Content Strategy for Online Lead Generation


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Do you want to drive a steady stream of qualified people to your Web site? Then here’s a powerful idea: talk about what they’re interested in.

To attract quality traffic to your Web site or blog, you need to create content that’s important to your audience. Homeowners may be interested in landscaping. Brides are looking for wedding photographers and creative wedding ideas. Sufferers of noisy neighbors may be searching for noise ordinance laws, earmuffs or revenge.

Here’s how to create a content strategy that will help you connect with your audience and build your business.

Determine your content.

Chances are, you have a pretty good idea of many of the problems your customers face. Your content must address your customers’ pain points. Whether you frame it as avoiding pain or attaining pleasure, this is a requirement of any successful content strategy.

Still, you may be unaware of other frustrations your customers face, or may be using different language to describe their problems. For most businesses, it’s a good idea to run a keyword analysis, so you know the words your customers are using at the search engines and at social media sites.

This might go without saying, but your content will always be most effective when it syncs with your business goals. If your services are irrelevant to certain problems your customers face, then there’s little benefit in creating content around those problems.

Determine how to share it.

Between your Web site, blog and social media, there are plenty of channels for content distribution.

Since your Web site is where most of your online leads will come from, it’s essential that your content is there, too. Share it in the form of articles, FAQs and details about your offerings…but don’t stop there.

The best way to deliver your content may be through a podcast series entitled: Creative Home Decoration On The Cheap. Or through YouTube videos focused on employee-retention strategies. Or through a twitter account for your chiropractic office that engages every local on Twitter who tweets about “pain” or “backache.”

You might also want to team up with people who are already talking to your audience, guest blogging at their blog or interviewing them as part of a teleclass or Webinar.

If you use social media for content distribution, remember that it isn’t a one-way conversation. You need to respect the norms of the spaces you play in, and be open to having a conversation. If you go into a new social networking space and start plastering your message on every virtual wall, expect to be greeted coldly and shown the door.

Determine to keep at it.

Content strategy isn’t a one-and-done affair. Search engines look for and expect fresh content. Conversations in social media evolve. Much of your content may age quickly.

Putting up content and not updating it is akin to publishing the same newspaper articles and sports scores day after day, or holding the same conversation with your co-workers or spouse again and again. This ain’t Groundhog Day, people.

If you’re serious about your online success, you need to commit to it. I often tell people who are starting a blog to plan on creating two or three blog posts of about 300 – 500 words weekly for six months. At the end of six months you’ll know whether your blog is working for you.

A similar commitment would be true for tweeting, managing a Facebook fan page, or leveraging LinkedIn for B2B connections.

In Conclusion.

A content strategy is a requirement in today’s inbound marketing world. To succeed with this strategy you’ll need to create content using the language your audience uses, hold the conversations where they hang out, and stoke the fires of conversation over time with fresh and ongoing content.

Work this content strategy into your marketing campaigns and you will surely build your business in any economy.

If you need help developing your own content strategy, please contact flyte new media today.

–Rich Brooks
President, flyte new media