Who doesn’t want a trail of hot leads leading straight to their business’s doorstep?
Although, achieving this is easier said than done. Outbound marketing tactics like cold calling and email outreach can generate leads quickly, but they tend to be of lower quality.
And, If your objective is to secure high-quality leads, consider turning to inbound marketing, with content marketing being a viable solution.
Now you might ask – what makes content marketing crucial in inbound lead generation? Let’s delve into that and understand its role.
What Is Content Marketing?
Content marketing is like having a magnetic personality – you attract people towards you by being interesting and helpful.
Just like how a cooking blog can attract foodies or a fitness channel can draw in health enthusiasts, your content can reel in potential customers by offering them something they value and enjoy.
How Does Content Marketing Contribute To Lead Generation?
Content marketing is a strategic approach that involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action.
When done effectively, content marketing can contribute significantly to lead generation by providing useful information that addresses the needs and pain points of potential customers.
Here are a few ways that content marketing can contribute to lead generation:
- Attracting potential customers: By creating high-quality content that is relevant and valuable to your target audience, you can attract potential customers to your website or social media pages. This can be achieved through various content formats such as blog posts, PowerPoint slides, videos, social media posts, podcasts, infographics, and more.
- Building brand awareness: Content marketing helps to build your brand’s reputation and visibility by creating useful and engaging content that resonates with your target audience. As your brand gains more recognition and trust, potential customers are more likely to engage with your content and consider your offerings.
- Establishing authority: When you provide valuable and informative content, you position yourself as an authority in your industry. This can help to build trust with potential customers, making it more likely that they will choose your brand over your competitors.
- Generating leads: By including call-to-actions (CTAs) in your content, such as inviting readers to sign up for a newsletter, download a free guide, or request a consultation, you can capture contact information from potential customers and add them to your lead generation pipeline.
The Benefits of Content Marketing Over Traditional Sales Tactics
Content marketing is a cost-effective approach to lead generation as it doesn’t require extensive resources like call centers or sales teams.
Instead, by creating valuable and relevant content, businesses can attract and engage potential customers organically.
Below are a few additional reasons why content marketing may be a better choice than traditional sales tactics.
A sales pitch can (sometimes) just too (darn) pushy.
While a sales pitch can sometimes be effective, it can also come across as pushy and turn potential customers away. Content marketing, on the other hand, takes a more subtle approach by offering valuable information and building trust with your audience.
Rather than bombarding them with a sales pitch, you can use content to educate and inform your audience, establishing your business as a trusted source of information in your industry.
This can lead to increased brand awareness, improved customer loyalty, and ultimately, more conversions.
By using content marketing to attract and engage potential customers, you can create a more sustainable and effective approach to lead generation, without relying on pushy sales tactics.
Who needs cold calls when you have hot content?
Rather than interrupting people’s days with unsolicited phone calls or emails, content marketing allows you to attract leads who are already interested in what you have to offer.
Start creating content that addresses their pain points and provides solutions, and you can pull them in instead of pushing them away – as you might sometimes do with cold outreach.
To create stellar content, you might need a stellar content writer, get them now!
Because if content is king, diversity is the queen.
While traditional advertising methods may work for some businesses, they don’t necessarily resonate with everyone.
Content marketing allows you to reach a wider audience by providing different types of content (according to Statista research) such as articles, videos, podcasts, and infographics.
It’s being used by increasingly more marketers to cater to different content preferences.
Check out the low cost marketing strategies for freelancers.
Who even looks through the Yellow Pages nowadays?
With the majority of consumers turning to the internet for information before making purchasing decisions, having a strong online presence through content marketing is crucial for lead generation.
Creating high-quality content that ranks well in search engines allows you increase visibility and attract more qualified leads to your website.
One of the examples? Publishing interviews and showing different point of views on a subject instead of singular i.e. your own.
Content That Converts: Best Practices
Make your content as irresistible as a fresh batch of warm cookies
If you actually WANT to generate leads, the content you create must be interesting, relevant, and engaging. Focus on providing value for your target audience by addressing their pain points and offering solutions to their problems.
Creating a steady stream of content that resonates with people takes time and effort, but when done correctly, it can pay.
Write like you speak. Write how they speak! That’s how you can increase the chances of converting them into customers.
Don’t leave your readers hanging like a cliffhanger in a soap opera
Your content needs to have a clear call to action that encourages readers to take the next step, whether it’s signing up for a newsletter or making a purchase. Be sure to make the CTA prominent and easy to find.
