Before you start your company’s website design project, be sure to define your content strategy. The three things that will make your Lead Generation Website successful are:
- The high quality of the content.
- The way content is packaged in the form of Calls-to-Action (CTAs), offers and landing pages.
- The strategic way content is shared across marketing channels.
Practically every B2B site consists of a scrolling Home Page, About Us, Products or Services and Contact page. A Lead Generation site adds an array of thought leadership and educational content, some of which is free and some that is gated, depending on where the visitor goes on the site.
But before becoming a content creation action hero, you need a strategy for what content you need to create —based on your audience’s needs and preferences — and where and when to syndicate that content across media channels.
For example, a Lead Generation Website will promote pithy, search optimized blog posts written to draw people in on a regular basis. The site will also have long-form content such as White Papers or eBooks, created specifically to generate leads, by requiring the user to provide contact information before downloading. Because you’ve built credibility by generating regular blog posts, visitors will be more likely to register for the other offers. The types of content visitors like to consume include:
- Blog posts and articles
- White Papers
- Animated (Explainer) Videos
By updating content weekly or even daily — having it picked up by the Search Engines — and repurposing it on social media, many more prospects will engage with you to seek your insight and perspective. This repurposing of content across channels is as important to your content strategy as the actual creation of the different levels of content. Be sure to share your blog posts and offer your content via social media.
Over time, as your content is recognized, coveted and shared, your reputation will grow and more visitors will come to your site seeking content, becoming prospects and potentially, becoming customers.