Although 97% of B2B marketers use content in their marketing strategy, 58% admit that their methods are not producing results1. Effective content marketing will help you engage prospects and facilitate the closing of sales. Here are a few guidelines on how you can optimize your content for lead generation:
Don’t count on prospects to make any effort in order to find your content. Many marketers make the mistake of requesting too much information from leads, making their content hard to access. Asking prospects to give out extensive information in order to attend a webinar or download a whitepaper can bring out their fear of commitment and scare them off.
A good strategy is to adopt a progressive approach and collect a bit more information every time a prospect interacts with your company.
2. Easy to Read
Content should be concise, to the point, and very visual – this is how the 21st century individual likes to consume information.
This point can never be stressed enough. When it comes to content marketing, one should not try to sell but help. As you are generating content, keep the consumer and his needs at the center of every decision.
Not all prospects are looking for the same information at the same time. As the sales funnel narrows down, you want content to become more and more relevant and customized to each prospect. In fact, the more customized and relevant your content is to your leads, the more effective it will be.
Chances are topics you decide to cover have already been tackled. You have to be original and spice up your content to create an impact on your reader or viewer. You can achieve such results by adding depth to the argument, delivering a unique perspective on the topic, and letting personality shine through the content.
The reference to recent events and data can also help hint at the freshness of your content.
Track Your Results
These are general guidelines to developing effective content marketing strategies. Depending on the industry you are in and the type of activity performed, you will have to adjust your strategy in order to achieve optimal results. To do so, make sure to consistently track the impact of your content marketing campaigns and adjust your methods accordingly.
You Are Your Own Best Source of Information
When you find yourself wondering whether the content you have produced will appeal to your audience or not, put yourself in your customer’s shoes. If you had their needs, how much impact would this content have on you? Would you even open it?
Looking for more tips on how to outperform your competition with effective content marketing? We have more resources for you to take a look at here.
1: B2B Content Marketing 2014 Benchmarks, Budgets and Trends – CMI + Marketing Profs (Report)
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