Performance-based online lead generation programs driven by a fixed price per lead, and an output guarantee have never been a better alternative to augment direct email campaigns. Multiple Touch Points and Content Pieces Until recently the relationship between a media channel and content has been one- to-one. That meant you could offer one white paper as part of a single campaign (and committing upfront fees to do so). If you wanted to introduce another content asset, there was additional cost and commitment. The opportunity now exists to use multiple thought leadership pieces as part of a single, ongoing campaign and without incurring additional, upfront payments. Consider having multiple thought leadership assets, particularly whitepapers, that will appear across multiple touch points on the network. Once you’ve established good performance on a network, you can run a single, on-going campaign with a single vendor across multiple sites. If leads begin to slow, you can swap in new content to keep generating leads in a simple and cost effective way. Here are examples of offers showing up in different touch points on a network of sites, such as context sensitive editorial, search results, buyer’s guides, and ‘most popular’ content areas. Content driven white paper offer:
