Does content marketing have you stumped? Are you struggling to generate more leads with your content? The most important thing to know is what kind of content generates leads. How can you use content marketing to capture leads? In this blog post we’ll delve into this topic and see if we can give you some ideas to increase your leads.
Produce an e-book
E-Books are big business. They consistently generate more revenue each and every year. It’s a huge market just waiting to be tapped. Creating and releasing an e-book is highly effective at capturing leads. You don’t even need to charge for your e-book. Generally the revenue you’d generate for selling your e-book will be more than made up for in the amount of leads you get for giving your e-book away free. E-Books can help you educate potential leads on your business, show them what you know about your industry, and capture leads in the sales funnel.
A well-written e-book should offer something of real value to readers who can walk away with specific answers to questions that urged them to read the material in the first place. The e-book is usually your first contact with the reader. You should deliver the information that you promised in your landing page or introductory email. Otherwise you risk damaging your online reputation and any relationship you may have had with your audience.
An e-book lets you get deep into specific subject matter. It shows that you know what you’re talking about. The deeper you go into the topic, the more your readers will benefit. This will increase your e-book’s value. People will see you and your e-book as rich sources of information and will expect to get more valuable information from you in the future.
Perhaps the most valuable part of an e-book from a content marketing standpoint is that it allows you to collect your readers’ email addresses. This puts them in your sales funnel. Obviously, the success of any e-book marketing campaign starts with a good landing page or email offer. We are not going to go into landing page design here. Just make sure it’s easy to figure out how to get the e-book and what information is included in it.
Host a webinar
Webinars attract warm, targeted customers. Like an e-book, the success of the webinar depends on whether you have anything of real value to offer attendees. Only when a webinar is considered to offer value will people happily give you their contact information. In exchange, you must provide real, hands-on training, examples of real-life applications and expertise. If you want to host a webinar to generate leads, you should ask qualifying questions on the webinar sign-up page to see what your participants want from the activity. You can ask questions to gauge their interest in your products or services or questions about where they are in the sales cycle.
As for hosting a webinar event, make sure your topic is relevant and presented in such a way that it sparks attendees’ interest. You want to sell it to your audience without making it an obvious sell. Think of an inviting title, provide assets relevant to the topic and keep your presentation streamlined and on-topic.
You’ll need to have a stellar speaker for the webinar. Find someone with charisma and knowledge of the topic you’re presenting. Record the webinar so that you can see what worked and what didn’t. You can also offer copies of the recording to attendees and other people interested in the content. You can even post the webinar on your website at a later date.
Don’t forget to get feedback from your attendees. Ask them what they liked about the presentation, speaker, and so forth. Also ask them for suggestions on improvement for when you do future webinars. This feedback is invaluable in your future content marketing efforts.
Create White Papers and Guides
White papers and guides may seem old-school, but they still work. Your title should be interesting and get the reader’s attention. However, it should also be indicative of the information you will be providing within. The content should zero in on a particular aspect of the buyer’s purchasing journey. Regardless of whether they buy your product or service, you want to include information that is useful and helpful. You should share your white paper with your sales team (if you have one), put it in your social media campaign, email marketing campaign, and other appropriate marketing efforts. Your lead strategy does not have to ask if they want to buy from you. Instead, it can ask if they want more information from you.
When done right, content marketing is a great way to generate leads and eventual sales. We hope we have given you some great food for thought on some activities you can engage in that will help you get more leads via content marketing. If you have questions, feel free to ask us on our Facebook page at https://www.facebook.com/SoloSEO/. We look forward to hearing from you.