When developing your B2B content marketing plan, it’s important that you include some metrics for evaluating whether your efforts are resulting in new leads. It’s easy to post a lot of content, interspersed with a few videos and email newsletters, without a clear path or a measurable way to know whether you’re on track with your strategy.
Creating timely and informative content is time-consuming and can be expensive, so you need to be sure that it is resulting in increased sales. How do you make sure that your efforts are positively impacting your lead generation, both in quality and quantity? There are three strategies that can help you improve your B2B content marketing right away:
Produce high-quality content. It’s easy to get in a pattern of click-baiting or posting silly videos that you know will grab the attention of your audience. If your goal is lead generation, you need to take it further. Your content must add value for potential buyers by solving a problem, providing insight on a trend in your industry or discussing highly-relevant topics affecting their job or company. It is critical that your content establishes your company’s voice as a trusted resource in your industry.
Focus on your landing pages. Now that you’ve got great content, be sure that your landing page is working to convert your audience to customers. There are a few basics that you’ll need to include in your design:
- Clearly-worded headlines
- Information that can be easily seen without scrolling
- A call to action that includes easy-to-see buttons
- Trust indicators, such as a money-back guarantee
Invest in case studies. Your audience may appreciate the information they gain through blogs and white papers, but publishing case studies helps them visualize themselves as your customer. Use clear examples to demonstrate how you assisted a client and showcase the strengths of your company.
Don’t fall into the common temptation to overstate your role in a client’s problem-solving. This is an opportunity to show, rather than tell, the expertise of your company and allow the audience to determine how that might translate to their own situation.
Your B2B content marketing plan can be a valuable tool for lead generation. Learn more about the best techniques for using content to grow your business with SimpliContent. We offer access to the best industry content in a single library.