Creating SEO content for lead generation is an essential part of marketing and sales.
According to research by Demand Metric Research Corporation, the three most commonly used forms of B2B lead generation today are email marketing, event marketing and content marketing.
In B2C the trend is largely the same, with the rising popularity of E-commerce continually in the news as shoppers flock to E-commerce websites, rather than the High Street.
What these forms of marketing all have in common, is that they don’t work without producing content that can attract audiences, nurture them into leads and close them into customers.
One of the biggest reasons you need SEO content for lead generation today is because content is what will fuel your SEO positioning on Google, which in today’s digital first world, is the primary way your leads are going to find you.
Create reliable, valuable and consistent content
There’s always debates going on in the marketing world about what sort of content works best for different jobs – whether you’re focusing on SEO or lead generation.
What length should your content be to be deemed authoritative enough to rank high in Google without causing your readers to give up halfway through?
What kind of content should you be creating?
Is there any point creating blogs anymore? Isn’t video the new way to go? Do you even count as a marketer now if you don’t have a podcast?
The truth is, you need to create a variety of content types, but you need to be sure you are providing value to your audience with everything you create – not just creating something so you can say you posted a blog that day.
Start by refining your strategy
Content marketing, whether you’re doing it for SEO or lead generation, will not work without a strategy.
Writing a few blogs around some keywords and pushing them out on Twitter or LinkedIn won’t do you any good unless you’ve got a strategy behind it and a goal in mind.
To create effective SEO content for lead generation there are a couple of things you need to understand first.
- The different stages of the buyer journey
- How to match keywords to that buyer journey, keeping in mind search intent
There are three stages to the typical buyer journey:
- Awareness – This is when buyers are aware they have a problem and are doing some initial research into solutions. They’re not particularly looking for specific services here.
- Consideration – Now they know what solutions are out there and are starting to narrow down the providers and directions they might go down to solve their problem.
- Decision – Here, buyers are aware of the different services available and are choosing which specific service and supplier to go with.
As you can see from the above, depending what stage your potential buyers are at in this journey, you will need to create different content to meet their needs, and this will include focusing on different keywords and phrases.
Relevance has become more important than keywords
One of the main reasons your SEO content will fail without a strategy is because the way content is ranked in search has changed.
It’s no longer so heavily focused on individual keywords, but is more focused on the relevancy and authority of the content being ranked.
This is why matching your keyword research to the different stages of the buyer journey, and understanding what questions prospects will be asking at each stage, is what will determine the success of your content strategy.
For instance, during the awareness stage of the buyer journey, customers probably won’t be making focused searches and instead will be making more general, top level searches.
In these instances your content should be more focussed on those short-tail keywords that drive more traffic.
As you move down the buyer journey you can start to use long-tail keywords aimed at more specific searches and also begin to use more product focused keywords.
By this point your leads have already discovered you during their initial research and are now working out whether to go with you or the competition.
One thing to remember is that while your top level content will bring in more traffic, you won’t convert as much of those as you will the audience being brought in by content aimed at longer tail keywords and phrases.
What content should you create for lead generation?
There are plenty of articles out there which will tell you that certain types of content work best for different stages of the buyer journey.
In fairness, there is some truth that some types of content work best at different times.
A product page or technical sheet isn’t likely to be valuable to someone doing general research on a problem.
But really, the form of content you use is less important than the quality of the content and the message or information you’re getting across.
A blog for instance can be used at every stage of the buyer journey.
You can create evergreen blogs which will always be useful to people searching for top level information, and you can create bottom of the funnel blogs which go deeper into specific product benefits and services.
Videos are the same, and so are guides and eBooks.
To be effective with your SEO for lead generation, just always be trying to be helpful to your audience and create useful content.