Will Content still be King- How to Combine an Amazing Online Marketing and B2B Lead Generation Campaign

Will Content still be King? How to Combine an Amazing Online Marketing and B2B Lead Generation Campaign


Will Content still be King- How to Combine an Amazing Online Marketing and B2B Lead Generation Campaign

Some B2B websites are posting an endless series of articles saying that content is king. This is apparently true in lead generation, because there is really no other way to drive up qualified sales traffic. It is all a matter of upgrading your demand generation to fit your lead management efforts.

B2B companies are making content their main weapon. In fact, in a post by WebDam, at least “73% of B2B content marketers are producing more content than they did one year ago.” TheContent Marketing Institute meanwhile stated that 58% of B2B companies are to increase their content marketing expenses.

The statistics speak for themselves. Lead generation is best facilitated by content marketing. The same goes for lead nurturing. But the numbers change over time in proportion to online content’s popularity. An overreliance with content might just influence its dwindling appeal among consumers. We could even call content as just another business fad that would soon become all too common within the online social realm.

Such a scenario is possible and it would be best for businesses to stay vigilant if not innovative in increasing the production of B2B leads. There are other content techniques to consider in developing an effective and well-balanced lead management and production.

Stick to a general theme.  It is typical for B2B companies to “hijack” popular trends that pervade their industry. Overtime, they change their online images in a bid to appeal to their audiences’ tastes. But, with respect to lead nurturing, it would be better to stick to one flexible persona.

Make SEO count. The articles in your landing pages should strike a balance between readability and online searchability. Neglecting search engine optimization could only lead to poor web traffic that translates to poorer sales, which is something you should not opt for in your lead nurturing.

Be intelligent and useful. Because content has become a persistent trend, gaining a competitive edge is rendered difficult. To truly succeed in lead management and generation, you would have to go for unique content. This is even more difficult as B2B companies have made uniqueness a common mantra, churning out blog articles and ideas for infographics that are recycled from older posts. This is what makes online marketing efforts insipid. Instead of going that way, try to produce content that is intelligent and useful. Writing “How to” or “Steps to” articles comprises a good starting point, but it would be better if you generate something beyond these lines.

Lead generation  isn’t about prioritizing a steady frequency of quality content. Many B2B companies think that posting on a regular basis could get them anywhere. But in reality, it’s all about giving your company persona a consistent image that endures and stays with loyal clients.

5 B2B Content Marketing Rules You Should Break

5 B2B Content Marketing Rules You Should Break

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5 B2B Content Marketing Rules You Should Break

The marketing revolution provided thrust to press on B2B marketers to remold their strategies from classic to contemporary. Through this, we have conceived content marketing – a marketing strategy that engages on acquiring and retaining customer through media sharing and content publishing.

Nevertheless, as we invented it we’ve been tucked on a set of rules from diverse sources. As these rules progresses, it became norms. Now, we are on a debate whether these rules’ credibility is valid. So, here are the top 5 B2B content marketing rules you should start breaking:

Rule to break #1: Set SEO as the focal point of your content

Don’t always focus on making your content search optimized because you will end up overusing keywords. Google uses a more sophisticated search algorithm which evaluates every web contents semantically. So, technically, it’s pointless to defile the content with so much keyword. Keyword stuffing can also make your content boring and unreadable to potential customer.

Write for your reader first, then for SEO and lastly for the product. Always aim to grab the interest of the reader first and work on other essential items in the latter.

Rule to break #2: Make only website contents that focus on your products

Good contents are customer-centric. Don’t always highlight what you have, but on what the customer can benefit from you have. What makes B2B content marketing effective is to determine how to establish a good linkage between the content and the product, at the same time stimulating the attention of the reader.

Rule to break #3: Do volume posting, constantly

In content marketing the bottom line is always quality over quantity. If you focus too much on the number of your contents you will compromise its value. It doesn’t matter if your posting pattern is less frequent than your competitors’, as long as you ensure that your contents kindle customer’s interest and addresses their needs.

Rule to break #4: Make a steady-state marketing plan

Everything in this world is in constant state of uncertainty. An effective marketing strategy today can be useless tomorrow. In modern marketing, you have to be prepared for an unknown aspect that may cause intervention to your business anytime. Devise your marketing plan to adapt to changing environment. Set a keen observation on latest trends and extract benefits from it, at the same time, defy its negative impact.

Rule to break #5: Engage to all social platforms 

While you wanted to make an increase in your social exposure, it is very important to understand that not all social platforms are relevant to your customer and products. Learn how to maximize B2B lead generation thru social media. LinkedIn  generally generates more marketing leads than any social platforms. But this is not true all the time; it depends on your business’ nature and the targeted market segment.

Marketers should understand that unless there’s a deviance from the norms, we will never achieve progress. Rules are made to guide, not control. Don’t be afraid to break a few rules if that’s the only way to find a better marketing path.



Your B2B Lead Generation Content should be Need-Oriented

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Your B2B Lead Generation Content should be Need-OrientedThere are a lot of great content throughout the vast blogosphere. Content marketers constantly push themselves harder to come up with unique, valuable and thought-inspiring articles so that they can be shared to anyone who needs it. However, that last part is tricky – how can you be sure that your content is what people really need to know?

Creating content is just one of the channels of B2B lead generation. So behind the amazing storytelling and priceless advice, the bottom line is still conversion, and if that is not achieved, then content may not be worth the brainwork after all.

So how do you create content that converts readers into customers? Customize your message so that it meets their needs.

Target a diverse set of audience and develop individual personas. It’s virtually easier to create content and generate leads if you are completely acquainted with the type and behavior of your audience. Having that system of profiling could make you stop and think before you begin creating something, and ask yourself, “For whom am I writing this post?”

