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While there is no magic bullet to increasing lead generation, a few simple and basic marketing principles can help you increase the response to your content. By applying these proven tactics to both your content and the material used to promote it, you can generate more leads.
This article describes how to optimize your content and marketing for response – so that more people actually read, watch or listen to your content.
Specifically, it provides six tips for creating marketing communications that excel at generating qualified leads.
Give your content an interesting or benefit-oriented title
Boring titles are one of the biggest flaws in marketing content used to generate leads. I see it a lot in scientific technology when the company promotes something to scientists or engineers.
A great way to improve your headline is to include a benefit. See, for example, the title of the following article from the field of optogenetics: Afraid of the dark? Overcome fear with optogenetics. The benefit is overcoming fear.
You can also consider using action words and numbers to make titles – e.g. Seven questions to ask when choosing an optogenetics tool.
Distributed headlines and titles increase click-through rates because you entice leads by telling them exactly what they get out of reading your content.
2. Try using a problem-based heading instead of a solution-based heading
I know … I just asked you to include a benefit in your headline. But that’s not the only way to improve the response. Another way is to put a problem into the title, headline or subject line.
Why? Because people are wired to respond to problems; that’s just how our brains work. We are always looking for problems to solve in daily life.
As an example, here is a solution or benefit heading:
How to get ahead in your small business
And here’s the same headline, but rearranged to be problem-focused:
Are you struggling to get ahead of your small business?
The second heading is also formatted as a question, which is another way to improve the answer.
3. Narrow your readership to one target audience
This is a tough one. You probably have more than one audience, even for a single product or service.
Most clients I work with have a hard time isolating a single audience for a piece of content. They often think they will miss reaching out to more potential customers.
But content and marketing text written for one audience works best. Otherwise, you risk writing something that does not appeal to anyone.
For example, if you sell scientific equipment for both R&D and high volume production (HVM) clean rooms, write separate pieces of content for each target audience. Researchers working in clean rooms have challenges and motivations that are different from those that process engineers work in HVM factories.
4. Consider putting the job function in the title
Putting the job function you target in the title of your content increases the quality of the leads you generate and attracts more attention because you indicate who the content is for.
In other words, you select the audience.
Let’s say you write an article or whitepaper. In the example of researchers working in clean rooms, you can simply put a subtitle under the title of the White Paper, which reads as follows: A guide for researchers working in R & D clean rooms
Now your readers know exactly who the article or white paper is for.
5. Put a call to action at the end
You might think that this particular tip is unnecessary. It’s 2021 and everyone knows you have to put a CTA at the end of a marketing piece. Right?
Well, I can tell you that many marketers still do not.
You do not want to take the trouble to write a piece of content and then make your readers or viewers not take the next step. So find out what you want them to do after consuming your content and ask them to do it!
Maybe you want them to plan a product demo, call for more information, visit a landing page or your contact page, or visit your booth at an upcoming trade show. Whatever it is, be sure to tell them.
Here is an easy template for a call to action at the end of an article:
To find out more about how you can [GAIN BENEFIT or SOLVE PROBLEM] using [SPECIFIC PRODUCT], please visit [LINK].
6. Promote and reuse your content aggressively
And I do thinks aggressively.
It’s weird how many companies that make a hefty piece of content send a few tweets about it and then stop.
For every major piece of content you create, you need to have a plan to get it in front of as many potential customers as possible.
Start by promoting the piece to your own audience (email list, newsletter, website blog, followers on LinkedIn, etc.) and ask for it to be shared.
Then consider promoting it in industry newsletters, posting a press release, running a Google or LinkedIn ad campaign, or giving it away as a trade show distribution.
When it comes to recycling, you should always cut and trim your content into other forms.
For example, you can split a whitepaper into a series of blog posts, each focusing on a specific section of the document (the problem, what has been done before, the solution, etc.). You can also reuse it as an article to be published in a professional journal, or turn it into a slide deck or webinar. You have many options!
Bottom line: Make sure your content is not a one-hit marvel. Follow Joe Pulizzi’s advice and think 1 to 10 – that is, recycle each piece of content into 10 extra pieces.
You have already made the material, so it should not require a lot of extra work on your part.
In summary, to generate more leads with your content …
- Give your content an interesting and benefit-oriented title.
- Try using a problem-based heading instead of a solution-based heading.
- Narrow the readership of your content to one target audience.
- Consider putting the job function in the title.
- Place a call to action at the end.
- Market and reuse your content aggressively.
Follow the tips in this article and you will soon reap the benefits.
More resources on generating leads with content marketing
The content types that generate the highest quality leads
Five interactive content tools to engage your audience and generate leads
Four tips to increase traffic (and leads) with composite blog posts