4 Best Content Strategies to Generate Kick A**B2B Leads

byPawelGrabowskiFounderandChiefCopywriter– usermagnet.io

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@pawelgra77|@usermagnetio

IrritatingGenerating Leads with Content is:

FrustratingDisheartening

Inbound Methodology

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Can you REALLY generate leads with content?

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Yes but there’s a catch

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To generate leads you need to do a touch more than just publish great content

You need to use a content strategy that can actuallydeliver leads

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“Content can only deliver traffic and brand awareness”

Some Marketers

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“The Role of Content is to Generate tangible results – leads, users, links…”

Other Marketers

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Both groups are right!

And that’s Because…

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You use different strategies to achieve those outcomes

Traffic/Awareness/Buzz/Virality

Leads,Users,Links…

Pickingthewrongstrategyisacommonproblem

(andthemainreasonforfailingtoachievecontent

marketinggoals)

Lead Generation with ContentMyths

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Myth #1

Content Can Deliver Sales-Ready LeadsNope!

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SEO, PPC, Online Advertising,Local Search…

Warm Leads ready to buy

Content

Cold LeadsContentdeliversleadsattheearlystageofthebuying cycle thatneedtobenurtured beforeyoucan

forwardthemtosales.

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Myth #2

Only Gated Content Delivers LeadsNope Again!

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Certain types of content can actually generate leads without forcing anyone to

sign up for your list

4 Best Content Strategies to Generate Kick A**B2B Leads

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Lead MagnetsWebinars

Slideshare PresentationsPodcasts

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Lead Magnets“Aleadmagnetisanythingthatyourpotentialcustomerswillfindvaluable.”–MassimoChieruzzi,CEO,AdEspresso

“Aleadmagnetisanirresistiblebribeofferingaspecific chunkofvaluetoaprospectinexchangefortheircontactinformation.”– RyanDeiss,CEO,DigitalMarketer

“Aleadmagnetisthe(free)offeryoumaketogetvisitors’emailaddresses.”– PeepLaja,CEO,ConversionXL

“Aresourceyouofferinexchangeforaperson’semailandachancetodeveloparelationshipwiththem”.– MoiJ

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Lead Magnets

eBooksGuides

Whitepapers Tools Templates

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To be Effective Lead Magnets Must:• relate to Specific knowledge your ideal leads lack

• promise a solution to a very specific problem• be easy to consume within minutes

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Generating Leads with Lead Magnets:Lead capture forms

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Webinars

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Webinars77%ofmarketersrunwebinarstogenerateleads– ClickMeeting report

“Based on a survey we conducted with our clients, between 20% and 40% of webinar attendees turned into qualified leads” -ReadyTalk

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Benefits of Running Webinars• Attracting people with a strong intent and brand recognition.

• Gaining a Global Reach for your Brand

• Raising Perceived authority and Status

• Developing Strong Partnerships

• Building A Content Library

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Generating Leads with Webinars

Before

• Signing upforthewebinar

After

• Makingoffers• Pointing toadditional

(oftengated)resources

During

• Followups• Additional offers• Additional resources

tomovethemtoamorequalified list

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Slideshare Presentations

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Slideshare Presentations• Access to The Linkedin’s Audience

• Search Visibility

• Authority

• Leads

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Slideshare PresentationsThree Ways to Generate Leads

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Podcasts

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Podcasts Leads ?Nah! Impossible

And yet…

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Podcasting is a hugely successful lead generation channel for

attracting new customers

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Podcasting Listening grew by 23% between 2015 and 2016 – Convince and Convert

67% of podcast listeners don’t mind sponsorship messages and occasionally find them useful

Podcast listeners stay tuned 5 times longer than reading a blog post

The same number of Americans listen to podcasts and use twitter

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PodcastsAllow for Multiple Ways to Generate Leads

Pointing Listeners to lead magnets in the Show Notes

Mentioning Additional Resources that could lead to signup forms

Pointing to your site, services or products

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To Recap:Content Can Help Raise Brand Awareness AND Generate Leads…But you need to use different strategies to achieve those results.

Content Delivers Leads at the Early Stage of the Buying Cycle

You don’t have to gate the content behind a form to generate leads

4 best content strategies to generate kick a** B2B Leads include:Lead Magnets, webinars, slideshare presentations, and podcasts

@pawelgra77|@usermagnetio

Questions?PawelGrabowskiFounderandChiefCopywriter– usermagnet.io

MoreQuestions?Emailmeat:pawel@usermagnet.io