It’s the first Monday of 2020! ⏰Let’s jump into this new decade with a powerful way to generate new leads — premium content.

“Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin

Adding premium content to your website creates a powerful incentive for qualified visitors to give you their contact information. You can use this information as an opt-in for your newsletter, to send information about your products, or just reach out directly.

But what is premium content?

Premium content is a readable resource or guide on a high-value topic that:

  1. generates interest from your target audience, and
  2. persuades them to provide contact information to access it.

Notice that the audience should not have to pay any fee to access the content. It will however, generate leads for you to reach out and make a connection to offer your services or product.

So how do you create premium content?

Creating premium content is not easy to start. You really have to sit down and think about the story you want to tell. It should be genuinely valuable to the audience, but also sell your customers on the idea of buying your product or services.

First, you need a topic. What are you an expert at in your field? Focus on your strengths to fuel your ideas. Then, start brainstorming titles and cover ideas. Even if it’s a PDF, you’ll need visuals to keep people interested.

Lean on research and case studies to establish authority and trust among your audiences. For example, if your business is centered on construction and contracting, your premium content can be about the rates of new construction in your region.

You should also have your brand on the premium content so readers and other researchers know it’s from your company.

Finally, you’ll need to market it.

To elaborate on the earlier example, creating an annual report of new construction can be a cornerstone of your company. It will help establish your business as a trusted resource for contracting work.

Once you create the content, send out a press release or construct a small marketing campaign to generate interest and links.


Kick off 2020 by brainstorming ideas for content that would be extremely valuable to your target audience. If you’re not sure where to start, our team will be glad to help.

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Escape Plan MarketingReach higher levels of content. Escape Plan creates online marketing campaigns, SEO content, and engaging websites for companies just like yours. Contact Us Today

Let’s grab coffee soon,

Drew Horine
Drew Horine, Founder & Chief Creative