Content marketing has exploded over the past two years. It can be a great way to really ramp up your lead generation efforts.
But you can’t just spew out random content about your products and services and hope to generate leads from that content. You need a strategy that focuses your content so that it helps your ideal prospects.
Here are three tips to help you with your lead generation content strategy.
1) Define Your Target Prospect
When generating content you need to target that content to the needs of your ideal prospect. You can do this by creating a persona. Paint a picture of who your ideal prospect is and what they are responsible for at work. Describe what the work problems are that they have that you can solve for them.
Give your persona a name and even find a picture of a person that you feel represents it. You need to really make the persona come to life.
Your persona is not written in stone, you will adjust it as time goes by and you find which parts of your initial assumptions were incorrect or need tweaking. Your persona is a living, breathing thing.
2) Research Your Keywords
Once you have your persona defined, you can start your keyword research. Keywords are the terms that people type into a search engine to find whatever they are looking for. There are many tools you can use to do this research.
There is Google’s Keyword Planner Tool which is in Google AdWords. You can make an AdWords account for free and utilize the Keyword Planner Tool.
Another great keyword tool is SEMRush. SEMRush not only allows you to do keyword research, but you can also track your keyword ranking positions and those of your competition.
Keyword Spy is also a great resource for keyword research and competitive analysis. It’s especially helpful if you are running Pay Per Click campaigns on the search engines.
When you are doing your keyword research, start with broad terms. Most of the tools will offer suggestions for similar or related keywords. The tools will tell you how many times a month each keyword is searched for, how much PPC competition there is for a keyword and also the number of results that are in the search engines for each term.
You don’t want to focus on the broadest keywords with the largest number of searches for a couple of reasons. First, these terms often have a huge amount of competition and that makes it very hard to rank well for them. Second, the broad keywords are very top of the funnel. They are so broad that they really show very little indication that the person searching for them is anywhere near the buying phase of their research. You’d much rather get the attention of someone who has indicated, through their search term, that they are further along in the sales funnel. They are a much better prospect.
These long tail keywords will often be three words or more and have fewer searches, but will be much more targeted. This allows you to produce targeted content that will rank highly for your keywords and get more clicks than a piece of broad, unfocused content.
Plus if you put together groups of long tail keywords that are focused on a similar subject, you will approach the search volume that you would get with the broader terms.
3) Publish Content And Share It Regularly
You definitely need to produce your content on a regular basis. It really is a quality plus quantity game. I like to shoot for three pieces of quality content per week. If you want people to find you, there has to be something for them to find and that something is your quality content.
You also need to share it on the various social networks. If you are sharing quality content where your target audience is, they will share it.
You can target influencers in your industry. Many influencers have a huge social media following. If your content is high quality and the influencer likes it, they will share it. Some of them have tens or even hundreds of thousands of followers and that will make a huge difference in the visibility of your quality content.
Take these three tips and put them into action today. In no time you’ll have a content marketing lead generation machine working for you 24-7.