Today, business marketers have never had more opportunities for attracting quality leads with their sales content. The age of digital communication provides sellers with many avenues to reach prospects. 

Video is one example of a digital marketing tool that has gone from beneficial to essential. According to a 2023 study, today 96% of marketers value video as an ‘important part’ of their marketing strategy. Other notable points from the study. 

• 89% of people say watching a video has convinced them to buy a product or service
• 51% of people are more likely to share video with their friends than any other type of content
• People on average watch 17 hours of online video content per week 

Developing compelling and valuable content is a key tool in successful lead generation strategies using online channels. From sharing customer testimonials in social media posts, to creating and publishing digital white papers to promote products, marketers need to make the most of these content sharing and lead generating opportunities. 

Key Considerations for Attracting Quality Leads with Great Content

As businesses strive to connect with their target audience, a well-executed content marketing blueprint becomes a powerful tool in attracting quality leads. Here are some key considerations for developing lead-winning content.

1. Understand Your Target Audience

In order to develop compelling content, it’s essential to start with a thorough understanding of your target audience. Conduct research such as buyer interviews to identify their pain points, preferences, and interests. By aligning your content with their needs, you not only capture their attention but also establish trust and credibility.

2. Develop a Content Calendar

Once you’ve analyzed your insights, the next step is to create a content calendar that aligns with your business objectives and the buyer’s journey. A strategic mix of blog posts, ebook guides, infographics, and videos can cater to a variety of audience preferences and stages of the conversion funnel. Regular and relevant content keeps your brand top-of-mind and positions you as an industry authority.

3. Create Quality Content

Take the time to develop quality content that educates or solves a problem for your audience. Dive deeply into topics, providing comprehensive information that showcases your expertise. This not only adds value for your audience but also boosts your search engine visibility, contributing to a solid SEO strategy.

4. Encourage Engagement

Engagement is the heartbeat of successful content marketing. Create a sense of connectedness by encouraging comments, shares, and discussions. Social media platforms can be powerful amplifiers for your content, broadening your reach and attracting a wider audience.

5. Leverage Creativity

Incorporate visually appealing graphics, compelling videos, and interactive elements to create content that is attractive, interesting, unique, and shareable. Remember that you are competing with a lot of other content. Not only your competition’s content, but a plethora of digital messaging and information that is vying for the attention of everyone using the internet. Find creative ways to get attention and quickly convey that your message is worth the reader’s time.

Crafting an Effective Content Marketing Plan Takes Time

Creating a compelling content strategy that is effective in attracting quality leads and nurtures buyers through the entire conversion journey takes time. If you are one of the many business professionals that does not have the time to invest in developing effective content, The Upright team is here to help. Upright Communications offers a suite of digital marketing services as well as training programs to help businesses optimize their in house marketing efforts. 

Contact us to schedule a free call to learn how we can best assist you in accomplishing your goals.