A recent survey of LinkedIn professionals found the No. 1 priority to generate leads in 2012 is improving content marketing. The best way to achieve this is through content marketing that engages potential consumers and increases response rates to direct mail pieces, digital communications and social media campaigns.

According to a post on Customer Think, if a marketer is implementing a direct mail campaign, the content's message drives the engagement with the print material. Website content is also important, as it will keep visitors on the site, engage them with resources and encourage interaction with the brand. Marketers should nurture their content marketing to tell a compelling story of the company or brand, which will shorten sales cycles and increase revenue opportunities. Good content can also drive social media campaigns, including messaging, sharing and polls. A website rich in content and keywords will also have a stronger search engine optimization, allowing the brand to become more visible to consumers from search engine results.

In addition, solid content shared with a few customers can stay with them and be passed on to other consumers via word of mouth. Providing customers with talking points and interesting information will make them more likely to engage with the brand and share their findings with friends, family and co-workers.

For example, the travel industry thrives on word-of-mouth advertising. Thus, providing customers with unique offerings, exciting destinations and interesting itineraries will improve traveler satisfaction and enhance word-of-mouth references. These special offerings can be presented with a brochure that features engaging graphics and detailed itineraries, according to Travel Market Report.

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