It’s no surprise that content that used to attract B2B leads is slowly losing its magnetism; the Hootsuite team started to wonder why make something so hard to get when people can get the answers for free , without having to give up their soul to access them. So the team started to consider how they could truly differentiate themselves.
2. Embrace the shift from lead generation to demand generation
The industry is making a big shift right now from what is traditionally known as lead generation (basically lead capture or MQLs) to demand generation (driving awareness and interest throughout the entire buyer and customer lifecycle to close/completion).
This means that to drive demand, we need to think holistically about the end-to-end user experience.
3. Invest in the exchange of value
If Hootsuite really wanted to differentiate itself, it needed to provide value beyond simply sharing what’s trending. So, to do this, its strategy included the “How,” not just the “What” in the value exchange.
The “What” is at the heart of an engagement strategy. Each year, Hootsuite identifies the top 5 trends that marketers can expect in the coming year. And there are many ways they can uk phone number list turn each trend into a content driver, for example, blogs, videos, and case studies for each trend. As I said in the webinar, these pieces of content can be consumed individually or collectively to complement the inclusive experience.
And so, when it came to the “How” of value exchange, this was where Hootsuite knew they could capture people’s true interest. In other words, they asked the question: how can Hootsuite help? So, they made more in-depth, actionable content available for download, such as fact sheets, playbooks, webinars, and the full report with the data set as an input to share internally.
This is where lead capture really happens: after the reader has already consumed the report, not before they have had a chance to digest some of it .
The principle of Integrated Marketing lies at the heart of the Social Media Trends 2022 campaign . You can have great content that tells a story and an amazing on-site experience, but if they are not combined into a holistic ecosystem, the overall impact is diluted.