Look at difficult situations, provide information and help seek answers. For a minute, refrain from talking about your company. Try investigating on real circumstances that your prospects usually get themselves in. See if there’s any relevant insight you could provide, but make sure you’re not just making them up. Consult credible sources, and gather pieces to help them sketch an answer to their problems. This is important in establishing yourself as a thought-leader.

Once prospects flock in, figure out the best converting tactic. You’ve gotten their attention, and now you need to reap the fruits of your labor. With prospects lingering around your content, you can now “test” different approaches in converting them into leads. Play with several marketing messages, restructure call-to-action buttons, and play with beta sign-up forms. Once you see something that seems to work out better than the others, harness it and make it better.

Address their need via recognitions and rewards. Perks don’t always have to be in the form of giving back to loyal viewers. It can also be a means for demonstrating a charitable persona; when people run to your blog to seek advice, search for answers or share ideas, give them something that serves as a simple thank-you.

Exceed expectations. By then people will have regarded your site as a go-to resource, and your fan base is secured. But if you really want to expand more, you shouldn’t settle for stability. B2B lead generation is an endless stream of opportunities; establish a reputation of producing content that outdoes the last one every single time.

Which story do you prefer - Content marketing lessons from Life of Pi_DONE

Which story do you prefer? Content marketing lessons from Life of Pi

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Which story do you prefer - Content marketing lessons from Life of Pi_DONE

Everyone seems to have been moved by Life of Pi, some because of the well-orchestrated 3D spectacle of this Ang Lee-directed film (imagine Jumanji meetsCastaway); while others were more stirred by the story’s moral takeaways, especially that ending which would haunt you for weeks.

Perhaps not a lot of people know that it was adapted from a novel, and although the film version was mostly faithful to the book, it was more inclined to deal with religious matters rather than the universal premise of “how does a man shape his beliefs?”

That question, among others, is very important in deciding for your content marketing strategy. A writer’s self-image and preferences would greatly affect how we would plan the content he wishes to create. Sometimes it helps to be aware of the mechanism by which we respond to things around us.

Things that happen in life are subject to interpretation.

Although most of the topics in content marketing aim to teach and give advice, there’s still always a small window left for those who would like to view things according to their own take on the idea. It becomes more interesting to readers if an article gives them enough reason to believe it, and also enough to doubt it.

Adaptability is the key to survival.

The evolution of content writing does not only include the rapid change in language, format, and range of topics, but also in the manner by which they position a certain point of view. Conventional writers now feel the threat of being eventually eating the dust of writers who are more “modern” and “hip”. Just like how Pi learned to stay alive in a lifeboat by taming a 450-pound Bengal tiger, writers must also learn new tricks to be able to adapt.

Everybody loves a good story.

As a content marketer, you don’t want to be the regular bearer of bad news to your readers. Although unfortunate things may happen, it’s part of your duty to present them in a way that’s much more acceptable for them – and to yourself as well. When Pi created the almost-implausible “alternate” story that consisted of zoo animals, he was trying to disguise the horrible events that truly happened to him at sea. But he didn’t just do it for the listeners; he also did himself a favor so he could cope with the tragedy. And it worked. Because everybody loves a good story.

Which story did you prefer?

Why Invest In Snackable Content For Appointment Setting

Why Invest In Snackable Content For Appointment Setting?

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Why Invest In Snackable Content For Appointment Setting

There are a lot of talks these days about creating snackable content to anchor your appointment setting campaign on, but there is always that issue about what exactly should be a ‘snack-sized’ content. Why go for smaller content? How can that improve our ability to generate B2B leads?

To tell you the truth, the average memory span of a human being is just 2.8 seconds, much lower than even a goldfish. And while most of us would bemoan the deterioration of the human mind, marketers like us would have to make do with what we have and adjust our appointment setting efforts accordingly. We want to increase our market’s awareness of our business, so we should be able to craft content that is not just good enough to attract their attention, but also compelling enough to keep their sales leads audience beyond their 2.8 second-long attention span.

It is not that difficult. As long as you know the needed keyword used by your audience, then utilize it in a fresh, informative, and attractive content, it would be your win. You could even use your snackable content as a compelling call-to-action for your prospects. Have them sign up to your offer, or probably leave their number so that your telemarketing team could follow them up. There are loads of things you can do with shorter content.

Just make sure that you know who you audience is, the products or services you want to offer, as well as the content you are creating for your lead generation campaign.

Better Lead Generation Through Better Content Marketing

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Better Lead Generation Through Better Content Marketing

Let us put it this way – content will always be king. This is especially true where lead generation is involved. I mean, if you do not have a compelling, informative, as well as attractive content, you will not be able to attract enough prospective sales leads. That is why creating the best content should be part of your lead generation efforts. Now here lies the challenge: how will you create better content? Here is how to start:

  1. Analyze data – by now, you might have collected sufficient information about your audience. From the data you have obtained, you can probably come up with a content strategy that will maximize impact, as well as ease up your appointment setting efforts.
  2. Analyze the competition – looking beyond the confines of your business (basically, checking your competition) will help you determine what kind of audience they have and if they have blind spots that you can enter. Creating a niche market out of your competition’s general audience can give you a better business edge.
  3. Analyze value – be it in your competition’s or your own, you need to know how your audience values the content you share. A lackluster interaction might be an indication of poor content creation. Once you realize that, you can then proceed in formulating a proper marketing plan.
  4. Analyze your promotions – be it through social media, blogging, email, or even telemarketing, you need to analyze whether the content you share reaches the right audience in the right manner. You might want to use certain metrics like conversion ratios and the like for that.

Ultimately, better content marketing can certainly bring you better results in your lead generation efforts.