6 Steps to a Lead-Generating Content Marketing Strategy A fantastic content marketing strategy is never out of reach. Investing time and energy into creating a successful inbound approach will save you money and lead to an increase in your sales. The following steps will help make sure your strategy is as potent as possible.
1. Research to Find out What Your Target Audiences Want:
Inbound and Content marketing is all about giving value to your customers and potential customers. The content you create needs to be content that audiences want to read and engage with, otherwise your efforts will be in vain. Therefore, you need to take the time to get to know your audience by performing market research. This will help you to answer important questions such as: What does my audience like? What topics will be most interesting to them? What subjects will they find the most enriching? The knowledge you gain from your endeavours will provide a solid foundation and a vital reference throughout the following steps of your campaign.
2. Define Your Keywords:
6 Steps to a Lead-Generating Content Marketing Strategy Following on from the above, you’ll also want to include keyword research as part of your research efforts. SEO is an essential part of a complete inbound strategy, and having the right keywords will help attract audiences to your website and your content. Find what keywords and phrases your audiences are most likely to search for and incorporate these into
3. Offer Valuable Content and Include Obvious CTAs:
Now that you know just what your audiences will be searching for and what type of content is likely to capture their attention, it’s time to create it. Use the results from step one and two to develop compelling content that will captivate potential customers. This includes social media content, , articles, case studies, ebooks, videos, infographics, etc.
Make sure content is accompanied by useful visuals whenever possible. Blog posts and other digital articles should be 1000 words or longer, include facts and statistics, and start with an attention-grabbing headline. Your blog should be updated as much as possible, but aim for once a week at the very least. If you’re able to blog daily, even better! In fact, 82% of marketers who blog daily acquired a customer using their blog, vs. 57% of marketers who only blog monthly.
Your content should come complete with a defined Call to Action (or CTA). You’ll want to use this CTA to turn visitors into leads, so ask for their email, phone number, or any other information that gives you a direct connection to these valuable leads. Successful content marketing should essentially be an equal exchange: your business giving audiences valuable information, and your audiences, in return, fulfilling your CTA.
4. Make Gated Content:
Gated content is content that is only accessible when audiences complete your desired CTA. This type of content has to be extremely valuable in order to make visitors want to provide their personal information and for it to be worth the time that it takes visitors to enter that information. Gated content will usually apply to content such as ebooks, webinars, free trials, online courses, video series, white papers, statistics and market data, and expert advice and interviews. These special, unique types of content will be worth more to audiences and therefore they can be used to better
5. Create Landing Pages:
Create landing pages that will work to convert visitors into tangible leads. In addition to ensuring the operation of your landing page is incredibly fast and efficient, there are some standard design components that all great landing pages usually have. Start with a strong headline and punchy introduction and build the reader’s interest as you move down the page. Your CTA should stand out and be crystal clear, and you should offer your visitors something in exchange for completing it (access to gated content, a promotional code, a percentage off their order, a free consultation, etc). The CTA is the essence of your lead capture, so it needs to be as tempting as possible. Your landing page should also include links to your social media profiles.
6. Promote Your Content:
If your content doesn’t have the chance to reach your target audience, it may as well not exist. Help expose your content by including long-tail keywords. Make sure to leverage social media to your advantage and promote content across your profiles and invest in paid advertising to help spread the word. Consider partnering with relevant blogs or experts in order to gain access to their followings. The more people that see your content, the more chances you’ll have to gain leads.
Lead generation is one of the most important components of your business, and an efficient content strategy is essential for optimal lead generation.