The concept of content marketing itself is fairly easy to grasp. However, producing branded content with a strong strategy resulting in leads can be a big challenge. If done correctly, it can do wonders for your ROI and your wallet. DemandMetric found that on average, content marketing costs 62% less than outbound marketing and can generate three times as many leads.
While this sounds great, it is much easier said than done. There are a lot of simple mistakes that can kill your success rate. Here are three big ones to watch out for…
Using too broad of a scope
In most cases, there is only a small subset of the population that your content is exposed to that will actually buy. A lot of companies make the mistake of trying to appeal to anyone and everyone with their content. While doing this, they simply look for target sites with the highest traffic rates.
For example, if you produce B2B oriented blog posts, targeting high-traffic variety sites like Buzzfeed or ViralNova will not likely result in a high number of leads as most of the viewers are not looking for business advice.
Websites like this have a primary goal of attracting as many viewers as possible with clickbait headlines and do not necessarily have a clear-defined audience.
One of the most important goals of content marketing is reaching a niche audience with the highest chance of turning into leads. Depending on the nature of your business, you will need look into highly-targeted websites pertinent to your potential customers. Quality over quantity. For B2B marketers, this is even more important because they are not simply looking to attract mass amounts of traffic, just one particular viewership.
While publishing content for a single, specific audience will not attract the masses, your ROI will be much higher in the end.
This all comes down to doing the proper market research. Tools like Brandwatch allow you to listen in on what people are saying about your brand, competitors, or industry as a whole.
From here, you can glean information on what the most prevalent issues or concerns your target audience has. Then, you can craft content that educates and solves those problems.
The name of the game here is creating valuable content and putting it front of the right eyes. Choose your target sites wisely.
Not using lead magnets
Basically, lead magnets are free offers you make to viewers for signing up. If you want to see a significant boost in leads, it’s wise to offer multiple lead magnets for the entirety of your content marketing strategy. Each one can address different issues. This tactic can increase signups by nearly 10x.
Take a look at HubSpot, their Marketing Library is filled with useful resources that can only be accessed by signing up:
If you choose to go this route, you will need to produce a good deal of content for each stage of the buyer’s journey. To do this effectively and consistently, you need each of your departments to be on the same page every step of the way. This calls for proper collaboration across your marketing team, content creators, and sales department. Do yourself a favor and invest in a CRM-integrated project management tool like Workzone to ensure no one misses a beat. Even a simple lapse in coordination can result in lost leads.
Workzone makes it easy to communicate tasks and information across an entire organization so you can seamlessly pass leads through the sales funnel, with task dependencies and lead tracking taken care of.
Creating quality lead magnets can work like magic to expand your reach while educating your audience to a potential conversion.
Not paying attention to SEO
SEO and content marketing go hand-in-hand. Think of SEO as the core of your entire content strategy. This should be planned out well before you publish your brand material. You can have the most compelling content the internet has ever seen. But, if it’s not creating with SEO in mind, it will be much harder for your target audience to locate and you will not see many leads.
Using the Ahrefs Keywords Explorer, you can find out how to rank for the most sought out keywords to generate leads.
Basically, you want to look for keywords or phrases that have a high search volume pertaining to your business. If you were in need of your product or service, what would you type into a search bar?
More importantly, you need to opt for the keywords with low competition. For example, if you are a real estate agent in Los Angeles, terms like “Los Angeles real estate” or “Homes for sale in Los Angeles” are most likely going to have a lot of demand and your chances for showing up first on the SERPs will be slimmer. Dive deeper into your niche and look for the most specific terms to target and incorporate them into your material.
Keep in mind, Google loves fresh, relevant content. The more value you provide to the viewer, the better your ranking will be. The better your ranking, the more leads your will acquire.
Content marketing is very much a game of trial and error. The good news is that with each victory or failure comes a lesson. As you produce more and more brand material, you will get to know your target audience better as you pick up on certain trends in the industry. If you’re investing heavily in content marketing, avoiding these mishaps can do a lot to get you the leads you need to grow your business.