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7 Ideas to Use Content Marketing for Lead Generation

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According to a 2018 report by the Content Marketing Institute, content marketing produces 3 times more leads, and costs 62% less  than traditional marketing.

If you are not using it to generate more leads, it’s time to start.

We’ve compiled the best lead generation tips from 8 content marketing experts across the web.

Let’s jump right in!

Content Marketing Lead Generation | Handmade SEO

Idea #1: Use Videos

Most people are visual learners. We love to be entertained and inspired, and video content is a great way to accomplish that.

Instead of writing a blog post put together a short, effective video showing your audience how your product or service solves their problem and fits into their lives.

How to Use It in Your Business

Creating video content does not have to be overwhelming or expensive.

Here are a couple of ideas to get you started:

  • Create a short video walk through for your product. Show your audience how to use it, and how it fits into their daily lives.
  • Post weekly or monthly Q&A videos on your social media, answering questions from your audience members
  • Use Instagram live to show your audience a behind-the-scenes look at your business

Idea #2: Differentiate Yourself… While Solving a Problem

Showing up as disruptive and innovative is essential for standing out in a crowded marketplace.

You have to dig deep and figure out EXACTLY what it is that makes your product or service unique before you can use content marketing effectively.

However, keep in mind that finding this unique edge won’t get you very far if you are not actually solving a real problem with your business.

You need to be acutely aware of your audience’s main pain points, and structure your content around them. Show them you can solve their problem, and you will soon become not only their trusted adviser but also their go-to service provider.

How to Use It in Your Business

  • Do your research. Before you can start creating content that blows your audience away, you need to understand their pain points – the specific reasons why they would choose to use your product to solve their problems.
  • You can start your search on social media, for example, by going to Twitter and typing in your chosen topic with a “?” at the end to see what questions people are asking.

Handmade Marketing has their own in-depth keyword research method, designed to have content marketing rank highly in search engines. This allows your company to become a trusted resource for your specific industry. (Get a Free Marketing Assessment today!)

  • Research which questions people are asking online, then create content that answers those questions, and boom! you’ve got yourself a steady stream of new leads coming in.

Idea #3: Create a Lead Magnet

People will be more willing to share their email address with you if they get something in return. Offer valuable information to your potential customers in exchange for their personal data such as name and email address.

How to Use It in Your Business

  • Create a piece of content that your audience would find valuable. It can be anything: an eBook, a workbook, a cheat sheet… The possibilities are endless.
  • This does not even have to be new content. For example, you can easily turn your best-performing blog post into a checklist to create a great lead magnet.
  • Finally, create a simple landing page for your lead magnet that requires people to provide their name and email address. Then go out and promote it!

Idea #4: Share Your New Lead Magnet on Social Media

Sometimes people adopt a “build it and they will come” mentality. That is not always the case, especially if your website traffic numbers are low.

You have to get the word out, and using social media a great way to do that. As the content gets shared over and over again, it will generate more and more new leads.

How to Use It in Your Business

  • Create 3 unique social media posts for each lead magnet. Include a quote, an image and a link to your landing page.
  • Post it to your social media (you can even pin it to the top of the page so it’s the first thing people see when they stumble upon your profile)
  • Use a scheduler like Buffer or Edgar to get your content out there over and over again

Idea #5: Make Sure Your Content is Really, Really Valuable 

Generosity is key here. If it feels like you are giving away more free content than you should, you are probably doing it right.

How to Use It in Your Business

  • Exceed expectations. If your new lead thinks “wow, I would have paid money for this!”, they will be more likely to tell their friends and colleagues about you, getting you even more new leads.
  • Solve problems. Supporting your point with statistics is great, but you need to provide actionable solutions to really make your content stand out. That’s why checklists and worksheets make great lead magnets – they show your audience how to actually accomplish something.
  • Nurture your leads. Make sure your welcome sequence is sparkling, and keep sending your email list more valuable free information as time goes on.

Idea #6: Use Precise Targeting

Valuable content alone may not be enough to get the increase in leads you are looking for. Consider taking these steps as well:

  • Use market research & surveys to zero in on your exact audience
  • Provide the right content to the right visitors at the right time
  • Progressively give visitors compelling reasons to hand you their information

How to Use It in Your Business

  • Look at your analytics (Google Analytics, Facebook Insights, etc.) to see what your audience’s pain points are, and what content they engage with most; then see if any common themes emerge.

Idea #7: Go Narrow

The more narrow the niche you are writing about (and the more focused your content), the more effective it will be at converting leads.

How to Use It in Your Business

  • Use a tool like BuzzSumo to research what others have written. Search for a particular topic within your current niche.
  • Find commonalities and patterns within that narrow topic, and create a content strategy that answers the deep underlying questions your customers have.

Final Thoughts

If there’s one thing we want you to take away from this article, it’s that content marketing is all about providing value.

When you can get your audience to think “wow, if their free stuff is that good, how amazing are their paid offerings”, you are well on your way to a business that’s a lead generation machine

If you’d like a little help, don’t hesitate to get in touch.

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