Content is and always will be king, when it comes to search
engine optimization and to lead generation too. Unfortunately, not many
marketers realize this and spend a lot of money on attracting visitors
without giving them the value which they are looking for. You can avoid
this serious mistake by creating content which will work for you in an
effective and efficient way. Learn the fundamentals now.
5 Important Qualities
Tailor-made to your target audience - You must have a clear idea of what they want and give it to them. Consider their demographics and what stage of the buying cycle they are.
Useful - The content for lead generation must bring value to your prospects above all. Show them the right way for solving their problem or what benefits they will get by making specific improvements. Just avoid advertising your product or service directly.
Interesting - A cheerful writing style with well-placed jokes, colorful charts and fun graphical content can make any text, presentation or video much more attractive to your prospective customers and help you immensely in reaching your marketing goals.
Succinct - Always be straight to the point and ensure that every sentence brings valuable information. If you have a lot to say, you can break up your article, video or another piece of content in parts and create a series. This is a proven way for keeping the interest of your audience.
Fresh - Go over content published in the past on a regular basis and make changes and addition to keep it up to date. This tactic is essential when your goal is to provide helpful advice to your prospects.
The Ideal Form
The options range from articles, blog posts, videos, podcasts and infographics to white papers, guides and online courses. Find out what your target audience is looking for in the first place and always consider the best way to provide a specific type of information. Infographics, for example, are ideal for presenting statistical data. In general, the longer forms which provide more information are best suited for targeting B2B customers. It pays off to experiment with forms that you haven't tried before as diversity is always welcomed.
The Right Way to Offer It
Always optimize your content for the search engines when posting it to your website. Consider making it accessible only for users who become your leads by filling out a short form. This tactic works best when you offer highly specialized content. If you are not particularly confident about using this tactic, you can create teaser pieces.
You must ensure that your content is easily and conveniently accessible to everyone who wants to use it. When you are using video, for example, it pays off to provide a transcript or at least to summarize the most important things which you say in it. This will help you to target prospects who are too busy to watch the whole thing, but would like to get an idea and come back later.
Finally, you should not forget that your content designed for lead generation requires promotion. Use the social networks which are popular with your target audience to create a buzz about it.
5 Important Qualities
Tailor-made to your target audience - You must have a clear idea of what they want and give it to them. Consider their demographics and what stage of the buying cycle they are.
Useful - The content for lead generation must bring value to your prospects above all. Show them the right way for solving their problem or what benefits they will get by making specific improvements. Just avoid advertising your product or service directly.
Interesting - A cheerful writing style with well-placed jokes, colorful charts and fun graphical content can make any text, presentation or video much more attractive to your prospective customers and help you immensely in reaching your marketing goals.
Succinct - Always be straight to the point and ensure that every sentence brings valuable information. If you have a lot to say, you can break up your article, video or another piece of content in parts and create a series. This is a proven way for keeping the interest of your audience.
Fresh - Go over content published in the past on a regular basis and make changes and addition to keep it up to date. This tactic is essential when your goal is to provide helpful advice to your prospects.
The Ideal Form
The options range from articles, blog posts, videos, podcasts and infographics to white papers, guides and online courses. Find out what your target audience is looking for in the first place and always consider the best way to provide a specific type of information. Infographics, for example, are ideal for presenting statistical data. In general, the longer forms which provide more information are best suited for targeting B2B customers. It pays off to experiment with forms that you haven't tried before as diversity is always welcomed.
The Right Way to Offer It
Always optimize your content for the search engines when posting it to your website. Consider making it accessible only for users who become your leads by filling out a short form. This tactic works best when you offer highly specialized content. If you are not particularly confident about using this tactic, you can create teaser pieces.
You must ensure that your content is easily and conveniently accessible to everyone who wants to use it. When you are using video, for example, it pays off to provide a transcript or at least to summarize the most important things which you say in it. This will help you to target prospects who are too busy to watch the whole thing, but would like to get an idea and come back later.
Finally, you should not forget that your content designed for lead generation requires promotion. Use the social networks which are popular with your target audience to create a buzz about it.
Want to generate leads like a pro, even though you don't have
much experience or resources? Get started now and make your business
flourish!
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