How to Master Lead Generation Through Content Marketing

Are you struggling to generate leads for your business? Content marketing might be an ideal method, but is it dead? With the rise of marketers, one of the major issues with content is getting burned out reading material that lacks quality; either they are irrelevant to the message, or they don’t make sense to the reader. Some use meaningless content as a sales pitch but don’t understand the real intent of content marketing and how it can adequately support the lead generation efforts.

With market proliferation, consumers are looking for a brand they can connect with and build a relationship. They want to know who you are and how you’re able to ease their pain.

But! for Baby Boomer entrepreneurs, how can you effectively generate leads for your brand through content marketing using your website? Would you think it’s time to stop developing content for your marketing strategies?

Let’s look at how content marketing can help your lead generation effort for brand awareness using your brand’s website!

Let’s start by defining lead generation and content marketing.

What is Lead Generation?

“It is the initiation of consumer interest or inquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or sales lead” as defined by Wikipedia.

As you can see, the main objective of lead generation is to capture as many leads as possible.

What is Content Marketing?

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” 

Can you now see how content marketing can support your lead generation effort?    “In fact, 75 percent of executives interviewed in Demand Gen’s 2014 B2B Buyer Behavior Survey say they rely more on content to research purchases than they did a year earlier.  And 64 percent say a vendor’s content had a significant impact on their buying decision,” noted by Dr. Guess.

So, let’s move on!

How to Generate Leads through Content Marketing

Content marketing is not dead, and this is not the time for you to stop producing content for your marketing strategies. The secret to content marketing is providing consumers with value. The more valuable content you pour into them, the more attractive you will find that they are to your brand. Understanding how to distinguish your brand from the noise of irrelevant content is crucial to making content marketing effective and staying ahead of your competition.

“Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.” — Brian Tracy

Since we are looking at lead generation through your website, here are three content tactics you could use on your website to generate leads:

– Blog posts
– E-books
– Videos

Though these are relevant to the capture of leads, it will require some work on your part. Take a look at Mailchimp how a lead generation technique is implemented into their website.

Strategically position your brand’s website with content that matches your audience’s pain points and needs. How do you go about that?  “Apple takes a peculiar approach” to content marketing and generating leads.

So, let’s look at some possible questions that might help you create relevant and valuable content to attract high-quality leads.

“When it comes to building content, production is more important than perfection,” According to Dr.  Anthony Miyazaki. So now, ask yourself these questions:

• Do you know your ideal customers?
• Do you know their needs and pain points?
• Do you know how they make their buying decisions?

Once you’ve tackled those questions, here are a few essential tips you might consider in generating leads on your website:

So, You Have Generated Leads! Now What?

It’s now time to nurture your leads and turn those leads into loyal customers. Lead nurturing at every stage of the buyer’s journey is so significant; there are several ways to nurture your leads. It might not be all that easy for Baby Boomers, especially with the vicious competition. You will need to put some work into it. However, it’s worth the effort. Let me emphasize; Boomers will need to focus on the needs of their target audience and continue to create relevant, highly engaging, and valuable content that addresses those needs; besides, you will need to follow-up with your leads on time. These simple steps will potentially help you reach your goal. So, get started today!

1.  Conduct your market research – As mentioned, get to know who is your target audience, their needs and pain points, and why they make the decisions they make, among other factors.
   
2. Create your website with engaging content.
   
3.  Create an irresistible lead form on your website with a call to action and headline that grabs attention to capture the data you need, such as name, email, etc. so you can communicate with your prospects.
   
4. Develop content that is relevant, consistent, and valuable to your audience’s needs. The content needs to attract your audience to the point that they will gravitate to fill out the lead form to trade their information for what you’re providing to them.
   
5. Drive targeted traffic to your website. Make sure to do your due diligence–remember, you need to know who your target audience is and what problems you’re trying to solve for them so that your traffic can be targeted and your ad spend contained within a specific budget.
   

Go ahead and implement these tips to help create brand awareness, and generate and nurture your highly qualified leads for your business.

Need additional information? Check out this article which enlists “8 proven ways to nurture your leads and increase sales.”

“Providing valuable content that meets your prospect’s needs can be the lead magnet to your business success.” – Donnicka Salkey

Please share your thoughts and feedback. I’d love to hear from you.