[ August 5, 2017 ]
Content Is King
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Post by Jess Kuykendall, Copywriter

The facts show that quality content marketing can make a huge difference in lead generation. Blogging is one of the best ways for showcasing good content, making it a top marketing priority. In fact, B2B marketers that use blogs receive 67 percent more leads that those that don't.1 And Vidyard, a software company that creates software to host and analyze video performance, has found that videos can be just as effective, if not more, with over 70 percent of respondents claiming that video performs better than other content venues for producing conversions.2 The facts are evident. But how can you use them to increase your own lead-gen efforts?

Here are some tips for amplifying your blog::

  • Utilize calls-to-actions (CTAs) within blog posts - when explaining in-depth topics, hyperlink text to a landing page with relevant white papers or ebooks and a lead-gen form.
  • Offer exclusive content - tease readers with exclusive content beyond what you already offer within your free blog.
  • Create blog summary downloads - some readers don't have time to read a lengthy post, so offer downloadable summaries of posts they can access through a lead-gen form.3
  • Provide readers with a glimpse into your culture - it allows readers to know who they're working with and helps them get to know you better beyond your products or services.
  • Become an industry thought leader - write posts that include information on new partnership opportunities, vertical/market specific happenings, and showcase your own powerful insights and data sets.4

And some ideas for boosting your video efforts::

  • Set up email gates - ask viewers to enter their email address before gaining access to the video.5
  • Show the form/email gate at the right time - according to Wistia, an internet video hosting and analytics company, videos with a form 10 to 20 percent into the content typically convert best and generate the most leads.6
  • Define your audience - by understanding what your customers/audience need and what their demands are you'll know what videos work best for your business, and attract the right attention.
  • It's all about time - finding the optimal length for your video is key. Most executives prefer videos that are three to five minutes long.
  • Send them out in email blasts - in one case study, a business was able to achieve a 47 percent higher open rate and a 69 percent higher click-through rate.7

Good content can make a big difference when it comes to generating leads. It's also important to offer value, without being pushy or "sales-y." For even bigger results, provide your readers and customers with engaging, useful content beyond blogs and videos such as white papers, ebooks, webinars, social media posts, infographics, and much more.

Need some help with blogging and videos? Or want some additional guidance? Contact resellerCONNECT's team of marketing experts Send us a message or call us at 800-500-3501.

Stay tuned for next month's post for more exciting ways to generate leads.


[ About The Author ]
Jess Kuykendall, Copywriter
Jess Kuykendall is a professional copywriter passionate about changing the advertising world one creative idea and word at a time.
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