Reach versus Relevance; Likes versus Leads

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Content for Likes

Sorry about the alliteration - Leaving Cert English poetry dies hard in Irish people. But seriously, every piece of content you create - whether it's a video, text or carousel post - has a job to do. Some content is designed to attract attention, to spark conversations, and to build your brand's visibility. This is your 'content for likes' – the engaging, shareable material that gets people talking about you and your team. An example might be an award win. It makes your presence felt in a crowded market, but it doesn’t generate leads - well not immediately anyway. And if you’re constantly going after the fake dopamine hits from likes, people might come to know your name, but they won't necessarily see you as the solution to their challenges. 

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Content for Leads

Content for leads – as opposed to content for likes - is the material that builds trust and makes people want to talk to you. This could be case studies, staff bios or the values you stand for. This content is designed to turn casual readers into followers of your content because you’re demonstrating that you can solve their specific problems.

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We’ll be Having None of This…

(And then there’s advert-style content. Where you use each post on social media like a bus-stop shelter ad, unashamedly selling your wares in the (vain) hope that some poor eejit will see one and buy something. We have no truck whatsoever with this type of thing at Generate Leads. This is not how you make high value sales. This is how you sell chocolate bars and lipstick, not architecture, construction, engineering or property.)

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Where the Magic Happens

The real magic happens when you combine content for likes with content for leads. When you strategically integrate content that builds your brand with content that drives your business, you create momentum. Likes build your brand's equity, making you a recognised and respected name among your peers and clients. And over time this strategy generates leads that drive your business forward, filling your pipeline with qualified opportunities. Of course when I say ‘qualified’ I mean the leads you want to go after, the leads with the decent margin in them, the projects where you and your team can really deliver value-add to the client.

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Visibility and Trust

One without the other leaves gaps in your marketing strategy (what?! You don’t have a marketing strategy?). You need visibility to reach a wider audience, and you need trust to convert that audience into clients. You need engagement to foster a community around your brand, and you need conversions to ensure sustainable growth. Great content doesn't just attract; it moves people forward. It educates, inspires, and ultimately, compels action. It's about crafting a narrative that not only captures attention but also guides your audience on a journey from awareness to trust. It's about telling your story in a way that builds both buzz and business.

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Here’s the Call to Action

You might want to know more about creating content that doesn't just get likes, but also generates leads and builds a resilient brand. Let's talk about how to balance visibility and conversion in your content strategy. Reach out to me at tiffany@generateleads.ie to start telling your target audiences that you can help them.