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A business that is struggling to advance, demands ample buyers who are fascinated by their products/services. The most prevalent solution to which is advertising. But what would you do if you are low on budget? Is there still a sustainable method to generate leads?
Content marketing is not only an informative means to connect with your audience but also one of the most budget-friendly methods to reach out to your prospects. In fact, B2B content marketing stats from CMI reveals that 91% of B2B marketers use content marketing to reach their customers. You probably know all of this and what you are more likely to learn about is how can you use content marketing for lead generation.
Before jumping on to the HOW part let’s first unravel the “WHY”.
As first comes first, let’s talk about some worldly renowned reasons why content marketing is best for leads generation.
The Thick Band Amidst Content Marketing and Lead Generation.
For most of you, I am sure you are aware of the concept of lead generation? For the ones who are not, here’s a quick definition –
Lead generation is the process to engage and attract prospects or targeted buyers, to know more about your product or service ultimately driving them to the final purchase.
In one simple line, ‘Content Marketing is the very foundation of lead generation and lead nurturing’. In today’s buyer landscape, none of us can deny this crucial fact.
5 Reasons Why You Should opt For Content Marketing for Lead Generation.
Since we now know about the underlying connection between content marketing and lead generation, let us know why it is best for each other.
1. Economic and Productive.
It’s certainly not a cakewalk to find your target audience and reach out to them. You always have to walk the extra mile to let the message out to your prospects. Advertisements might connect you to a large audience but let’s talk realistic, the budget is not affordable for all.
Content marketing, on the other hand, is a cost-effective means to target prospective buyers without even directly saying ‘Buy this product’. I mean you can, of course, say that too, but why would you when this would do the job for you – ‘I have a solution to your problem!’
SEO or Search engine optimization makes it more beneficial since it helps you rank higher on the SERP pages gauging prospects straight in. From here on, your content must speak, if you have done the job right – there’s no way your target won’t reach the final stage of the conversion funnel.
2. Leverages The Power of Social Media.
Content isn’t just a means to provide gated information, but it is also a silent promoter of businesses. Instead of using highly promotional content that makes a business seem needy, it is always wise to craft content that is just trying to be friendly with their audience.
Always remember- the lesser you market, the more you grab the attention of the audience. But how do you deliver the message if not like that? Well, silently.
Recently, visuals like infographics, GIFs or videos have been ranking on the charts of traffic magnet. Just draft creative and eye-pleasing social media posts and see the magic unfold.
User-generated content(UGC) is what gives you the most useful opportunities to connect with your audience. And Social media is a great Platform to collect UGC content. Post surveys, quizzes, and giveaways to know about the details of what your readers want from your brand.
3. A Steady Guide to The Final Stage.
Generating leads needs a platform that has all the potential resources to help you convert them to buyers. But here, you don’t need one, you make it yourself.
Through content marketing, you can build a steady map of generating leads – first up attract viewers to your exclusively developed content and then slowly compel them to sign up for your page, after which you promptly make them contact you.
If you try to muddle them with baseless information, chances are you will lose them in the process – so why take the risk?
4. Offers a Solution to The Audience.
Everyone is looking out for stuff that is varied and remedial. If you promise audiences to give them a remedy to their problems, why won’t they want to know more and connect with your firm closely?
High-quality content that talks on a variety of topics concerning your readers’ problem, will drive traffic that is looking for a solution to a similar issue, and well that is exactly what you want!
It’s a proven fact that if you showcase your expertise in your playground, you don’t necessarily have to reach out to your audience individually and ask them to buy your product. The expertise will itself attract the interested buyers. The reason why content marketing has occupied a major portion of every marketer’s plan.
5. Establishes Credibility and Authority.
How many of you enjoy the ads that pop up when you are watching your favorite daily soap?
Practically none of us!
Gone are the days when you can fool your audience with some hunky-dory pictures. Now the audience is more aware and far more informed.
If you really want to reach this new era’s audience, credibility is the only path that can lead you there. If your content pieces can prove that you are an expert in your industry or at least well-aware, you are already half-way there to winning them over.
6. Great for SEO and Organic Search.
What do you do when you want something, or want to know about something? Simply, go to Google type the most relevant keywords that best explains your question – and pick out the solutions from the first page results.
That is exactly what your target audience is doing. Once Google recognizes that your content is informative instead of just salesy, it helps you rank higher on the search ladder. Of course, you need to put some SEO efforts also – like include relevant keywords in your content, add backlinks and facts.
Search engine algorithms are extremely dynamic, but the one thing that remains consistent is that they all want exclusive content. Apart from that, did you know almost 80% of users ignore paid Ads in search results! The reason why content pieces that aim at educating customers to convert more prospects than the content built for sales.
7. Engages Ideal Buyers.
The beauty of content marketing is that it only reaches out to people who are actually interested to read your content. Unlike Ads, that appear on every TV screen irrespective of the audience. Content is exposed to your ideal buyers, that is the people who actually searched keywords that lead them to your blog.
Out of the readers, the ones who were impressed will click through to your landing page. And out of the ones who reached your landing page, only the ones who were genuinely intrigued by your content will fill out a form to keep in touch with you.
You see everything is a play of content, only if you know how to make the right moves! Well, no wonder why 82% of marketers see a positive ROI from their blog!
8. Serves as The Backbone of Digital Marketing.
Apart from all the benefits that content marketing bears all-alone, it serves as the foundation of all your digital marketing efforts.
The same basic content can be tweaked for your website, for your social media posts, and in fact sometimes for blogs too. Invest time to craft omnichannel content and utilize it to its full potential. Craft emails for your email marketing channel, social media ads, and video scripts!
Keep yourself updated with all the new trends of digital media and inculcate them in your strategy, unless you want to be left out from the run of making it to the top. Now you know, why it is said ‘Content Marketing is all the marketing that’s left!’
Does This work?
Of course, it does. Marketers rely on content to engage prospects, educate, inspire and convince them that they are the best in the industry.
So, if you are still re-thinking on your content marketing gameplan, you are already losing out on a lot of quality leads. Stop thinking and start writing.
When you are just starting out, there is a lot for you to consider – both on the field and off the field. While you are listing out the pros and cons of each of the marketing technique, keep the cost on the top.
Since at this moment you very well can’t afford millions to spend on your advertising plans – I am sure Content Marketing is going to outweigh all of them because of its unmatchable efficacy to generate leads.
Well, someone has rightly said ‘Content Marketing is the only marketing that’s left!
Prince Kapoor is a seasoned Marketing Analyst and Blogger. With his skills, he has been helping fellow marketers and brands worldwide. You can connect with him via his Twitter account.