Creating valuable content for your audience is a powerful element in a successful inbound marketing strategy. The most effective way to share content is with a blog. In fact, 80 percent of B2B marketers report using blogs as a core element of their inbound tactics, according to the Content Marketing Institute.
b2b-content-marketing-tactic-usage
Your blog presents a great opportunity for attracting paytm database potential customers to your website. It also serves as a gateway into early-stage brand awareness and preference by helping them to educate themselves on the challenges they are facing—sometimes even before they know a solution exists or are searching for one.
One of the hardest parts of blogging is defining the topics that you need to cover. Start by defining the behavior, needs and key terms that your buyer personas will be addressing in each stage of the buyer's journey. Persona Mad Libs can be a great way to help get the creative juices flowing for keyword and topic ideation. Here's an example of what this might look like:
persona-lifecycle-stages
Next, research relevant news sites, your competitors' blogs, industry leaders and thought leaders in your space to see what they're discussing. BuzzSumo and Keywordtool.io are both great tools to aid in this research. As you do this, look at how people are responding. Are there a ton of social shares? Lots of comments? This will give you a sense of what is resonating with your target audience.
Once you have some ideas, it's time to develop a list of relevant topics and launch them in a series that is organized by your editorial schedule. (We have an easy-to-use template for this!) For example, if you are a sales organization, develop a series of posts that relate to relationship building, sales management, lead nurturing and prospecting. These topics are each relevant to sales and can be used collectively to build a successful sales strategy.
Develop an offer
Since the goal of your inbound campaign is to increase lead generation, you'll also need to develop a premium content offer that can live behind a lead-capture form. According to CMO Council, these are the types of content that are proving to be most effective in delivering great leads today:
content-types-by-respondents
If your company doesn't have any of these assets, we've found that there is often an internal repository of assets that go a long way in helping to create outlines. And of course, if you don't have existing content, a very similar framework can be used to shape ideation of these gated assets that was used to create your blog campaign.
buyer-stages
Create a killer landing page
Once your premium content offers are in place, develop landing pages to gate your offers so that you can capture those leads. This page will give your prospect the opportunity to fill out a form in exchange for his or her business information.
Before you get started, there are a few key landing-page best practices to keep in mind:
Use clear and concise header messaging
Use trust marks and social proof
Provide a clear call to action
Remove navigation elements
Redirect to a thank you page