Distinguishing between leads and subscribers is important for B2B organizations that want to differentiate themselves. Contentmarketing lesson: Distinguish leads and subscribers, advises @LisaBeets. Click to tweet A prospect is someone who discloses information in exchange for a piece of content or something else of value. It doesn't necessarily mean they want to have an ongoing conversation with your business. In fact, the prospect may not be interested in your products or services at all. A subscriber is someone who signs up to receive regular communications from a company because they believe you have something of value to offer them – and you will continue to provide that value beyond the initial commitment. In other words, the subscriber signs up in anticipation of the expected value to be received. Consider building an audience through a subscription,
then looking for leads from that subscription list (as the audience engages with your pieces of content). But do not ignore the possibility of the opposite situation. As Kim Moutsos, Vice President of Editorial at CMI, points out, “If your lead-gen article is great, you Illustrator Art Work can earn a subscriber at the same time you earn the lead. You can also extract leads for subscribers, just as you might extract subscribers for leads. For example, offer a subscription to your newsletter on the thank you page of a download or from a PDF,
infographic or video. " If your lead-gen piece is great, you can earn a follower at the same time you earn a lead, says @KMoutsos. Click to tweet 2018-b2b-research-opinion HAND RELATED CONTENT: 8 big questions from the content marketing world to ask all year long How to increase conversions at every stage of the customer journey Mix craft and process