In a world consumed by stimulation from companies trying to sway buyers into purchasing their product or service, it’s become clear what motivates consumers to make decisions—content. Without substantial and meaningful content on your website, in your emails, or even in your direct mail pieces, your target audience will have nothing to grab onto and, therefore, lose interest in your brand—especially when your competitor is going above and beyond with content creation.
So, we know that content is king—but how does your organization generate impactful content that guarantees leads? Let’s explore lead generation from content production from A to Z and how your company can start to generate more leads.
With the best intentions, organizations can implement as many B2B marketing strategies as they like, if they are not aligned with the rest of the business, or put in the right context, it is effort spent that will never reach the sales pipeline. If anything, you will want to give context rather than letting your reader or viewer dismiss your brand or even worse, making assumptions and perhaps even wrong associations. Prospects consume content to learn something new or find out more, so bridge that gap and explain why your organization and offering are relevant to them.
When you have something substantial and valuable to offer your target, it’s a shame how often a great piece of content only gets one lease of life. Taking your best content and putting it in a new jacket, in front of new audiences and most importantly sharing it at the right stage in your customer’s journey will make the difference. Frequency is what makes your marketing effective… if it is served up just right.
B2B Content Syndication campaigns are designed to serve up your best content to a fresh and receptive audience. If you feel you’ve exhausted your existing database or want to accelerate your pipeline, consider a first party data lead generation campaign to expand your reach or to reinvigorate your sales funnel.
No one knows who your company is or what you sell without a certain degree of brand awareness. And while boots-on-the-ground tactics like attending trade shows and networking can undoubtedly help to drive up your awareness—quality content will have that multiplier effect that gets your name out there. With highly relevant content for your audience to grab onto, you’ll be offering something suitable that prospects will be able to tangibly consume, relate to and even refer to, preparing them for that next step. In the realm of B2B, email and personal outreach are still incredibly effective ways to get onto a customer’s radar, forging a peer-to-peer connection for engagement.
Digital marketing is essential, and driving traffic to your site is crucial in today's world. However, your audience won’t have any reason to visit your website without valuable content. SEO can be complicated tough to maintain, but one thing remains constant—the more website traffic you drive, the higher search engines will rank your website.
With this in mind, consider ways to leverage content to continually drive a steady flow of interested prospects. One of the most common ways to do this is to set up an email campaign in a series that teases a piece of content on your website without giving away all of the details—just enough to make the audience curious enough to click that link.
Before thinking of creative content, you should know who you’re talking to. What are they interested in? What triggers them? What generates feelings of emotion that influence purchase behavior? Once all of this is defined, you can tailor a piece of content that will truly resonate.
As mentioned above, SEO is crucial in today's environment. Ensure that you’re optimizing your content with high-ranking keywords that will give you a better chance of showing up first in the SERPs.
When you have a high-quality piece of content, you’ll want to spread it around as much as possible. Think about other organizations that don’t compete with you but operate in the same industry. Consider reaching out to them for a teaser and link back to your site where interested buyers can keep learning more about a topic they’re paying attention to.
Think about the structure of an exceptional landing page. Intro header, relevant content, and a CTA. Follow this structure to ensure that you have captivating landing pages that prompt your visitors to keep inquiring.
Of course, you do! That’s where we come in. S2W Media has an entire team of content creation experts who understand the ins and outs of quality content designed to generate leads for your company. Click the link below to learn more about B2B Content Syndication.
We know that content is king—but how does your organization generate impactful content that guarantees leads? Let’s explore lead generation from content production from A to Z and how your company can start to generate more leads.