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December 27, 2017
Content Marketing  |  8 min read

5 Ways Small Businesses Can Attract Leads With Content Marketing

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Syed Balkhi

Do you have a proper plan for generating leads from your blog? What kind of strategies do you use to attract subscribers to grow your email list?

Don’t have a plan yet? We’re here to help.

By deciding to start a business blog, you’ve already taken the first step toward building a successful content marketing strategy. According to studies, B2B marketers who use blogging in their content marketing generate 67 percent more leads than the marketers who don’t blog. You’re on the right track.

All you have to do now is figure out how to convert your blog visitors into leads. In this post, we’ll tell you about a few strategies you can use to get that job done.

Make sure you have the right tools

First, you need to equip your blog with the right tools. Without the proper tools and services, all your content marketing efforts will go to waste.

An email marketing service

The email marketing service you choose will help you manage all your email lists, manage contacts, create email campaigns, run automations, run promotional campaigns such as webinars, and so much more from a single software.

An email opt-in plugin

You’ll also need an email opt-in plugin for your WordPress blog. This tool will help you connect your email marketing service with your blog and effectively generate leads using pop-up messages, opt-in forms, slide-in forms, exit-intent pop-ups, and more.

Once you integrate these tools with your blog, you can jump right into generating leads.

1. Offer content upgrades

Sometimes, a blog post is not enough to offer a complete learning experience to your audience. And a content upgrade can be a great way to encourage users to take what they’ve learned from your blog and take action.

A content upgrade can be something simple like a checklist, an action plan, a workbook, a case study, or a tips list. It’ll be a like a homework assignment for your readers.

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You can include this content upgrade at the end of your blog posts behind an email opt-in form to let people grab the lead magnet by subscribing to your email list.

The important thing to remember is that you need to offer something valuable and something that also relates to your blog post topic. For example, if your blog post is about how to start a WordPress website, then you can offer a checklist for avoiding common WordPress mistakes as a content upgrade.

2. Host webinars

Studies show that more than 60 percent of marketers use webinars as part of their content marketing strategy. Webinars are more engaging than any other content form. As a result, they are considered as one of the most effective ways to generate qualified leads. According to a survey by ReadyTalk, 20 to 40 percent of webinar attendees usually turn into qualified leads.

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You can host a webinar every week or once a month and use it as a lead magnet to attract new leads from your blog. Collaborating with experts in your industry is a great way to add more value to your webinars.

Shopify is one of the many companies that actively use webinars to generate leads.

3. Build a resource hub

Building a hub full of free resources is another great strategy for attracting new leads and also building awareness for your brand.

CoSchedule has a resource hub for content marketers. UXPin has a selection of free e-books on UX design.

These companies now attract organic traffic and automatically generate leads through these resource hubs while also getting free backlinks from other websites.

If you offer more than one lead magnet from your blog, you can also build a hub for all your free e-books, case studies, and checklists to make them easier to find. Of course, you can also create a membership platform to get users to register to download your free goodies.

4. Create interactive content

Let’s face it, most people who visit your blog never really spend the time to entirely read a 2,000-word blog post. They usually skim it.

But, there are ways you can get them to spend more time on your blog and engage with them using interactive content, like quizzes and polls.

You can create fun and entertaining quizzes and polls, like personality tests and other industry-related quizzes, to engage with your audience. This is also a fun way to get feedback from your visitors.

How do quizzes and polls help generate leads? Well, most quiz and poll systems require users to sign up with their email or social network profiles to receive the results.

Riddle is a great free WordPress plugin that comes with a lead capture option. Using this plugin, you can create polls and quizzes while asking users to enter their email to receive the answers or results of the quiz.

5. Guest blog on popular websites

Guest blogging is an effective strategy you can use to attract new audiences and generate more traffic to your website and blog. Publishing a guest post on an authoritative blog will help you reach a new audience and drive some of their visitors to your own website.

This is also a good opportunity for you to generate more leads by linking to one of your landing pages or resource pages where you offer free stuff for visitors. In addition to getting more visitors and leads, guest blogging will also boost your website SEO by building high-quality backlinks.

Even some of the most popular entrepreneurs, such as Neil Patel, Richard Branson, Tony Robbins, and Seth Godin use guest blogging to generate more buzz for their business.

Over to you

Whether you’re selling carpets or a digital service, these strategies will help you capture more leads from your blog.

No matter what your business model is, content marketing is one of the most effective strategies you can use to generate leads. However, it’s up to you to find the right methods that work best for your business and your target audience.

The Small Business Guide to Capturing Leads - Download Now

Syed Balkhi is an award-winning entrepreneur and co-founder of OptinMonster, a powerful conversion optimization software. He is also the founder of Awesome Motive, the company behind several popular small business software programs that collectively powers over 3 million websites and serves billions of pageviews every month.

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