Content marketing is a practical part of lead generation, and driving quality leads and creating a continuous business flow is very important. Lead-generating content marketing is a marketing effort to create and distribute interesting, relevant and engaging content to attract and develop leads from a predefined visitor persona. The lead magnets attached to the marketing activity are high stakes, as content can make or break your business.
The matured age of content marketing
Content marketing has changed rapidly in the past decade and has matured as digital experiences become a crucial driver of expectations.
How to generate leads through content marketing?
The times have changed, and the competition is pushing marketers to create something new, exciting and interactive. Following is the list of the brilliant strategies you can make use of-
- Understand your target audience.
It is imperative to understand the fundamentals of your audience. It stands as a key to staying relevant. You should talk to customers, ask them question and research online. You should look at the competitors and see how they are trying to solve the customer’s problems.
2. Content promotion along with creation.
You should create a brilliant piece of content, and promoting it across various content channels is also essential. The content doesn’t advertise itself and needs to be distributed for all potential customers to read and share with their peers. You should not only curate great content, but you should also ensure that it reaches the right audience.
For accelerating content discovery, one can collaborate with many platforms, and these platforms will also allow you to place your content pieces in relevant places on thousands of sites, and they create exposure. You should also plan distribution using content calendars. This is a great way to distribute, monitor, target and market your content and connect with the target audience across the globe. You can create valuable backlinks as well.
3. Choose the proper channels.
Another thing which can make or break your content marketing strategy is the choice of channels. For example, if Linkedin is the social media platform where the target audience tends to engage with your brand the most, your focus should be bite-sized content. You should try understanding your target’s audience psyche, and the better you can create and market your content, the better leads you will be able to create.
4. Data-backed content pieces.
The content is purposed to gain the audience’s trust and the trust that the content gains are the key to customer lifetime value. You should establish trust by ensuring your content is backed by facts and data. You should also try to leverage an industry leader and their authority.
5. Personalize your content marketing.
Using the same piece of content to cater to every audience segment is a very old-school approach. Personalizing your content is important as it boosts the effectiveness of every marketing tactic you use and tends to appeal to the minds of many individuals. It also makes them feel cared for and compels them to take action.
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6. Start your keyword research.
To create content that generates leads, you should ensure it reaches people. According to a survey, 63% of web pages do not get any organic traffic at all. Hence, you should use the topics your customers are interested in. When the results come up, you should also consider your audience again and how interested they will be in your work.
Make use of your keyword research tool for checking what their top-ranking pages are and what content generates the most traffic. You should not recreate content. However, if the content is out of date, you can also write something better.
7. Pay attention to the search intent.
Search intent describes the purpose of online research. For example, when you are looking for something to make dinner after work, you could search, ’30 minute dinner’ and the main goal is to get the recipe which you can make in about half an hour. You are not looking out for an explanation for making a purchase as that is not the search intent here. Following are the main types of search intent-
- Navigational.
- Informational.
- Commercial.
- Transactional.
For your content strategy, you should focus on the commercial intent and the person who is looking for educational content about any topic.
8. Create high-quality content.
For developing a compelling, lead-generating content marketing strategy, you should prioritize creating high-quality content. According to a survey, an average person spends around seven hours online each day. Thus, a big portion of that is spent consuming content and in order to hold the attention of your audience, you should create great content.
You should create content which answers your audience’s query and offers value to them. You should also take some time for content editing to ensure that you are not missing any opportunities. This is how you can create high-quality content which only deserves to rank. This type of content also generates high-quality leads for your business.
9. Optimize your content for conversions.
For capturing the leads, you should optimize your content for conversions. For video marketing, you should focus on your thumbnails or end your content with CTA. An in-text CTA is any blog post about the Instagram creator features that let you monetize your content.
The main text should be highlighted and bold and it should be such that it should direct the reader to the related content that they will be interested in.
10. Determine your distribution channels.
After you have created your marketing collateral and made sure it’s optimized for leads, you should distribute it. Your main goal is to get your content to as many interested people as possible, hence you need to do more than SEO.
After posting your content on social media on your website, you should also share it on social media. Many people also repurpose their content on multiple mediums for maximum distribution.