Local Lead Gen Content

In a world of sales pages and landing pages, I find this method of content creation to be far more effective and utilized the least.

The primary objective in creating content in this manor is understanding that to obtain a "call / email" there is a series of conversions that must take place. Clicking on your link in a SERP is a conversion. Reading beyond your headline is a conversion. Proceeding beyond "The Fold" is a conversion. reading the entire article is a conversion. ultimately clicking a form or making a phone call is a by product of all the conversions I have already stated. in the end... this step in the conversion process is the "easiest"

I believe that "ranking" and "converting" are inclusive and not exclusive. There is a simple 3 point foundation that I use to not only create content but understand what content to create. The three points are People, Product / Service, and Problem.

In most cases it is best to start with "People". who is going to be the target of your efforts. be it Doctors or plumbers or housewives.. identifying your target is key. Next we want to identify these peoples "Problems" What are their concerns, what are their issues. The last step is to position your product / service to answer these peoples problems.

Even with providing a solution to a problem you are not going to get the phone to ring. within the context of your content there needs to be the development of trust. You have to further develop the motivation as to why you are the right choice. you have to whittle away the friction in the actual intended action.

To get the phone to ring and or get an email.. its a process of testing. How many times on the page does the option to call have to be available? Is there a choice for another form of communication? are you asking or telling them to call?

So where to get this stuff written... I am on an island of 1 on this topic most of the time. It simply is not something you send out. Your Business... Your Message... YOUR voice.

I look at it this way. What is the value of obtaining a client? in turn what is the value of the piece of content that does that for you? Is a series of $20 articles going to do that for you? Or is a series of $100 articles going to do that for you?

If you start consider the content on your sit an extension of not only you but your business. We are talking about reach message and voice here.. what is that worth? The dominant concept here on the WF is to outsource the trivial so more time can be spent in marketing and selling your business' services and products. I honestly think that needs repeating... The dominant concept here on the WF is to outsource the trivial so more time can be spent in marketing and selling your business' services and or products.

What is the intent of these pieces of content? To market and sell your business' service and or products. How many people In a day, a month in a years time can this piece reach? Compare that number to the number of one on ones you think you could schedule in the same periods. I think its absolutely CRAZY to outsource this type of material.