B2B Lead Generation Blogs: Guidance for Content Managers

B2B lead generation blogs and using them with the right content is quite challenging. Lots of different channels, format options and potential topics to cover. You may have several target audiences for your business, which makes things even more complicated.

 However, if you do it right and write quality content, your readers will trust you and maybe even become the leads you’re targeting.

 Although the possibilities are overwhelming, there is a template for content that is incredibly good at generating leads. In B2B, there are three key steps for this.

The Three Steps for B2B Content Marketing to Generate Leads

So, let’s highlight them:

• Lead bait – leaderboards such as e-books, webinars and calls-to-action;

• Main content – videos, podcasts, relevant social media/blog posts;

• Promo content – posts on social networks and coverage of your core content.

So, let’s highlight the content strategies for your B2B marketing according to Brew Interactive – a b2b marketing agency. Your challenge as a content marketer is to provide high quality leads to sales team or sign-up funnel. The salesperson can make a customer from this lead, and a product marker is going to work to ensure that the autopilot is working in the right way and lead gets the right follow-up letters. 

With your high-conversion lead bait in place, it’s much easier for you to figure out what core content ( phase 2) and promotional content ( phase 3) you need to create.

Across all these phases, audience need is studied and successes are measured in a never-ending, iterative cycle.

Choosing the Right Leadbait Subject Line

The right lead-bait topic solves your audience’s problem, is more than purely informative, and is also relevant to your decision.

The lead-bait should suggest actions that will produce quality results, save time or money.

The headline of the lead-bait should be aimed at the profile of the ideal client, so that you don’t attract the unnecessary at the wrong stage of the company’s development.

Finally, of course, the people who will engage with your lead-bait are more likely to be interested in your product or service.  

Choosing the Right Themes

You need a deep understanding of what’s going on in your industry to know what topics to cover – study social media, competitor sites, and influencer and consultant sites. Chances are you’ll need a combination of covering the basics and creating fresh content on the cutting edge of your industry.

Use keyword research to guide your topic idea. For instance, it’s easier to create a headline around a keyword phrase than to add a keyword phrase to the headline. Build a list of 50-100 targeted key phrases for which you have a decent chance of ranking. Then line up your content calendar around these target key phrases. 

A Measure of the Effectiveness of Advertising B2B Lead Generation Content

All of your promotional material is doing well when:

1. Applications for your social posts are performing above average in terms of shares and comments.
2. Emails with backlinks are converting to links at a rate of at least 1%.
3. Pinning conversion for guest blogs is at least 20%.
4. Click-throughs to your content in email marketing are at least 5% and click-through rates are at least 15%.

 Granted, there’s no way you can do these three steps without a goal. However, when your goals are B2B lead generation through content marketing, there are more and more insights to come.