Is content marketing effective? As a small business, can I afford it? How do I measure content marketing ROI?
These questions are asked by more and more people as the rage about content marketing continues to progress. One way to answer questions about content marketingís ROI is by including lead generation as one of the objectives of your content strategy. You may already be using content marketing for other goals such as brand awareness, traffic generation, SEO, and social media publishing, but have you thought about using curated content to generate leads? It is important to note that by incorporating lead generation into your content strategy, youíre bringing a measurable KPI that is aligned with any organizationís #1 strategic objective: growing revenue.
Delivering content works because it generates new connections that can eventually lead to business: by publishing relevant quality content that addresses potential customersí questions or interests, you generate opportunities to be discovered and heard by them through their search queries or social media.
To help you generate leads from your curated content, here are a few tips we picked up from Scoop.it
1. Drag and drop lead generation forms.
Add a slider to your web pages with a customized message and call to action. Once your visitors are engaged with your curated content and start scrolling down your page, this slider appears in a dynamic way to focus your readersí attention on filling out a form: interesting options would be to sign up for demos, webinars, whitepapers, or mailing lists.
2. Add your lead generation call to action within your HTML header.
Add an HTML overlay to your web page to make it the header of your curated content. This can be the navigation header of your blog or your website, and can be in the form of a clickable button, a form to fill out, or a phone number.
3. Add trackers for marketing automation and ad retargeting.
Our ideal funnel is linear: interested visitors would come to our content site, sign up for what we have to offer, and then be converted to customers. But itís much more complicated than that because apparently, the funnel is dead.
Customers hesitate, change their minds, come back again, are distracted by something else, etc. Although content curation is a great way to maintain top of mind with them and educate them on a specific topic or industry, it could take more than a few interactions to convert them.
Marketers have leveraged marketing automation, ad retargeting, and other techniques that require visitor tracking to address this. Adding trackers lets you nurture visitors to your curated content, retarget them with a promotion thatís specific to their needs, and optimize your chances of conversion.