The ABM Platform Built for Small B2B Growth Teams
Posted: Thu Dec 05, 2024 10:38 am
Lead generation is of great importance to any business because it essentially brings in the customers who are going to pay you money for your product or service.
It is the gasoline in the car that is your business.
Lead generation content also needs to be balanced between educational marketing content and straight selling:
You shouldn’t write a novel about your product or service, but it does need some background information.
It aims to establish trust with your audience and then have them do something at the end—whether that is buying your product, signing up for a class, or downloading a book.
Quality lead generation content sells your product or service to other businesses (B2B) or directly to customers (B2C).
However, writing lead generation materials can pose challenges because you need to balance two marketing strategies: making a sales pitch and promoting brand awareness.
This guide will explore all those concepts and more. Let’s get started.
In a rush? Get this article as a PDF guide so you won’t miss these tips!
What Is a Lead?
A lead is any person who may be interested in your company’s products or services.
Typically, leads are potential customers who have volunteered their contact information after accepting your offer, trial, or subscription. These are warm leads.
This contrasts with cold leads—people whose contact information you have purchased from a third party, for example. You reach out and make the initial contact with them, rather than the other way around.
Graphic titled "Lead Generation Content Funnel" with three parts of the funnel highlighted. The uppermost (widest) part of of the funnel (top of the funnel) is labeled ATTRACT. Lead generation content for ATTRACT includes advertising, blog posts, podcasts, press releases, social media, and videos. The second part of the funnel depicted in this graphic is a sightly narrower section in the middle, labeled ENGAGE. Lead generation content for the ENGAGE (middle part) of the funnel includes things like ebooks, emails, newsletters, webinars, and white papers. Finally, the very bottom of the funnel, the smallest part, is labeled CONVERT. The ideal lead generation content for CONVERT includes case studies, comparisons, demos, FAQs, and reviews. Graphic by Super Copy Editors.
What Is Lead Generation?
According to HubSpot, lead generation is the process of attracting people to your business and increasing their interest in you, all with the end goal of converting them to customers.
The idea is to get people naturally interested in your company through blog posts, emails and newsletters, social media posts, and other online content (such as videos).
Many businesses will put together a content marketing funnel made up of several different parts. For example:
Maybe their main lead generation tool is an in-depth, research-backed white paper that interested people can download for free in exchange for their contact information.
But in order to promote the white paper, the businesses will use online advertising and blogging.
There are different types of leads depending on which stage of the customer life cycle (their journey from casual reader to buyer) they are in.
Marketing Qualified Lead: Contacts who have engaged with your marketing but are not yet ready to receive a sales call, such as people who have filled out a landing page form.
Sales Qualified Lead: Contacts who have taken an interest in your business—by filling out a form, for example.
Product Qualified Lead: Customers who have sampled your product and are interested in becoming paying customers— by upgrading after a free trial, for example.
Service Qualified Lead: Customers who have told your sales team they want to use your service—by asking for a subscription or upgrade, for example.
This is a chart titled "Understanding the Buyer's Journey." It shows an arrow moving upward, with 1, 2, and 3 starting at the bottom and working up to the top of the arrow. Number 1 is labeled "Awareness" and has a quote beside it that says, “I need a better way to track my agency’s projects so I don’t miss any deadlines.” Number 2 is labeled "Consideration" and has a quote beside it that says, “OK, I found a few project management software options on this blog post. Let me explore the features of each one.” And then the final stage of the Buyer's Journey, number 3 near the top, is labeled "Decision" and has a quote that says, “Now I am ready to make my final decision. This software looks amazing—it’s the right one for me!” Chart by Super Copy Editors.
5 Tips for Writing Killer Lead Generation Content
While lead generation materials can be challenging to write, there are five key ways to make yours convert better than your competition’s.
1. Have a Strong Headline
No matter which life cycle stage your prospective customers are at, the headline needs to be effective at getting people to open and read your lead generation content.
Your headline should be:
Relevant: You need to grab readers’ attention and pique their interest without lying to them or misleading them. Your headline must be relevant to your content. Misleading people with a headline that doesn’t follow through is called clickbait, and clickbait will turn off your customers instantly.
Straightforward: Many marketers make the mistake of trying to be funny or clever with their headlines. This often backfires because while some people might “get it,” many more will not. So don’t get overly clever—and avoid vague or mysterious headlines, too.
The headline helps readers determine if something is worth their time. It’s basically a little promise that says, “Here’s what’s in it for you if you read this.” The ultimate purpose of your headline is to give your lead generation content a fighting chance by getting people to read the first few lines.
Respect your readers’ time and you can’t go wrong.
The professionals at Super Copy Editors are here to help kazakhstan phone number material ensure your lead generation content is the best it can be. We have the experience and knowledge to make your marketing materials error-free and read perfectly. Learn more about our worry-free proofreading services for marketing teams.
2. Make It Personal
Once you have written your headline, it’s time for the main attraction: the body of the content. This is where you will make your case to generate interest.
The best advice?
Don’t be a robot when speaking to prospective customers.
