The frequency of how often communications teams change the need to measure results occurs about as quickly as my iPhone requests software updates—one day, it’s the web traffic, the next day, it’s visitor engagement, then it’s the open rate, and so on, and so on.
What remains the same is that communications teams are responsible for reporting on marketing qualified leads and marketing-assisted sales through content efforts. Providing your prospects with relevant, useful, timely, and valuable information is an extremely effective way to establish credibility as a brand and build trust.
Here are a few quick ways to use content as we get going in 2019.
Your entire website is one giant piece of content, serving to engage and inform your audience through images, video, audio, and copy.
Try building a landing page that hosts your gated content forms, making your gated content landing pages easy to read and move through—most important, make your calls-to-action simple and easy to find. Both ‘Pricing’ and ‘Contact Us’ pages are easy first trials.
Although it doesn’t take much to sign up for an email newsletter, it is a good indicator if someone is interested in your brand, as well, the content you are sharing. Such lists are also good starting points to nurture prospects and communicate directly with them. By tracking your audience’s interaction with emails, you have secured an efficient way to both distribute content and qualify leads.
Case studies are a more in-depth testimonial-of-sorts—they paint a clear picture to prospects of how your company works and achieves results.
Some case studies are informative and relevant enough to gate them, so you will need to determine what is free and what should be gated. Track who is interacting with those case studies and try featuring at least two to three case studies for every product or service you offer.
Blogs are typically the first thing that comes when you hear content.
Blog posts give your brand more opportunities to appear in search engine results than if you just published service pages, case studies or gated content. By targeting keywords and answering questions that are relevant to your audience, your content may rank in search results.
Blogs are a great way to gain brand awareness and begin the digital conversation. With more blog posts, you’ll also have more opportunities to earn back-links to your site, which will bring in more web traffic and boost the SEO value of your website. Don’t forget that blog posts can be used in other pieces of content like an email newsletter, link, social posting (LinkedIn, etc.).
The most valuable currency for your content isn’t money, it’s information, and eBooks make an effective content type for lead generation for two reasons:
- You can gate it and control the data inputted up front
- You can pack it with information
Give your audience the option to download it in exchange for data to include their name, email address, and perhaps a couple other pieces of information you find useful such as the name of their company and their industry.
Don’t forget all the work going into generating media results. News postings, commentary pieces, awards, podcasts, webinars, and events are great fodder for content, and ultimately for sales teams. These results are your ROI and the sales team can use such results for weeks and months.
Give Them a Seat:
Customers are vying for an alternative or a better engagement experience; one where they don’t get cold-called on-demand or aren’t given the hard-sell. Lead generation and a robust content marketing practice are effective antidotes and they’ve earned a head spot at the marketing table.