How to Generate Leads through Content Marketing

Generating leads was always the key to success in business. Before the internet changed the way we think about business, leads were generated by cold calling, purchase lists, and meeting new people. Today, thanks to technological advancements, we acquire leads through social media, search engine optimization, and content marketing.

This strategic approach to marketing focused on creating and sharing quality, interesting, and relevant content attracts and retains the audience, and ultimately drives to purchase and profit. Even though almost 90 percent of B2B marketers are using content marketing, some businesses are still not sure how to generate leads through it.

Here are some helpful ideas:

Get to know your audience.

The initial step for generating leads with content marketing is getting to know your audience. This will allow you to find out their needs and turn them into commercial keywords. There are three ways to accomplish that: polls, interviews, and using a Google Adwords Keyword Planner. Some of the first things you should find out are basic demographic details, jobs, sources of information, and entertainment, life goals, how they make purchase decisions, and words commonly used to communicate with customer service.

Create good content.

This sounds rather simple, but what exactly is good content? First of all, it has to be original. To motivate the readers to actually read what you (or writers working for you) have created, the title should be informative, engaging, and catchy. The best content doesn’t only provide users with information, it also tells them how to use what they’ve just learned. Good content is thought-provoking, accurate, relevant, visually appealing, and fluff-free.

Develop data-driven and detailed content.

If you want to make the most qualified leads, you should gather as much data as you can before you start creating your content. Detailed and in-depth articles offer your users more valuable and relevant information. Besides, longer texts (2000 – 5000 words) are ranked better than short articles by Google’s search engine.

Write guides and white papers.

Sometimes the old-school way of generating leads provides you with the best lead generation you can get. White papers can be very appealing to a certain audience because they provide an in-depth and authoritative report on a specific topic related to your field of business, and point to the problem, but also give the solution.

For a white paper to be effective in generating leads it should include some sort of a call to action, such as offering the option for more information.

Write case studies.

Case studies are another type of content that seems to never go out of fashion. What makes case studies so attractive to readers is that they often tell good stories. Those stories can be about a success of a product or service or about a problem customers encountered and their road to finding the solution.

Writing a case study is easy, and it can be broken down into two steps: abstract (contains the summary of the problem and the preview of the solution) and real people’s stories (genuine interviews with real people telling stories that are relatable to other potential customers).

Create a high-converting landing page.

Once you have finished creating content designed to generate leads and help your business grow, you should create a high-converting landing page that will contribute to building relationships with the audience through content.

To prevent your landing page from appearing dull it should have a gripping headline, a clear call-to-action, social proof (number of subscribers, testimonials), and memorable images or a short video.

Promote and distribute your content.

What’s the use of quality content if no one sees it? There are several ways to introduce your content to the world:

  • Organic Search. Gaining traffic through organic search is difficult but possible. Do this through keyword analysis, leadership, and influencer links.
  • Influencer Marketing. Speaking of influencers, building online relationships with them is essential for content promotion. Do that by following influencers in your niche, retweeting their tweets, commenting on their blogs, and having a relevant online dialogue.
  • Syndication. The early stages of a marketing campaign almost never go as well as planned. That’s why you have syndication to keep the traffic coming in the beginning. Some good examples of promoting your content through syndication are uploading on YouTube and publishing on Medium.
  • Paid Promotion. Leads won’t happen overnight. If you think your business can’t afford to wait, paid traffic is a good alternative you can turn to. If you are already paying for traffic, make sure you avoid leading the audience directly to your products page. Instead, direct them to informative content first.

Establish a conversion path.

There are several necessary steps to ensure your prospects and customers will reach your landing page:

  • Call-to-action buttons need to be distributed throughout the site — from blog posts to the home page.
  • Include a link to the offer a customer signed up for on your “Thank You” page.
  • Encourage visitors to share your content by adding social media buttons.
  • Send a follow-up email to engage with your leads on a more personal level.

Ultimately, the point is to create content that will help prospects, and hopefully turn them into leads. Those leads will then, hopefully, become customers and maybe even brand promoters.