Lead Generation 101 – The Content Strategy

The central pillar of every digital marketing campaign is your content strategy – as without text, infographics or videos, there would be no campaign. In digital marketing there are two terms, which are very similar, that may easily be confused:

  • Content marketing strategy, and

  • Content strategy.

A ‘content marketing strategy’ is, according to the Content Marketing Institute, “…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” The same organisation defines a ‘content strategy’ as the “creation, publication, and governance of useful, usable content.”

In other words, a content marketing strategy is about the strategy behind the type of content that will be generated to generate leads for the business. The content strategy looks at the specific types of content (such as blogs or videos) which will be produced as part of the content marketing strategy.

These three questions that must be answered before you can put together your content strategy are:

  • Who is your audience?

  • How will you attract and convert this audience?

  • What is your lead magnet?

Who is Your Audience?

Every business needs to have someone to sell to. This is the fundamental reason why any organisation is in existence. When the business’ customers dry up, so does the company.

The saying “Customer is King” is valid for a reason.

As a business owner, you need to do everything in your power to make sure that you retain your audience. Before you can keep your audience, though, you need to know who they are or who you want them to be. To figure this out, you need to develop a buyer persona.

According to Hubspot, “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

When you create a buyer persona for your business, Hubspot notes that you need to take into account your customer demographics, such as:

  • Customer demographics,

  • Behaviour patterns,

  • Motivations, and

  • Goals.

The more detailed you are with putting together this persona, the better, because if you know who you’re speaking to, it will make it easier to tailor-make messaging that resonates with your target audience.

How Will You Appeal To and Convert This Audience?

Once you know who you’re talking to, you need to figure out how you will make them interested in your company and turn them into paying customers.

Digital marketing provides a wealth of tools that can be used to attract people to your brand. These are:

1. Social Media Marketing

Social media platforms collect a wealth of information on their subscribers and they package this data for advertisers so that they can put together campaigns that target the right customers. Marketing on these platforms is made more accessible by the fact that specific platforms are known for precise user profiles. For example according to Smart Insights:

  • There continues to be a decline in Facebook use by younger demographics: the number of 12-15 year olds with a Facebook profile decreased from 40% in 2017 to 31% in 2018.

  • However, younger users of Instagram increased from 14% to 23% in the same period.

  • Snapchat was fixed at 31%.

Given this wide range of demographics, you need to choose a social media platform that your target audience uses.

2. Search Engine Optimisation

Your website is your online business card and you need to make every effort to make it easy for people to find. Your website needs to be optimised with various keywords that people will search for when looking for a product and/or service such as yours.

3. Pay-Per-Click Advertising

Pay-Per-Click (PPC) advertising is a type of advertising where you pay every time that your advert is clicked on. The most prominent provider of PPC advertising, at the moment, is Google. Social media platforms, such as Facebook, also offer PPC options.

Now what?

Once you attract people to your website, you need to ensure that they leave your site having made a purchase. There are several sales tactics that your sales team can employ to convert these prospects into sales. Huffington Post gives some ideas on how you can do this:

  1. Offer an incentive

  2. Ask for the sale

  3. Dangle the potential ROI carrot

  4. Develop a great FAQ page on your website

  5. Set a time limit

  6. Simple follow-up

  7. Make sure your email marketing stands out

  8. Ask your leads questions

What’s Your Lead Magnet?

According to DigitalMarketer.com a ‘lead magnet’ is “an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximise the number of targeted leads you are getting for an offer.

A lead magnet is an offer that draws people to your site and is so enticing that they are ready to give over their contact information to get their hands on it. Good examples of lead magnets are ebooks, cheat-sheets/handouts or tool-kits.

A great example of a toolkit is offered by Design Thinking for Educators. The company offers this free toolkit for process overview, methods, and instructions that assist with implementing Design Thinking and the Designer’s Workbook.

Video can also be a very useful enticement for your lead magnet. Marketo uses a video tool demo as a lead magnet:

A content strategy is not that difficult to design, however the challenge often comes in with implementing it consistently. With a bit of dedication, though, having a well-executed strategy is not beyond your reach.