You have read all the posts about content marketing, and perhaps blogged already. You might have buzz in your social media accounts and traffic on your blog, but talking about more traffic, increased brand recognition or building thought leadership might start to fade of. You, and your boss, are expecting some real results, and not just marketing BS with metrics that doesn’t matter. You need to show leads.

Social media or blogging itself does not bring you leads. They bring traffic. To turn traffic into leads, you need a hook and a bait. You need valuable content as a bait, and a lead capture form as a hook. In order to get your valuable content, a customer must fill the form with e.g. name, email and phone number. This is the point, where a visitor turns into lead. And this is...