Good writing is good writing, regardless of whether it’s online or in print. However, there are many things you can do to tailor your writing to the web and get better results with your online content.
A big part of both online and offline marketing is lead generation.
This is especially true for any businesses that sell their services to other businesses (B2B). That’s because sales and marketing in these businesses usually involve more relationship building and long sales cycles.
Nevertheless, generating leads is also a top priority for many companies outside of B2B, such as real estate agencies and financial service firms.
Writing lead generation materials poses a challenge for many people because it’s not like other types of marketing. A lot of marketing falls into one of two categories: sales pitches or brand building. But with lead generation you need to strike the right balance between educating prospects and getting them to take the next step in the sale process.