How Can You Use Content Marketing to Generate Leads? [VIDEO]

Kaila Strong answers: How can you use content marketing to generate leads?”

If you’ve got a question about link building, content, social media, SEO or other Internet marketing topics, just post it on the Vertical Measures Facebook page, or tweet it to us with the hashtag #VMQA.

Transcription

Today’s question is: “How can you use content marketing to generate leads?”

There are several ways you can use content to bring in leads to your site. A free guide for example, or some kind of case study, could be used to bring in leads. You can drive traffic to a gate page that would have a user fill out their information. You know, as little information as possible because you actually want them to fill it out. Then that lead capture form is going to generate either an email or information back to them, showing them that free guide. So not only are you driving traffic to your website, you’re keeping them there, you’re engaging them. You’re giving them a free piece of content and you’re getting their email address — their information — maybe a phone number, or whatever information is going to help you.

Content can draw in traffic with the right call to action and can improve lead count with conversions as well. So it doesn’t necessarily have to be a content piece that immediately has that call to action on it. It can be something that draws the user to another lead form page that you’re still using that content piece to drive leads — it’s just in a more indirect way.

Content can also help sell throughout the buying cycle. So if a user, if a prospect is very close to making that sale or that purchase, remarketing a piece of content, adding that person to a distribution list and providing them with content that is better served later on down the line on their buying cycle, can also help increase conversions by utilizing that content.

Kaila Strong

As Director of Client Strategy at Vertical Measures, Kaila works directly with clients to evaluate and analyze their overall Internet Marketing needs and develop strategies and recommendations for a successful campaign. Kaila also oversees the Account Management team at Vertical Measures and trains new Account Managers.

In addition to her client work Kaila is a regular author on Search Engine Watch writing about social media topics, and has been featured on Mashable and Click-Z, as well as many other online publications. Kaila has also presented at the American Marketing Association (Phoenix) and Local First Arizona.

+Kaila Strong

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Tags: content marketing, video

This entry was posted on Wednesday, April 18th, 2012 at 4:30 am and is filed under Content Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.