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Getting a good “lead” remains the metric that matters the most to marketers. To a journalist, a good “lede” is a great headline that entices readers to read the full story. As the content marketing revolution marches on, all companies will need to become, in part, media companies. Modern marketers can join the charge forward — and improve program ROI—by adopting a new CPL: the Cost per Lede. Read more

  • ND

    Nate Desmond

    over 6 years ago #

    Thanks Andrew! I love this line: "That’s because helping people is more effective than interrupting them with advertising."

  • ET

    Everette Taylor

    over 6 years ago #

    Welcome to the GH community Andrew!

    Interesting look at the relationship between journalism and marketing, I especially liked the comparison of ledes in journalism and leads in business. Content marketing is almost essential these days but companies can't lose sight of the purpose of the content by just throwing anything out there. Thanks for sharing

  • AL

    Alfred Lua

    over 6 years ago #

    Thanks for the article!

    I particularly like this part: "For new marketing and sales professionals, the journey from stranger to customer starts with your target audience (“suspects”), moves along to someone who has explicitly or implicitly signaled a related need that you can help with (“prospect”), continues on to a relevant person who you know to have the ability to make a purchase (“lead”) and, finally, rests with the person who is also ready to buy (“opportunity”)."

    It is just like the AARRR funnel we always talk about. If we do not put in effort to feed the pipeline from the start ("suspects" or acquisition) and only focus on where the money is ("opportunities" or revenue), we will miss out on a lot of potential customers.

    • AG

      Andrew Goldner

      over 6 years ago #

      You are welcome, Alfred. And, you make an excellent point with an apt reference to AARRR.

      Content hacking helps people self-educate themselves towards a purchase. Some leads may not even know they need what you want to sell them, so focus your content marketing efforts on the stage of a buyer’s journey with early-stage, middle-stage, and late-stage content. Let people qualify themselves as they engage with your content.

  • SC

    Shana Carp

    over 6 years ago #

    First off


    And I wonder what it means as content companies become more algorithmic in terms of creating reach

    • AG

      Andrew Goldner

      over 6 years ago #

      Hi Shana,

      Good question. I often see companies overly relying on automation and removing the human editorial and curatorial element. Automated drip campaigns that nurture people from stranger to client can be effective and efficient, but, as Sandi MacPherson (Quibb) eloquently put it, "people send the best welcome emails, not robots" (http://quibb.com/links/people-send-the-best-welcome-emails-not-robots). Consider doing more than just setting up a sequential email marketing automation campaign.

  • ML

    Martín La Rocca

    over 5 years ago #

    Great stuff, thanks Andrew!