Telemarketing Software Featured Article

Target Your Content Appropriately and Leads May Follow

December 11, 2014
By Michelle Amodio - Telemarketing Software Contributor

Marketers know the deal; content is king. Content is where it’s at. Content is necessary for Web traffic. Relevant content boosts SEO. You need content. We all get it – informational content gets a check mark in the “necessary” column of running a business website. The content is no good unless it’s being tracked, and to know that your content is doing some good, it’s up to the decision makers to grab some stats to see what’s working and how this content can generate some good leads for future business.

The “B2B 2015 Content Marketing Benchmarks, Budgets and Trends Study” from the Content Marketing Institute and MarketingProfs says that while 70 percent of B2B marketers are churning out more content than last year, only 21 percent are actually tracking their investments in these efforts.

Good content not only requires an investment of time, it’s also a monetary investment in staff or ghost writers, Web hosting, analytics tools, and so on. All of that investment deserves to get something out of it, so why not use this amazing content to capture some honest-to-goodness leads?

Of course, the content you produce can’t just be any old drivel. It should have a specific target in mind. Say you’re providing a technology that can help remote workers – it wouldn’t make much sense to write about technologies that can help boost premise-based workforces. While the latter would be informational, it’s not going to help you reach the people you want to reach.

Keep in mind that you also need to have content that you can keep generating. There is no need to write a lengthy blog post that gives all of the information at once. Perhaps it’s best to write a many-part series blog on why your services are good for your target audience, end with a call to action, and make sure to let the audience know that more information is coming soon. You want this sort of information to be shared easily as well. No one is going to spend an hour reading a 5,000 word post. Keep it concise, but full of good stuff.

Content doesn’t necessarily have to be written, either. There are a lot of tools to help companies make informative yet short videos that prospective clients can watch. Maybe you can interview current clients, or give a virtual tour of your facilities, or have an executive share the mission of the company and why they help your target audience best. A video can go a long way, and is one of those items that are easily passed on through social networks.

Content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers.

Edited by Rory J. Thompson