These folks don’t want to read a list of reasons why they should buy your product—they want to connect with your business on a more personal level.
It is the gasoline in the car that is your business.
Lead generation content also needs to be balanced between educational marketing content and straight selling:
You shouldn’t write a novel about your product or service, but it does need some background information.
It aims to establish trust with your audience and then have them do something at the end—whether that is buying your product, signing up for a class, or downloading a book.
Quality lead generation content sells your product or service to other businesses (B2B) or directly to customers (B2C).
However, writing lead generation materials can pose challenges because you need to balance two marketing strategies: making a sales pitch and promoting brand awareness.
This guide will explore all those concepts and more. Let’s get started.
In a rush? Get this article as a PDF guide so you won’t miss these tips!
What Is a Lead?
A lead is any person who may be interested in your company’s products or services.
Typically, leads are potential customers who have volunteered their contact information after accepting your offer, trial, or subscription. These are warm leads.
This contrasts with cold leads—people whose contact information you have purchased from a third party, for example. You reach out and make the initial contact with them, rather than the other way around.
Graphic titled "Lead Generation Content Funnel" with three parts of the funnel highlighted. The uppermost (widest) part of of the funnel (top of the funnel) is labeled ATTRACT. Lead generation content for ATTRACT includes advertising, blog posts, podcasts, press releases, social media, and videos. The second part of the funnel depicted in this graphic is a sightly narrower section in the middle, labeled ENGAGE. Lead generation content for the ENGAGE (middle part) of the funnel includes things like ebooks, emails, newsletters, webinars, and white papers. Finally, the very bottom of the funnel, the smallest part, is labeled CONVERT. The ideal lead generation content for CONVERT includes case studies, comparisons, demos, FAQs, and reviews. Graphic by Super Copy Editors.
What Is Lead Generation?
According to HubSpot, lead generation is the process of attracting people to your business and increasing their interest in you, all with the end goal of converting them to customers.
The idea is to get people naturally interested in your company through blog posts, emails and newsletters, social media posts, and other online content (such as videos).
Many businesses will put together a content marketing funnel made up of several different parts. For example:
Maybe their main lead generation tool is an in-depth, research-backed white paper that interested people can download for free in exchange for their contact information.
But in order to promote the white paper, the businesses will use online advertising and blogging.
There are different types of leads depending on which stage of the customer life cycle (their journey from casual reader to buyer) they are in.
Marketing Qualified Lead: Contacts who have engaged with your marketing but are not yet ready to receive a sales call, such as people who have filled out a landing page form.
Sales Qualified Lead: Contacts who have taken an interest in your business—by filling out a form, for example.
Product Qualified Lead: Customers who have sampled your product and are interested in becoming paying customers— by upgrading after a free trial, for example.
Service Qualified Lead: Customers who have told your sales team they want to use your service—by asking for a subscription or upgrade, for example.
This is a chart titled "Understanding the Buyer's Journey." It shows an arrow moving upward, with 1, 2, and 3 starting at the bottom and working up to the top of the arrow. Number 1 is labeled "Awareness" and has a quote beside it that says, “I need a better way to track my agency’s projects so I don’t miss any deadlines.” Number 2 is labeled "Consideration" and has a quote beside it that says, “OK, I found a few project management software options on this blog post. Let me explore the features of each one.” And then the final stage of the Buyer's Journey, number 3 near the top, is labeled "Decision" and has a quote that says, “Now I am ready to make my final decision. This software looks amazing—it’s the right one for me!” Chart by Super Copy Editors.
5 Tips for Writing Killer Lead Generation Content
While lead generation materials can be challenging to write, there are five key ways to make yours convert better than your competition’s.
1. Have a Strong Headline
No matter which life cycle stage your prospective customers are at, the headline needs to be effective at getting people to open and read your lead generation content.
Your headline should be:
Relevant: You need to grab readers’ attention and pique their interest without lying to them or misleading them. Your headline must be relevant to your content. Misleading people with a headline that doesn’t follow through is called clickbait, and clickbait will turn off your customers instantly.
Straightforward: Many marketers make the mistake of trying to be funny or clever with their headlines. This often backfires because while some people might “get it,” many more will not. So don’t get overly clever—and avoid vague or mysterious headlines, too.
The headline helps readers determine if something is worth their time. It’s basically a little promise that says, “Here’s what’s in it for you if you read this.” The ultimate purpose of your headline is to give your lead generation content a fighting chance by getting people to read the first few lines.
Respect your readers’ time and you can’t go wrong.
The professionals at Super Copy Editors are here to help kazakhstan phone number material ensure your lead generation content is the best it can be. We have the experience and knowledge to make your marketing materials error-free and read perfectly. Learn more about our worry-free proofreading services for marketing teams.
2. Make It Personal
Once you have written your headline, it’s time for the main attraction: the body of the content. This is where you will make your case to generate interest.
The best advice?
Don’t be a robot when speaking to prospective customers.
These folks don’t want to read a list of reasons why they should buy your product—they want to connect with your business on a more personal level.