Generating Leads with Content Marketing: 5 Proven Strategies
Develop a content marketing plan
Before you start creating content, it’s important to have a plan in place. This should include your target audience, the types of content you’ll create, and how you’ll promote it. For example, the software company Hubspot has a well-defined content plan that focuses on inbound marketing and attracting new customers to their platform. They use blog posts, infographics and webinars to educate their target audience on how to attract visitors, convert leads and close customers. According to Hubspot, “Inbound marketing provides 54% more leads than traditional outbound marketing.”
Use calls to action
Including calls to action (CTAs) in your content is a great way to encourage readers to take the next step, whether that’s filling out a contact form, signing up for a free trial, or scheduling a consultation. An example of this is the financial advisory firm, Charles Schwab, that includes CTAs throughout their blog posts, inviting readers to schedule a consultation, sign up for a webinar or download a guide. As per a study by Hubspot, “Emails with a single call-to-action (CTA) increase clicks 371% and sales 1617% compared to emails without a CTA.”
Leverage social media
Social media can be a great way to promote your content and reach new audiences. Share your blog posts, infographics, and other content on your social media channels and encourage your followers to share it with their own networks. For example, the clothing brand Patagonia, uses Instagram to share pictures of their products, styling ideas, and behind-the-scenes of their business and encourage their followers to share pictures of themselves wearing the clothes, creating a sense of community. According to a report by Sprout Social, “71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.”
Repurpose your content
Creating new content can be time-consuming and expensive. Instead, try repurposing your existing content into different formats. For example, the podcast “How I Built This” by National Public Radio (NPR) takes its audio interviews with entrepreneurs and repurpose it into a blog post and social media graphics. According to a report by OptinMonster, “Repurposing existing content can help you reach new audiences and boost engagement.”
Use email marketing:
Email marketing is a great way to keep in touch with your audience and promote your content. Send out a regular newsletter that includes links to your latest blog posts and other content, as well as exclusive offers and promotions. For example, the online fashion retailer ASOS sends a weekly newsletter to their customers with updates on their latest products, exclusive sales, and styling tips. According to a study by Statista, “Email marketing is one of the most effective digital marketing channels, with an average ROI of 122%.” Content marketing is a commitment, not a campaign. Share on X By developing a content marketing plan, using calls to action, leveraging social media, repurposing content, and utilizing email marketing, small businesses can reach and engage their target audience, build trust and establish a relationship with them, ultimately driving profitable customer action. It’s important to note that these strategies are not a one-time thing, but an ongoing effort. You need to create valuable and relevant content consistently to keep your audience engaged, and measure your results to make adjustments to your strategy.
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