Without leads, there is no opportunity for sales and without sales, there is no profitability in your business, so it is essential you have channels that send leads into your business. So how do we get them and what can content marketing do to generate them? Let’s look at some of the more traditional forms of generating leads first.

  • Telesales and cold calls

  • Google ads

  • PPC

  • Search engines

  • Radio adverts

  • Magazines

  • Social media

  • Referral or recommendation

I’m not suggesting for one moment you take out a full-page spread in a magazine, it’s a costly marketing exercise with very little opportunity to quantify if it’s worked other than through a specific email address or code contained in the advert. Radio advertising is arguably even harder to measure ROI. That said, businesses and well-known brands have had success through both of these channels, but it tends to require a big budget which isn’t possible for SMEs ready to scale up and grow.

Telesales and cold calls.

As someone who spent years doing telesales, I can tell you the struggle is real. Trying to find a way into a business when they have no idea who you are, what you do or what results or value you can deliver for them is an uphill battle. It’s all about volumes with an understanding that only a small proportion of calls will get past a gatekeeper or even manage a conversation with the decision-maker. The know, like and trust factor of sales is important. How do you get in front of these people without active sales? If you have done some work on increasing your online visibility and elevating your brand before trying to call, your sales team will have a far greater chance of success.

How content marketing helps

Take yourself away from owning and running a business for a moment and put yourself in the shoes of the buyer. Many of us when questioned about how we buy, we just say something like “oh well I buy from Currys because I know they do televisions” or “if I need a new sofa, I’ll just go to DFS”. But when you really dig down into it and press someone, they haven’t considered that step before where they understood how it is that they became aware of these people’s businesses, how is it that they “know” them?

If you have become aware of a business or brand through online means, then it is likely you’ve punched relevant keywords into a search engine and been taken to one of their pages as a result. You may also have carried out a search of terms or hashtags on social media or seen a connection like and share information about a brand.

In either scenario, it is because of content marketing.

A business has published content which has either spoken to you or someone in your feed and that has alerted you to their goods and services. It has a clear narrative that taps into your fears, emotions, or pain points. It hammers home a need, and you identify with that.

Content marketing starts the buying journey

As a busy director of a company, your need effective online marketing that starts your potential customers on a sales journey. Using on-site content such as blogs does two things, it utilises recognisable industry keywords that help the content to rank, and it gives something to share across your social platforms which does the same thing – begins a narrative that an audience connects to. There are stats out there that talk about how many times a brand must show up before someone will buy but the outcome is the same: you must publish content continually that continues to feed into your potential customers’ narratives. Without content, you are invisible online. There is no opportunity for leads and therefore no opportunity for sales.

Published On: June 28th, 2022 / Categories: Content Marketing, Digital Marketing, Marketing Strategy /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.