Content Writing Agencies: The Secret to Lead Generation
Content Writing Agencies: The Secret to Lead Generation
To run a successful business, you need to develop a pipeline to attract consistent (or better yet, growing) sales. For many businesses, this means generating enough high-quality leads to keep the sales team busy and the conversion rate up. But with so many new companies popping up on the internet, how do you find more potential clients? The answer is through content marketing… and specifically by working with a content writing agency
Effective content marketing takes a lot of work and strategy. For companies wanting to make a difference online, publishing content is necessary and can’t be overlooked. Working with a content writing agency to develop and execute an effective content marketing strategy is a powerful way to increase your leads and sales.
Not sure how? First, we’ll share some of the ways content marketing actually helps and some of today’s best practices for increasing lead generation. Then, we’ll show you exactly why using a content writing agency is the smart way to go.
How Content Writing Can Help Generate Leads
Many businesses struggle with lead generation. Your sales team is likely capable of consistently converting a certain percentage of qualified leads. However, getting enough good leads to them while minimizing the low-quality ones can require a well-developed pipeline. Content marketing can be a cornerstone of that pipeline, and the content writing agency you work with can help you develop that.
Digital content is gaining popularity because 77% of adults in the U.S. are online at least daily, according to the Pew Research Center. Furthermore, 28% are almost constantly online and 45% are online several times per day.
The secret to the effectiveness of content writing is that you can offer something of value to your audience for free. It is unlike almost any other type of marketing. Whereas an ad, website, video or any other form of marketing is simply promoting your brand, content is engaging potential leads with information that they want.
You can generate leads with content writing by simply trading your valuable information in exchange for contact information. If your content strategy is well-targeted, a large percentage of the leads generated will be likely customers. A good content writing agency can help keep your sales team busy all day with qualified leads.
Top Content Writing Strategies For Lead Generation
The key to effectively generating leads through content marketing is to have a good lead capture setup. This looks a little different for every business. For example, techniques that work for a consumer electronics brand may not translate well for an industrial hardware business. Nonetheless, if you focus on delivering value through your content, you can use it to effectively generate leads.
Content writing agencies offer a wide range of lead generation strategies that you can customize to fit the needs of your brand. Combine quality writing with these strategies for some killer content that catches the eyes of potential consumers. Wondering what content marketing methods are so useful? Here are a few of these effective lead capture techniques that you can incorporate or ask your content writing agency to do for you.
Strong Calls to Action on Enticing Content
The simplest form of lead capture through content writing is to have strong calls to action at the end of your content pieces. A CTA is a prompt at the end of some content asking the person reading to do something.
If your content is intended for lead generation, you could ask your reader to complete a form. This form could provide information to your sales team to contact the person with additional information. Similarly, you could provide contact information to have interested potential buyers contact your team. Writers from the content writing agency you work with can easily incorporate these types of calls to action to instantly increase the lead generation power of your content.
Depending on the strength of your content, you don’t necessarily need anything complicated to convert readers to leads. If your readers are highly interested, they will be ready to convert with minimal effort.
Downloadable White Papers
Another option for generating leads is to exchange contact details for more information. A great way to achieve this is by offering a downloadable white paper or datasheet that is unlockable through a form completion.
For this strategy to be effective, you need the downloadable content to be genuinely enticing. It can be helpful to have a content writing agency produce the white paper based on data from your team. If the paper isn’t interesting and well-presented, it will be hard to generate leads.
This technique typically works best for products and services for which the buying decision is highly data-driven. For example, if you are supplying enterprise software, a white paper about relevant innovations in the industry could be valuable. However, if you are selling dog beds, it will be a less effective strategy (although a downloadable guide to preparing for your first puppy may be effective). The key is creating something that is relevant.
Webinars and Other Events
You can offer free access to webinars or similar events in exchange for form completions. Getting people to sign up for webinars is a lot like getting them to download a whitepaper. You need to provide valuable information in a professional format for it to be worthwhile to your audience.
When done properly, webinars can be very impactful. A survey by ReadyTalk indicates that about half of respondents converted between 20% and 40% of their webinar participants into qualified leads. That is an impressive rate and ranks webinars as the top form of content for generating qualified leads.
Other types of events may work a little differently. For example, you could have a professional networking event. In this case, the most important element is getting a crowd of relevant people. Whatever your event is, if it is enticing and valuable for your audience, you will generate leads.
Of course, you’ll need some persuasive writing to help potential leads become interested in a webinar or similar event. A content writing agency can assign a team of writers to write blog posts and social media snippets that support and explain the event. You may also want to a little digital marketing as well to boost customer reach for a large event.
Another option is to provide promotional discounts to people who provide their contact information. This could be a one-time discount, or it could be signing up for regular emailed promotions. This will produce two very valuable types of leads.
The first discount connects with people who are close to making a buying decision. They are looking for a deal and may become long-term customers if they have positive buying experiences. The second is for previous customers who are thinking about coming back. Working with them can help you to develop a strong base of repeat clients.
Finally, you can ask your audience to sign up for a content newsletter. This may be industry news or other relevant information for your readers. This is doubly effective because you are getting contact information as well as successfully getting the potential customer engaged with your brand for the long term.
Again, consider working with a content writing agency to ensure that both the writing and the presentation of your newsletter is up-to-par. If it is not a well-produced newsletter, you will likely have a high unsubscribe rate.
