Using Content Marketing to Generate Leads

Every business wants to generate more leads. And more companies are turning to content marketing to accomplish this goal. Why, you may ask? As discussed in my last post, technology has changed marketing and that means businesses have to reach consumers in different ways. In fact, according to the Custom Content Council, 72% of marketers think that branded content is more effective than magazine advertisements.

Gone are the days when a slew of ads throughout your community did the trick. The decline of traditional print media, such as magazines and newspapers, has been well documented. For businesses willing to face the fact that traditional media is dead, this presents an opportunity to provide customers with the content themselves. With all the information only a few clicks away, it’s no surprise that 61% of consumers are influenced by custom content (Dragon Search Marketing).

Goals of Content Marketing

According to LinkedIn Technology Marketing Community, the top three goals of content marketing are:

1. Lead Generation
2. Thought Leadership/ Market Education
3. Brand Awareness

Numbers two and three are loosely related, as both are attempting to promote a specific brand’s authority. The best way to increase brand awareness and to educate customers is through regularly scheduled blogs, and promoting that content through social media. In fact, according to HubSpot, 82% of marketers who blog see positive ROI from their inbound marketing.

Types of Content to Generate Leads

Every business wants to create more leads. A simple solution is driving more traffic to your site by positioning your company as an authority. As mentioned, blogs help build this foundation, but it’s an incomplete picture. White papers and eBooks are a great source of leads because they go in depth and provide valuable information to prospective customers. By having these resources behind landing pages, your company will generate more leads. And, by supplying the content to potential customers, you will generate more visitors to your site. More visitors=more leads=more sales=big Christmas bonuses for everyone.

Content Marketing Creates Brand Awareness

Content marketing can be difficult, as only 42% of marketers say their organization is effective at content marketing (Content Marketing Institute/ Marketing Profs). But this applies especially to small and medium sized businesses that don’t have the resources to throw at a content marketing strategy. As the buying process has changed, and as customers perform more research before making a purchase, original, targeted content is that much more important. In fact, 73% of consumers believe that organizations providing custom content are interested in building good relationships (Key Difference Media).

Building trust and developing relationships are more important to customers now as the world has become more connected. Yet, no one wants to be sold to and would rather make the decisions themselves. Providing current, relevant content builds that trust and increases the amount of leads you’ll receive from your website.

As with all marketing, having a documented strategy is just as important as the actual content. If your business needs help creating a content marketing strategy to generate more leads, or if you need optimized content for your company, follow me on Twitter or learn more about the inbound marketing services I provide.