Lead Generation
The role of content marketing in lead generation: Creating compelling content to increase conversion rates

Alexander Gorbunov

Creating compelling content that converts is akin to crafting a compelling story. In modern business, content marketing acts as a magician, drawing in prospects and turning them into loyal buyers.

The power of words

Think of your business as a stage, and content marketing as the spotlight illuminating your brand. It's not just about shouting loud words, it's about crafting a story that resonates with your audience, enchanting them and leaving them wanting more. In fact, it reminds us of the mechanics of the "1001 Nights" stories. In business terms, unlike traditional advertising, content marketing focuses on long-term attention retention, providing valuable information and solving audience problems, positioning your company as a trusted resource.

How does content marketing serve as the key to lead generation?

Let's dig deeper. Imagine a potential customer stumbling across your company's blog, drawn in by a well-written article about your experience. This initial encounter piques their curiosity, prompting them to explore further. Soon they are subscribing to your newsletter, downloading useful materials, or viewing thought-provoking infographics. Each interaction helps build a relationship that moves the prospect closer to becoming a customer.

The content you produce isn't just random musings on digital platforms; it's the key to conversion. It acts as a magnetic force that attracts prospects and guides them through the sales funnel.

Disclaimer:

The following thoughts are based on what is in our area of interest - the promotion of large and complex technological and industrial solutions and products. We would be pleased if our thoughts and observations are relevant to the B2C market, as well as to products and services with a short sales cycle.

A real-world example: a manufacturing company with a very specific product for a niche market. Potential customers - only a few hundred companies worldwide. Everyone knows everyone else, and direct marketing efforts don't work. Ultimately, all advertising and outreach revolved around content marketing. The strategy was simple - reveal what's hidden: the inner workings, with real problems, where things are called by their name. And it worked - the company quickly became known for it, and customers started coming in on their own (we didn't even resort to account-based marketing). What's more, the company's posts and articles became also so popular with a non-target audience that it soon discovered several new growth points from adjacent industries (and that non-target audience became a target).

Creating compelling content seems easy, but not everyone succeeds. Why is that?

Compelling content is not about following a step-by-step algorithm. It's an evolving and changing process. It involves understanding your audience's pain points, aspirations, and curiosities. You start by following the audience to earn their trust. For example, one of our clients, a startup that develops business software based on big data processing, thoroughly researched its audience and the fears of customers who need to handle large amounts of data, and decided to focus on one problem - ensuring data confidentiality and security when using outsourcing. The blog revolved around this topic. The information security audience is one of the most closed audiences we have ever worked with. It took some time to study the audience and understand how to follow them and what to write and talk about. As a result, the company overcame a major problem for young companies - the trust issue - which translates into shorter sales cycles and higher conversion rates.

The role of diversity in content marketing

Another important point is content diversity, specifically the variety of content formats - blogs, videos, podcasts, infographics - that appeal to different preferences. In theory, most people are aware of this, but few put it into practice. The reason is simple - it's necessary to create and write a lot of materials targeted at each stage of the buyer's journey.

To maximize the impact of content marketing, organizations need to leverage multiple content formats and distribution channels. By diversifying their content strategy, they can reach a broader audience and satisfy different preferences.

Metrics that matter

"How do you measure success?" - is a perennial question. Metrics such as clicks, conversion rates, and engagement analytics serve as the compass that guides your content ship. But if you're looking for a simple answer, it's the number of subscribers, the number of target audience members who have engaged with you, and the number of people you work closely with all the way through to hand off to sales and close the deal.


In the rapidly changing digital landscape, content marketing isn't a magic pill that works immediately; it's a process that requires constant adjustment. As you navigate the maze of content marketing, remember that it's not just about creating content, it's about creating experiences. It's about evoking emotion, starting conversations, and ultimately driving conversions.

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