Content marketing is the all the rage. And for good reason - it works! In this presentation, Marilyn Moran offers content marketing tips for lead generation including optimizing your content for search engines, attracting and locking in your readers attention, persuading and prompting response and encouraging social sharing.

1. By Marilyn Moran
http://www.njmarketingnerd.com

3. Content is King!
Everything you read on the Web is content.
Content is everywhere.
 web pages
 blog posts
 email newsletters
 social media posts
Content is crucial to B2B marketing.

4. What is Content Marketing?
Content marketing is defined as any marketing
format that involves the creation and sharing of
media and publishing content in order to acquire
customers.
Content should inform, educate, and capture a
reader’s interest.
Effective content should attract prospects putting
them at the top of the sales funnel.

5. Content Marketing on the Rise for B2B
93% of B2B marketers are
using content marketing.
Source:
B2B 2014 Content Marketing Trend Report

6. B2B Content Marketing Tactics
Lead generation is the 2nd most important organizational goal
for B2B content marketing behind brand awareness.
The top 5 content marketing tactics being used are:
 social media posts
 website articles
 e-newsletters
 blog posts
 in-person events
Infographics have seen the largest increase in usage
with 51% of marketers using them.

7. Generating Leads With Content Marketing
Whether you’re planning on writing an ebook, white paper,
case study or a simple blog post, ensure that your content is
prepared to capture leads with these
Content Marketing Tips

8. Optimize Your Content For Max Discovery
Optimize content for maximum search engine visibility
 Name Your Files. Whether your file is a JPG, PPT, or PDF – give it a
descriptive name.
 Optimize titles and descriptions. Add keywords to boost visibility of
blog articles, web pages, etc.
 Optimize Alt tags. An alt tag is a description of an image; this is
another opportunity to add keywords.
 Categories & tags – many categories & tags are indexed in search
engines.

9. Optimize Your Content For Max Discovery
Do not overoptimize your content, however.
 DO NOT keyword stuff your content with the same keyword. Not only
does it not read well, Google may also levy a penalty as it is against
their quality guidelines.
 DO use a keyword research tool such as SEMRush or Ubersuggest.
Keyword research tools can help you find related keywords that
people are using in their search queries.

10. Grab and Lock In Your Readers Attention
Your content should be interesting and easy to read.
 Use formatting — headlines bullet points, bold/italicized text, colors (but
not too many) white space and hyperlinks can break up the monotony
of text.
 Use images – images can add interest and provide eye relief.
TIP: Incorporate branding into your images. Watermark your logo
and website address to any images you use.
 Write for your audience – content should be written for your reader. It
should resonate with them and in a style they will understand.
 Build trust – address a pain point; tell a story and above all be human.

11. Persuade and Prompt Response
Reel the reader into the lead generation process
 Reiterate — Summarize the main points of your content to drive
home the essence of it and highlight its value.
 Call to action – This is your opportunity to ask your readers to supply
their contact information. Create urgency with this call to action.
Make it clear what the result of contact will be.
 Contact form – Contact forms should be brief and ask only the
essential/necessary information. Asking too many questions can be
overwhelming and deter your prospects.
 Thank You page – A thank you page should repeate when a reader
can expect to hear from you as well as repeating alternate contact
information such as a telephone number or email address.

12. Encourage Sharing
Social sharing is your friend.
Not only does social sharing increase your reach, but it shows your
authority and influence.
 Include social sharing functionality. If your audience is on
social networking sites, this is a must. Include social sharing
icons to make sharing easy.
 Thank sharers socially. Have a “social listening” strategy in place. If
someone shares your content on social channels, you should know
about it and take the time to thank them. Better yet — follow them
and engage with them.

13. In Summary
Content marketing tips for lead generation in 2014
 Make sure your content is well-optimized to increase the
chances of it being found online;
 Keep your audience in mind; write for them! Keep their needs
in mind; don’t write above or below their level.
 Make your content easy to read; provide eye relief with
formatting and images.
 Build trust; tell a story, be factual and BE HUMAN.
 Convince and encourage the reader to contact you.
 Share your content where it makes sense to and make it easy
for others to share your content, too.

14. Thank You for Reading!
If you liked this presentation, please
like, comment and share!
Please connect with me on social media:
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https://twitter.com/NJMarketingNerd
http://www.pinterest.com/njmarketingnerd/
www.linkedin.com/in/marilynmoran/

15. Visit My Website & Blog for More
I would love to hear from you!
http://www.njmarketingnerd.com/
http://www.njmarketingnerd.com/blog/
marilyn@njmarketingnerd.com
Cheers!