Believe it or not, blogging can be a powerful lead generation tool.
Recent research reveals that B2B marketers who have blogs generate around 67% more leads every month. And businesses with blogs receive a whopping 55% more website visitors than those that don’t.
Despite compelling stats like this, content generation is so often put on the backburner. When time and money is tight, it perhaps doesn’t seem like a top priority. Many business owners don’t realise the potential of high-quality content to attract new leads, or simply don’t know how to do it.
Luckily, getting started with content marketing for lead generation is relatively easy. Let’s start with a few easy things you can do to improve your lead gen efforts through your blog:
Research your keywords
To target the right leads with the right content, you need to know what they’re searching for. Find these keywords and you can use them to optimise your content. One of the best tools for this is Google Ads Keyword Planner, where you can get ideas for keywords and see which niche you can target.
Create fantastic landing pages for social content
If you’re using your social channels for lead generation, one of the best ways to improve results is to create high-converting landing pages.
Do some research on what a perfect landing page looks like, as it’s worth taking the time to get it right. You need a captivating opening, strong messaging and an irresistible call to action. It’s all designed to turn casually interested social media followers into potentially lucrative leads.
Show off your expertise
You want to become the go-to company for your target customers. To do this, you need to show off your expertise and sell your business as an expert in its field. There are lots of ways you can do this, from creating an e-book or handbook to hosting a webinar.
All of this content is highly shareable, so get it out there on your social channels (including LinkedIn, a fantastic platform for B2B marketing). Whatever you create, make sure it offers insight, problem-solving help and value to your customers.
Create high quality, data-driven content
This one sounds difficult, but it’s all about understanding your target customer.
Find out what your users want – what are they currently reading, what do they care about and what problems do they have? Use data from your own website to see what blogs or pages are already popular, or research your competitors’ blogs and social media channels.
Once you have a handle on the best topics, write about them with compelling headlines, in-depth content and real enthusiasm.
Promote your content
It’s no good updating your blog if no one ever reads it. You need to identify the best platforms to share your content, to start hooking those leads. Identify influencers within your industry who could help, join conversations and get your content out there. It’s very time-intensive, but it can be well worth it.
Short on time but keen to step up your lead generation strategy? Get in touch with IT Focus to find out how our content marketing experts can help.