Aug 7, 2018

Three Content Strategy Tips for Lead Generation

With the proliferation of DIY website tools, more and more businesses are building their own websites for sales and lead generation — which is great! What’s not so great is the frustration that can come from putting a ton of effort into a website that doesn’t sell or generate leads like it’s supposed to. In fact, a 2016 survey showed that only 22 percent of businesses are satisfied with their conversion rates.

While there are a lot of factors that go into a successful website — like design, UX and development — our expertise is in storytelling and communication. So with that in mind, here are three ways that content can support a business website that sells.

Start with Strategy

Before you ever put pen to paper (or fingers to keyboard) you should have a plan in place. More specifically, a content strategy. If you don’t know why you’re producing content, chances are your customers won’t either.

Of course, generating new customers is a great reason to produce content (more on that below), but it’s not much of a strategy. Instead, as you consider leveraging content to drive leads, make sure you know:

  • Why you want to produce content
  • What content you want to produce
  • Where that content will live
  • How it will be maintained

One of our favorite books on the subject defines content strategy as “planning for the creation, delivery, and governance of useful, usable content,” and a solid strategy needs to take all of these factors into account. It may sound daunting, but the legwork will help you maintain direction and momentum down the line — critical components in any sales strategy.

Produce More Content

How much is enough? How much is too much? Here are two surprising statistics:

  1. 63 percent of marketers say generating traffic and leads is their top challenge
  2. Companies that publish 16+ blog posts per month get almost 3.5 times more traffic and about 4.5 times more leads than companies that publish 0-4 monthly posts

Problem, meet solution. Not to say that blog posts are a cure-all for lead generation woes, but if you’re not intending to produce new content at a regular pace you may be missing out. To be clear, this is not an argument for "content for content’s sake." But it’s a strong case for producing consistent content that adheres to and reinforces your strategy.

Make It Valuable

To quote our favorite book again, “content is more or less worthless unless it does one or both of the following: supports a key business objective, or fulfills your users’ needs.” This is even more true when producing content for new and potential customers. Your content — from home page copy to next week’s blog posts — should build a connection, establish your credibility and equip your website visitors with all the details they need to make an informed purchasing decision.

How you choose to go about that is entirely up to you (and your strategy), but we’re fond of a mix of educational posts, impact-driven customer stories and updates about the company. The important thing is to always keep the end user and the business goal in mind.

Driving sales and leads through your website may be frustrating at times, but with a little bit of effort, your content strategy and consistent execution can put you in front of the people who need your products and services the most.


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