What do you do if your content marketing strategy is not generating leads?

Think beyond lead generation for your content. Consider the whole marketing funnel and thus, consider how your content nurtures people throughout the buyer’s journey. Create content that takes people through the consideration, purchase, and retention stages. This can be anything from comparison guides, tutorials of DIY options of your product , ebooks that teach people to get more utility out of your product, and use-case-specific case studies to convince them purchase.

If your content marketing strategy isn't generating leads: 1. Assess Performance: Evaluate metrics to pinpoint weak areas. 2. Refine Targeting: Adjust audience segments for better alignment. 3. Optimize Content: Improve quality and relevance to attract leads. 4. Enhance Distribution: Explore new channels or tactics for wider reach. 5. Provide Value: Offer valuable resources or incentives to engage prospects. 6. SEO Optimization: Optimize content for search engines to boost visibility. 7. Strong CTAs: Include clear calls-to-action to prompt lead generation. 8. Experiment & Adapt: Test new strategies and iterate based on results.

If your content marketing strategy isn't generating leads, first, audit your content and goals to ensure they align with your target audience's needs. Analyze data and feedback to understand what's lacking. Adjust content and channels based on insights gained. Align content with compelling offers to drive conversions. Amplify content reach through targeted promotion. Consider factors like SEO optimization, user experience, and competitor analysis for further improvement. Regular monitoring and adaptation are key.

What’s even better than re-purposing? Refining. Often, your content from 3 years back will continue to be relevant as an educational piece but would hold old data, quotes that make you cringe and some sentences that make you want to throw your laptop. Content refreshes is the best way to audit your content. Your goals would have certainly changed in 3 years and how you present your value proposition becomes even more important. Make sure to look at everything new in your industry, on the topic and give a new life to your old piece. Then, focus on heavy distribution.

Leverage User Personas: Deepen your audience understanding by developing detailed user personas. This can help tailor your content more precisely to the needs, interests, and stages of your target audience's journey, making your value proposition irresistible.

3 keys to optimize your content marketing with analytics: (and turn insights into action) 1. Deep dive into data: Utilize analytics tools like LinkedIn Analytics, Google Analytics, CRM software to unearth the story your content tells. Look beyond surface metrics to understand your audience's journey. 2. Spot trends and patterns: Identify what type of content resonates the most. Is it educational blogs, engaging social media posts, or insightful email campaigns? Pinpoint the channels that drive traffic and leads. 3. Refine and reiterate: Based on your findings, adjust your strategy. If how-to guides are your golden ticket, double down. If certain platforms aren't performing, pivot. Use data to continuously enhance your approach.

Analyzing data and feedback is crucial for refining content marketing strategies. Utilize various analytics tools to identify successful content types, channels, and audience behaviours. By understanding trends and insights, you can adapt strategies to better address audience needs and drive lead generation effectively. Data-driven decisions enable continuous improvement and optimization of content marketing efforts for better results.

Competitor Benchmarking: Besides analyzing your own data, look at what your competitors are doing. Identifying their successful content can provide insights into what your audience might value, helping you refine your strategy with a competitive edge.

1.) Look at all the analytics for leaks in the funnel process. Is it the collateral, offering, landing pages, content, copy that need improving? Is branding on point? Is new content consistent? Are ads being displayed correctly to the right audience, etc... 2.) If your content is looking sharp, but you're not seeing any traffic. Or you are just getting started: Defined and cater to your ICP and individual buyer personas. Develop strategy around their individual buying journeys. 3.) Nuture the funnel stages based on the needs of your buyer personas. Examples would be making the offerings, guides, ebooks, free trials, more enticing or more accessible. 4.) Test the new tactics, cross your fingers, and check analytics ??

A good content strategy considers a KPI, and then works towards reaching it. It is a roadmap that plans out the exact steps that need to be taken to reach that goal. But of course, even with all the best planning and execution, sometimes, content campaigns don’t meet their KPIs. That’s ok, because a good content strategy also includes processes of measurement and analysis, so the content can be optimized for better performance in the future.

How I supercharge my content strategy to maximize lead conversion: (5 simple steps) 1. Audit and refresh: - Take stock of existing content. - Identify what's working and what's not. - Refresh for relevance as needed. 2. Diversify content: - Mix up formats - blog posts, videos, infographics - to keep engagement high. 3. Test and optimize: - Never settle. - Test different elements - headlines, images, layouts. 4. Stay Relevant: - Create content that speaks directly to the different stages of your buyer's journey. - Make it so relevant that it feels personalized. 5. Amplify Your Reach: - Don’t let great content go unnoticed. - Leverage every channel - social media, email, influencers - to ensure it gets the visibility it deserves.

Adapting content based on analysis is pivotal for lead generation success. Tailor existing content for relevance and SEO, while crafting new material aligned with audience needs. Experiment with formats and distribution channels, optimizing every aspect for maximum impact. Continuous testing and refinement ensure content remains dynamic and resonates effectively with potential leads.

Content SEO Audit: Conduct a thorough SEO audit of your existing content. This ensures that your adjustments are not just about relevancy and engagement but also about visibility in search engines, driving more organic traffic and leads.

There is a concept of keywords.. where the content is discovered for an exact or lexical match. An additional concept of long tail keywords.. where snippets of sentences make it to discovery by search engines. .. content development and content strategy is a balancing act between creativity, execution and technical aspects.

How I align my content with lead generation goals: (5 simple steps that work) 1. Craft a killer value proposition: - Focus on the transformation my prospect wants (making my offer irresistible). 2. Design for my buyer's journey: - Tailor offers and content to guide leads from awareness to decision. 3. Optimize forms and landing pages: - Simplify lead capture with clear, minimal forms and CTAs. 4. Persuasive calls-to-action: - Make CTAs compelling, clear, and outcome focussed (directly linked to the benefit). 5. Follow-Up promptly: - Increase conversions with fast, personalized follow-up. --- Integrate these strategies for content that attracts, nurtures, and converts your own leads effectively.

Get to know your audience. If you know what your audience values, how they buy, and what they are looking for from your content then you can more easily adjust the offers you're providing and tailor them to your customer and what they're needing from you instead of what you're needing from them.

Strategic alignment of content and offers is vital for successful lead generation. Ensure clarity in value propositions, tailoring offers to each buyer stage. Engage leads with compelling calls-to-action and responsive follow-ups. Personalization based on behaviour enhances connections and nurtures leads effectively, fostering stronger customer relationships.

Behavioral Triggers: Implement content and offers triggered by specific user behaviors. This approach can significantly increase conversions by delivering the most relevant content and offers at the most opportune times.

Expanding content reach is crucial for lead generation success. Utilizing various channels like social media, email, and paid advertising broadens audience engagement and boosts organic traffic. By consistently refining strategies through testing and learning, businesses can effectively enhance their content marketing approach and drive valuable leads over time.

Influencer Collaborations: Expand your reach by collaborating with influencers in your niche. This can lend credibility to your brand and expose your content to a wider, yet targeted, audience.

When it comes to content marketing, many businesses have two major audiences — peers and customers. And you need both (because peers spread the word). The problem is, content that appeals to peers often gets more engagement, because customers tend to be lurkers and not engagers (because they may not want to attract the wrong kind of attention). And this can lead to excessive focus on peers, in the name of being "data-driven." But don't neglect customers.

Review your content distribution channels and tactics to ensure maximum visibility and engagement. Explore new channels, partnerships, or content syndication opportunities to expand your reach and attract a wider audience of potential leads. And keep testing and failing fast.