CONTENT MARKETING STRATEGY IMPROVES LEADS GENERATION

Today we all know what content marketing is the advantages of good information to make clear and efficient decisions to produce high quality leads.

Content marketing strategy are many, and one of the main doubts that arise around this concept is whether we can use it to increase sales.

"A strategic marketing approach focused on the creation and distribution of valuable, relevant and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action".

- Institute of Content Marketing

How to generate high quality lead in sales by applying strategic content marketing?

There are numerous studies that prove the effectiveness of using content in an online marketing strategy to increase sales of products or services. From all of them, we can extract some very relevant data:

Few numbers to prove efficiency of the content marketing in sales:

According to data from the Content Marketing Institute in a study conducted to the heads of different companies:

• 42% of respondents say that they have achieved feedback from consumers thanks to content marketing.

• 75% of the professionals surveyed admit that they have noticed a return from content marketing in the form of sales.

• 55% of consumers say they are attracted to buy products because of content. (Source: Custom Content Council study)

• 47% of consumers surveyed say they have reviewed 3-5 blogs before considering buying a product or service. (Soruce: Demand Gen Report study),

• 21% stated that the main objective of the content marketing strategy for respondents is to increase sales and improve revenue . (Source: According to Hoyreka's Content Marketing Report)

From Content Marketing to Content Selling

The key to content marketing that helps increase sales is to think in terms of strategies focused on conversions and sales. Thus, there are two key concepts to keep in mind. On the one hand, content marketing must be part of an elaborate Inbound Marketing or attraction marketing strategy, which consists of getting users to go to the brand or company of their own free will, attracted by useful, valuable and good quality content that helps them solve their problems or needs.

On the other hand, we would then be talking about what is already known as "Content Selling" or sales-focused content. This would be based on developing a strategy focused on analyzing and understanding what our target needs, and then offering it to them in the form of interesting and attractive content. This would be a necessary synergy between the marketing and sales departments to create the perfect strategy.

The importance of analyzing results

One of the objections of some companies to use content marketing is that they find it very difficult to know what the Return on Investment (ROI) is. However, one of the main advantages of using this type of online marketing strategies is that the results are fully measurable and analyzable.

Measuring results is very important, as it allows us to gather valuable information about the performance of our content marketing strategy. For this, there are tools such as Google Analytics, or the statistics of the different social networks, thanks to which we can know what are the contents that generate a greater impact, the impact they have and all kinds of metrics that will help us to know what is the exact ROI.

This is achieved through different KPI's and metrics: the number of visitors, conversions, number of interactions, average spend, time spent, cost per click (CPC), number of impressions, etc.

With all this information, we can see how a good content marketing strategy can go far beyond generating leads and traffic to our website or increasing brand awareness. In addition, it can allow us to increase sales if we focus it in the right way and build customer loyalty. In this sense, creating original, good quality content will be key to encourage users to buy products and services.