Many brands leverage content marketing to generate qualified leads and boost sales. In fact, content marketing generates over three times more leads as outbound marketing and costs 62% less.
When your goal is to generate leads, you need to incorporate that objective into an effective content marketing strategy. To help, I’ve put together this expert roundup on the most effective content marketing practices to help you identify potential customers and nurture your relationships with them.
1. Don’t make these 2 mistakes
We are seeing a trend toward creating the wrong content. It stems from a bit of the “crank-it-out” mentality and not following a documented content marketing strategy. We are seeing more created for the wrong audience, resulting in more low-quality leads. The default seems to be creating:
- content no one is searching for
- content geared towards practitioners rather than decision-makers
If most organizations focus on fixing those two issues, they would see an immediate uptick in higher quality leads.
Arnie Kuenn, Vertical Measures
2. Think webinars
Webinars play a very important part in content marketing and lead generation process. The people who register to participate become warm leads (and you can learn if they watched it, how long they spent on it, and what parts they viewed). But the benefits don’t stop there.
From a 60-minute webinar, you can make around 10 shorter videos to distribute around your networks. Use your slides to create an informative infographic about your product. You also have enough material to produce a PDF or e-book. (You also can monitor how those who registered for the webinar consume these other content formats to better inform your sales process.)
Agnes Jozwiak, ClickMeeting
Source: Content Marketing Institute