Make Content Marketing Part of Your Lead Generation Strategy – Part 2

Previously, our blog outlined how and why a good content marketing strategy is so effective in generating leads. This blog will focus more on the nitty-gritty of making targeted content and how best to use it for marketing.

Your content marketing strategy can have a great effect on how quickly you generate leads. It is important to release content that is both attractive and entertaining. The larger your audience, the greater your chances of lead conversion. But not all content is created equal, especially considering the vast variety of it available online. So how do we determine which type of content is best for our business? And how do we use it effectively?

content marketing strategy

Here are three more steps on how to generate leads:

Step Four: Create Engaging Content 

Using content as your main marketing strategy has many benefits. However, you need to make sure that whatever content you create is of the highest quality and driven by data.

Generally speaking, industry-targeted and personalised content is more valuable to potential leads. It can makes them feel as though they are important and a part of something. Feeling included is a human psychological need, and appealing to this need can be advantageous.  But how do we create a good content marketing strategy? Here are some helpful methods to get you started:

Identify the content that users want

Businesses also need to keep in touch with what their target audience is looking for. Irrelevant content is a sure way to lose leads. One way to find out what interests your leads is to look at the metrics of your previous content. Which of your previously published content has generated the most views, has a lower bounce rate, and triggers more comments.

Find out whether they are using strict search engine content marketing or combining it with social media marketing, as this will indicate where you need to build a presence. Google Analytics is a great tool to use, as it shows you page views. Just remember that page views do not equal engagement, but they can indicate whether your page marketing is working. The best way to find out what your audience wants is to ask them. Feedback allows you a chance to engage with your audience, and to find those areas which they feel need improvement.

Study successful content headlines

According to Copyblogger Media, 8 out of 10 people who see your headline will read it, but will only continue reading if persuaded to do so.  It is very important, therefore, to create a headline that stands out, grabs attention, and demands further investigation. Instead of wasting time on trying to come up with your own perfect headline, why not get inspiration from those who have come before you, specifically those who have headline creation down to a science. Studying successful headlines will show you correlation, and give you an idea of what does and doesn’t work.

headlines - content marketing strategy

Online publications, such as magazines and newspapers, can be a great tool for understanding the power of headlines. Their entire purpose is to draw readers in, so they are the epitome of success when it comes to grabbing attention using headlines alone. They have to appeal to a mass market, and they know exactly the method to use in order to do this.

Go to websites such as to find inspiration. In the search box, type in a chosen keyword for your headline. Search through the resulting magazine covers for headlines that catch your attention. Remember, if the headline piques your interest, it would most likely do the same for your target audience. The pages at the top of Google Results can be a good way to gauge the effectiveness of your headline. If your headline is constructed in a similar way, it may be effective. However, if it is completely different, you may be way off the mark.

Gather your data and statistics

Data-driven content is invaluable when it comes to generating leads. It basically ensures that your content cannot be irrelevant. Make sure to gather all your data and statistics before you begin writing your content. Google Analytics can be used to gather statistics for page views and time spent on your site. Furthermore, you can investigate keywords that are ranking, bounce rate, exit rate, and percentage of new versus returning visitors in order to build stronger content.

Write in-depth content

Once you have a strong and attention grabbing headline, and you have gathered your data, you can begin creating your content. Make sure that your content is long enough and detailed enough to be engaging. Google tends to rank detailed and data driven content higher than shorter content. For example, blog posts should be at least 1500 words, backed up by sourced information. The more engaging your content, the greater the chance that you will be ranked higher, and therefore, be more visible in online searches.

Step Five: Promote Your Content

Content variety is important, as it makes it easier to promote your brand to a wider audience. You won’t be beholden to a particular platform or structure, and will ensure that you are seen on multiple levels. For example, businesses that use blogs and videos are more likely to reach a younger audience than those that only use blogs. If you have different content formats like e-books, articles, videos, blog posts, whitepapers, online courses, and  infographics, you need to promote them effectively, otherwise they will be lost in the information pool of the internet.

You don’t necessarily need to go viral in order to promote effectively (though it won’t hurt), but you do need to make sure that you are being proactive in making an online presence. Here are some easy ways to promote your content:

Upgrade your content with targeted opt-in forms

Firstly, you need to attract leads with every piece of content you publish by offering bait. Instead of having one universal report or ebook that you give away, create a very specific, individualised, and valuable bonus for each piece of content. This is known as a “content upgrade”. This is the fastest way to build an email list, as it is targeted specifically at your audience, and the chance of converting them into subscribers is higher.

If you want to save time when creating bonus packages for your content upgrade, convert your post so that your audience can download it. This allows your audience to engage with your content offline, meaning that they spend more time on it. Content upgrades can also include videos, podcasts, membership access, books, license software, discount codes, and plugins – all created in order to convert your leads. In order for content upgrades to work, you need to produce high-quality content, as good content will always attract the right people.

Targeting long-tail keywords

In order to maximise your headline’s reach and improve its conversion rate, consider using target long-tail keywords, as they tend to rank higher in Google’s results. The current state of SEO is geared towards  using targeting keywords that your competitors have either neglected or don’t know how to use. You can use Google Ads Keywords Planner to find long-tail keywords that match your specific search requirements. You can easily target those long-tail keywords in your headline to improve your search traffic. Optimize for users before search engines, focusing on user intent.

Step Six: Be Present on Social Media

content marketing strategy

Social media is so entrenched in society, it would be a mistake to exclude it from your content marketing strategy. No matter which industry you are in, your target audience is more than likely active on social media. Therefore, more likely to respond to social media based content marketing.

Recently, influencers have become a valuable resource in reaching a broader audience. They usually have a large following who trust their impressions of products and services. Their network of followers are all potential leads, especially if you use the influencer to promote your content.

In order to navigate the choppy waters of social media, you need to understand the culture behind it. Traditional Big Media often dismisses the influence of platforms such as Instagram and YouTube, and this is a mistake. Young audiences are influenced by their favourite content creators, and they can drive sales exponentially. Connect with influencers who have a similar interest as your content. They are be more likely to promote something which they feel connected to.

It is important to remember, however, that the number of followers does not always equal loyalty. A  base of 2 000 loyal and actionable subscribers that are willing to engage with your content is worth more than 20 million subscribers who are not. If you are looking to connect with an influencer, do so in a friendly, unassuming way. They are people, and they appeal to people, so it’s best to appeal to their human side.


Knowing how to generate leads through your content marketing strategy may seem daunting at first, but if you keep an open mind, and keep at it, you will soon begin to reap the rewards. Understanding what your target audience wants and needs will take you a long way towards your goal. You should create content based on data, keeping in mind what you learned about your audience. Implementing these steps, along with those mentioned in the previous blog post, will help you to navigate your way through the world of B2B lead generation and content marketing, ultimately guiding you towards success.