Generating leads online with content marketing can be a tricky task to master for busy business owners – but it’s certainly worthwhile! Put simply, there’s no one set way of generating leads with content marketing, and the ‘best’ tactic is most often dependent on your audience’s behaviour. Regardless of the type of content you create, it’s imperative to consider their search intent and preferences in order to create valuable, relevant pieces designed to capture attention and inspire action. For example, a buyer making a large, highly involved purchase will most likely be seeking in-depth, long-form information – meaning blog posts are usually a hit! 

The types of content you can utilise throughout your marketing strategy is nearly endless. Whether you choose to produce compelling copy, video, podcasts, or ebooks, providing valuable information to targeted audiences is a guaranteed way to reach relevant audiences.

In short, content marketing generates leads by providing genuine value to audiences through the creation relevant, informative material – whether written or recorded – that’s been crafted to attract, engage, and convert.

Whether in the form of ‘lead bait’ or highly sought-after information, online content provides the perfect opportunity to build trust with prospects, pushing them through the sales funnel and convincing them to perform desired actions such as signing up for a newsletter or making a purchase. 

Content that succeeds in generating leads often places the needs and desires of its audience above traditional sales methods, opting to build value, trust, and authority over time by providing audiences with the information they seek through formats such as traditional webpages, blog posts, podcasts, videos, ebooks, downloadable documents, and more.

Just as there are hundreds of content marketing strategies online, there are endless content marketing tools available for download. 

For those managing content creation and publishing, Asana is a powerful organisation tool – helping both individuals and teams stay on top of their publishing game. 

For all written aspects of content, keyword research is key. There are a huge number of tools out there designed to help you discover the perfect keyword/phrase for your content. Examples include Google Search Console (for existing owned websites), Google Keyword Planner, Mangools, and SEMRush. 

Grammarly offers content creators across all platforms a convenient way to check spelling, tone, and grammar, whilst Canva allows for the quick creation of engaging graphics formatted to suit a variety of social media platforms, including Pinterest, Instagram, and Facebook.       

Though it is possible to create an effective content marketing strategy independently using these tools, management can be time-consuming. Want the benefits of a fully optimised content marketing campaign without the hassle? Get in touch with GLO’s experienced content specialists.

Content marketing is a hugely important segment of digital marketing, helping businesses connect with and convert users through the provision of engaging, highly relevant content. Working to build trust between browser and brand, effective content marketing in any format allows businesses to demonstrate an online authority within their niche – helping to increase leads and conversion rates. Optimised content informed by research can significantly boost SEO efforts, offering search engines relevant, high-quality insight into your business, products, and services.

With the vast majority of potential customers and leads using search engines for almost every purpose, it’s highly likely there is someone out there seeking the exact solution your business offers. Implementing high-quality content – whether in written (blog posts and webpages), video, or podcast form – or something a little different – will allow you to convey your offerings to both your potential customer and the search engines they are using. 

When fully optimised, and created with user content in mind, content can help ensure your website or business page ranks ahead of your competition, and gets in front of the right audiences, helping you generate more leads and increase conversions.

Whilst all content has the potential to be a great asset to your marketing strategy, optimised content is truly the best way to take it to the next level. 

Here are our content specialists’ top tips for optimising your content;

• Create relevant headings including long-tail keywords. Conduct research in order to establish the most searched terms and phrases surrounding your topic or industry. Use this research to create highly effective, engaging headings
• Ensure your meta descriptions are fully optimised
• Plan and write with user intent in mind. Creating content and sections directly answering user queries is an excellent way to do this.
• Use tools such as Yoast where applicable to ensure all elements of your content are correctly optimised. This will help avoid keyword stuffing, and ensure that your content is easy to read.

For more information on how to create high-performance optimised content, check out our ‘SEO Copywriting 101’ blog post and webinar!

Content marketing is a popular digital marketing strategy used to attract and convert target audiences through information. It allows marketers and businesses alike to pull potential customers towards and through the sales funnel – building a sense of trust and online authority in the process. Those with a strong content marketing strategy that provides relevant information to a target audience on a regular basis tend to experience a variety of positive results.

Looking to develop or implement a genuinely effective content marketing strategy? Get in contact with GLO’s content experts today.

Here at GLO, we believe that content marketing and SEO go hand in hand. Marketers and business owners who take advantage of these disciplines’ interconnected nature – particularly within the context of website and blog content – tend to reap the benefits of high customer engagement and preferential treatment by search engines. 

High-quality, well-researched content rooted in solid keyword and market research can and should act as the cornerstone of your SEO efforts, allowing for the generation of numerous backlinks, improving Google’s overall impression of pages, and contributing to the development of a positive user experience. This helps build trust between customer and business, and, when correctly implemented, will boost your website’s search rankings to new heights.

There’s a reason ‘content is king’ is such a popular phrase! Content marketing, when implemented correctly, is one of the most effective strategies out there – helping build a strong relationship and sense of trust between customer and business, and working to increase conversion rates in almost any context. 

Content marketing also pairs well with numerous other digital marketing services – notably SEO. High-quality content typically allows for the natural mention of a range of relevant keywords, and the inclusion of both internal and external backlinks – both of which work to increase website rankings – driving further traffic.

If you want to learn more about how content marketing could work for your business or brand, contact GLO today for a free content marketing consultation.

Like many things in digital marketing, ‘it depends’! Ultimately, the amount of content on your website/webpage should be dictated by the intent and behaviour of your audience – for example, a potential client seeking an emergency plumbing service won’t want to sift through 1500 words of service benefits and FAQs before booking, whilst someone investing in an expensive house extension will most likely want to know as much about the process and product as possible. Similarly, some clients may prefer video or audio content over written! 

That said, many digital marketing blogs report that an average word count of between 600 to 1500 per webpage is optimal for SEO and ranking, with anything below 300 words considered sparse by search engine crawlers (meaning they most likely won’t rank highly in SERPs).

Here at GLO, we adjust our content marketing strategy to the exact requirements and industry conditions of our clients. We aim to write in a natural manner, making content easily readable for visitors and search engines alike. Writing a significant amount of relevant content allows for full optimisation – and, in the opinion of our experts, is an opportunity that should not be missed. Though the suggested optimum word count range may seem like too much for one page, we make sure it’s easily digestible through the use of organised headers and clever drop-downs.

The amount of time it takes for content marketing to ‘work’ is hugely dependent on a number of factors, including (but not limited to) the content itself, the other digital marketing tactics used across your strategy, your competition, and evolving search engine algorithms. When implemented as a standalone tactic, content marketing tends to improve analytics slowly and consistently over a period of months – rather than mirror the sharp spikes seen in paid advertising. Considered a long-term digital marketing strategy, content marketing offers longstanding benefits and should show improved results month-on-month.

Looking to develop or implement a genuinely effective content marketing strategy? Contact GLO’s content experts today for a free, no-obligation consultation.