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The Role of Content in Lead Generation

The Role of Content in Lead Generation

01.04.2014.

Marketing professionals sometimes ask how Scopcity’s content services support online lead generation. It’s a great question about a complex topic, so we thought we’d give it some attention here.

First of all, the one thing many content creators don’t want you to know…

Confession time: Good quality written content will not guarantee lead generation results. Sad, but true. Why not? Because lead generation is a complex topic. An effective lead generation machine consists of many moving parts, of which content is only one.

However, it is a critically important part.

Using poor content or no content at all is a quick road to perdition in today’s market. At the same time, investing in more and better content isn’t a sufficient answer in itself–and can be costly. By taking the time to understand how each type of content fits into lead generation efforts, you can make smart content choices. Here’s what you need to know.

This simple analogy will improve your content’s performance…

Think of a hunter-trapper in the woods. In order to bring in the largest number of high quality prey, he’s got to have the right traps, in the right places, with the right bait. He’s got to keep the traps well-oiled, and monitor them frequently.

The Trap

Prey=Sales Leads
Traps=Websites and Landing Pages
Bait=SEO, Social Media, Paid Advertising, Etc.

There are several ways a trapping system can fail.

1. High quality traps +  wrong bait or wrong places = Prey never encounters traps

Likewise, if an organization fails to attract good quality traffic to its website, it won’t matter how great the website’s content is. It may convert a high percentage of traffic into leads, but a high percentage of a low number is still a low number.

2. Great bait and right places + bad traps = traps don’t close

Similarly, a marketer who places great content in all the right places, but doesn’t invest in high quality, well-maintained sites and landing pages, may get plenty of traffic, but most of it is going to cruise on by without converting.

3. Poor bait + bad traps = starvation

Nobody likes going hungry. Hopefully, you’re not this poor hunter’s family.

Here’s how to ensure you’re investing in the right sorts of content…

Take a look at your system. Are you getting tons of good traffic on your site, but not much of it is converting? Investing in site content designed for conversion may be a good choice. Look for a provider who understands how to create an effective “trap” by mapping the site’s content to a target persona‘s buying process, with an emphasis on emotional triggers and purchasing obstacles.

If, on the other hand, you’re getting very little traffic to the site to begin with, or the wrong sorts of traffic, then start by investing in your bait. Is it placed where your buyer personas spend their time? Is it the kind of bait they like to consume? If you decide to improve the quality and focus of your bait, be sure to engage a content provider who understands buying process and buyer personas.

Many innovative marketing departments engage the services of a quality inbound marketing agency to help design and execute the “trapping” system, while others choose to go it alone. Whether you represent an internal department, or a marketing agency designing and executing on behalf of a client, we’d be glad to help you get the most out of the content portion of your plan. Isn’t it time to feed your family?

Author:

Fen Druadìn Head (formerly Heather Head) is an author, as well as the founder of Scopcity. When she is not writing, running the business, or chasing down bad guys on Twitter, she enjoys hiking, snuggling with her husband and three boys, and avoiding the kitchen.

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