Using Content Marketing to get B2B leads

Content Marketing

Generating leads is crucial for the growth of your business. Everyone will agree unanimously that meeting people face-to-face to build rapport is the best way to get leads for your business. There is no substitute for starting conversations and gradually nurturing professional relationships, you have to be amongst the right people at the right time.

But what if you don’t get to meet people often? What if you don’t get to travel? You could be too much busy to attend events, even your family or friends will run out of referrals after a certain time. What about overseas leads? It can get expensive to go and meet a businessman who stays halfway around the globe. You can combat such issues with one effective solution – Content Marketing.

Content is King

To engage customers of any demographic, marketers make extensive usage of the content. They always look to create content that is educational, inspiring, and is worthy of sharing on all social media sites. It has slowly become a universal strategy of marketers worldwide to generate concrete leads. Content should be the fuel for your marketing activities.

3 ways to get leads using Content:

Generate valuable content

Time is valuable, for your audience and you too. You shouldn’t waste it by producing & sharing irrelevant content. Select topics that are tried & tested, these have high chances of success. To get a faster ROI, avoid less proven topics, at least in the initial phase.

Once you get a hang of it, you can go for less popular topics, but those which you will personally enjoy. Write about what made you share the content, something that will make others share your content. You can use tools like Google Trends, BuzzSumo, etc. to know about the latest trends. Stay updated with the latest happenings and write useful content relevant to your business.

Share your top content

Content that got maximum engagement should be shared by you. For that, you can check your analytics and find the best performing posts. Google Analytics is a good tool that gives detailed data in ample of parameters of your content. Once you identify your best articles, send them via emails, or give the link to the best article on the bio of your social media account. You can also ask your business contacts to share these articles with their connections.

Insert a customized Sign-up form

Posting content is just the beginning of your marketing activities to generate leads. An important step comes after that, which is to add a sign-up form for those who want to opt-in. This will enable you to follow up with people, develop regular contact and customer relationships.

  • Visually highlight it: Design it with contrasting & attractive colors which will catch their attention. You can give directional cues to guide them to your sign-up form. E.g. arrows should show them where to focus their attention next.

  • Keep it above the fold: This will make it easy for people to see, thus, maximizing its visibility to the public.

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