Tried and Tested Tactics to Attract Leads with Content

Are you making the most of b2b lead generation for your business? Digital marketing works great for consumers, but content marketing will attract more b2b buyers. In fact, 92%  of b2b and b2c marketers think of the content they produce as their most valuable asset. Although, fewer than half have a documented strategy for managing content as a business asset.

Content is king.

This is a phrase that’s widely recognised in most marketing and PR circles. You may have even come across this phrase yourself while researching lead generation strategies for your business. While it’s true that good content shines in busy newsfeeds, bad content can cause your business harm.

What is content marketing?

Content marketing is the creation and distribution of valuable, relevant content via channels such as blogs, websites, and social media. The goal of content marketing campaigns is to attract a clearly defined audience and drive profitable action.

What is b2b lead generation in content marketing?

B2b lead generation is the process of using content to capture and stimulate b2b interest in your product or service. For example, you may be a healthcare provider who wishes to use PR to build relationships with journalists. Or you may want to use b2b content marketing to talk about new sustainability measures your company has initiated. Whatever your business goals, the right content strategy can help.

Create success with good content

When it comes to b2b lead generation, your content must be high quality and valuable. Demand Metric found that content marketing generates three times as many leads as traditional forms of marketing, but costs 62% less. Therefore, content is an important consideration when it comes to your marketing strategy. But how do you create content that brings in a b2b lead?

  1. Rank on search engines

Creating quality, relevant, and authoritative content will increase site traffic and boost lead generation. Content that ranks highly also follows the principles of search engine optimisation, or SEO. Someone with SEO and SERP knowledge will use their expertise to create content using specific keywords to target search engines. This content will then target the searches of your b2b leads.

  1. Create a buyer persona

Think about this: you own a website that sells home-baked dog treats. You decide to market your products to independent pet stores because you think that this is your biggest market. After conducting some buyer research, you realise that your biggest market is actually boutique doggy hotels. You adapt your b2b lead gen strategy according to your new buyer persona, and success follows.

Young programmer testing the software.

  1. Write quality blog posts

Small companies with active blogs increase their ability to generate leads by 126%. Blogging is a powerful tool that will help answer questions your audience might have about your business. It will also give you a platform for sharing insights, and help your website rank higher in search engines.

  1. Deploy lead magnets

A lead magnet does exactly what it says on the tin, so to speak. It uses an offer, like a white paper or trial subscription, to draw in new leads in exchange for contact details. Once these new leads are in, they’re more likely to use your service or make a purchase with you.

  1. Utilise paid ads

Paid social media and google ads allow you to display ads across multiple channels to target a particular audience. This is an effective way to reach a defined audience, increase brand awareness, and boost b2b lead generation. Measuring the performance of your paid ads will give you valuable data about the performance of specific campaigns.

  1. Create impactful landing pages

A landing page is a regular page on your website with a very specific purpose. It can lead to another page on your website or it can be lead generation based. Landing pages can nurture leads by offering items like eBooks, free trials, or free tools in exchange for contact information. They usually have a call to action and are based around specific campaign goals.

  1. Utilise email marketing

There are as many as 4 billion daily email users with over 306 billion emails sent every day. Sales and marketing teams gather leads through opt-in web forms to build effective email marketing campaigns. With 31% of b2b marketers saying email newsletters are the best lead gen tool, the effectiveness of email is clear.

  1. Campaign on social media

Social media platforms offer a variety of opportunities for b2b lead gen. By investing in social media marketing for your business, you’re boosting your visibility and reaching a wider audience. You are likely to see an increase in site visitors, which will boost your current lead generation tactics. Platforms like LinkedIn are incredible resources for making connections and amplifying your b2b lead generation.

What is the difference between leads and qualified leads?

A lead is defined as a person or organisation with an active interest in your products or services. Leads have two basic categories: qualified or unqualified. An unqualified lead is a regular lead, while a qualified lead is one that’s more likely to become a customer. These leads also have two further categories: sales qualified or marketing qualified leads.

Marketing qualified leads

A marketing qualified lead is a lead that has been vetted by marketing teams and deemed more likely to convert. Usually, this would be determined by how the lead has intentionally engaged with your brand. They may have performed various actions, such as repeatedly visiting a website, submitting contact information, or downloading materials.

