If we tell our audience how to do something, why do they need to contact us? The answer is to hold a bit back.
How do we make educational content convert into enquiries? After all, if we tell our audience how to do something, why do they need to contact us?
The answer is to give them the vast majority of the information, but to hold a bit back. That’s not as misleading as it sounds. Typically, the bit held back could be the customer-specific part of the process.
For example, let’s say we have an article about ‘how to increase sprocket turnover’. The article would explain how blue widgets are the economic solution, and how they work. It would explain the differences between large and small blue widgets, and their relative advantages. However, after all that, it would point out that the choice of whether to specify a large or small blue widget depends on a range of factors. This in turn requires experienced assessment of the application, which we (as the most authoritative supplier in the business) can provide by booking an appointment below…