Content, content, content. There’s a lot of talk about the importance of content. But does it really make that big of a difference? You better believe it. The right content can attract new customers and help SEO for your site, which results in all the precious leads. According to B2B Infographics, 92% of SEO practitioners say content creation is an effective SEO tactic, and 76% regularly invest in content creation.

Let’s take a step back and start at the beginning. Content is a cycle that helps create brand awareness, website traffic, and leads and build relationships. Your social media presence, blog, email marketing, and paid search work together for consumers to find your business online. All of these activities increase brand awareness. Then, your engaging content sends customers directly to your website, where they can scope out your business.

Content also improves your SEO by helping your website get indexed faster, increasing rankings for search terms, and increasing domain ranking.  It’s a win-win. According to iMedia Connection, 71% of marketers say that content marketing has helped improve their site’s ranking in organic search, and 77% say it has increased website traffic.

So we understand why it’s important but how can using content be put into action to generate leads?

1. Create a mix

Develop a mix of both paid and owned content to generate leads. Mixing PPC ads and social media ads along with engaging content will allow new customers to become aware of your business. In combination with your engaging content, customers will never want to leave.


2. Get creative

There are numerous ways to reach customers through engaging content. One way to reach customers and build relationships is through email. For example, after a customer makes a purchase, offer them a discount if they review your product. This will not only show that you care about what customers think but also provides incentives for making another purchase. You just generated another lead through content (Go you!).

3. Drive it back home

Consistently linking content and paid search back to your website will help drive traffic to your website, therefore creating leads. Whether it’s a blog post, mobile app, or a Facebook ad, every piece should have a website link. Provide a contact form on each page, ask for feedback, post customer reviews, and get customer contact information to continually generate leads.

Once you’ve executed your plan, it’s time to analyze your success. Determine the cost per lead by using your PPC amount and the number of leads you received. Use Google Analytics to determine the number of clicks from social to your website. By analyzing the data, you can make informed decisions to decrease your costs and increase your profits.

iMedia Connection found that 70% of marketers say that content marketing has increased their brand awareness,59% believe it supports sales growth, and 45% say it has reduced their advertising costs. After analyzing the data, it’s important to remember that generating leads through engaging content is an ongoing cycle that can play an integral role in your business’ success.


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  1. It’s so vital to be creating all these types of content, but hard for small, overworked businesses to find the time and energy to come up with it. Definitely a very real challenge. As a writer for MyDeptPlan, who makes financial software, I am constantly trying to find ways to help them connect with their target audience through content. So far, blogging seems to be the best, and we hope to try email marketing soon too and see how it resonates with customers. But again, it is a challenge when small businesses are not used to that extra task of having to come up with daily messages. However as you say, it’s worth it.
    – Brooke

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