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The following excerpt is from Robert W. Bly’s The Content Marketing Handbook. Buy it now from Amazon | Barnes & Noble or click here to buy it directly from us and SAVE 60% on this ebook while you use code MARKET2021 via 4/24/21.
What makes for profitable B2B and B2C lead-generating content material advertising campaigns? There are 10 key steps.
- Step 1: Define the Target Audience and Their Information Needs
- Step 2: Come Up with a Strategic or Useful Content Plan
- Step 3: Select a Format or Medium for Your Lead Magnet
- Step 4: Create a Great Title for Your Lead Magnet
- Step 5: Research, Organize and Write the Content
- Step 6: Create a Landing Page for Downloading the Lead Magnet
- Step 7: Drive Traffic to Your Landing Page
- Step 8: Fulfill Inquiries
- Step 9: Follow Up
- Step 10: Secure an Appointment or Conversation
Step 1: Define the Target Audience and Their Information Needs
In B2B, defining the audience or readership entails understanding the business, firm measurement and prospect’s title, tasks, schooling and diploma of data in your chosen subject, in addition to how they use your kind of product of their enterprise. You must also take into consideration the information wants of prospects on the stage of the shopping for course of at which you’re reaching them.
Step 2: Come Up with a Strategic or Useful Content Plan
A strategic content material plan is one by which publishing and distributing the content material solves a advertising drawback. A helpful content material plan disseminates information that’s of worth to the prospect of their job however isn’t a (*10*) pitch for your services or products. For occasion, a pc reseller would possibly provide prospects and shoppers a particular report on easy methods to forestall information loss or keep away from hackers, malware and viruses. This type of actionable information doesn’t particularly speed up the steps within the gross sales cycle or promote the prospect on the reseller or its options. But the prospect will recognize the free suggestions and can reciprocate by viewing the reseller in a extra favorable mild. It builds goodwill and creates the impression that you just’re an professional in your subject.
Step 3: Select a Format or Medium for Your Lead Magnet
Content could be introduced in lots of codecs and media, and your selection could make an enormous distinction within the success of your content material advertising marketing campaign.
In addition to downloadable white papers or reviews, there are a lot of different choices. You can:
- Offer a free webinar, online course, podcast, infographic or poster.
- Post a video in your website or YouTube.
- Send an audio CD or a DVD.
- Load helpful information and content material onto a thumb drive.
The key’s to assume past a downloadable report or white paper. Alternative media, as a result of they’re much less frequent, typically acquire extra consideration.
Step 4: Create a Great Title for Your Lead Magnet
Perhaps the largest issue figuring out whether or not prospects will request your free content material is the title of your lead magnet. The function is to seize the prospect’s consideration, generate curiosity and curiosity and compel them to request the lead magnet.
Step 5: Research, Organize and Write the Content
The quantity of analysis you want to do depends upon your data of the subject. But even when you realize the subject properly, do some exterior analysis to reinforce your data of the topic with details, figures and concepts exterior your personal.
Once you’ve gathered your content material, take into consideration easy methods to manage and current the fabric. Sometimes the content material naturally dictates a selected organizational scheme, similar to alphabetical or chronological order. At different instances, one thing so simple as a numbered listing would possibly do. Or you would possibly select a Q&A format, as in a FAQ web page on an internet site.
Finally, write your doc. Once the doc’s finished, edit to make it tighter, clearer and higher, then have an expert proofreader go over it.
Step 6: Create a Landing Page for Downloading the Lead Magnet
A touchdown web page is a stand-alone internet web page the place the prospect can request the free bait piece or lead magnet. On a correctly designed, efficient touchdown web page, there are solely two selections: Request the free lead magnet or depart. Therefore, the conversion fee — the share of tourists who fill in and submit your type — is far larger on devoted touchdown pages than on homepages or some other internet pages.
Step 7: Drive Traffic to Your Landing Page
How do you drive site visitors to your website with out burning via your accessible money in a few weeks? There are seven cost-effective methods to get hits in your website: operating Google adverts, via affiliate marketing, taking part in co-registration pop-ups, shopping for web-hosted adverts, electronic mail markting, shopping for online adverts or doing viral marketing by including a line to your outgoing electronic mail advertising messages that claims, “Please feel free to forward this email to your friends so they can enjoy this special offer.”
There are many different cost-effective methods to get hits in your website, together with postcards, gross sales letters, print adverts, blogs, social media adverts or posts, webinars or podcasts.
Step 8: Fulfill Inquiries
When a prospect requests the lead magnet, you could ship digital lead magnets, similar to PDF downloads, inside seconds or minutes. Physical lead magnets, similar to books or DVDs, must be mailed inside 24 to 48 hours.
Step 9: Follow Up
Though opinions differ, I favor to require prospects to offer each their cellphone quantity and their electronic mail handle to allow salespeople to observe up.
Step 10: Secure an Appointment or Conversation
Marketers incessantly must be reminded that the last word objective of content material advertising is to not give away information however to promote one thing. So ultimately, you must take the subsequent step within the gross sales course of, which is securing an appointment — both in individual or on the cellphone — with the prospect to do some private selling.
If you’ve finished steps one via 9 appropriately, you’ll have an edge in making that sale, for a number of causes. First, by providing a lead magnet, you’ll have gotten extra leads, and thus extra gross sales appointments. The extra appointments you may have, the extra gross sales you’ll shut.
Second, a well-written white paper or different lead magnet can educate prospects earlier than the gross sales appointment. So when you may have that first dialog with them, they’re already predisposed to purchasing your product.
Third, good content material can anticipate and reply the commonest objections prospects are more likely to have. When objections are requested and answered earlier than the primary gross sales name, the dialog can deal with positives, as a result of the negatives have already been handled and dismissed.
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