--- title: What Inspires Visitors to Download Content? description: "What Inspires Visitors To Download Content? If you want to generate leads online and potentially convert visitors into customers, you have to create irresistible offers. What makes offers irresistible? They solve a problem, tell a story, and educate more than they sell." image: https://www.jonespr.net/hubfs/What%20Inspires%20Visitors%20to%20Download%20Content_.jpg --- [![](https://www.jonespr.net/hubfs/What%20Inspires%20Visitors%20to%20Download%20Content_.jpg) ](https://www.jonespr.net/eight-arms-blog/what-inspires-visitors-to-download-content) # What Inspires Visitors to Download Content? BY:   [ Kristin Jones ](https://www.jonespr.net/eight-arms-blog/author/kristin-jones) ![What Inspires Visitors to Download Content_](https://www.jonespr.net/hubfs/What%20Inspires%20Visitors%20to%20Download%20Content_.jpg) Inbound marketing is focused around a few seemingly simple steps to generate online leads: 1. Write [blog posts](https://www.jonespr.net/inboundaccelerator/topic/blogging) that address customer pain points to boost [SEO](https://www.jonespr.net/inboundaccelerator/make-your-posts-more-findable-21-business-blog-seo-tips) and attract visitors. 2. Further promote those posts through [social media](https://www.jonespr.net/resources-topic/topic/social-media). 3. Use posts to link to downloadable content and other offers gated behind [landing pages](https://www.jonespr.net/how-to-optimize-landing-pages-for-conversions-download-request-page), capturing lead information from the landing page forms. Sounds simple, but there are plenty of potential stumbling blocks along the way. If you’ve conquered the blog writing and social media aspects, but haven’t created the right offers, it is all for naught. So, what makes online offers and downloadable content irresistible?   1. **Irresistible offers solve a problem.** For B2B brands, one of the key ways of attracting website visitors is through blog posts that speak to customers’ pain points. More than 4 in 5 B2B buyers take to the internet to research a problem (and a specific vendor solutions) before ever contacting a vendor, according to the Content Marketing Institute and Smart Brief. In a survey by DemandGen, 97 percent of B2B buyers say they prefer content that is “prescriptive” — it offers tips and steps to follow to solve problems. *(See more insights from both report infographics [here](https://www.jonespr.net/inboundaccelerator/b2b-marketing-content-what-buyers-want-from-vendors-infographic)** and [here](https://www.jonespr.net/inboundaccelerator/content-b2b-buyers-want-most-infographic).)*   That means that bringing them to your website requires blog posts that fit those preferences. Converting them into leads means taking the next step from telling readers how to solve a problem to providing the tools they need. Blog posts such as “5 Tips For Reducing Delinquent Accounts” should include calls-to-action for downloadable offers such as a script template for calls to past-due customers. In our case, a blog post titled [“Shorten The Sales Cycle With Lead Nurturing Workflows”](https://www.jonespr.net/inboundaccelerator/shorten-the-sales-cycle-with-lead-nurturing-workflows) includes a CTA for a [Lead Nurturing Workflow Template](https://www.jonespr.net/lead-nurturing-workflow-template). The problem readers are hoping to solve is that of long sales cycles, the blog posts offers the solution: lead nurturing. And the template is the tool that helps our readers implement the solution — after they complete a landing page that converts them into a lead.   What tools can you offer that will irresistible? Think about templates, checklists, calculators, calendars and worksheets.   2. **Irresistible content tells a story.