Generating Leads from Guest Columns Published in Trade Publications

[APolin]

Hi All, If i posted this twice, my apologies. I am learning the systems. I place Thought Leadership columns in trade publications but they don't generate leads, at least leads that we can track. Any suggestions on how we can do a better job generation leads from promoting these guest columns. Thank you. 

[karstenkoehler · Accepted solution]

Hi @APolin,

Thought leadership columns are excellent for building credibility and visibility, but they rarely generate direct, trackable leads without a strategy that connects the content to a clear next step. A common challenge is that readers consume the article, appreciate the insights, and then move on without engaging further.

In other words, thought leadership content does not offer itself for measurable lead generation.

If you can, try and direct readers to one specific landing page where they can easily convert – either for follow-up content and further reading, subscribing, or learning more. This could be links within the article or, if there's an "About this author" box at the end of the article, a well-placed link there. If you want to measure the effectiveness of one particular article, you would need one dedicated, no-index landing page per article.

If you do have the ability to place CTAs throughout the article (making sure that they do not interfere with editorial thought leadership type of content), then this can of course also be a great way to track effectiveness and generate leads. Readers would click the CTA, be taken to a landing page where they could further convert.

Best regards!

[APolin]

Hi Karsten, Thank you for the quick reply. I agree with you, but I have to try. Andrew