Content Marketing Lead Generation
Content marketing is a valuable way to generate leads that convert to sales. Whether you actively use a content marketing strategy or have yet to get started on producing content, now is a great time to develop and refine a strategy for ensuring that your content benefits you as much as possible.
How Content Marketing Drives Sales
Content offers one of the few consistent pulses of branding, education, and information to consumers. Content arrives to customers in a variety of modes, and all extend an opportunity to recite one cohesive, ongoing narrative that guides consumers farther along their consumer decision journey.
Leads in Marketing Come From Content
As consumers read, watch or engage with content, they reach out with questions, share with friends, interact in comments, and save profiles or pages to return to in the future. All of these touchpoints generate sales leads for your business.
10 Ways Your Content Marketing Can Generate Marketing Leads and Close Sales
- Peak interest and queries
- Checklist content sets a status quo
- Establish industry authority
- Enhance online visibility
- Generate buzz
- Welcome new customers
- Genuinely educate consumers
- Provide a favor to earn a favor
- Boost sales
- Increase website traffic
Peak Interest and Queries
Content does an exceptional job of peaking consumer interest and generating new queries about a company, brand, and range of products. These questions and curiosities are often the first steps a consumer takes toward developing a relationship with your brand.
Checklist Content Sets a Status Quo
As the content publisher, you have the opportunity to define certain product features as essential in the decision-making process. If you set your product features as necessary elements to have or consider before buying the said product, this checklist can quickly become the status quo. By requiring customers to look carefully at a set of product/service features, you invite your competitors to improve, consumers to purchase with greater discernment and conveniently, to see that your brand checks all the boxes.
Establish Industry Authority
Educational content helps to establish voice authority in your industry. By publishing consistently, discussing current events, and keeping research up-to-date, you can provide a go-to source of reliable content within the industry that surrounds your product or service. Consider interviewing experts, leveraging in-house talent, hiring contributors or reviews on published content, and partnering with authoritative influencers to further boost your content credibility.
Enhance Online Visibility
As you publish content on a consistent schedule, your search ranking boost, traffic site increases and all online extensions of your brand receive attention. Collectively, these factors push your brand’s website to the top of search rankings and suggested sources of authoritative information. Piece by piece, you can increase your online visibility, opening up access to more consumers from more touchpoints throughout your brand’s digital footprint.
Great content makes a great impression on current and future customers. A piece of content that gets shared (or better yet, goes viral), creates an instant brand impression on consumers you have not met and it reinforces the power of your brand name to consumers who already purchase your products or consume your content. Generating buzz is a positive way to get more website traffic, establish market authority and gain a more loyal following.
Welcome New Customers
New content offers the opportunity to invite new customers to your website to browse and get to know your brand a bit better. When you share exceptional content, loyal readers tend to pass it along, sharing with family, friends, and peers they know might be interested in your products or services. This content acts as a touchpoint and an open door for consumers to step inside your company’s online experience and make an initial introduction with your brand.
Genuinely Educate Consumers
View each piece of content you create as an opportunity to educate your consumers. Choose a topic — market, product, service, industry — and fully divulge your insight on the designated issue. In order to consume intelligently, shoppers thoughtfully read and analyze the content they consume from brands. Remember, you’re not the only company publishing content in an effort to win a consumer’s appreciation and loyalty. At the same time, you don’t want to get wrapped up in competing so aggressively against brand peers that you begin commenting on areas outside of your expertise. Instead, approach each content opportunity as a chance to shed light on one useful topic related to the goods and services you provide. Your customers will appreciate this, and reward you for it.
Provide a Favor to Earn a Favor
Offering free content is essentially offering a favor to clients. As you continue to provide educational, entertaining, and informative resources to customers, they develop an innate sense of wanting to return the favor. Because you’ve gone out of your way to create and circulate high-quality content, consumers will be more apt to select your product or service when the time comes to make a decision. It’s worth noting here that in order to be in a mutually beneficial reader-writer or consumer-brand relationship, the content must consistently surpass reader expectations. Working with professional writers, editors, and marketers is essential to this success.
Pending a job well done, content leads consumers further along the purchase funnel and leads to sales. Every instance of content is an opportunity to educate consumers on the respective market, product, and/or service. It is a chance to explain why what you have to offer is superior and to establish credibility around your opinions and insights. Publishing content consistently will help boost your brand’s credibility and authority, leading more customers to remember your brand name at the time of a purchase decision.
Increase Website Traffic
As your website earns more prominent placement in Google web searches, more consumers start checking out your site. The more traffic to your site, the even higher your search rankings rise. Increasing rankings has a positive cyclical effect that benefits your business. Additionally, for every piece of content you publish, you can expect a portion of consumers to visit your website in hope of finding out more about the products or services you discussed in the recent article, guide, ebook, or case study. While the number of visitors could seem small per content piece, it will build up over time and help establish an authoritative search ranking.
Have you explored content marketing as a part of your sales strategy? If so, be sure to let our readers know how it’s gone in your experience. Would you recommend it? Did you see the results? Any insight you have might influence the next business owner and help them make a successful marketing decision.
Our team is here to help you wherever you’re at in your marketing journey. Whether you need guidance on understanding what content marketing is all about or you’re ready to execute a strategy with automated programs, we’re here for you. Reach out to us to get started on using content to drive traffic, generate leads, and achieve greater sales.