** With so much content available — from industry media, independent bloggers, vendors, and basically anyone with an internet connection and an opinion — what makes your marketing content and downloads stand above the rest is when it tells a story. Even B2B product-based content can tell a story, have a hero, feature conflict and be personal. That is where [case studies](https://www.jonespr.net/resources-topic/topic/be-the-envy), [customer success stories](https://www.jonespr.net/inboundaccelerator/client-success-how-bylined-article-placement-drives-web-traffic) and Q&A videos with your customers or company leaders come into play. No, a B2B case study won’t read like a Shakespeare play, but it can set up a character with a problem, barriers to overcome, and a successful ending. Tell your readers success stories about people and companies that are familiar; let them envision themselves in those situations, overcoming the odds with your help.   3. **Irresistible content informs more than it sells.** Some of your downloadable offers will include the same types of content you create for your [business blog](https://www.jonespr.net/lp-business-blogging-do-this-not-that): educational, informative and impartial. Not all marketing material should be overtly focused on the sale (but all marketing material should support your sales message). Downloadable offers intended to inform are popular with readers, especially if you can offer original research and statistics (such as the annual [State of Inbound Report](https://www.jonespr.net/state-of-inbound-2017)), helpful “how to” instructions, and easy to use references and short [ebooks](https://www.jonespr.net/resources-topic/topic/learn).   Which type(s) of downloadable offer or asset you create for each inbound marketing campaign will vary, depending on whether you are targeting a specific industry, a specific [customer persona](https://www.jonespr.net/inboundaccelerator/create-a-great-customer-persona-downloadable-sample-) and job title, or leads at a certain point in the [buyers’ journey](https://www.jonespr.net/inboundaccelerator/defining-lead-status-cool-warm-hot). For most campaigns, you’ll want something with a broad appeal for the top of the [sales funnel](https://www.jonespr.net/content-strategy-for-all-stages-of-the-sales-funnel) — an introductory ebook or a research report with industry benchmarks — plus an asset focused more on the specific solutions you offer, such as a case study featuring a successful customer. Those assets should then be combined with the rest of the puzzle pieces that make up a complete inbound marketing campaign. See how they all fit together in [Creating A Winning Inbound Program](https://www.jonespr.net/creating-a-winning-inbound-marketing-program), a downloadable sample of a complete campaign from one of our successful clients. ## 6 Steps To Creating Enviable Brands Download our guide 6 Steps to Creating Enviable Brands to learn the crucial steps you should follow to create an enviable brand for your company. [![Download](https://no-cache.hubspot.com/cta/default/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4) ![sb_6StepsToEnviableBrands](https://www.jonespr.net/hs-fs/hubfs/CTAs/Campaign%20Name%20Scorecard/sb_6StepsToEnviableBrands.jpg?width=220&height=260&name=sb_6StepsToEnviableBrands.jpg) ![Half Dotted Circle Background](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/CTA%20Graphics/Half%20Dotted%20Circle%20Background.png?width=136&height=264&name=Half%20Dotted%20Circle%20Background.png) --- ## **Keeping Up with Kristin** ![Kristin Jones BW photo 2017](https://www.jonespr.net/hs-fs/hubfs/Kristin%20Jones%20BW%20photo%202017.jpg?width=640&height=640&name=Kristin%20Jones%20BW%20photo%202017.jpg) [![Octavia-LinkedIn-2](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Octavia-LinkedIn-2.png?width=39&height=39&name=Octavia-LinkedIn-2.png)](https://www.linkedin.com/in/kristinjonespr/) [![Red Twitter Icon](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Red%20Twitter%20Icon.png?width=39&height=39&name=Red%20Twitter%20Icon.png)](https://twitter.com/kcjonespr) I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events. Meet up with me when I’m in your city. Where will I be next? [Meet Kristin](https://www.jonespr.net/meetings/kristinjones/networking-call-with-kristin-jones) ## Subscribe to Eight Arms Subscribe to the Eight Arms blog to get our most recent content. [![Subscribe](https://no-cache.hubspot.com/cta/default/402746/a921f342-e657-4bca-b6bf-48dbea1e0628.