Recent figures from WebDAM state that B2B companies that blog generate 67% more leads than those who don’t. With stats like these, it’s hardly surprising that businesses are eager to get their blogs up to date. But if you step away from the basic idea that you must blog for blogging’s sake, you can start to evaluate content marketing as a means to lead generation. To do this, you’ll need to get analytical, and review your sales funnel. With more marketers spending more on content marketing than ever before, it makes sense to ensure that every penny is being invested wisely.
Quite simply, a targeted content marketing plan will help a customer in their decision-making process. It’s well documented that people take time to evaluate their choices before making a purchase. Stats from Gleanster Research reveal that only 50% of qualified leads are ready to buy. From your perspective, that means that there’s still a lot of nurturing to do, before you can think about converting that sale.
A solid content marketing plan will focus using a variety of different types of content to do that. But all this is only possible with a thorough understanding of your customer, and their journey through the sales funnel. From there, you can start to target content pieces to defined buying personas to get the best results.
In theory, this all sounds great, right? But you may be wondering at this stage how to begin with the analytical side of things. If you use an agency with the right know-how, they’ll be able to look into analytics for you, giving you the data and research you need to start building your content marketing plan. Without having all the fancy CRM tools inhouse, this can be the most effective way of getting the insights you need from the start. For instance, our team here will:
Depending on where the lead is in the buying cycle, certain types of content can work especially well. The other thing to consider, is where and how your audience will be engaging with you. Some of this will come down to who your typical customer is, and where they spend their time. For instance, whether that’s travelling from place to place or sat in an office.
Here are just some of the types of content you could integrate into your plan:
The hard work certainly doesn’t stop at the initial research, or the content creation. From there it’s down to you to promote your content through every suitable channel to spread the word.
Social media will form a big part of this next stage, along with emails. Plus, you’ll need to think about structuring your website in the best way to make it easy for people to hop on at the right place. And finally, always keep track of how your content marketing strategy is going. Without those smart insights, you’ll be back to working blind in the dark.
If you would like to discuss how to supercharge your content management and generate leads, get in touch today.