Many companies still view inbound marketing with suspicion – especially those that operate in B2B. Does content marketing generate leads? Do social networks convert in B2B? Does digital marketing really work?
The answer to all these questions is a resounding YES.
Inbound marketing that is based on a good content marketing strategy generates leads and conversions. This is especially true in B2B, which requires an even more personalized strategy than that used in B2C.
Read on and discover how content marketing generates leads – and how you can apply this strategy to your company’s plan.
Why does content marketing generate leads?
So that you can definitively understand what content marketing is and how it generates leads, we have provided a definition from the Content Marketing Institute :
“When we think of content, we mostly germany telegram data think of blogs. But content can take many forms, including e-books, guides, case studies, kits, templates and checklists, videos, podcasts, webinars, and more. The important thing is that the content is valuable and relevant.”
This is how content marketing generates leads – using these formats mentioned above to:
Attract the right visitors to your the report said that despite website (within your target market, with the potential to become quality leads);
Keep visitors engaged enough that they are willing to share information about themselves (and thus become qualified leads);
Continue to keep leads engaged through nurturing
With relevant content and approaches mobile list from your sales team – until they convert into customers;
Generate social shares and inbound links (to further attract the right visitors);
Encourage strong brand awareness, which will drive brand preference and influence future purchases.
How to do content marketing that generates leads for your company?
Establishing the overall goal of your strategy is one of the first steps to ensuring the effectiveness of your content.
Your company should focus on a single, clear, achievable goal – something like “generate more quality leads to pass to sales and marketing.”
Additionally, it is important to:
Define your target audience : Who do you want to access your content? If your first answer is your target market, think again. The best answer here is your ideal customer – and buyer personas are key here;
Decide on your content strategy : talk about what your company is known for. To get a sense of direction, it’s worth asking yourself questions like “What is my area of expertise?”, “What is the core competency of my product or service?”, “What can I offer of value to my target audience?”;
Develop content ideas and topics that align with your goal, audience, and core message : Now that your company knows the core of your content strategy, you need to focus on specific topic ideas—this is how content marketing generates leads.
These topics should align with your goal and core message
They should also segment your audience, ideally into distinct segments based on the persona and stage of the buyer’s journey your leads are in.
Create great content : Great content is valuable, actionable, data-driven, and well-written. Content marketing generates leads when it engages and resonates with your prospects, appeals to their emotions, and shows that there is a solution to their pain points. When it is shareable and makes your marketing emails worth opening ;
Identify content formats and distribution channels : find out where your content will be found by your potential leads.
Then find appropriate formats to distribute it:
Blog, email newsletter, downloadable assets, video, etc.
Set and track metrics : According to the State of Inbound , companies that check their metrics three or more times per week are 20% more likely to see a positive ROI. Remember, a good content marketing strategy generates leads—but it’s not set in stone from start to finish. You need to track each step and see if.