Is your business struggling with lead generation from your content marketing? Are you ready to learn how to generate leads with a scientific approach to content marketing?
When using content marketing marketing, it is possible to build a lead pipeline with verifiable results.
Most effective B2B content marketers cite lead generation as a primary goal of content marketing. Key steps for effective Content Marketing.
1) Determine Your Lead Generation Goal
The first step is to determine your lead generation goal based on your company’s revenue goals.
The number of leads you need to generate each month
What your conversion rates should be
How much traffic you need to get to your website
Traffic times Conversion Rate = Leads
Once you have determined your lead generation goals, you need to track your progress. There are many marketing automation platforms that provide dashboards with real-time reporting that take the guesswork out of tracking traffic and leads. You can setup your own using Excel spreadsheets and graphs. RavenTools suplies a pretty cool software for tracking results.
2) Content Analysis
Now you have your lead generation goal established, and you have a system inplace to measure your progress toward your goal. Time to figure
out how to hit your goal.
Finding the right topics to drive traffic to your blog Once your think you are on the right track with content creation, it’s time to perform content analysis so you can confirm what is working and what needs changing.
Establish your content metrics
Content cannot be measured with a single metric, because no one data point can successfully or satisfactorily tell you whether
your program is working. If you are doing your analysis manually, here are some items to analyze to determine which content is
helping you hit your lead generation goals.
Consumption. This is a fundamental content metric and can be easily derived from Google Analytics. This metric tells
you how many people consumed or viewed your content. Ideally your posts drive a lot of traffic to your blog and have a high conversion rate.
Sharing. This metric tells you how often visitors share your content with others. Make it easier to drive this metric up by making social
sharing easy on your blog. Always have sharing buttons on all your content, there are many people out there looking for good, solid content
to share, it might as well be yours.
Conversion. This metric tells you how often your content visitors turn into leads. Key questions to ask are:
Which topics converted more visitors into leads? The majority of your content should revolve around the topics that get the most
consumption and conversion.
Which days are best to publish your content? Your analytic tool should be able to tell you which days are your prime publishing days.
Which content formats convert the best? Do your visitors prefer posts with infographics, how-to posts or opinion posts?
Brainstorm – don’t get stuck in analysis paralysis.
Try different combinations of the items above and look for trends, then approximate the number of leads you can expect to generate from each post. This will help you figure out how often you need to publish to reach your lead generation goal.
Sales. This metric tells you how often your leads become customers. It is easiest to measure this by using a CRM and tracking which content each potential customer consumes.
You will need to combine your analytics numbers with a good dose of common sense to identify patterns in the data. Use this information to test different content marketing variables and drive up the ROI of your content marketing efforts.
3) Content Marketing Campaigns
It is time to unleash your inner creativity and do some brainstorming. Develop a list of content campaigns and working blog titles that align with the most successful topics and formats you found from step 2.
Focus on content with a proven lead generation track record. Gather many ideas at first then narrow them down to a few GREAT ideas. You want to end up with a handful of winning strategies.
4) Create Content & Monitor
The last step in the process is to produce new content for the campaigns you identified in step 3. Create this content in-house, hire guest bloggers, or outsource to talented ghost writers. Professional content writers are familiar with lead generation strategies and
can produce content that increases traffic and conversions.
For best results, monitor traffic patterns and lead generation continually. Reevaluate your content marketing strategy whenever leads dip below your established goals. If you are consistently meeting your lead generation goals then consider adjusting your goal upward and challenge your team to improve your metrics.
You do not have to be a rocket scientist to learn how to generate leads from content marketing, but it does help to think like one.
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