Lead capture on websites has been the same for about a decade.
Oh sure the rise of inbound marketing has people talking about it differently, but essentially it’s gone like this – you visit a website, they offer you something of value, you give them your email address and hope something good comes to your inbox.
The “bribe” or exchange of value has increased as people are suffering from all kinds of inbox fatigue. The subscriber boxes have gotten much smarter- they can know who you are, where you’ve come from and if you’ve already requested a certain piece of premium content.
But, for the most part, marketers are still trying to coerce visitors to give up their email to get something in exchange.
I think that’s about to change in some circles.
I’ve written about the rise of what I’m calling the Content Community, and I’ve finally been able to implement this concept here at Duct Tape Marketing – join for free today!
The idea behind the Content Community is that people don’t exchange their email to get one piece of content, you invite them to join a community where the payoff is a library of content coupled with the promise of easy access to future content.
To some extent one goal remains the same – the marketer is offering something in exchange for an email lead, but everything else about it changes.
- The relationship starts with the idea of joining a community.
- The library approach broadens the appeal
- The consumer gets a portal of content to return to time and again
- The content and contact is ongoing and perhaps deeper
- The member comes to see the community as a place to hang out
- The next logical step is collaboration
Ultimately, this approach offers members a much more convenient, useful and authentic way to develop a relationship with a brand.
I offer you the Duct Tape Marketing Content Community and suggest that there are elements of this approach that will become the preferred manner in which we choose to discover and consume content.
Please come on in and don’t hesitate to share the content, suggest different content and be as active as you like in our ongoing content creation.