You have heard the buzz about content marketing. But are you maximising its lead generation potential? If you are one among the many marketers and business owners who often fail to do so, this blog will let you gain valuables to generate sales-ready leads through high-quality content.

You know the drill, “Content is king” the mantra on many marketers’ minds. Content is the quickest way to get found and prove your value to prospective customers. That’s why companies are rapidly increasing their investment in the content creation. Content marketing with context is the most cost-efficient way to generate sales qualified leads and potential clients. The leads generated by content marketing are of high quality and likelier to convert than most other lead generation methods.

WebDAM’s recently shared statistics showing that “blogging consistently has led to B2B marketers generating 67% more leads than marketers who do not.”

Marketers often fail to generate high-value leads as they don’t follow marketing sales funnel, they fail to move a visitor from the awareness stage into the consideration stage. Many marketers often assume that by just telling someone to buy from them, they’ll make a sale. But human psychology says people aren’t going to purchase from you unless you offer something beneficial.

inbound methodology

Here are five ways to generate inbound leads with your content:

Lead Generation Idea 1# Research Like Crazy

“Research is what I am doing when I don’t know what I am doing”, In-depth research is the first step to be carried when something is not entirely known. Conducting exclusive and extensive marketing research is not an option – it is a necessity and is the initial stage of product creation.

Phenomenal research, a vital part of content generation is often overlooked. It’s essential as it boosts the quality of your content marketing efforts. You need to have an idea what your competitors are doing and decide what they do well or what they are missing. With an excellent understanding of your competitors, you will be able to form your own strategy that helps you create better content that drives fantastic results.

Speaking to your existing customers to understand more about their real problems also helps to create educational, and helpful content.

How to execute this idea

One way to research for content marketing is keyword research especially commercial keywords, in particular, that tells your prospects intend to buy. This is achieved by using the Google Keywords Planner tool. This tool understands the search volumes of our potential posts, finds target keyword for the post, and then look at how many times people search for that term on average each month.

An additional way to research to get articles ideas is to use the Google suggest feature.

When you couple the Google Keywords Planner tool and search suggest feature by Google, you will discover great content ideas. You will also be able to get a clear picture as to which post ideas are worth your time and have the most significant potential to increase your sales.

Lead Generation Idea 2# Precise Targeting

To generate qualified leads that are ripe to convert into prospects and sales, your content needs to add VALUE to your visitors, like:

  • Education: What they learn
  • Evidence: Why they should trust it
  • Action: How they apply it

Good content on its own is not enough to gain ready-to-buy leads; it needs to be unified with few strategies. You must harmonize all of the below for a robust sales funnel that minimizes leads!

  • Precision audience targeting through market research and surveys.
  • Content should continuously reach the right visitors, at the right time, through the right channel
  • Compelling reasons for visitors to hand you their details and consequently; insights into their needs
  • Conversion rate optimization to convert the visitors easily.

How to execute this idea

Watch for information on what your audience’s interests and pain points are through smart forms and analytics (like Google Analytics, Facebook Insight, and Twitter Analytics). Also review top performing content and understand what content keeps them engaged, as well as when and where they do it. What’s the standard theme? Could you create a unique piece of content around that topic and then smaller “bite-sized” lead magnets to include in your funnel?

The essential key is to know your audience and then to give them exactly what they need, where they need it, and when they need it.

Lead Generation Idea 3# Offer Lead Magnets

The best way to generate qualified leads from content marketing is by offering valuable information in exchange for a person’s professional data through lead magnets, smart forms, and social advanced technology.

Unlike AdWords, social media Ads target people who are looking for your business or content. From the ocean of data to discover and predict the buying habits of your users targeting leads is easier by understanding the buyers’ preferences, hobbies, demographic and professional information.
Example: Take advantage of Facebook Insights by running ad campaigns.

Note: Like any tactic, don’t overdo it. Instead, build out a clear, results-driven strategy for content marketing and include this tactic as one aspect of your strategic approach.

How to execute this idea

Incentivize leads to click by offering a lead magnet. A lead magnet is a valuable piece(s) of content related to your target audience pain points, challenges and solutions. Next, make sure to build an attractive landing page that makes it easy for people to opt-in and get this piece of content. All you have got to do now is link to this landing page and promote it!

