How to generate leads through content marketing How to generate leads through content marketing...

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  • How to generate leads through content marketing @Scoopit

    How to generate leads through content marketing

    A guide to convince you that content marketing is vital to generate leads, help you find the right format and measure the results of your efforts, and more.

    an eBook by

  • How to generate leads through content marketing @Scoopit 2

    Table of contents

    1 Content marketing is the fuel of your lead generation machine

    2 Which content marketing format performs best: long- form or short-form content?

    3 How to measure the impact of content marketing on lead generation

    4 Why content curation can help you generate more leads

  • 3

    Content marketing is the fuel of your lead generation machine

    How to generate leads through content marketing @Scoopit

    Image by Kim Seng

    https://www.flickr.com/photos/captainkimo/3943713419

  • How to generate leads through content marketing @Scoopit 4

    Why content marketing helps lead generation: experts’ opinions

    The key to content marketing success is building a loyal audience over time (subscribers).

    Once subscribers are built, that becomes amazingly fertile ground

    for lead generation. Actually, it may be the best way.

    Joe Pulizzi Founder of Content Marketing Institute

    Winner of the 2014 John Caldwell Lifetime Achievement Award

    @JoePulizzi

    Content marketing is the foundation of modern online marketing campaigns and lead generation. Great content

    builds brands, increases conversion rates, drives qualified leads, fuels social

    media campaigns, and earns inbound links, improving SEO.

    Jayson DeMers Founder & CEO of AudienceBloom, a content marketing & SEO agency.

    Writer for Forbes, HuffingtonPost, Inc.com, entrepreneur.com and

    more

    @JaysondeMers

    http://contentmarketinginstitute.com/ http://twitter.com/joepulizzi http://twiter.com/jaysondemers

  • How to generate leads through content marketing @Scoopit 5

    54%+ Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing.

    2 data points to convince you to invest in content marketing for lead generation purposes

    758x You have 758x more chances of closing

    an inbound lead (that came to you through your content) than an

    outbound lead (that you went to get with telemarketing, cold calling, etc.)

    Source: State of Inbound 2014

    http://www.stateofinbound.com/

  • How to generate leads through content marketing @Scoopit 6

    If you don’t believe industry experts, try your industry peers

    2014 2015

    74% 83%

    Source: Content Marketing Benchmarks study for 2015 and 2014 by CMI and Marketing Profs.

    % of marketers saying lead generation is a key objective of their content marketing

  • How to generate leads through content marketing @Scoopit 7

    80% of your content should be focused on helping others

    80% 20%interesting content about others

    promotional content about your brand

    You need to have content for your audience, distribute it well, and

    optimize your lead generation process to convert visitors into leads.

  • How to generate leads through content marketing @Scoopit 8

    But 100% of your content should be optimized for conversion

    Content Hub meant to delight your

    audience

    created content curated content

    contributors’ content

    Distribution

    social media email newsletter

    other blogs content platforms

    Landing pages

    gated high value content (offered for

    contact info) product landing pages

    with detailed pitch

    posting scheduling

    repurposing

    click-through

    CTA to landing pages

  • How to generate leads through content marketing @Scoopit 9

    13 forms of content you can start with today!

    webinar

    powerpoint/ keynote

    slideshare infographic

    video tutorial

    survey

    curated content 3rd-party blog Quora Q&A statistics tweets …

    internal data case study

    podcast

    newsletter

    eBook/white paper

    blog post

    visual content text content

  • How to generate leads through content marketing @Scoopit 10

    And 15 efficient ideas to repurpose content for Marketing ROI

    webinar

    powerpoint/ keynote

    slideshare infographic

    video tutorial

    survey

    curated content 3rd-party blog Quora Q&A statistics tweets …

    internal data case study

    podcast

    newsletter

    eBook/white paper

    blog post

    visual content text content

  • 11

    Which content marketing format performs best:

    long-form or short-form content?

