Creating Content for Lead Generation

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For the most part, content marketing is highly effective in the upper levels of the sales funnel – brand awareness, search engine optimization, thought leadership, etc. But more and more companies are starting to use content successfully throughout the entire sales process, from awareness to conversion, including the use of content for lead generation.

Today I want to talk specifically about creating content for lead generation and how we can use content effectively beyond the awareness stage. To begin, let’s talk about what lead generation means:

What Is Lead Generation?

Lead generation will look different depending on your business type and market. Lead generation is part of a process known as inbound marketing. A lead is a qualified potential customer that has shown some interest in your specific product or service. Generally speaking, lead generation is the practice of creating interest around your products or services that your sales team can act upon. Whether that’s building an email list, phone list or actually getting customers through your doors, lead generation can take on many forms.

This is important because 83 percent of business-to-business (B2B) and 69 percent of business-to-consumer (B2C) companies say lead generation is a top marketing priority, according to Brafton. When creating content for lead generation, a content strategy is important.

A Hubspot survey found that B2B companies that blog generate 67 percent more leads per month than those who don’t.

Lead generation can look very different depending on the type of content you’re creating, and the quality and consistency of that content. Your content strategy for lead generation should include:

  • Internal and external research: Ask your sales team and current customer what prompted the initial contact.
  • An enticing offer: Customers will be much more willing to provide personal information when an enticing offer is on the line. Make sure to offering something of value in exchange for the phone number or email address.
  • Real-world value: Look at what is currently working for your sales team and create content that mirrors that success.
  • Gated assets: A “gate” is a digital wall that restricts customers from viewing certain pieces of content until they provide contact information (the lead).

Different Types of Content for Lead Generation

Different types of content work better at different stages of the sales funnel. For example, blog posts are a great tool to promote brand awareness. But in order to engage the customer further, more in-depth content pieces are required.

When creating content for lead generation, consider the following content types:

  • Ebooks: Develop more thorough content (behind a ‘gate’) that readers can’t resist.
  • Newsletters: Keep customers that are not quite ready to make a purchase in the loop with email updates.
  • Case studies and testimonials: Happy customers are probably your best sales tool. Use those stories to your
  • Infographics: Tease your customers with a sample, and then request their contact information in exchange for the full piece.

Still, the first step to creating content for lead generation is research. A full market analysis will help you and your company makes smart decisions.

I can’t stress enough how important market research is in creating content for lead generation. Keyword research is a great place to start. Just as when creating content for social media, the more you know about your consumer’s habits, the better your content will be. Keyword research gives you a unique window into the mind of your prospects – in particular, what they plan to buy. Google’s Keyword Planner Tool is a great place to start.

How to Create Leads with Content

Step 1: Do your research

Using the Google Keyword Planner is the best way to get new keyword ideas. Let’s say, for example, that you own a pizzeria in Southern California. If you plug in “Pizza in Southern California” to the Google keyword planner and click the “get ideas” button, Google will automatically generate keyword ideas based on user search history. This tool is invaluable when it comes to creating content for lead generation.

Step 2: Build a landing page

Having quality content alone is not good enough. You have to have somewhere to send the prospects, and that’s where a quality landing page comes in handy. A fully optimized landing page can be the difference between a couple leads, and more leads than you could possibly imagine. While the content gets the prospect to the landing page, the landing page itself should convince the prospect to convert into a lead by providing contact information.

Step 3: Drive traffic

If no one visits your landing page, does it really exist? Not in Google’s eyes. Driving traffic to your landing page is almost as important as having the landing page itself. This, again, is where good content comes into play. Email marketing is still the king of driving traffic, beating out social media by 20 percent. In fact, businesses report that email is the single most effective channel when it comes to retaining customers.

For more information on how to create content for lead generation, give us a call today at (949) 354-2574

Jeramy Gordon is the founder and Chief Content Officer at the Lorem Ipsum Company. He has been creating successful content strategies for almost two decades and believes in the power of high-quality content. He lives in Orange County, California, with his wife and two children.

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