A good business website is more than just a digital Yellow Pages® listing. It provides information to help convert prospects into paying clients through lead nurturing.
Good content can even attract customers through lead generation.
What Is Content Marketing?
Content Marketing is a strategy that involves creating and distributing (which can be as simple as posting it on your website) useful information that is relevant to your business, making them an educated consumer. That builds trust in your business… positioning your brand as an authority and making prospects more likely to buy from your business without a “hard sell.”
Good content marketing also answers pre-sales questions, further improving lead generation. Continued content moves them through your lead nurturing funnel.
How Does Content Marketing Work?
Content marketing works by providing a stream of interesting, useful content to keep them engaged, attract prospective customers, and move them through your sales pipeline. This content can include blogs, e-books, videos, webinars, podcasts, white papers, infographics, and more.
Another purpose is content marketing for organic search. Google likes fresh content so good material combined with a solid marketing strategy can boost your organic search results.
What Is Lead Generating Content Marketing?
Lead generating content marketing is about packaging content into lead magnets. That can be your existing content – like packaging older blogs into an e-book.
Another option is new content made specifically for lead magnets. Either way, you’re turning your content into a direct marketing tool to attract prospects and pull them through your sales funnel. Evergreen content is a great option for lead magnets.
How Do You Generate Leads Through Content Marketing?
The first step is to create a strategy. You need to know what clients you’re targeting and develop buyer personas to match them.
Next, figure out what platforms they prefer and what types of content they prefer. One target audience might prefer downloaded guides while another prefers YouTube or TikTok videos. Targeting a corporate audience? Maybe white papers are the desired format.
The next part of the strategy is to determine the type of content – as in topic, not medium or form – that your target audience wants or needs. Generally, top of funnel information is the right place to start… like a “101” or overview manual. Then you follow up with content that provides the next step in the learning process to answer their questions. Marketing and SEO research can provide the exact keywords to include in the content.
Attract leads through content like:
- Training/classes by email or pre-recorded video
- White papers
- Case studies
Let Efferent Media Handle Your Content Marketing
Producing high quality content marketing material on a consistent basis that highlights your business and expertise involves a lot of work. Let our expert content marketing team do the work for you. If you need blog writing services or general SEO services, call Efferent Media’s marketing experts at (631) 867-0900 to get started.