    How to generate leads through content marketing @Scoopit

    Image by Official U.S. Navy Page

    https://www.flickr.com/photos/usnavy/5601470776/in/photolist-9wZ17m-osPKNC-a1rkG2-oGGCXa-nFt2T2-nXRKjy-nZJZcV-nFtjdC-uHgSqi-8R6WPA-cu5v3J-mGdDJg-6U1JSw-5A4cgh-dq3RZX-5tvdcm-bYqXad-dq3Sdt-dq42vj-9hKafY-atG9bC-77RSfY-rown42-nXXxxg-nXR3oo-nFtdko-bYqUYw-nZJYZR-nFtXji-nXREv5-nFsXYZ-nFtfAh-nFsXok-nXR1L5-nXXuMg-nXXtVr-nFtfLY-dkvj8b-9w9doc-edxZUa-9BVCAB-kFvKk7-8umuyU-kFtRk8-rTCYBg-a8bLSL-8dUr5N-7NEEUL-gqspFC-5tvHgY

  • How to generate leads through content marketing @Scoopit 12

    We didn’t know which format to focus on, so we analyzed the ROI of our content produced from Q1’14 to Q1’15.

    If you have limited resources, you’re

    unlikely to be good at covering all these formats and many content marketing experts like Joe Pulizzi

    recommend focusing on one or a few formats that work best for you.

    Looking at ROI is a great way to decide on which format to focus. With lead generation being the

    main measure of returns for B2B marketers, we’ve heard various

    arguments on the topic can be summarized as follows:

    ➡ Long form content is more costly,

    but generates more leads per piece of content since it can be gated and has a longer lasting

    impact.

    ➡Short form content is more

    ephemeral but generates leads on an ongoing basis.

    So the question is: is it better to

    generate a few leads every day through a dynamic blog or to

    generate a massive amount of leads every month or quarter through a solid white paper or ebook?

    There are so many content marketing formats that it can be hard to decide which to focus on. Each format has its merits but they don’t come at the same cost. On one hand you have long form,

    epic content that can take days/ weeks to produce. On the other you have short form content such as

    blog posts or curated content for which production cost can be a few

    hours or even a few minutes.

  • How to generate leads through content marketing @Scoopit 13

    Formats used and cost per format in hours

    Here is our cost breakdown per form of content we produced:

    volume cost per piece (hours)

    total cost (hours)

    blog posts 121 4 484

    curated content posts 798 0.33 263

    white papers 3 120 360

    eBooks 1 180 180

    Blog posts: typically 500-1500 word pieces, focused on giving actionable recommendations to our readers. They usually require some research work which consists of curating experience from other marketers’ or influencers’ insights or collecting data to support our points.

    Curated content posts: we add our own insight to the articles we curate to give context to our audience. Our insights are typically 200 words, much shorter than our blog posts but we also regularly turn a curated piece of content into a full blown post by adding a longer insight of 500 words or more.

    White papers: we surveyed SMBs business owners and marketers by either tapping in our user base (more than 2 million users) or using services like Ask Your Target Market to reach out beyond our user base. Then we added our own analysis and design work to end up with a typical white paper of a dozen pages.

    eBook: counting 88 pages, it’s probably bigger than most eBooks marketers typically publish but it probably cost the same as we were able to repurpose a lot of content and also were lucky to have 15 of the best content marketing experts contribute and help (thanks, friends!).

    NOTE we also produced videos and

    slideshares and decided not to include them in this study because

    although they definitely had a role in our content strategy and indirectly contributed to generating leads,

    there was no easy way to measure their ROI.

    Explanation of each form of content:

  • How to generate leads through content marketing @Scoopit 14

    Traffic comes mostly from short form content

    cost in hours

    42% 58%

    short form (blog posts & curated content) long form (white papers & eBooks)

    traffic

    15%

    85%

    46% more traffic per hour invested

  • How to generate leads through content marketing @Scoopit 15

    Qualified leads come mostly from short form content

    leads = contacts

    46% 54%

    short form (blog posts & curated content) long form (white pa