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How to Leverage Content Marketing for B2B Lead Generation?

Emilio Garcia

Launching a content marketing campaign for b2b lead generation can be challenging when multiple questions continuously arise during your planning.

This time, we will analyze some of the essential questions you may have while showing you the best tactics for a successful campaign.

1. How to do proper topic research?

The process of B2B content creation demands insightful research on topics since you are trying to attract valuable leads, those who are looking for the most relevant information on the Internet.

Therefore, you can work on some social listening strategies to find the right topics for your content by using tools like Agorapulse and Awario to collect information.

With this information, you will know what users are saying about your brand, depending on a particular niche. Those digital conversations will tell you a lot about your audience's real needs.

Also, you must pay attention to your audience's interaction with your company. That means that you can't overlook the questions and suggestions from your leads on your social media or corporate blog.

Most of those interactions contain essential topics you should approach during your campaign, so add this data to your social listening results to collect the most critical points for your strategy.

2. Quality vs. Quantity: Which is best?

Now that you are going to create targeted content for your leads, a question comes to mind: What is more important? Is it creating high-quality pieces of content? Is it publishing more blog posts every day? Is it maybe finding a balance between both of them?

Take into account that frequent high-quality content is relevant to build a strong digital presence to achieve higher rankings on search engines. Moreover, as Google loves longer blog posts, the average word-count of the top-ranked articles is between 1,140 and 1,285 words.

In this light, creating enough high-quality content seems to be challenging but not impossible. You can design your plan to find a middle ground with the next tips:

  • Create enough content to keep your audience interested. Along with your blogging lead generation strategy, produce as much relevant content as necessary. Every piece of content should include insightful and trendy SEO-optimized information to deliver meaningful answers and solutions to your B2B leads.
  • Don't create too much content. On the other hand, don’t bomb your audience with dozens of posts every day just for the sake of getting better SEO rankings. Doing this could kill your chances of attracting the leads you need as they might not even notice half of this content.
  • Combine longer posts with shorter ones. You will get better results by combining long 1000-word plus content posts with snackable content such as 400-500 word articles, infographics, and short videos. With such a Content Marketing strategy you will inform and amuse your audience at the same time with a more appealing approach.

3. What are the best B2B content formats?

According to a survey from Clutch, the top 5 content formats that B2B audiences are looking for online are:

  • Blog articles (33%). Ideal for explaining favorite topics to your prospects.
  • Reviews (25%). As B2B CEO leads might invest a substantial amount of financial resources in your products, they will want to know whom your most prominent clients are and their experiences when partnering with your company.
  • Product descriptions (16%). The perfect way to inform your prospects about all the technical information they are looking for.
  • Videos/webinars (9%). With visual content, you can attract and generate more leads.
  • Case studies (7%). Effective to highlight the most relevant questions or topics and create brand loyalty.

When creating your content strategy, find the right balance, and combine all these formats.

4. How to create compelling lead magnets?

If you want to improve your lead's trust, you need to include throughout the Buyer’s Journey different content pieces, such as eBooks, a VIP section in your blog, downloadable videos and webinars. Also, consider that your lead magnets should have these qualities:

  • They must include truly exclusive or highly relevant information that cannot be found elsewhere.
  • The information must be highly-targeted, so eBooks or videos with specific content for selected Buyer Personas will yield the best results.

5. How to implement lead nurturing strategies?

To convince and build trust among your leads through content creation, you must consider these strategies:

  • Get to know your audience first by designing Buyer Personas based on their specific technical needs, their monthly most searched terms on the Internet, their top 5 goals during the next three years, among other traits.
  • Offer the right content to your leads in every stage of the funnel. Once you know the different kind of prospects you need to attract, offer them the best-targeted content for each stage of the funnel:
    1. Top of the funnel: Use blog articles and educational content.
    2. Middle of the funnel: Include free webinars, short and engaging videos, and executive guides.
    3. Bottom of the funnel: Offer free trials, highly relevant eBooks, white papers, and technical journals.

6. Do I need to rely on Marketing automation software?

Consider that 80% of marketers using this technology generate more leads, and 77% of them convert more of those into customers. Therefore, you can invest in the right systems to improve your average plan.

A content marketing plan for B2B lead generation must include all these aspects to guarantee success. In every step of the way, collect valuable data to create the kind of content that offers solutions to your audience, so they can conveniently trust your brand along the Buyer’s Journey.

Originally published June 13, 2019, updated October 18, 2019.

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