From qualified leads to Quidditch – content marketing trends

Blog posts are best for qualified leads

When it comes to content marketing, your ultimate end goal is to secure qualified leads. Qualified leads

You might’ve identified secondary targets; becoming an authoritative voice, developing a regular publication schedule etc. But, it’s called content marketing for a reason, so this should be your main focus.

So, it pays to know what type of content is proving most effective at generating qualified leads.

Fortunately, this was one of Search Engine Journal’s goals when compiling the recently released ‘2017 State of Digital Marketing’ report.

And, here’s what they found:

*Graphic courtesy of Search Engine Journal

Blog posts are far and away the most effective form of content for scoring qualified leads. This method hoovered up almost half (41%) of the votes cast.

And, that’s hardly surprising. They’re so versatile that brands can use them in innumerate ways to draw in customers.

These are just some of the advantages that blogs have over the other forms of content listed above:

  • They’re quicker and easier to produce than all of the other content forms listed
  • They can be produced in higher volumes, and to coincide with certain events/initiatives
  • They’re appropriate for a wide range of circumstances; you can read one in minutes without needing an audio output
  • Apart from white papers, blogs offer the most potential in terms of SEO
  • You can re-purpose blogs and the supporting research much more easily than other content formats
  • Consumers have come to expect brands to produce blogs moreso than other types of content

So, there you have it. If you’re looking to land some more qualified leads, blogging is the way to go!

Consumers want content related to their hobbies and interests

The savviest content marketers are now generating personalised marketing resources based on highly detailed and accurate customer personas.

Key metrics include:

  • Purchasing history and related products
  • Product/internet search history
  • Age and other personal details

But, if you thought you’d figured out how to classify your customers and the topics they’re interested in, then think again!

New research from the7stars (in partnership with Newsworks) found that the topics consumers find most relevant are related to their own unique hobbies and interests:

*Graphic courtesy of Newsworks

You can have a stab at predicting individual customer interests based on the metrics mentioned previously, but it’s impossible to know for sure.

Even if you do confirm a topic is something they’re interested in, it’s almost impossible to create content that takes into account both the breadth and specificity of their hobby.

For instance, you might be relatively sure that a customer likes boats. But, in reality, it turns out this you’re still some way wide of the mark.

In fact, they only like ships in bottles. And, they have to be replica models of 17th century naval vessels. This level of granular detail is almost impossible to achieve when building up profiles.

In short, this stat poses more questions than answers. Content marketers will need to find new ways to get into the heads of customers and learn about their hobbies and interests. This study shows the metrics we’re reliant on now are clearly not the most relevant or effective.

Spotted in the news…

Author JK Rowling has used her Twitter account to make a personal appeal aimed at dissuading potential buyers of the Harry Potter prequel that was stolen back in April.

The handwritten piece – which only covers two sides of A5 – focuses on the teenage years of James Potter and Sirius Black. It was penned for a charity auction that took place nine years ago, and was stolen from the anonymous owner’s home in London.

As professional copywriters, one factor in particular leapt off the page. Yes, JK’s the brain behind the biggest children’s entertainment phenomenon of our time – but, £25,000 for an 800 word piece? We make that a hypothetical pay rate of £31.25 per word – wowsers!

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