What units content material advertising and marketing aside from different types of content material creation is that each piece of content material you produce must serve a enterprise goal. For a lot of content material entrepreneurs, that aim is lead era.
However what varieties of content material do you have to create? And the way will you seize the leads when you’ve created it?
We’ve assembled seven content material advertising and marketing techniques that anybody can get began with instantly. As well as, we’ve acquired touchdown web page templates for every tactic so you may gather leads when you’ve revealed your content material.
Let’s have a look!
1. Create an enticing book
Within the final couple of years, the book has turn into a remarkably common methodology of capturing leads. A 2014 B2B Content Marketing Benchmarks Report states that 34% of entrepreneurs are utilizing ebooks of their advertising and marketing methods.
Accomplished correctly, releasing an book might help entrepreneurs do the next three issues, based on Ramesh Ranjan writing for the Hubspot blog.
A. Educate your leads
An book ought to present precise worth to readers. By the point they’re accomplished studying it, they need to be capable to stroll away with info that solutions a selected query they’ve.
That book obtain could be the first level of contact you may have with a reader, so to be able to construct a relationship constructed on belief, you need to ship on no matter you promised in your touchdown web page. If you happen to try this, they’ll come again for extra info.
B. Show your information
You need to exhibit to your readers how educated you’re about what you do to be able to set up belief and loyalty. Nicely-written ebooks that present plenty of in-depth info assist you do exactly that. In line with Ramesh:
The extra high quality info you present the reader, the higher the training they’ll obtain out of your publish. They’ll affiliate you with offering nice info and possessing a breadth of information on it.
C. Get ‘em within the gross sales funnel
With a view to get the book from you, they’ll have to offer you their e mail deal with – which is the place your touchdown web page is available in. That is the place you’ll inform your prospects what the book is about, and why it’s a good commerce for his or her e mail deal with. And the excellent news is that you just don’t have to begin from scratch.
The Lido landing page template is crafted to offer guests sufficient info to grasp what they’re going to get once they obtain the book.
With a pleasant large headline, you may announce the principle topic of the book and rapidly break down what they’ll be taught. There’s a spot for a front-and-center hero shot of your book, which you’ll punctuate with a CTA button that speaks on to your guests.
There’s even an space to offer creator credentials and a reader testimonial, giving readers additional incentive to offer their e mail deal with.
2. Get extra leads by means of webinars
Webinars have confirmed to be a remarkably effective lead generation tool right here at Unbounce. We’ve even taken the teachings we discovered and created a webinar about how you can make webinars a super powerful acquisition channel for your online business, too. #meta
One of many causes our webinars have been profitable is that we’ve managed to associate with some very educated folks whose shows present attendees with actual, actionable insights into a wide range of topics. And we’re certain to brag about our audio system’ credentials on our registration touchdown pages.
The How To landing page template under has a sparse really feel to it that enables readers to give attention to the copy:
See the part within the center for presenter headshots and bios? Credentials can go a great distance in the direction of convincing folks to attend a session. And with testimonials on the backside as a final reminder of what you will get out of attending, you’ve acquired a web page that convinces and converts.
There’s additionally ample house to inform attendees what they’ll get out of the webinar. The extra you may persuade them that the knowledge they’ll be getting is effective to them, the nearer you’ll be to getting them to enroll. In our personal expertise, this web page has had as much as an 80% conversion charge!
3. Host occasions in actual life
Our Occasion Advertising and marketing Supervisor Stefanie Grieser is fond of claiming that occasions are an important facet of any content material advertising and marketing technique.
Occasions assist you get to know your prospects at a degree that simply isn’t doable by means of e mail lead nurturing. Occasions are an incredible lead era instrument, present superb branding alternatives and assist you to make private connections along with your leads.
However to get folks to your occasion, you’re going to need to put collectively partaking and provoking periods – after which you need to flaunt them on a high-converting touchdown web page.
The Evento landing page template has plenty of house for the specifics of your occasion, together with who your audio system are going to be. The agenda part exhibits them how their day will unfold.
What you’ll discover about this touchdown web page is that there’s only one type discipline and name to motion above the fold. You need to use this way in one among two methods:
- Within the early levels of selling your occasion, you may direct folks to “Save a spot” or “Keep within the loop” by merely including their e mail deal with. As your occasion attracts nearer, you may ship them a sequence of emails because the occasion date attracts nearer, reminding them to get a ticket.
- Within the latter levels of the occasion, you may change that CTA to “Get my ticket now” and direct folks to the ticket buy web page. By including some textual content like, “Just one week to go!” you may create a way of urgency, which nudges folks in the direction of your CTA.
