Can a content marketing strategy help increase qualified leads?

March 7, 2016
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Here's the big question: When your digital content marketing efforts aren't driving the leads, sales, or revenue that they used to, can content strategy help?

 Absolutely. Here's how.  

How to Use Content Marketing Strategy Tactics to Improve Lead Generation

  1. Do a little research experiment: Ask employees, repeat customers, and partners what makes your company unique. Can they say it quickly? Do you get a strong, cohesive answer? If no, you may need to work on your brand story and elevator pitch.
  2. Evaluate your core messaging priorities: Is there disagreement or fogginess about what the most important aspects of your business or project are, and more importantly, how they help your target audience? Get back to basics by completing a core messaging priorities exercise, and make sure everyone is on board. For best results, ask an outside content strategist to facilitate the conversation.
  3. Renew your relationships: Are you still in touch with your audience's evolving needs and perceptions? Are you sure? Ask your prospective and current audience what they want to get out of your brand and any obstacles they see in achieving those benefits. It may have changed recently.
  4. Find the story thread: Does your content across platforms tell a single, compelling story ... or does it feel a little all over the place? A great brand story can be told little by little, here and there, and add up to a big feeling of loyalty and comfort.

The marketplace is growing, and so is your competition and noise. These content strategy exercises can help create content marketing plans that better align with your business goals and your audience's needs.  

The result? Your web and marketing content will be more memorable and compelling, and naturally lead to a larger, more qualified audience.  

Use These Resources

What's the Difference Between Content Marketing and Content Strategy?

About the Author: Shelly Bowen

Shelly Bowen, content strategist

Shelly Bowen, MFA, is a content writer, content strategist, and founder of Pybop.

For decades, Shelly has written for businesses on complex topics from disease prevention and medical devices to alternative energy and leveraging data. Today, she's hyper-focused on supporting B-B technology businesses. In her spare time, she hikes, kayaks, draws, and works on her T-Bird.

A wide variety of brands rely on Shelly as an essential freelance writer and content strategy resource.

Follow Shelly on Instagram @pybop or connect on LinkedIn. More about Shelly and Pybop.

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