B2B Lead Generation: Drive More Conversions From Your Content
by gardenpatch Insights on Dec 3, 2022 5:22:08 AM
Elevate your business success with a robust content strategy that includes conversion rate optimization. Build trust, connect with your target audience, and amplify your marketing efforts. Drive brand recognition, establish authority, and accelerate revenue.
But where do you start? It can be overwhelming to know where to focus your attention when it comes to content marketing. That's why we've compiled a list of ten things you should be doing to improve your content strategy. By implementing these tactics, you can generate more conversions and grow your business.
Implementing these tactics can help you improve your content marketing strategy and generate more conversions for your business. It may take some time and effort, but the results are worth it. By creating valuable and engaging content, you can build trust and establish yourself as an authority in your industry, ultimately leading to increased revenue for your business.
In this blog, we will share ten things you should be doing to improve your content marketing strategy. From identifying your target audience to promoting your content and measuring its performance, these tactics will help you generate more conversions and grow your business. Stay tuned to learn more!
1. Create 10x content
Creating great content is essential for driving leads and conversions. But what exactly does that mean?
According to Rand Fishkin from Moz, it's all about creating what he dubbed "10x content." This means creating content that's 10 times better than anything else out there on the subject you're writing about.
So how do you make your content stand out?
To prevent your content from being regurgitated and forgettable, you need to do thorough research. Look at what's already been written on the topic and see what's missing. By going the extra mile to provide unique and valuable information, you can make your content stand out from the rest.
Here are some key elements to consider when creating 10x content (aim for at least 4):
- Great format and layout for a positive user experience
- Evokes emotions that inspire action, such as joy, awe, or inspiration
- Provides high-quality, useful, and engaging information
- Offers a unique perspective on the topic
- Gets shared widely on social media and other platforms
- Offers a comprehensive answer to a problem, along with actionable advice and resources
In short, 10x content is about packing as much value as possible into a 1,700-2,500 word blog post. By following these guidelines, you can create content that stands out from the rest and drives leads and conversions for your business.
2. Optimize for search engines AND users
If you're only focusing on search engine optimization (SEO) techniques, you're only doing half the job. While SEO is crucial for getting your content found, it won't necessarily attract or retain your core audience. Why?
Because you may be optimizing for keywords that are high-volume for general searchers, not your target customer. When you optimize with your target audience in mind, you research keywords that match their intent. This can be the difference between attracting leads that convert and attracting visitors who don't engage with your content.
To optimize your site for your target audience, consider the following:
- Research keywords that match their intent
- Create 10x content that relates to, engages, and adds value for your audience
- Include relevant keywords in your content naturally and avoid keyword stuffing
- Use long-tail keywords to target specific search queries
- Optimize for local keywords if your business serves a specific geographic area
By focusing on your target audience when optimizing your site, you can attract and retain leads who are more likely to convert. This will ultimately help your business grow and succeed.
3. Craft headlines that get clicks
The title of your blog post is crucial for grabbing attention and sparking interest. If it doesn't deliver, your content is likely to be overlooked.
Just like on social media, posts with compelling headlines are more likely to be clicked on. This applies to both text and video content.
To give you an idea of the importance of your headline:
- 80% of people will see your headline
- Only 20% will read your content
This means that only 20% of headlines are effective at evoking emotion and getting clicks. So how do you create a great title for your blog posts?
Here's a quick checklist:
- Contains 62 characters or less (any longer and it will be cut off in search engine results)
- Uses specific numbers and data
- Offers a solution to a problem using words like tips, lessons, ideas, ways, secrets, etc.
- Contains specific wording like "for beginners" and "from scratch"
- Creates a sense of urgency and scarcity
- Uses power words like "quick," "easy," "now," and "revolutionary"
This isn't an exhaustive list, but it should give you a good starting point for improving your content headlines. By following these guidelines, you can create compelling titles that grab attention and drive traffic to your blog.
4. Include actionable tips
Each piece of content you create should provide more than just information about overcoming issues. It should also include actionable tips that allow readers to create an action plan.
For example, if you're writing about pest control, include tips for preventing roaches and mice. This is valuable to readers, even if they currently need your services for an infestation. By providing this information, you demonstrate your expertise and authority in the industry, which can help you gain trust and earn business.
Here are some tips for creating actionable content:
- Focus on providing solutions to specific problems
- Include step-by-step instructions or examples to make it easy for readers to follow
- Use bullet points or numbered lists to break up the content and make it easy to scan
- Include links to relevant resources or further reading for readers who want to learn more
By providing actionable tips in your content, you can help your readers take action and potentially earn their business. Don't be afraid to share your knowledge and expertise – it can be a valuable tool for building trust and establishing yourself as an authority in your industry.
5. Write to answer questions
One trick that content marketers are using to increase visibility for their sites is creating content in a question and answer format. This allows search engine bots to crawl your page and pull answers to place in the search results, which can help boost your visibility.
For example, have you ever seen the answer box that appears in Google when you search for a specific question? If your content is chosen for the answer box, it will be displayed ahead of the search results, which is even better than being in the #1 spot.
Here are some tips for creating question and answer content:
- Research commonly asked questions in your industry
- Use a question and answer format for your content, with the question as the title and the answer as the body of the post
- Keep your answers concise and to the point, with a clear call to action at the end
- Use keywords naturally and avoid keyword stuffing
- Promote your content on social media and other platforms to increase visibility and drive traffic to your site
By creating question and answer content, you can increase your visibility in search results and drive more traffic to your site. This can help establish your authority in your industry and ultimately grow your business.
