From converting leads to The Beano – content marketing trends

Converting leads with content marketing

Two pretty damning stats about converting leads have entered the content marketing zeitgeist in recent months: converting leads

This suggests visitors need a little more convincing than they’re currently offered. These stats are also good examples of why content marketing started gaining traction in the first place.

So, let’s take a look at how marketing’s newest iteration can redress the balance and aid with converting leads.

Visitors not ready to purchase

Maybe they’re finding out about your product or service in a broader sense, or perhaps they’re comparing you to your competitors.

In any case, to woo them you must wow them. Use a clean, easily navigable design with scannable content that tells them what they want to know, in the places they’d expect to find it.

Also, leverage content as a means of capturing their details. Put a lead capture form in a prominent place on your site, then ask for their email address in return for some awesome content, like:

  • Ebooks
  • Guides
  • White papers

Leads not converting into sales

They’re clearly interested enough to have made contact. But, you’ll need to show them some love before they commit.

Start converting leads by using content marketing to give them the best darn experience ever:

  • Make difficult concepts easier to understand by writing in plain English and prioritising info
  • Show a shared interest by posting regular blogs related to things your customer demographics love
  • Use FAQs to answer their questions before they even need to ask

The more you can make your leads smile with content marketing, the more likely it is they’ll eventually convert to a sale.

Cheap freelancer content: you get what you pay for

Last month, ClearVoice published a brand new study that set out to show how much bang companies get for their buck when they utilise cheap content marketing freelancers.

The study used six travel writers divided into three tiers: ‘Beginner’, ‘Pro’ and ‘Expert’. They were asked to prep a 150-word piece on the theme of ‘Amazing Island Vacations for Summer 2017’.

The tier they fell into was defined by their rate:

  • Beginner: $0.10 per word
  • Pro: $0.25 per word
  • Expert: $1.00 per word

Beginners and Pros were all sourced from online job boards, while the Experts had written for reputable travel publications in the past.

30 editorial experts analysed their work and scored it from 1-10. Here’s how they fared:

LevelWriter 1Writer 2
Beginner5.1 (First writer scored 0 as didn’t submit, so replacement had to be found)3.6
Pro0 (Heavily plagiarised)5.1
Expert7.57.3

As you can see, by this metric Beginners and Pros performed almost as badly as each other, and Experts wiped the floor with both.

Just one error was found in both Expert pieces combined, and each took less than five minutes to edit. In comparison, the Pro pieces averaged 7.5 errors and took 20+ minutes to edit, while the Beginner pieces also averaged 7.5 errors and took 15+ minutes to edit.

In addition, editors noted that only the Expert group produced a cohesive storyline that would be compelling to potential customers.

As this unequivocally shows, you really do get what you pay for when it comes to content marketing. Shelling out a little more up-front will save you time that will otherwise be wasted on editing, administration and re-writes, as well as helping you tell a story that customers want to hear.

Spotted in the news…

Anyone who’s just a big kid at heart should check out the FT’s recent article on The Beano (subscription required).

*Spoiler alert!* Dennis, Gnasher, Bananaman and their anarchic buddies have become icons for a new generation of kids thanks to the Beano website, app, online games and on-demand CGI cartoons/videos.

Not only does this show that great content is evergreen, The Beano has taken the admirable step of optimising their content marketing by crowdsourcing story ideas from their readers.

Panels of kids give publishers DC Thompson their views on the latest toys, trends and topical news, and the feedback is used to create hyper-relevant new content. Try this for yourself to upgrade your strategy from Walter the Softy to Dennis the Menace.