Content is a valuable asset. There existed some written pieces, videos, online tutorials or similar content that brought visitors to your business’s website in the first. Recognising what content brought the most visitors and which of these had the best conversions rates can prove to be very useful information for Marketing and Sales for lead generation and nurturing qualified leads.
Content is ultimately a way to leverage information. Businesses possess some knowledge or information that users are searching for online. Businesses, therefore, can generate quality leads if they present this information is an effective manner online.
Interesting, informative and original content is the key to raising awareness of your company and beginning the sales process. Businesses however often cite a lack of time to generate engaging content, so it’s really important to make the most out of the content available already.
Existing content can be a treasure trove by itself. Provided it’s repurposed accordingly.
1. Use Content to Target Existing Prospect’s Connections:
Minimal time and effort are required to update content that already exists and is evergreen in nature, but it can prove to be material for the landing pages for your website.
The best example of this sort of content is how to guides. The information contained within them only need to be updated once in a while. The basic body only requires a one-time investment of efforts. Evergreen content provides a stream of regular traffic to your website, and helps to build your authority over time – so make sure it remains a central piece of your communications plan.
From a Lead Generation perspective, evergreen content can be useful for your existing sales prospects to attract more prospective leads from among their connections. If certain content proved successful in attracting a high performing, quality sales lead to your organization the first time, it is highly probable the same content can also prove to be effective among the lead’s connections. From among said connects, it is possible for you to attract another quality prospect.
Another successful way to put evergreen content to use is to have your sales lead in an organization pass it to his/her higher-ups. Depending on the position of the lead in the organization, the content can be used to target people in more authoritative positions and gain their attention for your business.
2. Recycle Existing Information in Different Formats:
You have a superb 1000 word blog post on a subject matter. This itself can provide you with the material for a lot more posts to come. Given 1000 word post can be broken into different blogs based on subtopics of the larger topics. Information within can be repurposed for video tutorials, images, charts, etc. The opposite can be done too – this blog can be extended and more info on the topic within can be covered. A series of articles then be written about it, in turn cultivating a base that follows the series regularly.
Different stages of the Sales Funnel require different formats of content, even if the basic information contained within is derivative. The same basic body of information can be repurposed as pamphlets for a general audience to fish out prospective sales leads, detailed presentations for people in decision-making roles in a business, as well as documents highlighting aspects of your business that can benefit the target organization for potential sales assets.
3. Look to Social Media for User-Generated Ideas:
Interactions conducted regularly with customers over social media platforms can provide not only topics for creating content but also provide valuable information therein. The FAQs section of your website is a great source of content. It is usually compiled based on what a company thinks their customers need to know. This can be improved by reviewing the questions asked by customers as they interact with you, and use this as the basis of your new online FAQs.
In turn, social media posting must be regular. It is not enough to post articles or blog posts only once, instead businesses must be on the lookout for opportunities to reuse existing content. There is always a prospective audience out there that is interested in the content but not has had a chance to come across it yet.
4. Utilise Text-based info for Visual Marketing Opportunities:
Most people prefer videos to written posts. Videos provide a better learning opportunity and help people understand better. So it is imperative for businesses to leverage existing content to create new videos. Technical tutorial articles can become the basis for making video tutorials. It’s not only videos but also image-based infographics, graphical representations, and pie-charts. Visual media like images and videos can also be appealing and interactive in a way the best-written blog posts cannot be. They also present a unique opportunity to go viral and thus generate a publicity campaign.
Video tutorials are the most effective way to reach out to the general audience. It enables them to glean info from the video about your product or service as well as build a rapport with your business. Such video marketing is also very social media friendly. Ales leads among customers can pass it on to their friends and followers thus bringing in more potential prospects. For B2B sales asset targeting, a creative and detailed infographic can get the work done far more effectively than a 10-page document.
5. Remarket Old Content for the New Audience:
Existing content, especially quality content, is evergreen. Meaning with relevant updates, the information contained therein will be relevant to users even after the passage of time. It is imperative for businesses than to reuse and recycle content that exists already and is high in quality to new audiences periodically. New audiences must be continuously introduced to existing content. In this the audience itself can be useful; great content is continuously shared and circulated across various platforms by users themselves thus introducing new audiences to them.
Your Sales asset, depending on their role in the organization, can pass the relevant content higher or lower in the organization. Either way, it brings attention to your business. It is important for Sales to document what sort of content bought the most effective leads, so Marketing can generate more of it and target it accordingly. Content must be created not only for different stages of the funnel but also for different positions within an organization. Once it is studying what sort of content was effective on specific targets, more of it can be generated for wider target range in the same category.
6. Explore the Ebook Route:
Say you create a column that manages to have a big following. You put a lot of effort and time into the articles to ensure quality entries. There is a healthy organic social media discussion around your content.
Once you are done with this column, it can still provide content to you.
Such contents can be repacked into the form of books, white paper or most conveniently EBooks. A blog series (say, 5 to 10 related posts on a topic) can be bundled together into a downloadable PDF format like a white paper or e-book. For many people, this format is preferable to a bunch of posts on a blog because it’s readable offline and easier to print. Again, the effort level here is low – you’ve
already got the text, you just need to translate it into a more attractive long-form article template, then create a landing page for it. Drive traffic to the landing page via your blog, social media, search marketing, etc.
7. Relying on Registration Walls:
You can drive up leads by putting your best content pieces – preferably those that are both information-rich and already bringing in a lot of traffic through SEO – behind a temporary registration wall. Allow people who find the content through search to view the first couple of paragraphs, but require them to fill out a registration form to get the rest. This should allow you to convert some of that free traffic into more valuable leads.
Among the general audience, users are always looking for information online. If your business possesses the information, it can be used to generate relevant content. Once this content – whether in the form of blogs, articles, videos, etc- builds up a large enough following, you can start directing the audience to your website where they will be required to fill out forms, questionnaires etc to gain access to more or better of the same content.
Content Marketing is the best way of generating quality B2B Leads. Users will always be in need of information about specific subjects. If you possess this knowledge, you can successfully leverage it to garner a following for yourself – and in turn, build connections and gather customers or your businesses.