Content marketing is hot, 90% of B2B businesses are doing it – and most of them are increasing annual budgets. This means massive resources are being allocated to content, and ROI must happen to make all that time and energy dedicated to content marketing worth it. Content marketing is a tough nut to crack when it comes to generating sales leads. Traditionally, marketers have used content to drive awareness and entice email opt-ins with mixed results and hard-to-calculate ROI. This leads to conflict between content marketers and sales teams. Marketers focus on reach and awareness with content, while sales teams want more fresh leads. To remedy the situation, here is the complete guide to content marketing for lead generation.
1. Get Your Style Right: Without a proper format, content can see thousands of visits without converting a single lead. The key is to make sure readers are aware that you have an offer for them without inundating their minds with banners. Buffer does an amazing job of this on their blog. They have one sole call-to-action which is repeated three times surrounding their content. It doesn’t pop-up or get in the way, but you’re not going to forget that it exists. The best way to tell if your calls-to-action are prominent enough is to do a squint test. Close your eyes to where you can barely see your web page and the calls-to-action should be the most prominent feature you can still see.
Buffer is using simple tools to design their blog the way shown below. They are hosted on wordpress and use HelloBar to get the nice static CTA that hangs down at the top of the page.
2. Get your types right: Different kinds of content convert leads with varying success. In general, the more interactive a piece of content is, the more it connects with customers, the higher the conversion rate. Additionally, your offer has to be strong enough to entice the handing over of a lead (obvious but important). These are a few types of content that convert well.
a. Quizzes: Are an automated form of assessment that hold a conversation with web visitors. By the time a user is finished taking a quiz, they are curious to see how they did and are enticed by your company – the perfect time to ask for a lead. That is why lead generation quizzes exist with a CTA just before the results are show. Quizzes effectively gamify lead generation, making the process fun for the user.
b. Social Hubs: Social posts can easily distract any person for hours without them even realizing it. That’s why social hubs are amazing for driving conversions. The longer you can get a visitor to stick around, the longer they’ll be exposed to your calls-to-action and brand. The Venetian Hotel does a great job of aggregating all of their social posts on one page while showing an offer. They use Tint to collect all of their social shares into one page that has a static offer in the top corner, constantly in the view of visitors.
c. Slideshare: Has one of the largest B2B audiences on the web and offers an add-on for lead generation. The great thing about Slideshare is that you can upload existing slide decks and then insert lead generation “gates” at different places within the content. If visitors are viewing your slide deck and interested in hearing from you, they can input their information right inside the Slideshare.
3. Get Your Focus Right: In order to properly convert leads, CTA’s have to be focused. This means having more landing pages to segment prospects correctly. Hubspot did a study which found that the number of landing pages your site has directly correlates to how many new leads flow in. This is due to the fact that having more landing pages allows you to be targeted in your offers and pair content with a specific landing page that appeals to a user demographic. Create separate landing pages for your CTA’s and pair content with the right landing page to hyper-target your offers.
Content is a trending topic and continues to grow in popularity. To make sure your content marketing is delivering leads consistently, set up your blog to be basic and high converting,use the right types of content, and collect leads using multiple landing pages. Here’s the three steps wrapped up in a nicely visualized graphic.