We love content marketing. We think content marketing is tops, because it helps drive conversions.
But in the push to create great content, marketers all too often forget to optimize it for lead generation, calls to action, and other sales-oriented goals — you know, the things that actually drive the conversions. I get it. There’s no quicker turnoff than pushy marketing tactics. But surely a balance can be struck between providing value and improving profits, right?
Right. And this infographic from ClearVoice has some good tips on getting there. Here are some highlights:
- Focus on the funnel. Create content for every step of the buying cycle, not just the top-level awareness campaigns. If you haven’t identified your brand’s prospect-to-customer funnel, now’s the perfect time to get on that.
- Put your own content to work. Identify your most popular content to date and figure out how to repackage it into an ebook, infographic, or other medium that can be used to generate leads.
- Diversify messaging. Add calls-to-action to blog posts, emails, and landing pages. Some studies say that adding video to a landing page can increase conversions up to 86%.
- Connect meaningfully. “30-50% of sales go to the vendor who responds first,” so make an authentic connection with your prospect to boost your odds of making that all-important conversion.
Read on for more tips, and remember, don’t get so caught up creating content that prospects will love that you forget to help turn prospects into customers! In the meantime, if you think you could use help optimizing your content marketing, just let us know.
