Katy Cesarotti | Gallery Design Studio Editor + Copywriter
Low value content for content’s sake doesn’t cut it. Today’s landscape is already saturated with quick, rushed content that makes users more wary of articles or blogposts that waste their time. The growth of adblocker software proves that selling tactics that are too aggressive too early will turn customers off. Is content still a legitimate way to generate leads?
It’s not always about more traffic and more eyes on content. Companies that invest time and energy in keeping quality leads can see higher efficiency and profitability. Per dollar, content marketing generates three times more leads than paid advertising. Great lead magnets solve a problem for your customers with content they actually want to consume.
Why content marketing matters in today’s “attention economy”
According to KISSmetrics, you have less than eight seconds to convince users who end up on your landing page to stay and engage. It’s not just about shorter attention spans—the explosion of online resources and websites has created more information than customers can ever consume.
Effective content offers relevant resources to customers in order to hold their attention, attract and maintain their focus, and begin to move them through the buyer’s journey. What content is worth clearing time in their schedule to read or view?
Unlike intrusive ads, content marketing gives users control over what they see and allows them to choose to look at the content that interests them most. Approximately 96% of visitors that come to your website are not ready to buy. Your site takes the place of a sales rep in previous days — you need a way to curate the digital journey for the the most interested, best-fit B2B customers. Companies with mature lead generation practices achieve 133% greater revenue versus their plan than average companies, and 174% more than the least mature companies.
Great content is also a crucial aspect of improving SEO. New strategic content crafted around relevant keywords makes it easier for qualified customers to find you. With more landing pages and blogposts, your business creates more pages for Google to index and rank.
What makes content more likely to convert?
Strategic landing pages. 68% of B2B businesses use customized landing pages to acquire leads. The more landing pages, the better—creating customized points of entry for your different target audiences allows you to give them more personalized information and boosts your SEO. Layout is integral to conversions. If customers are confused or turned off by your website layout, they’re likely to navigate away.
Gated content. 79% of B2B marketers say that email as the most effective distribution channel for lead generation. How can you capture the emails of prospects who actually want to hear from you? Offering unique, interesting content in exchange for basic content information makes customers more willing to share their private information. Sharing your email is an act of trust — how many times have you unsubscribed from companies that deluged you with annoying, irrelevant emails?
Purposeful design. 51% of B2B marketers prioritize creating visual assets as part of their content marketing strategy. Think about content you can repurpose to make more visual so that it might be easier to share, view, and take action on. Maybe you have a really great testimonial from a satisfied partner: adding video or photos can make the review seem more human. Adding icons to break up insight makes it easier for the viewer’s eye to move through content.
Quality over quantity. Depending on your business, it might be worthwhile to invest more time and resources in standout pieces of content that will separate you from what other people in your industry are doing, even if it takes longer to see results. A deeply researched whitepaper, a comprehensive pitch deck, or an eBook brimming with new insights can be a one-of-a-kind resource that none of your competitors will be able to replicate.
Powerful calls to action. All content, regardless of purpose, needs a clear CTA in order to give customers direction on what to do next. Create easy-to-follow clickpaths through your digital presence that will lead prospects closer to the point of purchase. After they view an infographic, offer them a link to the more comprehensive whitepaper on how your service works for a specific industry. If they watch a testimonial video, direct them to a full-length case study on how you could partner with their business.
Valuable content can come in tons of creative forms:
Content marketing, lead generation, and search engine optimization all work seamlessly together. Great content eliminates friction in the customer journey to make customers more open to sharing their information. With a clearly defined content strategy and standout design, you can encourage customers to further engage with your brand.
About Gallery Design Studio
We’re passionate about supporting B2B businesses with their marketing and communication design needs. As ongoing partners, we help our clients convey complex information clearly through crisp copy and engaging visuals. Relentlessly curious, we're inspired by experimentation and always striving to better serve our clients.
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About the Writer
Katy Cesarotti is a copywriter at Gallery Design Studio. Katy believes that, with clear and concise copy, innovators can spark emotion and drive action in their readers. She’s written for magazines, blogs and cutting-edge startups.