What is rich material and how can it help your company capture more leads?
Knowing what rich material is and how to do it may be the key that is missing to help your company gain more leads and have the chance to educate your customers with content production and still apply Inbound Marketing techniques.
If you have already researched ways to make a good Digital Marketing campaign, it is very likely that you have already come across some terms like Content Marketing or even Inbound Marketing.
Also, for sure during your research, you may have run into some rich material, even if you don’t know what it is about.
That’s because all of these items can be connected when it comes to Digital Marketing, they can work with the gears of a big clock.
And it is based on the practices of this set of actions that your company can start a new way of attracting several visitors, leads and finally, of course, customers.
All of this is done through the education of people who visit your website. Not only creating a virtual store, but making visitors understand the need for your product or service in his life.
So to understand what rich material is, and what role it plays in customer education, check out the content that has been separated into the following topics:
- What is rich material?
- How does rich material help lead to capture?
- How to make a rich material?
- Your company educating visitors the right way
What is rich material?
The concept of what is rich material is that they are more complete, in-depth and dense content on the defined theme.
Unlike blog content, the rich material will unravel the details of the subject matter.
The idea is that this material can nurture and educate leads, not only attracting new ones but updating the leads that are already at the base of the company.
So in addition to being on landing pages, rich materials can be sent via email marketing to leads, ensuring the company’s education and remembrance for the customer.
And this can be done for a variety of types of materials.
Rich material types
It is not enough to know what rich material is if you do not know which is the best for the needs of your company and your customers. Then see what types of rich materials your business can produce.
They are certainly the most used by companies that apply the techniques of Inbound Marketing and Content Marketing.
The ebooks are the well-known electronic books, so they are much bigger than a blog post. So, what would need to be separated into five blog posts, can be done in an e-book, for example.
He needs to deal with a matter in general, without leaving loose ends. It needs a beginning, middle and end with the intention of providing as much knowledge of the subject as possible.
The e-book can be offered free of charge with the function of promoting proximity marketing.
That is, the customer creates a relationship with the company first, then he receives the content.
A good way to do this is with a form, which after filling out access to the content.
In addition, it is possible to attach these contents in marketing emails, to maintain the frequency of education of your company’s leads.
The white paper is very similar to the e-book, that is, it is also intended to educate visitors. But this is done in a smaller material and in a more formal way.
With fewer images and graphics, in a more linear way, where the function is to educate based on information and references, while the e-book focuses more on the concept.
Infographics, on the other hand, are materials very similar to e-books, but which need to have a greater amount of references and data to support what is being treated.
As a case study that exemplifies the theme of the content, it is possible to create greater reliability in the information while educating the client.
It is common to see pages that mix written content with videos. Thus, the subject treated can be exemplified differently.
In addition to facilitating the understanding and monitoring of information, even allowing the video to be watched while another activity is done.
Podcasts are audio files with more than one person talking about a pre-defined topic, it can be in the form of a debate, conversation or interview.
They can be added to content with the intention of increasing subjects or leaving the opinion of experts on the subject, for example.
The production of webinar content is a seminar broadcast live, either on the company’s website or on any preferred platform, such as YouTube, for example.
Within the “live” can be talked about defined topics, and even according to comments and interactions, it is possible to respond and have contact with leads, increasing proximity marketing through the participation of those who are following.
How does rich material help lead to capture?
Now that you know what rich material is and know a few different types of materials to apply Inbound Marketing techniques, we can see the relationship between rich material and leads.
This is because, as we said, a good part of these materials can be used as a data exchange currency. That is, your company makes the content of interest to the user available after he completes the form with some information.
They can be from the name and phone number to company data where the visitor works and email.
So he completes the learning with his content and even gives you the “bait” to keep in touch with him.
It is still possible that it is possible to segment your visitors with this form. Let’s say you have identified that many young university students are downloading their content, for example.
You can take advantage of this information to select the most attractive content for these leads and create more targeted materials.
In addition, of course, the relationship between the production of rich material and the techniques of Inbound Marketing.