Tips for Successful Content Marketing
Content marketing has become a highly popular channel. While this validates the efficacy of content writing, it also means that there is a lot of competition for audience attention. Fortunately, you can outperform many content marketers simply by having a thoughtful strategy.
Content writing can be time-intensive and challenging. Whether you produce your content yourself or hire a content writing agency, the following tips will help ensure that your strategy is successful:
- Create for Your Niche: The most important element of an effective strategy is that it should be made for your target audience. This may sound obvious, but a large amount of unfocused and ineffective content is created each year. Consider what people in your niche are interested in and what would be valuable to them. Then inform your content writing agency about the tone, personality and topics you require.
- Focus on Quality Over Quantity: It is better to produce one piece of content per quarter that is effective than weekly content that is ineffective. If your content is low-quality, it won’t attract potential buyers and may even turn some would-be customers off. Evaluate every piece of content created for your brand based on whether it is helping with your goal of generating leads.
- Repurpose Content Across Channels: You can get extra mileage from your best content by repurposing it across different media and channels. For example, if you have an excellent whitepaper, you could turn it into a webinar. If you then record your webinar, you could edit it into a video to share on social media.
Go Deeper With Your Content
Getting the fundamentals of each piece of content is great, but don’t forget to go deeper. The way you distribute content, SEO strategies and original writing can make your content even more effective:
- Have a Consistent Schedule: Consistency can go a long way for your content marketing strategy. The goal is to generate leads to keep your pipeline full. Without a systematic plan, you could end up with a boom and bust cycle, which is going to leave your sales team alternating between being overwhelmed and scrounging for leads. Release content on a regular schedule and keep the leads coming in smoothly. Many content writing agencies use deadlines and can create a steady output of content for you to use.
- Target Keywords Carefully: Content marketing and search engine optimization should go hand-in-hand. Every article, blog post or whitepaper that you create should have keywords that reflect likely searches by your intended audience. Ultimately, your content writing will be in vain if no one is finding and engaging with it. Have the writers from the content writing agency you use implement these SEO strategies or work with an agency that already does.
- Offer Something Unique: As mentioned above, it is important to offer value to your audience. Whenever possible, you should make sure that whatever you are offering is also unique. Remember, there is a lot of noise on the internet. Getting your signal to break through means you need to have something that your competitors don’t have. This is one of the perks of working with a writing agency; Each writer’s unique perspective adds variety and diversity to the content your produce, as long as they stay consistent with the tone of your brand.
The Advantages of Working With a Content Writing Agency
Using content marketing to generate leads can be very successful when implemented well. If you are serious about bringing in qualified leads, you should consider hiring a content writing agency. While anyone can perform basic content marketing, there are many advantages to hiring a professional writer or agency. The following are five of the most significant benefits.
As described above, consistency can help you to extract the best results from your content marketing. However, sticking to a schedule can be difficult, especially when your marketing team has numerous other responsibilities. Having a dedicated, professional writer is a great way to solve this. Hiring an agency is even better.
A content writing agency will typically have multiple writers. So, having someone get sick or take time off won’t interrupt your schedule. Plus, if you have a time-sensitive topic you want to cover, you can have it turned around quickly.
Professional Quality Content Writing
Most professionals can write reasonably well. However, there is a big difference between crafting a solid email and effective content writing. If you work with an agency, you are guaranteed to have the support of professional writers who are experienced with creating impactful blog posts, web pages, articles and other content.
Having an experienced writer helping with your content marketing can be the difference between reaching your goals and falling short. You will get a better return on investment if you trust your content writing to a team that knows what it is doing.
Content Optimized for SEO Visibility
Search engine optimization and content marketing should always work together, as previously mentioned. However, SEO is a complex skill that is distinct from that of good writing. Rather than trying to master these two skills yourself, you may want to hire a content writing agency.
An agency team will typically have significant experience in creating SEO-ready content. Plus, many agencies even have SEO specialists who help to set the strategy for each piece. In other words, you are likely to get more eyes on your content (and generate more leads) if you work with an agency.
Less Expensive (If You Value Your Time)
In a lot of cases, working with a content writing agency is less expensive than trying to do the writing yourself. Many small business owners think that they can write a few blog posts and start bringing in leads for free. However, if you consider the value of your time and the opportunity cost, it is clear that hiring a professional makes more sense financially.
Every marketing strategy should produce a strong return on investment. Agency writers can typically create content faster and produce better results. In other words, you are going to see better returns when you hire an agency. Better yet, you can then invest more of your time into other, high-impact activities.
More Audience-Focused Writing
Learning to write for an audience is a skill that one has to develop over time. Furthermore, researching an audience and using data to inform content writing is challenging, especially for beginners. If you are new to the process, chances are that you will struggle to execute a content marketing strategy that is truly targeted to your audience.
By comparison, a content agency likely has substantial experience with audience-focused writing and strategy. Therefore, working with an experienced team can help you realize the most important criterion for successful content marketing: focusing on your audience.
Work With an Experienced Content Writing Agency
Content writing can be a powerful tool to help you generate leads for your sales team. If you want to achieve the best possible results, consider hiring an experienced content writing agency.
BKA Content may be the right agency for you. Our team has produced content for brands ranging from single-person small businesses to global, Fortune 500 corporations. Learn more about how our content writing team can help you to excel. Then, contact us today to get started.