How do you create valuable content in 2020 that aids in your sales’ team lead generation? How can you use Search Engine Optimization (SEO), Pay Per Click (PPC) Ads, and Conversion Rate Optimization (CRO) to your content’s advantage?
When it comes to properly marketing your business, these are the questions you should be asking. Creating valuable content comes with a laundry list of ‘to-dos’. If you don’t have marketing professionals to help, then you need to be ready to DIY.
What Makes Your Content Truly Valuable to Garner Leads?
Like anything else in business, experience makes perfect. And even then, there is still more to learn.
Creating truly valuable content may take a bit of A/B testing and trial and error. You must find a formula that works best. Nine times out of ten, however, the best you can do is take a topic everyone talks about and put a unique spin on it.
Know What’s Trending
You or your marketing team should always keep track of what is trending in your network. This typically means analyzing what your audience currently interacts with, as well as what your competitors heavily post online.
By staying in-the-know on your industry and market, you put yourself at a greater advantage every time you produce a new piece of content. Why? Because you consistently put out value, content that your audience is anxious for.
This will simultaneously grow your organic website traffic. Plus, because your content is more targeted, you will also garner the interest of a more targeted audience. This, in turn, gives you more valuable leads.
Using SEO and PPC to Your Content’s Advantage
With Google processing, give or take, 3.5 billion searches every day, it is no easy feat to get your content at the forefront of those searches. You should start by learning what you can about SEO and PPC.
Why Should I Care What Search Engines Think?
Search Engine Optimization is a great strategy for long-term growth, as it relies on organic search practices which are free-of-cost. Amplifying your reach with SEO can be simple, as long as you follow best practices and remain up-to-date on industry updates.
For example, with the introduction of voice-to-search and longtail keywords, search engines like Google are reformatting their search algorithms to be more predictive and run more efficiently off of longer spoken or written search queries. This change is known as BERT (Bidirectional Encoder Representations from Transformers), and is considered the greatest change to Google’s algorithm since RankBrain.
Any great marketing team knows when these updates happen and understand the logistics of making your website and content compatible with them. The more compatible your website is with SEO, the greater visibility your website will receive.
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How Can Pay Per Click Drive Real Results?
By far the easiest way (although the priciest) to get your content on the first page of search results is to utilize Pay Per Click (PPC) ads. How successful your PPC campaign is, however, depends on which keywords you wish to bid on and how many others are trying to outbid you.
If you are trying to build brand authority, implementing a strategic PPC ad campaign can get you quicker results. However, it should be used in conjunction with an effective SEO strategy. One should not exist without the other. PPC is perfect for short-term lead generation, but SEO is the best way to maintain long-term, organic search growth.
The Art of a Great Conversion Funnel
When you have multiple sources of valuable content existing online, you provide multiple pathways for leads to reach your website. Creating a great conversion funnel (sales funnel) ultimately comes down to leveraging that content strategically.
This could mean utilizing some of your marketing budget on PPC ads, but it could also mean designing landing pages and social media campaigns that build an interest and a journey toward your end result: a sale of services.
Designing a conversion funnel that makes sense for your business can be overwhelming, which is why we recommend you have a free call with our professionals.
Our Disruptor Stack is all about building organic and paid search engine traffic for your brand by leveraging valuable content. We strive to help B2B entrepreneurs truly make the most out of the content they produce.
Before you exit it out of this post, we encourage you to scope out how your marketing dollars are being spent (if you’ve allotted any) and whether they are being spent in the best way for your company.