Successful Content Plays with Erin Balsa: Metrics, High-Intent Leads, and MQLs

Executive Conversations

“If you're ever contemplating gating content, you need to make sure it's something that you would personally be comfortable giving your own information for, or maybe even paying for.”

Hello Hello and welcome to another episode of the Flying Cat Marketing Podcast. On episode 64 of the Flying Cat Marketing podcast, we’re with Erin Balsa, Founder and Chief Picky Editor at Erin Balsa Content Marketing, where she works with B2B companies whose content needs mouth-to-mouth resuscitation.

Before founding her own company, Erin Balsa Content Marketing, Erin led content teams for 7 years—first as a managing editor at a content marketing agency, and then as head of content and marketing director at a high-growth B2B SaaS company called the Predictive Index.

If you’re looking to learn more about how Erin has been balancing high and low-intent leads and how you can do that in your own marketing strategy, then this is the episode for you.

During our conversation, we talk about content marketing metrics and how content marketers need to follow their users on their journeys, serve them the right content, and make sure they’re being nurtured throughout.

Should you only focus on high-intent leads? Why is pursuing low-intent leads seen as the easiest way to reach your marketing metrics? How sustainable would that be? We answer these questions and more on our episode with Erin.

Tune in and be ready to change up your approach to content marketing!
In this episode:

• Why businesses should move away from the MQL model
• The dos and don'ts of content gating
• How to balance high-intent and low-intent leads
• Successful content plays
• The positive effects of Splash pages

Timestamps

02:08-06:14 Why are businesses moving away from the marketing-qualified lead (MQL) model?

06:15-08:15 Content gating mistakes you should avoid

08:16-11:00 Should you just focus on high-intent leads and hand-raisers?

11:01-12:26 Shifting to the AIDA model and doubling high-intent leads

12:27-17:16 What’s the purpose of strategic gating?

17:17-19:55 More of Erin’s content play recommendations

19:56-21:22 How can Splash Pages affect your customer retention and expansion?

21:23-22:58 The next steps for Erin

While you’re here

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