January 2nd, 2015
Content Marketing, Lead Generation
Brands are starting to recognize the power that content marketing has in driving lead generation. With 93% of B2B brands and 90% of B2C brands using content marketing, almost all businesses are creating high quality content to demonstrate thought leadership, build brand awareness, and engage prospects. A well-executed content marketing strategy can drive a brand’s lead generation efforts much more effectively than outbound marketing efforts. In fact, content marketing not only costs 62% less than traditional marketing, but also generates 3 times as many leads.
Creating compelling, interesting content on an ongoing basis is a common challenge for many content marketers. Most businesses experience problems in the following areas:
With the time and budget allocated to content, it’s important to build a content marketing mix that can deliver you quality leads for less money. Successful content marketing isn’t just about how much content you can produce, but also the types of content that will drive traffic. Most importantly, you have to understand how your audience is going to engage with your content. Then you can identify what type of content is most relevant for your audience.
Most content marketing is created with a purpose in mind. Some businesses may be looking to build brand awareness, while others may be looking to promote a specific event like a seasonal sale. Regardless, the following content marketing tips will help get the most from your content:
About 75% of leads are researching solutions to a specific need or problem. This means that giving information that addresses a problem, rather than discussing the benefits of your product or service, is much more valuable to your customer.
Content can take a variety of formats: infographics, e-books, blog posts, case studies, videos, and more. According to a 2013 B2B Content Marketing Survey by TechValidate, the most effective types of content for lead generation are customer testimonials and case studies. A case study clearly spells out how your product or service works and how it delivers results to provide value to your customer. While these types of customer-centric content require more work, they instill customer trust and confidence in your brand and can turn prospects into leads.
The more personalized a piece of content is, the more relevant it is to the lead. The goal is to demonstrate that you have expertise and authority and to educate your leads on how they can overcome their challenges.
You need to make sure you are actively using your blog to push out valuable information, aside from case studies, microsites, and product collateral. With your blog serving as a great source for your audience to engage in conversation with your brand, you will see a difference in traffic to your site, targeted visitors, and better SEO results. HubSpot reported that brands that create 15 blog posts per month gain an average 1,200 new leads per month.
After your blog has a solid foundation, you can start mixing it up with fresh types of content. The rise of visual content marketing in particular is forcing content marketers to focus more on integrating visual elements whenever possible.
By jazzing up your content and engaging your audience visually, you can better communicate information and connect with your audience. For example, infographics get 3 times the amount of views, shares, and buzz as other content. Integrating visual content into your marketing mix can maximize your campaign’s engagement and impact, giving you traffic, leads, and conversions.
Of course, there is much more to a content marketing program than your lead generation metrics. To create a successful campaign, you want to make sure you are tracking a variety of metrics, including consumption, sharing, leads, and sales.
Above all, create a content marketing campaign that reflects how your audience is engaging with your marketing tactics to decide on the type and amount of content that you create. By doing so, you can produce a lead generation machine that can effectively turn your content consumers into qualified leads.
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