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Mike Lieberman, CEO and Chief Revenue ScientistTue, Jan 13, 2015 6 min read

Content Marketing: How To Turn Up The Volume To Eleven

Inbound Marketing Goes To 11If you saw the article yesterday, you now know how much content marketing is enough to move the lead generation needle up and to the right. But, what else do you need to know about content?

The short answer includes the word "quality," as quantity without quality is likely to leave you disappointed, frustrated and without the leads you need to drive you towards your annual revenue goals.

Here’s how to pump up the volume and use your content efforts to get more leads for your business.

Be Contrarian Or Take A Position

Your content has to stand out. It’s likely that your competitors and your industry haven’t started creating a ton of content yet, but that’s only temporary. Right now, there’s opportunity for many businesses in most industries to take advantage if you’re ready.

You need to have something to say. For example, I hate advertising. I think it sucks and it’s a waste of money. I hate what it does to my consumer experience. Of course, there's a ton of people who love it, create it and think it works beautifully. I’m taking a position that makes what I have to say interesting. What’s your position? What makes your opinion interesting? What’s going to make your prospects want to hear what you have to say?

Answer That Burning Question Everyone’s Asking

Your prospects have questions. You need to know exactly what those are and then start answering them with your content. Not only is this going to connect your best prospects to your company, but it’s also going to help you rank highly on Google and the other search engines.

If you want to do some advanced work, classify those questions based on the stage of your prospect’s buyer journey. Identify those top-of-the-funnel questions and answer them with No-Risk Offers like whitepapers. Identify those middle-of-the-funnel questions and answer them with a monthly webinar series. Identify those bottom-of-the-funnel questions and answer them with quick consults that deliver value to your prospects.

Now, you have content offers for everyone, at all stages of the sales process. This approach typically improves lead generation 10x over what companies usually do online.

Create Something New

Creativity is often rewarded handsomely in the world of content marketing. If you insist on writing whitepaper after whitepaper, or a new e-book every month, you’re going to deliver anemic results. But, if you start a magazine, a tip-of-the-day service, a grader tool or an interactive infographic, you’re going to get more attention and more leads from your best prospects. The more unique and creative you're able to be, the more leads you're going to generate for your company.

Conduct Experiments

Content and inbound marketing are still new fields, and you need to experiment with different options. The more you experiment, the more likely you are to find the perfect formula. If you conduct one or two experiments, the chances of you hitting a home run are less than if you conduct 10 or even 20 experiments. Factor into this discussion the nuances of every business and every industry, and you really need to take a scientific approach to your marketing efforts these days.

Monitor, Measure And Make Adjustments

Finally, never in the history of marketing have we had so much data on the performance of every element in our campaigns. If you’re not using data, capturing data, reviewing that data and making decisions based on that data, you’re running a marathon on just one leg.

You now know what content is connecting with your prospects, which pieces they're reading, which ones they're sharing, which ones are getting them to talk with you online and which ones they couldn’t care less about. This information is so valuable. If you don’t have access to it or you’re not using it to make decisions, you really shouldn’t expect much from your inbound efforts.

Active optimization of your content marketing efforts is often the difference between generating a few leads and generating a tornado of leads that help you smash your revenue goals. Week over week, and month over month, the more you learn from your content efforts, adjust your content creation plans and actively publish to your personas, the more leads you’re going to get for your business.

Start Today Tip – We’ve mentioned it over and over again: If you’re starting down your content road and don’t have a plan or strategy to keep your content integrated and focused, you’re going to be extremely disappointed in the results. The strategy and planning part of creating content is the most important aspect. So, if you don’t have a documented content plan, a three-month editorial calendar and a list of keywords, keyword phrases and contextual questions, put on the brakes and go back to the drawing board.

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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.

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