For marketers, there’s no better metric than being able to demonstrate a real impact on business activity and revenues. Lead generation is one such metric that can help showcase the powerful role marketing campaigns play to leadership teams, and potentially secure bigger budgets for the future.
But when it comes to content marketing, optimising campaigns for lead generation requires marketers to take a number of critical steps that go beyond simply identifying the right audience. In this article, we explore four core tactics they should consider to generate those all-important leads.
Build lead generation into every aspect
If you core aim is to generate new business opportunities, building lead generation into your content strategy is critical.
It might sound simple, but for any content marketing campaign to be a success, you need compelling, captivating content. Put simply, if your content isn’t creative, original, valuable or insightful, it’s not going to be a hit.
At the same time, content should reflect the platform of your choice. For example, on social media like LinkedIn, where attention spans are limited, more concise, punchy content works best. Think of a short, attention-grabbing headline coupled with engaging graphics and a call to action that incentivises the audience to submit their details. It doesn’t need to be War and Peace.
But a successful campaign also needs offer more than just great content. You should also make the process of consuming and engaging with the material straightforward and simple, while giving you the opportunity you need to capture that critical information about prospects. But remember, this must be done in a way that builds and elicits a level of trust from the audience to enable future contact.
Focusing on quality leads
While Marketing Qualified Leads (MQLs) are the ultimate goal for most campaigns, it is equally important to understand where leads are coming from within the broader marketing mix and ensure you have the relevant information to drive potential sales.
The mechanism with which you capture leads always has a role to play, but it’s quality of the information you want to obtain that is most important. From business email addresses to the permission to contact prospects, these are the key assets of any lead generating content marketing campaign, so optimising the capture mechanism to generate such valuable information is vital.
Leveraging LinkedIn for targeted lead generation
LinkedIn is an exceptional platform for b2b marketers, providing opportunities for targeted lead generation. Unlike other social platforms, LinkedIn allows precise targeting of job titles within specific companies, enabling brands to focus their efforts on landing the right prospects. By combining this targeted approach with LinkedIn’s lead generation function, campaigns can identify and generate the most relevant individuals, ensuring the right content lands with the right audience.
This isn’t just theory but proven tactics for content marketing. By incorporating these simple steps, marketers can better identify and secure those quality leads that are so important to making the link between content campaigns and business revenues. At Rostrum, we have deep experience in delivering compelling, engaging content marketing campaigns that can generate those critical leads. Get in touch today at: enquiries@rostrum.agency
