51% of B2B marketers leverage content marketing to generate leads, while 69% are aiming for multiple touchpoint MQLs as part of their strategy, according to our recent survey.
Could this suggest a shift towards a long-termism approach to generating leads? How are the key players evolving their approach to lead generation to move beyond cold data lists?
Join us, as we explore the content trends shaping the lead generation landscape.
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While gated content is still a critical lead capture mechanism, the conversion journey has become more complex and multifaceted in order to accommodate the B2B buyer’s journey. A lot of revised lead generation strategies leverage inbound tactics, with an emphasis on sustaining long chains of engagement. Thanks to expanding remarketing capabilities and the adoption of marketing automation, this can now be better executed.
How is this reflected in the B2B content strategy for lead generation?
More content, more engagements
In the past it was relatively easy to generate leads through a single lead magnet. However, modern B2B buyer’s are not so willing to give away their details and expect brands to work harder at demonstrating their value. For example, a third of IT buyers research more than 10 pieces of content, according to IFP’s research.
A key focus for many leading brands now, is to guide the user through a period of discovery through formats and themes, broken down to make them digestible and useful in their own right. This is how to create cut through and develop trust with your audience before requesting anything in exchange.
Therefore, when planning lead generation content strategies, brands must think beyond single assets and move towards the creation of asset libraries that embrace innovative formats such as micro content pieces and dynamic display.
These assets can be used to create a trail of information and incentives that drive your target audiences deeper and deeper into your brand, before they part with their details.
This doesn’t mean lead magnets are redundant but it does mean they no longer form the central focus.
For further reading check out: How-to Map Your Touchpoints for Conversion Rate Optimization
More channels, more freedom
Content environments are rapidly expanding outside of owned channels and are demanding an integrated approach. Having a multi-channel presence enables your audience to exercise more freedom over where and how they engage with your content.
This requires taking a deep look at your target audience’s digital ecosystem and identifying how you can deliver value generating content experiences. For example, leveraging infographics, videos and sliders on social platforms provide easy ways for your audience to interact with your branded content without demanding any commitment.
Despite this perceived audience freedom, widening remarketing capabilities make it easier to capture cross channel engagement and design mechanisms to keep your audience within your own digital ecosystem.
While integrated channels are important at building brand value, email marketing still remains one of the most effective channels, as voted for by 51% of our survey panel. However, thanks to greater data intelligence, in particular intent data, there is a growing shift away from outbound tactics that utilize cold data lists.
Now B2B marketers have access to audience intelligence via third party lead generation providers, they are able to design and deliver more relevant content to audiences that have expressed real-time interests in their topic area. This has can significantly impact on the quality of leads generated and the level of qualification.
More insights, more value
Fact-based decision making requires relevant insights. Where brands can drive real value is through delivering content that simplifies the decision making process through providing timely and unique insights.
This requires an in-depth understanding of your target audience, including all the influential factors that shape their perceptions and buying criteria.
59% of our panel of B2B marketers said research is crucial to content success, with 34% outsourcing research and 39% consulting analysts and thought leaders.
However you conduct the research, think of how you can provide a fresh perspective that will drive a high level of value. As this will form the incentive for future value exchanges.