Does your content create conversions? Is it relevant and attractive? Does it solve problems? Most importantly does it create value? There’s a difference between simple marketing content, and lead generating content. And that difference will mean everything when it comes to your leads and sales.
Have you thought about the content your company shares? Is it something that you would take time out of your day to read? Everyday consumers are bombarded by emails and call to actions from companies; promoting new products, promoting a sale, or even asking you to check out their new eBook. How many emails a day do you get that you automatically throw in the trash?
Content is important in grabbing the attention of your readers, that content should be worth their time. Before reading any content a consumer will subconsciously ask themselves is this relevant to me, can I find the time to read it, do I want to read it and is this content worth it? You want your customers and potential customers to answer yes to all of those questions. Consumers do not easily give up their contact information, it has to be something that grabs their attention and can fulfill a need they have, for them to spend two minutes filling out a form.
Is developing the kind of content necessary to generate leads too much for you to handle yourself? Contact IMPACT and learn how we can help!
The Keys for Lead Generating Content
Content marketers are not about selling you their products or services, they are communicating to consumers by providing resources and delivering information that makes them more intelligent. The traditional way that marketers grab the attention of consumers is slowly being moved to the back burner. If you were to ask consumers how many of them saw your new advertisement, probably somewhere close to more than half would say that they fast forward through them or change the channel.
How effective is your marketing? Marketing today is more about creating content, according to the Content Marketing Institute, “80% of business decision makers prefer to get company information in a series of articles versus an advertisement. 70% say content marketing makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions.”
When writing content, it needs to be high quality and consistent. If your content is providing them with new information on a daily basis they while spend 10, 15, 25, or even 35 minutes on your site. You want them to keep coming back, as if they are addicted to it, you want them to come back everyday during their free time to read your blog or download a new eBook. You want consumers to be as excited about reading your content as they are about purchasing tickets to see their favorite artist or sports team.
Consumers need to see you as a trustworthy company, that your content is coming from experience and that you know your stuff. Your content can be used to address any underlying objections that consumers might have about your company that is keeping them from converting.
How Do I Know if My Content is Lead Generating?
The first step is to create a strong call to action, it can be found on your website, blog, or pay-per-click ad but it needs to have compelling content making them want to click on it. Now if your call to action was successful they were brought to a landing page, making them one step closer to becoming a lead.
Your landing page needs to help them answer the question, do I want to learn more? Is it conveying enough value that I need to download it? Knowing the basics of developing a landing page will help increase the chances of your visitors answering yes to that question. How can you get them to say yes? Use a great headline that immediately grabs their attention.
Utilizing every tool in your toolbox, whether it is the text and graphics in your landing page to your call to action copy, will help tell your visitors what you have to offer. Within the text of your landing page give them a little preview, tell them how you can fix their problem without giving them the solution. You want them to know that after filling out the form on your landing page and giving up their contact information that they are gaining something of value.
When creating content think about those four questions consumers ask themselves before clicking on an ad, reading your email, or filling out a form on a landing page. Will it be worth it? Does your content keep them coming back? If you want visitors to convert, make sure that your content is worth reading.
Get Writing…or Get Help!
Interested in learning more about developing lead generating content? Contact IMPACT and learn how we can get you started!