Content Marketing Is Lead generation

January 7, 2019 Carol Forden

We’ve all heard the saying “Content is King.” But did you know that 89% of B2B marketers use content marketing to generate leads?  Content Marketing is lead generation.

With regard to B2C marketing, the web has provided a critical medium for the delivery of relevant content and information designed to educate prospects and generate demand, rather than simply promote brands.

Branded content is increasingly part of consumers’ shopping process; more than one-quarter of all consumers (26%) report going to business websites for information before making a purchase.

In terms of content marketing, B2C marketers have found success with blogs explicitly written to appeal to consumers who may be interested in unique products.

A report from Technorati found that nearly 80 percent of entrepreneurs who maintain blogs said that their content has improved business.

Meanwhile, corporate bloggers are finding similar benefits, with nearly 70 percent expressing their companies have greater visibility as a direct result of blog marketing.

The value of B2C SEO and social marketing

As consumers search for product names or look for content related to their intended purchases, a website with strong search standing and social presence will be visited more frequently.

B2C marketers must understand the value of well-developed keyword strategies, and bear in mind that most consumers search using four-word phrases in their search query.

Even for offline shoppers, search is critical to purchase decisions.

Google research shows 27 percent of shoppers use search engines to research products WHILE they’re in stores. Moreover, the average consumer visits more than 10 resources on the web before they finalize a purchase decision, varying from sites discovered on search to social forums.

Search, and social marketing together boost click-through rates among consumers by 94 percent on average.

Content Creation for a Digital World

Developing personas that can appeal to subsets of prospects and writing content from these perspectives to engage a wide array of audience members is gaining traction as a B2C content marketing practice.

Digital marketing has changed the way buyers are interacting with brands.

Buyers are less susceptible to outbound marketing messages (paid ads and similar).

Content marketing helps our clients achieve a competitive advantage by building B2B and B2C content that helps inform prospects and generate leads.

The Buyer’s Journey | Awareness, Consideration, Decision

Outsell Digital buyers-journey-with-content-suggestions

Top-of-the-Funnel Content (TOFU)

Both B2C and B2B prospects are just a search query and click away from getting the content they need to inform their purchasing decision.

By building content that provides answers to their early-stage questions, you position yourself as a thought leader and start to establish trust and build confidence in your brand.

Thought leadership at this awareness stage is crucial because you show prospects that you are an industry leader.

By not being overly self-promotional, you let prospects know that you’re out there to help them when they’re ready and assure them that you’re not going to pressure them with a hard sell.

Great TOFU content marketing helps bridge the initial trust gap.

It can also establish your brand as a credible source of information that prospects will turn to again when they’re in the consideration stage.

We build remarkable TOFU content in the form of:

  • eBooks
  • White Papers
  • Blog Articles
  • Customer Testimonials
  • Guides and Tip Sheets
  • Videos
  • eNewsletters

Middle-of-the-Funnel Content (MOFU)

As prospects move into the consideration stage, they look for offers that more directly highlight your products and services.

We help our clients build content that not only helps to inform buyers on the MOFU part of their journey but also bridges the gap between your top and bottom-of-funnel content.

A great content strategy makes the various pieces work together to tell a story.

The middle of this story is the glue that holds your marketing workflow together.

We can help you build this piece of the buyer’s journey by creating content such as:

  • Case studies
  • Webinars
  • Sell Sheets
  • Competitive Evaluations
  • Catalogs
  • Solution Briefs
  • eNewsletters

Bottom-of-the-Funnel (BOFU)

In the decision stage of the buyer’s journey, the prospect should be well-informed about your place in the industry, the services, and solutions that you offer, and how you stack up against your competition.

This is the point in the buyer’s journey where prospects are ready to engage directly with your sales team and website content.

It’s important to make sure that you provide prospects at this stage with a high-quality experience.

Your BOFU content and offers will heavily impact their final decision.

Your landing pages should be purpose-built to provide a strong value proposition and get the customer to convert by signing up for:

  • Demos
  • Consultations
  • Product Trials
  • Assessments
  • Follow-Up from a Sales Team Member

Content Strategy Session

Outsell Digital can help you establish an appropriate content strategy to showcase your go-to-market message in the right way.

Through our established team of content marketing experts, we work with you to understand your buyer personas, how they interact with your solutions, and how to convert them into leads.

We do this by creating a content plan for every stage of the buyer’s journey.

Content Marketing is Lead GenerationContent That Aligns With Your Brand

Your content should speak to who you are as an organization.

That is why we will work to understand your organization’s current go-to-market messages, your existing customer base, and your services and solutions.

Our copywriters are not just writers. They are MBAs, subject matter and technical experts, SEO architects, and—most importantly—marketers.

They work hard to bring your brand’s unique voice and value proposition to every piece of content they write.

We work to align world-class copy with cutting-edge design so your messages can be showcased in a clean, crisp, and organized fashion.

Our designers build great-looking content that dresses your company for success in the digital marketing age.

Questions? Ask away in the comments, we usually respond to every single one.

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