Sales qualified leads

Usually, a new lead that has been vetted by marketing would then be ready to interact with your sales team. A sales qualified lead is one that is highly interested in making a purchase. These leads are transferred to your sales team usually because they are asking for quotes or purchase information. By transferring your qualified leads to your sales team, you’re making sure they’re in front of the right people at the right time.

Marketing qualified lead vs sales qualified lead

The main difference between a sales qualified lead (SQL) and a marketing qualified lead (MQL) is how they are nurtured. Usually, an MLQ will interact with your company through your website or emails and require no direct contact. SLQs are better nurtured through direct, one-on-one attention from your qualified sales teams. Sales and marketing teams can work together to amplify your lead generation process.

How to follow the content marketing funnel for b2b lead generation

The best lead generation strategies follow the content marketing funnel. The content marketing funnel is a system that describes the complete journey a customer goes through from exposure to conversion. It’s a sales process that’s represented in three stages: awareness, evaluation, and conversion.

It’s important to try to understand this journey when working on your b2b lead generation strategy. The content supports the customer journey, and great content propels your leads closer and closer to a purchase.

There are three basic stages of a content marketing funnel:

  • Awareness
  • Evaluation
  • Conversion

Top of the funnel (TOFU)

At the top of the funnel, your content should focus on educating and raising awareness of your brand. This content should assume that your audience knows nothing about your business. Therefore, you’ll need to decide how to answer any questions your audience might have about exactly who you are. It’s all about first impressions.

TOFU content examples:

  • Articles
  • Blog Posts
  • Podcasts
  • Infographics
  • Whitepapers
  • Videos
  • Press Releases
  • Social Media


Middle of the funnel (MOFU)

In the middle of your funnel, your consumer is trying to determine whether they need your product or service. They’re wondering if they can trust you, so they’ll want to gain an understanding of what you can offer them. B2b lead gen ideas for the middle of the funnel include reviews, case studies, emails and webinars.

MOFU content examples:

  • Case Studies
  • Product Guides
  • Training Videos
  • Solution Videos
  • Product Marketing
  • Quiz / Surveys
  • Discounts and Offers
  • Educational Resources
  • Emails

Bottom of the funnel (BOFU)

Finally, they’re potential customers who are looking for a reason to convert. Your content has your audience interested, now, your content should encourage them to buy your product or use your service. Once you show economic value or personal benefit, your customer will be convinced and converted.

BOFU content examples:

  • Product Demos
  • Tailored Workshops
  • ROI Tools
  • Customer Stories
  • Events or Webinars

Moving down the content marketing funnel

Your b2b lead gen strategy should be focused on moving people down the funnel and getting them to convert. Unfortunately, unless your content offers something of benefit, they’re not going to invest in you. Therefore, you should invest in a proper content strategy to amplify your business to business lead generation capabilities.

Telling your brand story

Effective content creation is good storytelling. It’s a powerful tool that should communicate the story of your business and deliver value for you and your audience. It’s not just about bulking out your website to rank highly on Google. Ranking highly may bring you more website views, but it may not guarantee that those views will lead to sales.

Using PR to generate brand awareness

According to Forbes, the PR of today is much more than just media relations. It’s no longer viable for a business to issue a single press release as part of a crisis management strategy. Instead, PR sits within the larger sphere of digital marketing and communications. By combining your communications strategy with PR, you’re amplifying your reach, raising your profile and increasing your bottom line.

Using PR as part of your content strategy will:

  1. Leverage new communication channels
  2. Improve your online visibility
  3. Promote your targeted content
  4. Attract new partners and influencers
  5. Position yourself as an authority on a subject

Putting a valuable b2b lead-generating content strategy into practice takes time and expertise. At AMBITIOUS PR, we can help you create a content plan and deliver a strategy that targets your audience. We can help you achieve your business goals with tried and tested lead gen tactics that work. Why not try out some creative lead gen ideas today:

Ten-minute creative b2b lead generation strategies

  • Select an old blog for repurposing
  • Turn a customer review into a social post
  • Decide on some questions for a quick survey
  • Research podcasts for a guest appearance
  • Turn some content into a short script for a video
  • Decide on a discount or offer
  • Come up with an idea for a lead magnet
  • Brainstorm campaign ideas for social media

Working with AMBITIOUS

Our award-winning PR agency integrates strategic thinking with marketing communications and PR services. We can help you balance the power of brand building with the quick gains offered by successful activations.

Get in touch today and find out how we can help you reach your short and long term branding goals [email protected] or call us at 0117 905 1177.