4. Construct a buyer case examine
Conventional case research are an ideal storytelling instrument. They’re proof that your product works. You’ll be able to present your readers the way you solved a really specific downside, and inform them what steps you took to get it accomplished.
Offered correctly, case research could be an invaluable facet of changing readers into prospects, particularly on the backside of the gross sales funnel. For instance, you would possibly speak about how prospects can use one among your instruments to create leads, like we did here.
You’ll need to ship an e mail to your prospects directing them to a touchdown web page, the place you may inform all of them about why they need to obtain the case examine. The Lead Generation Minimalist Light touchdown web page template is effectively suited to that:
Reiterate what you’ve already instructed them in your e mail and break down the details of the case examine. You’ve additionally acquired an ideal spot for a quote out of your case examine topic just under that, which can present additional incentive to enroll.
Simply change the well-highlighted CTA to “Get my free case examine,” and let the downloads start!
5. Use video to succeed in your prospects
An article within the Guardian newspaper just lately known as video the future of content marketing. It’s an more and more common methodology of consuming content material. The article cites a Cisco examine that states that by 2017, video will account for 69% of all shopper web visitors.
Like all different areas of content material advertising and marketing, the thought is to offer worth to your viewers. From the Guardian article:
All the time think about the viewers you are attempting to succeed in and make sure the video is related to them. If it’s not probably the most acceptable technique of getting your message throughout, you’re most likely losing your time.
When you have movies which are related to your viewers, you may publish them as gated content material to be able to gather e mail addresses in trade for views. However to get these emails, you’ll have to show that they’re price that trade. Take a look at how we used speaker videos to gather leads after The Conversion Road Trip, a four-city tour de pressure of one-day conversion optimization conferences.
You’ll be able to repurpose the Mova template under for that very function. Within the video space, as an alternative of an illustration video a few product, you can put in a brief teaser of what a viewer will get from watching the video in its entirety — after they join.
As soon as they’ve seen the trailer, you may hit them with three primary advantages they’ll get out of watching the video, and drive it residence with a pleasant large testimonial from a cheerful viewer.
The easy type offers a comparatively frictionless signup expertise, making it simple so that you can gather that all-important e mail deal with.
6. Create an informative whitepaper
In line with this article by the Content Marketing Institute, even supposing entrepreneurs have been utilizing them for the reason that 90s, whitepapers are nonetheless an efficient lead era tactic.
However what do you have to embody in a whitepaper to be able to make it engaging to potential leads? In line with that Content material Advertising and marketing Institute article, there are 4 issues {that a} whitepaper ought to present:
- Wealthy, substantive content material that educates, not sells
- New concepts that immediate and provoke modern pondering
- A clearly communicated perspective on points which are extremely related and well timed
- Statistically-sound information and well-researched findings
By presenting a brand new perspective, you flaunt your experience and assist prospects higher perceive the way you’re outfitted to resolve their particular issues.
The Forward template under is a good instance of a web page that might function a superb template for selling a whitepaper:
This web page has an space above the fold the place you may clearly define the details of your whitepaper. You’ll additionally discover the signup type proper up high the place you will get folks to enroll instantly (in the event you’ve managed to exhibit the worth of the whitepaper above the fold).
Make certain to experiment with a few completely different variations of your copy to see which one works the perfect!
7. Get extra weblog subscribers
Running a blog is usually the primary tactic that companies flip to when rolling out a content material advertising and marketing technique. Persistently creating nice content material is a surefire method to set up credibility and entice leads.
However you already knew that. And now that you just’ve acquired that nice content material, how do you get readers to maintain coming again? Get them to enroll to obtain updates about your weblog so you may maintain partaking them frequently!
The A la Carte template could possibly be become a touchdown web page that merely and simply converts guests into subscribers. Hit them very first thing along with your weblog’s tagline and unique value proposition.
You too can use the world under the fold to inform folks in additional element about what they’ll get as a subscriber.
With subscribers comes engagement, and when you’re usually partaking prospects, you may have a significantly better probability of changing them down the road.
What’s content material advertising and marketing all about?
Content material advertising and marketing isn’t just content material for content material’s sake. Although some entrepreneurs imagine that simply writing some issues offers some type of worth, the truth is that it doesn’t.
In this blog post on the Unbounce blog, Tommy Walker, Marketer at Shopify, says:
In case your content material doesn’t drive actions, it’s not likely advertising and marketing. It’s simply content material.
Every of the content material advertising and marketing techniques on this publish are instruments to assist drive a bigger technique.
Keep in mind that producing that lead is just the start. From there, you may have the chance to begin sending your prospects increasingly more invaluable content material in an e mail lead nurturing marketing campaign.
Create nice content material to generate your leads, after which create extra to maintain on partaking them.