Content creation is the bread and butter of digital marketing. With the right content, you can attract interest for your business and drive more leads to your page. With up to 63% of digital marketers in the B2B sector using content marketing for lead generation, business blogging has become one of the most effective channels that generated the desired results. As a matter of fact, marketers who prioritize blogging have 13 times more chances of reaching a positive ROI.
The key to generating leads through your blog is utilizing the right elements that compel your readers to take the first step and provide their information, converting from a site visitor to a lead. Below are some of the best practices that can help optimize your blog for lead generation.
1. Always use CTAs
There’s a reason they’re called calls-to-action: they’re active words that compel your reader to do something, like clicking through to landing pages or product lists. Using CTAs gives you the opportunity to promote and translate your traffic into leads. There are two ways you can use CTAs: through banners and other page elements and in-text mentions.
Paged-based CTAs work to grab your audience’s attention with active and exciting language and designs once they’re on the page. With in-text CTAs, you can use language that blends in with your blog post and offers solutions to the reader’s pain points by linking back to a landing page of a relevant content.
2. Offer exclusive content
Exclusive content may seem counterintuitive to the purpose of creating content, but when done right, it can greatly increase your leads. Your blog’s accessible content should provide value to its readers, so that your exclusive content—be it an eBook, webinar, or whitepaper—builds up or adds onto it in exchange for something as simple as their email address. Make sure that the offer is well-written, highlighting the benefits of availing the exclusive content.
3. Start with a Hello bar
A Hello bar is a thin band across the top of your page that features a call-to-action, usually linking to a post-click landing page or squeeze page. As the reader scrolls along or accesses other parts of your website, it stays in place, keeping it in their line of sight. This allows you to reach out to your audience as they browse without being as intrusive as a pop-up.
4. Set up time-delay pop-ups
Another example of a page-based CTA, time delay pop-ups ensure that you can make the offer for your exclusive content or subscription when they’ve stayed on the site for a specific amount of time. The advantage to time-delay pop-ups is that you will be prompting your reader after they’ve demonstrated interest in your content by lingering on your page. This also allows them to spend some time browsing your content before being prompted to sign up or avail of exclusive materials.
5. Provide an email signup
If your reader finds value in your content, make it easier for them to get access to it. Email signups usually lead to a newsletter that provides summaries of valuable content as well as notifications on page updates relevant to your reader. This is especially effective if your target audience doesn’t have the luxury of time to freely browse the internet.
6. Prioritize the comment section
The comment section of your blog can be an opportunity for your brand to further nurture its relationships with visitors. Having a comment section lets your readers better express their thoughts and possible concerns while giving your brand a chance to engage with them, establishing your credibility and expertise.
7. Place social sharing buttons
Once your reader has been satisfied by your content, they may want to share their thoughts on it. Adding social sharing buttons on your content makes it easier for them to promote your content on their chosen social media platforms. This also allows your content to get organically shared to new eyes, driving more potential leads to your blog.
8. Promote content on marketing platforms
It’s important to get your content to your audience and maximize your online platforms by sharing content. Depending on the social platforms your brand already has, you may need to tweak your strategies in order to share your content in a format that works with the platform and best engages your audiences.
9. Be consistent
Marketing strategies work well when you know how to keep them up. Creating content shouldn’t be a one-time thing. Part of your content strategy, aside from the topics for your blog, should consider the frequency and schedule of posting. A blog with good content that posts regular updates is more likely to convince people to share their information.
Create to Convert
Generating leads is exercise of trust. With a well-constructed page and excellent content, your target audience will feel confident that they have nothing to lose and everything to gain when they sign up for your newsletter or provide their details for your exclusive content. More than just products or services, your business can offer valuable knowledge that sets you apart from your competitors. Take your B2B marketing strategies to the next level with content marketing to generate better leads.
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