No one is going to spend ages looking for what you actually want them to do.
Let’s imagine that you just published a blog post. It’s all glorious and well-optimized, but… it gives your readers no indication of what to do next. Where should they go now? What should they do.
If you want to continue the conversation and make your readers – more – engaged, then add a link or button to your post inviting them to get in touch with you, follow you on Instagram, or sign up for your newsletter – for example.
That’s how you’ll nurture them down the funnel and, therefore, convert them into leads.
Be more persuasive than a used car salesman
How would you do that? By using persuasive language.
The trick is to make your content sound as human and natural as possible while also encouraging the reader to take action.
Remember that people don’t respond well to hard-sell tactics, so be sure to avoid using manipulative words like “buy now,” “get it today” or “the best deal ever.” Instead, use words like “discover” and “unlock” to make your content sound more appealing.
If you feel comfortable with that, use storytelling techniques to draw readers in and keep them engaged. Use emotional appeals and vivid descriptions to create an emotional connection with your audience.
This won’t apply to every piece of content but, when it does, it can be extremely powerful.
Don’t bore your readers into submission like a college lecture
Thinking outside the box is essential for content that converts. Adding images, videos, GIFs and even interactive elements can make your content more appealing to readers who are easily distracted or bored by conventionally written posts.
These days, readers have high expectations when it comes to the quality of content they consume.
They’re often bombarded with cheap clickbait and low-quality content, so if you can produce something that stands out from the crowd, it will be much more successful in terms of lead generation.
Double-check if your content is visually appealing and easy to read by breaking up long paragraphs with subheadings, bullet points, and images.
This helps keep readers engaged and prevents them from getting overwhelmed by text – but also that’s what differentiates your content from the rest.
Be as relevant as the latest viral meme that captured your attention
Keep your content up-to-date with current trends and topics in your industry. This shows that you’re knowledgeable about what’s happening in the market and positions you as a thought leader.
You will not always be able to jump on THAT bandwagon. But you will have to produce content that is timely and relevant, which means that you need to stay informed about the latest news and developments in your niche.
For example, if are an IT support company like Mustard IT, you need to keep up with the latest updates in technology so you can produce content that speaks directly to your audience’s needs.
At the same time, it’s important to stay focused on your core message and not get distracted by every trend or hot topic. Your content should still be valuable and interesting even after the current fad has worn off.
Don’t forget that people have short attention spans – like goldfish on caffeine
Make your content concise and focused on one main message or idea per piece of content. This makes it easier for readers to digest and retain information.
It’s understandable that you want to pass as much information as possible – after all, you invested a lot in researching and writing it. But if your content is too long and confusing, your readers will give up before they finish reading.
Also, pay attention to the length of your sentences and paragraphs – shorter sentences are easier to read than longer ones. According to Readability Guidelines by Content Design London, your sentences shouldn’t exceed 15 words in length. You want to be persuasive?
Use, but don’t overuse, power words. Power words are persuasive, emotional words that evoke an immediate response from the reader.
They can be used to highlight key points, add emphasis, and make your marketing more effective. Just don’t overuse them or your content will sound forced and fake.
One may even use visuals to break up information and make it more engaging. You can use images, videos, infographics, posters, etc. that make your content visually appealing, resulting in a seamless flow of information. Visual content can be created with tools like Canva, Visme, or Venngage. These tools include multiple poster templates, infographic templates, etc.
Remember: Rome wasn’t built in a day – nor will great content.
You’ve read it all. You got a plan laid off. Now it’s time to put the plan into action. Content creation takes time and dedication – it doesn’t happen overnight. But if you take your time, do the research, and focus on creating great content, it will pay off in the long run.
It’s a marathon, not a sprint.
The key is consistency: write regularly, stay focused, and keep learning. With enough effort, you can become a respected content creator and build an engaged audience for your business.
Publishing high-quality content takes time and effort but pays off in terms of increased lead generation over time. It might not happen today or tomorrow, but if you keep at it and stick to your strategy, you will eventually get the results you’re looking for.
Over To You
With so much noise competing for people’s attention online, creating compelling content that stands out from the crowd is essential for lead generation.
And it doesn’t have to make you spend either a lot of time or money – all it takes is consistency, dedication, and the right strategy.
So go ahead, and start creating content that will engage your readers, position you as an authority in your niche and help you generate more leads for your business. Good luck!
Read more: How to get clients through inbound marketing.