6. Get your sources and reporting straight
Your credibility is at stake with every piece of content you write and publish. If you're delivering newsworthy content to your audience, it's crucial that you go the extra mile to verify the information you share.
Don't base your blog post on a single article you read. If it's the only source, make it clear where you got your information. Getting it wrong can damage your reputation.
The same goes for citing data. Be sure to link to the source, preferably a reputable one. Wikipedia isn't considered reputable because anyone can edit it, which can lead to incorrect information and hoaxes being published.
As a general rule, aim for sites with .edu, .gov, or .org at the end of the URL. These are typically more credible than .com sites. However, there are still some .com sites that are reputable, so do your research to find the best sources in your industry.
Here are some tips for maintaining credibility with your content:
- Verify the information you share and provide sources if possible
- Avoid relying on a single source for your information
- Link to reputable sources when citing data
- Avoid using Wikipedia as a source unless you can confirm the information
- Do your research to find the best sources in your industry
By following these guidelines, you can maintain credibility with your content and protect your reputation as a trusted source of information.
7. Encourage readers to comment and share
You know your content is successful if it gets readers to share and comment on your post. Your content should be thought-provoking and invite readers to leave their own stories, tips, and ideas. If it's particularly inspiring or informative, it may also get shared. Be sure to include social share buttons on each post to make this easy for readers.
Here are some ways to engage your readers:
- Leave questions at the end of your posts
- Tell stories to get readers to share their own
- Ask readers for feedback or their own insights
- Include a call to action (sign up, comment, call)
The topic of your posts also plays a role in engagement. If you write about things that are important to your readers, they are more likely to take the time to comment and share. By engaging your readers, you can build a community around your content and drive more traffic to your site.
8. Deliver quality content consistently
It's exciting when you publish a post that boosts traffic and engagement on your blog. But what happens after those users leave your site? When they return, will they find similar high-quality, actionable, and engaging content? Consistency is key if you want to position your brand as a leader in your industry.
Once visitors know they can count on fresh content being posted regularly, they are more likely to return on their own. This is how you can increase both the rate of new visitors and returning visitors. You can create a content schedule to ensure you have a steady stream of content to keep your audience engaged.
Here are some tips for creating a content schedule:
- Plan out your content in advance
- Identify the type of content you will create (blog posts, videos, podcasts, etc.)
- Determine how often you will publish new content
- Set goals for each piece of content (e.g., traffic, engagement, conversions)
- Monitor and adjust your schedule as needed
By creating a content schedule and sticking to it, you can consistently provide valuable content to your audience and position your brand as a leader in your industry.
9. Auditing your content regularly
Regularly auditing your web content is important for several reasons. By reviewing the traffic and conversion rates for each piece of content, you can learn which topics are the most popular and what your audience is looking for from your brand. An audit will also tell you which keywords are high-performing and which aren't, helping you to improve your content's ranking in search engines.
Here are some key steps for auditing your web content:
- Identify the metrics you want to track (e.g., traffic, engagement, conversions)
- Use tools like Google Analytics to collect data on your content's performance
- Analyze the data to identify trends and patterns
- Use the insights from your audit to improve the performance of your content
- Repeat the process on a regular basis to ensure your content stays up-to-date and relevant.
By regularly auditing your content, you can identify opportunities to improve its performance and ensure it is providing value to your audience. This can help to drive traffic, engagement, and conversions for your business.
10. Craft content around the buyer’s journey
Creating content that addresses each stage of the buyer's journey is essential for driving conversions. While the awareness phase is important, it is not the only stage that matters. You also need to create content for the consideration and decision stages of the buyer's journey.
In the consideration stage of the buyers journey, buyers have defined their needs and are considering their options. They are still evaluating potential opportunities, comparing prices, and determining which are most likely to be able to fulfill their needs. In this stage, content should focus on providing information that helps buyers make informed decisions, such as comparison papers and articles, expert guides, podcasts, case studies, and videos.
In the decision stage, buyers are ready to choose a product to purchase. In this stage, content should focus on highlighting your unique value proposition and competitive advantages. This can include vendor and product comparisons, product literature and demonstrations, case studies, testimonials, and product reviews.
By creating content that addresses each stage of the buyer's journey, you can help guide potential customers through the purchasing process and increase your chances of driving conversions.
Developing a content strategy that grows your business
You can see how comprehensive a content marketing strategy must be with these 10 tips. Developing a content strategy on your own can be difficult and executing one can be time-consuming. But it's worth it in the end. A strong content strategy can help you build trust and connect with your target audience, act as fuel for your other marketing efforts, and grow your business's recognition, authority, and revenue.
In fact, businesses that are using content the right way are seeing 6x higher conversion rates. According to Dan Shewan from WordStream, content marketing has an average 2.9% conversion rate compared to 0.5% for those not implementing a content strategy.
So, if you want to generate more conversions through your content, you need to focus on the right things. This includes creating 10x content that is 10 times better than anything else on the subject, optimizing your site with the right keywords, providing actionable tips in your posts, engaging your readers, creating a consistent posting schedule, and regularly auditing your web content.
But don't just take our word for it. Try implementing these tips in your own content marketing strategy and see the results for yourself. With the right content strategy, you can position your brand as a leader in your industry and drive more leads and conversions for your business.