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Mike Lieberman, CEO and Chief Revenue ScientistWed, Aug 29, 2012 5 min read

The 7 Secret Ways Content Marketing Gets You More Leads

Content Marketing Secrets So many marketing professionals are crowing about content. They’re talking about how important it is to create it, curate it and share it. But how does content marketing actually get you more leads?

Below are seven secrets to turning a content marketing effort into real leads for your business.

Secret 1 – Make it educational. Your target prospects don’t want to be sold to. They do want to be helped, educated and supported. Your content needs to help them make a good purchase decision. The more helpful it is, the more it will be shared, followed, tweeted, liked and viewed. The more people who see it, the more leads you’re going to get.

Secret 2 – Make sure it links back to your website. Keep in mind that your goal is lead generation so you have to do more than just educate. You have to make sure that all your content includes the ability to capture your audience's contact information. With that in mind, you need to make sure that each piece of content you create drives viewers to your website.

Secret 3 – Make sure you share it with everyone, everywhere. Right now, at this very moment, there are people searching for and talking about the products and services your business delivers. If they can't find your content, you're not going to be part of the conversation. Once you content is created you have to get it “in front” of your target audience. One way to do that is to share your content with everyone in all your networks; Facebook, LinkedIn, YouTube, Twitter, etc. This is why these social networks need to be set up, cultivated, and grown aggressively as part of your inbound marketing program.

You should also share your content with other audiences not in your current social networks like websites, blogs, emails and other online properties where your target prospects are spending their time. These sites are usually hungry for fresh educational content and more than willing to post yours; driving new people back to your company’s website and turning them into leads.

Secret 4 – Make sure it has a dedicated landing page. Don’t send visitors to your home page. While this is the easy option, it’s the wrong way to go. You have to send them to a dedicated landing page. This helps you quickly see which content is effective, which source is sending the most traffic, and which landing pages are converting effectively. This approach helps you improve performance quickly and efficiently in a very short amount of time, increasing the amount of leads you get from your content marketing effort.

Secret 5 – Create it daily, weekly, monthly and quarterly. The equation is simple: the more content you create, the more leads you generate. But whatever you do, don't sacrifice quality for quantity. You need both. Irrelevant or poorly written content is likely to turn away more potential prospects than it guides to your business.

Secret 6 – Create it in a variety of formats. Different people want information in different formats, so your content marketing strategy has to support different formats. Make sure you consider using video, infographics, blog posts, tip guides, podcasts, presentations, research studies and short form content like tweets. It’s this collection of content that will keep prospects engaged and appeal to the widest possible audience.

Secret 7 – Test, track and analyze its performance. This is a given in the new world of inbound marketing. You have to measure everything, eliminating the underperforming efforts and doubling down on that content that moves the needle. If you don’t track, you won’t know how to continuously improve the ability of your marketing effort to generate leads for your business.

Start Today Tip – Regardless of your business or industry your company needs to create content. Original, educational content is going to be more and more important as marketing migrates away from traditional outbound marketing towards more buyer-oriented inbound marketing.

To be prepared for this change, you need to know what types of content your prospects are looking for, how you’re going to create that content, and how you’re going to get that content out, in front of your target buyers.  To give you some idea of scale, you probably need to be creating at least one piece of original content every single day. If you’re not prepared for this type of effort consider hiring or bringing in an outside firm to help with the content marketing effort.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.