Here is a list of few potential lead magnets:

lead magnets

Lead Generation Idea 4#: Leverage Videos

Videos can be compelling because they allow you to communicate with your prospects not only verbally, but also visually.

Create a short, educational yet entertaining video including call-to-action, then share it on your paid, owned and earned channels so video can flow and reach your buyer persona. If you want to generate top of the funnel (TOFU) leads faster, leverage the power of video.

How to execute this idea

The video shouldn’t feel overwhelming to be put together. First, figure out how you will use video in your business. Always come up with answers or solutions to the most pressing problems of your target audience.

Video can be used for numerous reasons: to raise awareness, create conversation, drive relevant traffic that drums up leads and sales. Depending on your business goals, you can use video to connect with the right audience and get them to take action on – becoming a marketing qualified lead (MQL).

Lead generation Idea 5#: Create High-Converting Landing Pages

Most landing pages don’t live and breathe conversion rate optimization (CRO) and are underperforming especially in the aspect of maximizing leads and converting them into customers. According to Econsultancy, “only one out of every five marketers is satisfied with their conversion rate”. It’s prime responsibility to understand the reason why do we create or use a landing page and then move on to develop a perfect landing page.

How to execute this idea

Guidelines to create a perfect landing page

  • Removing the navigation menu on your landing page can increase your conversions by 100%!
  • The landing page should have good usability and should be aesthetics (beautiful background with relevant content)
  • Incorporate a smart form with 4-7 relevant fields to capture your lead information in exchange with valuable content offer
  • Should have a compelling and attention-grabbing headline
  • Have an intense and captivating opening and then build interest
  • Share key takeaways in bullet points and tell them how your prospects are going to be benefited
  • Should be social proofs and have call-to-action (testimonials, media mentions)

Apart from the above,

  • Placing the interests of the targeted users first is essential for generating more qualified leads.
  • Ensure your page is active, persuasive and professional for all landings from social media marketing efforts.
  • The landing page also has to be insanely fast. (A recent statistics by KISSmetrics states that “a one-second delay in landing page load time will most likely reduce conversion rate by 7%”. )

Lead Generation Idea 6#: Host a Webinar

Hosting a webinar has a sheer power to produce an avalanche of warm, targeted buyers. Like e-books, white papers, etc., the success of a webinar depends on what real value it’s offering to your attendees.

If you are looking to host a webinar for lead generation, then it is strongly recommended to ask qualifying questions on the webinar sign-up page to understand what your participants want from the activity.

How to execute this idea

As for hosting the webinar, include the following elements:

The topic has to be relevant and should be presented in such a way that it sparks interest in your audience. In other terms, you want to sell it to your audience, whose first instinct will be to think, “What’s in it for me?” Where should you start? Think of an intriguing title, provide assets relevant to the subject, and keep your presentation streamlined and on-topic.

Anything less than a stellar presenter will make your attendees multitask or take a break from the concourse. Therefore a speaker is perhaps an essential component of a webinar.

Consider getting feedback from your attendees. Ask them whether they liked the topic, presentation, and speaker and whether they have any further suggestions for future webinars. Use this feedback for your next content marketing efforts.

Day and Time:
Consider your audience when planning a webinar. If your prospects are spread across various time zones, then you will have to find a time that works for the most attendees. In a week, Wednesday and Thursday are the best days to host a webinar because of the average the highest attendance rates. The study found that 11 a.m. Pacific Standard Time was when webinars have the highest attendance. This is perhaps because it’s a time that’s amenable for attendants across time zones.

webinar session


So, which idea will you take and implement?

There are several best ways to use content to generate sales qualified leads. However, it is also necessary to understand that there is no one-size-fits-all solution to content marketing and lead generation. Depending on the business, one method may be more effective than the other.

Also, you should consider how you are going to measure your content marketing strategies. A 2015 report by Ascend2 found that conversion rates are the most commonly used metric for measuring content marketing performance, followed by lead quality, and website traffic.

inbound marketing


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