It’s easy to think of lead generation as fishing, but there are two distinct approaches. You can cast a wide net in the hope that you’ll find your ideal customer. Alternatively, you can take a targeted approach and bait a hook, use a fishing rod and wait for your leads to come to you. The inbound approach is the latter.
By creating engaging content that solves the problems of your buyer personas, your ideal customers will naturally find your business. A reminder that inbound lead generation’s main objective is to attract the right people, at the right time with the right messaging.
When implemented properly, this approach usually requires minimal effort when it comes to lead qualification, as it qualifies leads based on the content they engage with.
The content can be in any form it needs to be as long as it will resonate with your target audience. Therefore, your content must solve a problem for your buyer personas, and it must be in a place where they will find it.