B2B lead generation marketing isn’t always the easiest thing to do, especially when it’s possible to get a lot of leads but there’s no guarantee that these leads will actually be high-quality opportunities. There are a multitude of different lead generation ideas that B2B online marketing companies will swear by, ranging from the tried-and-true email marketing approaches to less conventional social media approaches.
A great option that provides a safe middle ground between traditional and innovative B2B lead generation online marketing campaigns is a content-based approach. When you focus on content marketing, you can easily build this lead generation marketing strategy off the traditional face-to-face and phone call conversations, but if you start feeling a little more adventurous, you can also start incorporating more social media aspects into content-based strategies too.
Here are a couple essential ways that you can make content marketing work for any B2B lead generation marketing campaign:
- Start a blog, and update it regularly. This is one of the most essential parts of any content-based marketing strategy, and for B2B SEO campaigns, it’s just as important. Providing your prospective (and current) clients with clear information gives them the ability to peruse your website — and find out about your business — on their own time. If you constantly update your blog, it gives off the air that you really care about your business.
- Make your blog posts easy to read, and make them compatible on different platforms. Many web marketing agencies will recommend that you make one post available in a few different formats, and businesses typically copy the best blog posts into an email newsletter, as well as making them available for PDF downloads.
And of course, it’s always important to optimize your website as much as possible (even if you choose to avoid content-heavy lead generation marketing strategies). Making sure that title tags, keywords, and page layouts are all complete and easy to navigate is one of the most important foundations for all types of B2B online lead generation campaigns.