They were discussing content marketing and how it differs from the traditional marketing and editorial tasks you’d naturally compare them to. And that’s when they reached a very important point.
Getting people to read, like and share your content is only step one. That’s about20 percent of your job. Your real job is to generate leads with your content — a much harder task than just writing content that people like.
Inspiring people to actually take the action you want is a near impossible task that takes a lot of insight, testing and skill to achieve.
In my experience the perfect balance to actually getting that signup we all want is to over-deliver on value, but at the same time not give your audience everything. Leave them thirsty, and the only way to get that glass of water is to sign up for your form.
One last advice. Make that first step a super easy step, like signing up for more info/value. Don’t ask too much at that first step, perhaps you’re best off just asking for their e-mail. Which in and of itself is a sign of trust from them. Like any relationship, let it develop over time, one step at a time. Building trust is a two-way street, so be sure to give them reasons to trust you. And not all at once.