This is because the basis of the concept of Inbound Marketing and Content Marketing is exactly the education of the possible customer through quality materials on the subject of interest to the visitor.
That is, the content serves as a funnel, which works in steps that take your customer to the bottom of the funnel, where he finally understands that he has a problem, that it can be solved and that your company can be responsible for that solution.
So if in addition to the rich material you want to know how to create a result Inbound Marketing project, check out our content to understand more.
How to make a rich material?
Now that you know what rich material is and how it can benefit your company and generate more leads, let’s finally see how to produce content in a few simple steps.
Define an audience
The first step in producing rich material content is to know who he is going to talk to. That is, who will want to read it and learn from that content?
Using the example of university students again, the language used with them and with the entrepreneurs of your company should not be the same.
Therefore, it is essential to define who the content is for. Even to define the type of rich material that will be used.
Define a theme
Once you know who the audience you want to reach with the next content is, it’s time to define what will be spoken to them.
Different audiences have different interests, while university students prefer to understand concepts, entrepreneurs need quick and practical content that can be applied in their companies.
Therefore, defining a topic of relevance to the public is the first step towards ensuring the success of your company’s rich material.
Study the subject a lot
Before you start producing content it is essential that you have full authority over the subject you are going to talk about.
As the idea is to educate the visitor, you cannot transmit information that you are not sure about, or that later he may discover that it is not what you gave him.
So it is very important to study the subject before producing rich material content from your company.
Organize the structure
One of the last steps before actually starting to produce content is to structure the rich material.
In other words, it is the definition of topics that will be talked about in the rich material chosen, so it is possible to prevent subjects from recurring or that some important information is left out of the content.
Showing this content to other professionals can also be a good idea so that people can help with some topic tips that would be relevant to the topic.
Understand how the competition is working
The last step before actual production is the study of competition. As for a market study, it is important to understand who your competition is talking to.
And how it manages to reach the target audience, so you find the differentials and similarities between you to be able to work on that.
Which already takes us to our next topic.
Once you’ve studied your competitor’s content and have been able to identify what can and cannot be useful as a benchmark for your content production, it’s time to identify what’s missing from the competition.
So you can create the highlight that can be the deciding factor for the customer to choose where to look for content, on your website, or on your opponent.
That done, it’s time to get your hands dirty and start producing rich material content from your company.
But the process doesn’t end with creation, so we have two more topics.
For those who write, even more content as dense as rich material can end the tired and addicted view of the text.
So it can happen that some language vices are applied to the text, besides of course small typos and even concept errors.
Often they cannot even be considered errors, but some explanations that can be better analyzed by other eyes. So the review is essential before the content is released.
Layout and editing
So if your rich material is ready, it’s time to release the material for layout and/or editing. This process consists of creating a rich material design.
And that goes from the distribution of the text in the material to the insertion of images in the content, be it text or video.
In the case of podcasts, it is still necessary to edit the material only with what really needs to be in the content, with the vignette and the like.
With this finishing process done, it’s time to put the rich material into circulation.
The time has finally come to put your rich material into circulation! Placement planning can be done at the beginning of everything.
But now, in fact, it is time to understand, according to your audience, the best way to spread this content.
It can be inserted on pages of your website as a complement to some subject. A complete guide can be a landing page and many other options.
Everything will depend on the needs of your business and your customer, and of course, the type of rich material chosen.
Also, don’t forget that it is possible to boost the visibility of this content with sponsored advertising on social networks and search engines, for example.
Even if someone doesn’t know your brand, if it fits the defined profile, they can have access to the ad and consequently to the rich material.
Your company educating visitors the right way
Now that you know what rich material is, what are the advantages of producing rich material content for your company and even know the steps for creating rich material, you can sit down with your employees to start thinking about the themes.
Also, don’t forget to strategically create this content to attract and educate visitors in order to improve your Inbound Marketing techniques.
So you help your lead and still “sell your fish” to him.
So if you like the idea, it’s time to start producing your company’s rich materials to attract even more leads and increase your sales even more.
And if you want more success tips for your business, keep following the Blogger Cage.