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Chapter 5: Use Content to Get Leads You may be wondering how content marketing can directly support your bottom line. There are a variety of ways but this chapter will specifically discuss how you can use it to get leads. Yes, it is entirely possible to take any of the forms of content and use one of them to generate a list of warm leads. This is one of the content marketing avenues. In fact, if you’re new to content marketing this is one way to become acclimated to it. You have a clear goal from the beginning and you are creating a strategy to support that goal. Here’s how you do it. 1. Determine how many leads you’d like to get over the course of this content marketing campaign and how long it will last. It’s important that you begin with the end in mind. You should know what you’re working towards and how long you’ll be doing it. Sometimes business owners can launch great ideas and begin campaigns designed to improve business but if there is no clear end game, the idea can eventually falter and the campaign can go on forever. You need a clear ending to give you a deadline to work towards. Don’t worry. You can tweak the number of leads if your research calls for it but you can’t tweak the length of the campaign. 2. Decide how you will capture the emails to build your email list
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