The mechanics for our lead generation strategy are going to be as follows:
We will create some fantastic content; then, we will tell as many people as possible that we have this content, and if they want it, they will have to give us their contact details in exchange.
Therefore your content should help your buyer persona to achieve their goals and remove their frustrations. While doing this, it should solve a problem, educate or entertain. It needs to awaken the interest of your buyer persona, and the perceived value must be high enough to trade contact details in exchange for access to the content.
To achieve this, all you have to do, as simple as it may sound, is to create genuine valuable content that your audience will enjoy.
There are a thousand ideas that come to mind when ideating the content you want to use for your lead generation strategy. Of course, the one you should choose is the content that will bring you the most leads.
There are a couple of ways to find out which content will attract the most potential buyers.
You could ask them. That's definitively one way of doing it but doesn't always lead to the best results, and overall it's a pretty tricky question to answer, or "what would you like to know about next?"
But luckily we can use the internet to get a good idea of what our buyers might be interested in.
Let's use the example of our furniture company, where the initial idea is to create some content around "home decoration".
If you type in the question "how to decorate my room" in Google and scroll down, you will find a section called "People also ask." There you can find other similar topics people are looking for. You can use this list of questions to get an idea of what people with similar interests are searching for.
The question and answers sites like Quora offer a great way to get a sense of what topics people are looking for. Here you will find questions, answers, and comments that can reveal what specific information works best.
Another idea could be to check what other brands are producing. Facebook pages, for example, might lead you to some excellent content ideas, here you can measure the success of the content based on the engagement it received.
Finally, the Google Ads keyword planner is a great way to see how many people search for specific information and what relevant searches they are performing.
Continue reading with Part 7 - Don't re-invent the content marketing wheel, but be genuine
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