Use original content to generate traffic and leads

According to HubSpot, the most common marketing challenge is generating traffic and leads. Easy fix, right? Pay for an ad.

Not quite – 91 percent of people say ads are more intrusive today than two years ago. Also, Content Marketing Institute found original content gets three times more leads than paid search advertising.

There’s a right and wrong way for building website visitors and quality leads, but it takes time, creativity and some digging to curate content that will resonate. Start by:

• Scheduling one-on-one interviews with employees.

• Reviewing analytics to see the most-viewed pages.

• Creating a content calendar.

– Robin Rectenwald, The Pittsburgh 100