Ensure your content finds an engaged audience and delivers ROI

Try to imagine what people want to read. Here are a few examples that can work well:

• The best deals from a sale your business is running.
• Tips and advice that will be valuable to your target audience.
• Educational content about one of your products or services.

It is important that this content is concise and direct, as this makes it easier for your readers to consume. Do not try to push a marketing angle or make it sound like a sales pitch.

Link to a page to capture leads
Your content should contain a link to a page on your website where you have a lead-capturing form. 

This form should be prominent – preferably at the top of the web page – and should not try to capture too much information. The less detail you request, the more leads you are likely to generate.

Partner with big publishers
Once you have your article ready, you need to get it in front of as many prospective customers as possible.

The best way to do this is to partner with the largest publications in your industry, as they will already have a passionate and engaged audience that your business can target.