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/a921f342-e657-4bca-b6bf-48dbea1e0628) ![Jugling Octavia Left Facing](https://www.jonespr.net/hs-fs/hubfs/Website%20Images/Octavia%20Webpage/Jugling%20Octavia%20Left%20Facing.png?width=564&height=471&name=Jugling%20Octavia%20Left%20Facing.png) ## Related Posts [![](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/JONESBlog95.9.11.15.IrresistibleOffers.jpg?width=352&name=JONESBlog95.9.11.15.IrresistibleOffers.jpg) ](https://www.jonespr.net/eight-arms-blog/3-tricks-for-making-your-offer-irresistible-to-leads) ### [3 Tricks for Making Your Offer Irresistible to Leads](https://www.jonespr.net/eight-arms-blog/3-tricks-for-making-your-offer-irresistible-to-leads) [![Give Potential Sales Leads High-Value Content Offers ](https://www.jonespr.net/hs-fs/hubfs/Blog%20Nov%2014%202017%20-%20Final.jpg?width=352&name=Blog%20Nov%2014%202017%20-%20Final.jpg) ](https://www.jonespr.net/eight-arms-blog/give-potential-sales-leads-high-value-content-offers) ### [Give Potential Sales Leads High-Value Content Offers](https://www.jonespr.net/eight-arms-blog/give-potential-sales-leads-high-value-content-offers) [![Your Call-to-Action Checklist_ 7 Things To Ask Yourself When Creating CTAs](https://www.jonespr.net/hs-fs/hubfs/Your%20Call-to-Action%20Checklist_%207%20Things%20To%20Ask%20Yourself%20When%20Creating%20CTAs.png?width=352&name=Your%20Call-to-Action%20Checklist_%207%20Things%20To%20Ask%20Yourself%20When%20Creating%20CTAs.png) ](https://www.jonespr.net/eight-arms-blog/your-call-to-action-checklist-7-things-to-ask-yourself-when-creating-ctas) ### [Your Call-to-Action Checklist: 7 Things To Ask Yourself When Creating CTAs](https://www.jonespr.net/eight-arms-blog/your-call-to-action-checklist-7-things-to-ask-yourself-when-creating-ctas) [MEET THE JONESES](https://www.jonespr.net/meet-the_joneses) [HOW WE DO IT](https://www.jonespr.net/how-we-do-it) [HUBSPOT CRETIFIED](https://www.jonespr.net/certified-partner) [EIGHT ARMS BLOG](https://www.jonespr.net/eight-arms-blog) [info@jonespr.net](mailto:info@jonespr.net)   [![pinterest_icon](https://www.jonespr.net/hs-fs/hubfs/Jones_PR_Project/images/pinterest_icon.png?width=30&height=28&name=pinterest_icon.png) ](https://www.pinterest.com/JONESMarketing/) [![facebook](https://www.jonespr.net/hs-fs/hubfs/Images/facebook.png?width=28&height=28&name=facebook.png) ](https://www.facebook.com/339371666253250) [![twitter](https://www.jonespr.net/hs-fs/hubfs/Images/twitter.png?width=28&height=28&name=twitter.png) ](https://twitter.com/scottmjonespr) [![linkedin_icon](https://www.jonespr.net/hs-fs/hubfs/Jones_PR_Project/images/linkedin_icon.png?width=30&height=28&name=linkedin_icon.png) ](https://www.linkedin.com/company/jones-public-relations/mycompany/) [![New call-to-action](https://no-cache.hubspot.com/cta/default/402746/0546161d-c180-455c-9a73-2d081075b1d4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/0546161d-c180-455c-9a73-2d081075b1d4) ### Want to Keep Up? We’ll take you from where you are to where you want to be. [![Join Jones](https://no-cache.hubspot.com/cta/default/402746/c6b47f77-1192-4498-85be-10c0cbd9c80a.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/c6b47f77-1192-4498-85be-10c0cbd9c80a) ### Refer a Friend Do you know a company that has the potential to become the envy of its industry?  If so, refer your friends to us. If they join Jones, we’ll give you a $500 Visa gift card. [Make an Introduction Today * *](https://www.jonespr.net/refer_a_friend?__hstc=11961003.1a5be42b66ef27d6cab66ae83c913d43.1697645107592.1700161460234.1700240011412.5&__hssc=11961003.1.1700240011412&__hsfp=561747742) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kristin Jones", "url" : "https://www.jonespr.net/eight-arms-blog/author/kristin-jones" }, "datePublished" : "2018-06-07T05:00:00.000Z", "headline" : "What Inspires Visitors to Download Content?", "image" : [ "https://www.jonespr.net/hubfs/What%20Inspires%20Visitors%20to%20Download%20Content_.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.jonespr.net/eight-arms-blog/what-inspires-visitors-to-download-content", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.jonespr.net/hubfs/JonesLogo-RGB-1.png" }, "name" : "Jones PR" } } ```