You already know that content is king. Without content, be it blog posts, videos, podcasts, infographics, articles, or emails, your marketing simply doesn’t exist. For digital marketing, content allows you to raise brand awareness while also working to generate leads. Lead generation doesn’t just happen with any content, though. There are a few things that you must do in order for your content to be useful for lead generation.
Think about the customer
One of the big elements that will determine the success or failure of your content is whether or not you have thought about your customer. What does your ideal customer want? What are they looking to gain from your content? It’s not enough to create content that appeals to your company’s bosses, or even content that only appeals to existing customers.
While a call to action (CTA) is an important element of your content, the focus of it should be on providing information that your customers want and need. This helps establish you as a valuable ally, and one that they will turn to as they move towards becoming a paying customer.
Plan your content
Content marketing isn’t as simple as pulling a blog post topic out of thin air and publishing it whenever you get a few spare minutes. To become a reliable resource for customers, you need to plan your content. Having a documented strategy for your content can also boost your success, as it keeps you focused. Research by the Content Marketing Institute shows that having a written strategy can make a significant difference in the overall success of a content marketing plan.
Thinking about what types of questions your ideal customer is asking, it is possible to create a content plan. This can make a big difference in turning your content from something that helps a bit with your search engine optimisation to something that helps with lead generation. This is because planned content shows customers that you have rounded knowledge of their issues, and that you have the ability to solve those issues.
Use the right call to action
You need a call to action in your content, but not all CTAs are created equal. For every piece of content you create, think about what level of commitment your potential lead is ready to make. For a blog post, this might be a subscription to your blog’s feed. For a more in-depth whitepaper, it might be a more significant step like signing up for an event. For a webinar event, it might be a one-to-one consultation session.
Each of these CTAs does something important, and each helps with your lead generation. Remember that you need to foster a long-term relationship, not just get as many email addresses as possible. Asking them to take the right action at the right time can be a way to develop a lead that you can keep warm all the way through your sales funnel.
Make it great
The final element of content marketing that works for lead generation is quality. Don’t rush to publish anything. Make sure that what you’re putting out there is top quality, offering something to potential leads that they aren’t getting from your competition.
Great content marketing and lead generation isn’t an unreachable goal. With the help of SuccessFlow, any company can benefit from content marketing. Request a presentation with us today to find out more.