
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<\/a><\/center>Alternatively, if you\u2019re already trying content marketing as a GDPR antidote then let us know in the comments below \u2013 what approach are you taking? How\u2019s it working out?<\/p>\n","protected":false},"excerpt":{"rendered":"