The 7 pillars of lead generation is a comprehensive model that guides you to grow your building products business. Each pillar brings its unique qualities and works in tandem with the others to increase the number of enquires, contacts and connections your company will make.
This blog is part 2 of the second pillar, which is Content Creation. Part 1 of Content Creation, covers the essentials of how to build a content marketing plan for your building product company and how to deliver it to the right audience.
In Part 2 we will discover how to make the most of the content you’ve created, by leveraging SEO to increase the visibility of your content and how to gate content to capture information for your CRM.
Content And SEO
If you create quality content, then your building products company will stand out from the crowd. It’s all about being distinguishable from everyone else that is competing for sales.
To get your content to rank highly on Google’s organic search pages, you must provide contextual, quality content which Google will recognise as high standard, and put in the top positions. In Google’s eyes, quality content on one page signifies quality content across the website.
Think of your content as an asset and decide how those assets can be utilised to fuel your lead generation; are they promotional or do they demonstrate your building products company as thought leaders in the space?
Establish these facts and focus on finding a balance if you want to rank!
Having a mix of thought-leadership content and promotional content is important because you’ll be more likely to get engagement if you diversify your content types and formats.
Engagement will signal to Google that your company is producing content of value and this will help you go further in the SEO rankings. Marketo states that the more informative your content is, the more likely people are to want to find and engage with it. Educate and help your prospective clients; don’t hard sell to them before they’re ready.
You should always start with keyword research; understand what you want to, and can, rank for on Google.
Yoast writes that detailed keyword research ensures that you use the same words as your target audience and this will guide your content creation around these key terms.
Structuring your content in the right way also signals to Google that your content is important and should be ranked highly on the search pages. If it’s not structured correctly, Google- or any other search engine out there- won’t understand what your content is about which will affect the way it’s indexed.
If your existing content has links to it from other pages within your site, this will aid your rankings. This is because internal linking creates a hierarchy in your site for your content which will boost your SEO.
That means you can use the content you’ve already written to boost the search engine rankings of your sales pages through linking, as well as through writing quality content, driving your lead generation to the next level!
Gate Your Content
In digital marketing circles, the phrase Content Is King, is used to emphasise the importance of your content in successfully carrying out lead generation campaigns. Properly leveraging your content library for lead generation purposes can be one of the most effective ways of acquiring quality leads that your sales team can confidently approach and convert.
Gating content is an effective lead generation technique that encourages a ‘give and get’ relationship between the prospect and your building products company. The customer has to give you some of their data to get a piece of your content.
You should collate this data in your CRM so your sales team can get in touch with them. But remember you have to balance the value of your content with the information you ask for.
You shouldn’t gate every piece of content on your website. Typically, the content you would gate is anything that a website visitor would download, as that qualifies as a substantial piece of educational content that gives an in-depth insight into your products or services.
Visitors looking to access this level of information are more likely to be in the consideration stage of the buyer’s journey.
Different types of content will have different requirements when it comes to gating. Files such as BIMs, CAD drawings, or data sheets are informative pieces of content that demonstrate the product options that your company offers. They are most helpful to visitors in the awareness stage of the buyer’s journey.
This type of content should be ungated, giving your visitors easy access without the need for them to hand over any information about themselves.
Educational content such as eBooks, whitepapers or product brochures gives a more in-depth insight into your products and services. While they are typically the most time consuming and expensive pieces to produce, they are also your most valuable, especially in terms of lead generation.
This type of content is most relevant to visitors in the consideration stage; they’ve identified potential solutions, and are conducting more in-depth research before choosing the right one for them.
With substantial pieces of content on offer, you demonstrate that you’ve got high levels of expert knowledge in your space which gives you an advantage over your competitors.
By showcasing that you’re a thought leader in your space through your eBooks and Whitepapers, visitors will be 80% more willing to give up information about themselves to access it than for other forms of content.
Content should be structured around properly researched keywords and a well-organised website with internal links to signal to Google that you’re a trusted authority in your space - which will help you to climb the Google rankings for organic search.
Gating content, when it’s appropriate to ask for information, in return for an in-depth educational resource should be used to maximise lead generation capture.
This will further drive your lead generation and help your company to achieve the sales and marketing goals that you set to help you grow your building products business.
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At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.