Effective content marketing shows potential customers that you are an expert in your field. By consistently sharing helpful and informative content, you can enhance your online presence and generate quality leads from prospects interested in your product or service.
So, what are the best ways to write content that resonates with your customers and boosts lead generation? Here are Waypoint’s Top 5 tips:
1. Insightful messaging
Content creation starts with your brand assets, essential to make you recognisable and distinct from competitors. Brand assets such as the content of your website and tone of voice in messaging on social media should be consistent across all marketing channels.
By identifying your unique points of difference and ensuring that every message offers insights that help your customer, you build trust and authority. High-quality, insightful content can attract potential customers to your website and social media channels, guide them through your sales funnel and increase conversion rates.
2. Impactful blogging
Regular articles on Blogs or News pages are a great way to engage with your real-life audience, sharing insights and updates which they may find useful. But regular blogs can achieve much more than this: they are a powerful content marketing tool.
Well-written blogs that explain what you do, answer customer questions or tackle specific issues facing your sector can boost your visibility on search engines, driving users to your website. By optimising blog content for your keywords (SEO) you improve organic web traffic and help amplify your digital presence, drawing leads into your sales funnel.
Blog articles also provide an excellent source of content for social media engagement. By breaking down the content into smaller sections or presenting it in a different form, such as an infographic or video short, the life and reach of your blog can be extended, enhancing engagement and warming your audience.
3. Thought leadership
Thought leadership is the practice of sharing ideas and expertise in a specific field to influence and inspire others. In content marketing, in-depth articles and papers are a useful tool to demonstrate your knowledge and thought leadership.
Detailed or technical information is often better presented in a longer format such as a White Paper or eBook. By diving into a complex issue and providing valuable insights, or providing a comprehensive guide on a topic of interest, such articles help establish your credibility. Thought leadership content engages potential customers and can be a powerful tool in lead capture.
4. Compelling Case Studies
Real-world success stories show potential clients how you’ve successfully solved problems similar to theirs, making your solutions tangible and relatable. Compelling case studies demonstrate ROI, generate interest and create leads.
A powerful content marketing case study will discuss the challenge and how it was resolved through your expertise. Using images, research and customer quotes to amplify the story and build trust, Case Studies can be the tipping point that leads a potential customer to engage with your business.
5. Engaging video and promotional content
Of course, content marketing covers a wide range of formats, including video and print media, exhibition stands and even branded giveaways. Whatever the form, the best content marketing will craft compelling narratives through high-quality content that engages your prospects and effectively communicates your unique points of difference. By consistently building trust and credibility, you encourage your audience to engage.
Sharing your content to generate leads
What should you do with content now that you have created it? Every piece of your content has the potential to be shared and adapted to different formats, providing a wealth of opportunities to engage customers. Blog articles, eBooks and Case Studies can all be shared in newsletters or on social media.
For more effective lead generation, you can gate the content on your website or other channels, ensuring that you capture crucial contact information before the viewer is able to read or download your content. However, this is a balancing act – gating content that will help inform a purchase decision could lose your buyer. It’s best to introduce this friction only for high quality content which will entice a prospect to part with their details.
Helping you to boost lead generation with content marketing
Creative content based firmly on your brand and expertise can be key to leveraging audience reactions and generating a strong lead pipeline.
If you don’t have an in-house marketing team, or you just need one-off support, Waypoint is here to help. We are a Hampshire marketing agency based in Winchester and work with you as a fully outsourced marketing agency solution, or as an extension of your in-house team.
Waypoint can boost lead generation and improve your digital presence by collaborating with you on great content. You pick your perfect team – choose a content writer today, bring in a social media expert next month, or scale up to boost lead generation KPIs. Contact us today to find out more.
