Content Marketing Improves Lead Quality

Written by Nick Stamoulis

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It’s true that content forms the foundation of you marketing. Content marketing comes with a number of benefits including improving visibility in the search engines, boosting brand awareness, educating your audience, and establishing yourself as an expert. There are several reasons for this, but for the most part, it helps keep people more engaged with your brand. The end result of that is it helps with other things, such as lead generation. It also improves lead quality. Here’s what you should know:

Lead Generation Matters

Lead generation, but especially quality leads, are key to business growth. Lead generation helps you reach more people, which in turn will help generate more revenue. The goal with lead generation is to build a list of potential customers. You will collect their content information, decide if they are quality leads (ones who are most likely to purchase what you are offering, and nurture them as they make their way through the sales funnel and become paying customers.

Topics to Consider

The content you create and publish plays an important role in quality lead generation. Your content tells people who you are, what you do, and what you have to offer them that will make their life better or easier. Lead generation for B2B can be a bit of a challenge, but by offering the right type of content, you can be successful in your quest.

For B2B, the topics that you choose to create content around will be different from that of a B2C. For both, your content needs to be tailored specifically to your audience. Since your audience is other businesses, so topics to cover will be related to industry research and competitor research. To get a clear understanding of what’s happening within your industry, you can research competitors’ websites, social media, and industry influencers. Researching the keywords that your target audience is searching for will make creating content a more accurate task. You know exactly what they want and need and can gear your content toward those areas.

Industry Reports

Industry reports may be the single most important type of content that a B2B can create. They are perfect for not only sharing your expertise with your audience, customers, and potential customers, but key for quality lead generation. Industry reports contain information and statistics that will educate your target audience and compel them to take the next step in becoming a lead. You may include things such as industry trends, financial statistics, and supply and demand information.

Video Content

As a B2B, you are typically offering something to other businesses that can be demonstrated and showcased visually. This is where video content can benefit your lead generation. Not only will you be able to explain your product or service to your target audience, but you will be able to demonstrate it for them. Videos can come in different formats, including:

  • Product demonstrations
  • Webinars
  • How-to guides
  • Explainer videos
  • Customer testimonials

By using video content for quality lead generation, you have the added benefit versatility, and the ability to capture your audience’s attention. Videos also allow you to establish human connections and evoke emotions. While buyers of B2B products and services tend to be more logical and data-driven, connecting with them on an emotional level can only be positive.

Promotional Content

To generate quality leads, you want to have promotional content. Promotional content generates brand awareness and increases leads. Social media might come to mind first for this type of content, but as a B2B, your options are wide open. Consider email marketing, guest blog posts, and podcasts. Ads are also a form of promotional content that you may choose to employ. Promotional content needs to communicate the calibre of the products or services that you offer. Content can include giveaways and discounts as well as case studies and how-to videos. You can even do short highlight reels on social media to get people interested in what you have to offer.

Written content will always be beneficial, but for generating quality leads, don’t forget other types of content that will appeal to different people within your target audience. By understanding your audience and their needs, you can tailor your content directly to them and improve your lead generation.

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