Increase Leads Through Content Marketing
After years of working with professional service firms, we know that only a small percentage of your people will bring in new business. A larger percentage can bring in projects through existing client service and referrals.
However, even your best client service masters forget to have those conversations with clients. Unless they’ve had training on relationship-based consulting, they are usually focused on the project, and when it’s done it’s done.
As one of a few rainmakers, you only have so much time. You need help in order to grow. Yes, you really can use your website to bring in leads.
Content marketing does bring new leads to your website…when done correctly. Here are five key steps that support a successful content marketing strategy for leads.
Make it a priority.
Consistent content creates a following. If the content is very relevant to that audience, they will come back for more. How do you create attractive content? During our initial meetings with new clients, we brainstorm content ideas. We talk about industry trends, client pains and frequently asked questions by prospects. After you’ve made a list of potential topics, create a content calendar much like editors would create an editorial calendar. Include when you’re going to cover those topics and who’s in charge of creating the content. This will make your content strategy a priority. It will keep you accountable and keep you in front of your audiences.
Too often, we see firms creating content without a list of targeted keywords to enhance their search engine optimization (SEO). If you want to be a known expert on a certain topic, you need to have well-researched keywords on that topic so that search engine users can find it quickly on your website. The more content you create using these keywords, the better chance you have to come up in searches for that keyword or phrase. If you find yourself creating content in which you cannot use your targeted keywords, consider doing additional research and reprioritizing your list.
A good place to start is to see how people are finding your website now.
Direct reader attention.
The goal of your content is to be the best answer for the question of your target audience. Your target audience – especially if you serve a specific niche – should find value in the information you are providing. You should also ask:
What is the call-to-action? What should the reader do next?
People who are searching for help have a pain or interest. Tell them how to solve the problem, then direct them to related content that can reinforce what they just read. Related content demonstrates that you have deep knowledge of their pain or interest.
Without distributing your content via email or social media, your audience has no idea that it exists unless they stumble upon it. As Jay Baer puts it, “content is fire, social media is gasoline.” After you post your new content, share it on social media. You can also compile your best content into a regular (monthly, bi-monthly or quarterly) email blast for your opt-in list (people who have agreed to receive this type of content from you).
If you hosted a webinar, that topic could also be a blog post. That blog post could be an article in an industry publication. That PR should be promoted in your newsletter or eblasts. Don’t take a one-and-done approach to new content. Maximize and repurpose your existing content to create more related content in less time.