Converting someone into a lead takes a lot of effort and consideration, from a compelling offer to an enticing CTA and a killer landing page. But there's a lot you can do to prime the gears of the B2B lead generating engine even before someone finds your offer—and content marketing is a key part of that!
Many people consider lead generation and content marketing to be two distinct disciplines. However, the way you design your content marketing may have a big impact on how many leads you get.
Let's start by defining B2B content marketing in more detail. "Information marketing is a strategic marketing approach centered on developing and delivering valuable, relevant, and consistent content," say the content experts at Content Marketing Institute.
While many people associate content marketing with "blogging," we would be doing ourselves a disservice if that were all we did. While blogging is an important component of content marketing, we also need to include other types of material in this list, such as infographics, ebooks, white papers, website pages, and more.
COPYRIGHT_MARX: Published on https://marxcommunications.com/b2b-lead-generation-and-content-marketing/ by Keith Peterson on 2022-02-11T08:53:20.918Z
Before we go too far ahead of ourselves, let's define lead generation so we can grasp how content marketing and lead generation are related. According to Hubspot, which has gained a reputation for lead generation skills, "the process of attracting and converting strangers and prospects into someone who has demonstrated an interest in your company's product or service."
That is, enticing individuals to convert is an important element of the lead-generating process. Add this to your website's context. What draws people in? The textual and graphic content of your website. If your website only told people how to get in touch with you, it would be as boring as a piece of paper.
Your content is what gets the ball moving in terms of lead creation. Your content is the magnet that attracts and woos your audience, from great images of you and your team to well-written and attractive product information, instructional blogs, and offerings like ebooks, infographics, videos, and webinars.
It's clear that content, in all of its forms, plays a significant influence in lead generation. However, many websites have content. How do you develop content that genuinely appeals to your target market? Or, to put it another way, how do you use content marketing to generate B2B leads?
Let's take a look at some of the best techniques to increase your content marketing and, as a result, your lead generation plan.
It's not only about dazzling presentations and educational material when it comes to content marketing. Great content must also convey a story. Consider the most recent piece of information you read and appreciated, whether it was a blog post, an ebook, or something else entirely. It wasn't a technical handbook, most likely. Unless you're a complete geek. It most likely employed elements of narrative and an engaging voice to keep your attention.
Storytelling is a powerful approach to emotionally connecting with your audience. While studies suggest that instructional material is the most successful B2B content, it also has to tap into people's passions. What are some ways to include narrative in your content marketing? You might want to consider one or more of the following ideas:
- Start with an unexpected or eye-opening fact to grab their attention.
- Introduce an example that demonstrates your idea and is easy to understand.
- Draw people in with graphics (pictures, graphs, and movies).
- Whether you're writing a personal story, expressing your feelings, or expressing your point of view, add personality to your writing.
Instead of focusing just on the company's senior leaders, spread your attention across the whole organization. This entails developing information that appeals to both senior and junior staff.
Why should you be concerned about a company's lower-level employees? Although they are unlikely to be actively involved in the decision-making process, they can influence it. When making a significant purchase choice, senior executives are likely to depend on the counsel of their team members.
We also can't overlook the positive long-term effects. Consider the future. While younger members of a firm's team may not have a major influence in buying choices right now, they will ultimately work their way up the company ladder and may very well be in charge in a few years.
A webinar is an excellent way to deliver value to your audience while requiring no work from them. Digital events, like webinars, provide a refreshing alternative to in-person events, where your audience is typically bogged down by the strain of getting there and rubbing elbows with other firms. Your participants may essentially do the same thing on their own time, in a location and manner that suits them.
Another benefit of digital events like webinars is that participants associate the information and skills they learn directly with your company, reducing the effect of outside speakers. They recognize the value that the brand brings to their business.
Marketing and sales are considered to be at odds with one another. On the one hand, when leads don't work out, marketing generally blames sales, while sales teams frequently complain that marketing doesn't provide them with quality leads.
This is something that content marketing can help with.Previously, sales teams would provide leads with information like brochures and videos when they were ready to make a purchase decision. Material marketing, on the other hand, allows a firm to offer better, more useful content over a longer period of time. This nurtures prospects and establishes trust in your brand as a trustworthy solution.
A prospect is more likely to become a leader after experiencing your online content offerings for a period of time. This isn't just any lead, either. This is a sales-qualified lead that is extremely valuable. The lead generated by your content has grown from a little seedling to a fully grown and ready-to-go creature. Sales and marketing work better together because of this.
Finally, content marketing isn't all about you. Remember, it's all about offering quality material in your audience's view.
What is the best way to predict what people will like? This is when things become a little complicated. You can't predict what will appeal to various people straight away. What you can do is look at their interactions with your material, such as page views, bounce rates, and downloads, and adjust your strategy accordingly.
If you're having trouble getting people to convert with an ebook, for example, you may want to produce more top-of-the-funnel content items like checklists and short videos. Even if you find that lead generation offers on your how-to blogs don't work, try them on more list and trend-focused sites.
Your B2B content marketing plan should always include analytics. Audiences (and their tastes and preferences) evolve, and you must adapt to keep up.
What is the definition of lead generation? Lead generation is the practice of creating customer interest in a product or service with the objective of converting that interest into a sale. Using a web form to get someone's contact information (called a "lead") is the most common way to do this in internet marketing.
Script-based selling, needs-satisfaction selling, consultative selling, and strategic partnership are the four basic selling tactics.
It's no longer enough to create an offer and throw it out there like bait. You must use content marketing to get leads in today's market, especially for businesses that sell to other businesses.