Content Marketing Strategies for Lead Generation

Is your content working for you and generating leads, or do you feel your efforts aren't bringing the desired result? The significance of content cannot be overstated these days, but there are numerous hurdles. Perhaps what you lack is an effective content marketing strategy.

Why is a content marketing strategy important?

Content creation accounts for a significant part of the online marketing resources and costs for many companies. Social media posts, newsletter content, blog posts, content for other advertising materials and channels. It's not just the writing but also the publishing and promoting that take up a lot of time.

To leverage synergies and create content as targeted and effective as possible, a good content marketing strategy is essential. The foundation of the strategy: what goal do you pursue with your content? Each channel and every single content piece can pursue different goals, but an overarching company strategy should set the direction. Creating content without a goal is, in the worst case, nothing but a waste of resources.

Thus, ask yourself this question: What is your primary goal, why are you allocating budget and resources for content creation? Why are you investing in content marketing?

The most important goals include

• Increasing revenue / boosting conversions

• Increasing traffic / expanding reach

• Brand building / increasing brand awareness

• Link building

In reality, campaigns often aim to fulfill multiple goals, which is why defining the primary objective is especially crucial. Why? Content types, content material, target audience, and audience address can differ significantly depending on the most important goal.

Therefore, the content marketing strategy sets the framework for content campaigns and measures, preventing content from being created without planning and direction.

The importance of user intent and target audience (Buyer Persona)

Behind every search query is a need. User intent is therefore essential in search engine optimization, but also in the SEA channel. Yet, on other channels, the need is critical, as users will only click on a link if they expect something in return, such as:

• The answer to a question

• A purchase opportunity

• Help with a decision before a purchase

• Entertainment

If you create content based on keywords, the key question is: what is the primary user intent behind the keyword? The more specific the keyword, the easier this question is to answer. In contrast, very generic keywords often allow for multiple interpretations. The intent behind