O que fazer se sua estratégia de marketing de conteúdo não estiver gerando leads?

I like to use the analogy "Mind the Gap" - think of standing on the train platform. Whenever you are undertaking any marketing, consider these three things: - G - Goals - what do you want this piece of content/marketing to achieve? - A - Audience - Who specifically is this aimed at (be as a specific as possible) - P - Platform - Where will this be used (again, but as specific as possible!) Then there is actually a silent "P" in "Mind the GAP-P": - P - Promotion - how are you going to promote this content/marketing to the specific audience, on that specific platform, to achieve that specific goal. Far too often we try and create marketing to appeal to everyone, but all we achieve is it not truly appealing to anyone!

Usually content is used for Awareness stage more than the Acquisition. Although an ultimate goal of any business is to generate revenue and Awareness plays an important role, it is important to identify what you really want to do. One of the metrics you can look at is average time spent on your content. If it is high, you may also acquire leads out of it.

Transition from conventional analytics to measuring 'change in behavior' and 'engagement depth.' Evaluate how your content influences audience behavior, not just in terms of numbers but in actual shifts in thinking or action. Measure success by the community's active participation and the conversations sparked by your content, reflecting a more profound impact on your audience.

If a content marketing strategy fails to generate leads, I reevaluate the content's relevance and value proposition to the target audience. I conduct thorough audience research to understand their pain points and preferences better. Then, I optimize content to address these needs more effectively. Additionally, I explore diversifying content formats and distribution channels to reach a wider audience. Continuous monitoring of performance metrics allows for agile adjustments to improve lead generation outcomes.

When your content marketing strategy isn't generating leads, it's essential to take a step back and re-evaluate your approach. Review your existing content to assess its alignment with your target audience's interests and pain points.

Conduct a comprehensive audit of your existing content to identify strengths, weaknesses, and areas for improvement. Evaluate the relevance, quality, and performance of your content assets across different channels and formats. Identify top-performing content pieces that have generated leads in the past and analyze the characteristics that make them successful. Conversely, identify underperforming content and assess potential reasons for their lack of effectiveness in generating leads. Use insights from the content audit to inform future content creation and optimization efforts.

Instead of a standard content audit, approach your content as a curator in an art gallery. Evaluate each piece’s ability to stand out, provoke thought, and leave a lasting impression. Assess your content's uniqueness and its potential to challenge the status quo. Identify pieces that disrupt common narratives or provide radically different perspectives, fostering innovation and creativity in your audience's minds.

Primero, sacas todo y haces un inventario, igual que harías con tu contenido usando una hoja de cálculo o SEMrush. Luego, decides qué ropa (contenido) realmente te queda bien y es útil – eso es evaluar la calidad y la relevancia para tu público. Luego, buscas espacios vacíos donde podrías añadir algo nuevo – identificar las brechas en tus temas o palabras clave. Analiza qué prendas (tipos de contenido) usas más y cuáles no; eso te dirá qué funciona mejor. Y finalmente, con toda esta info, decides qué guardar, qué actualizar y qué nuevas cosas comprar. Así de cercano es hacer una buena auditoría de contenido: ordena, evalúa, rellena los huecos, y ajusta según lo que más te beneficie. ¡Es como organizar tu armario, pero para tu contenido!

I see many companies/startups getting a massive traffic or traction to their website blog or even social media content for that matter. But usually, it is a plain simple knowledge without any CTA. We need to understand your LPV to Lead capture can increase significantly if you use CTA in your content in a written format as well as a real button.

Focus on building trust and obtaining permission before pushing for lead generation. Create content that invites audiences to opt into a journey with your brand, rather than just capturing leads. Develop a series of engagement points that gradually increase in commitment, allowing the audience to self-select their path to deeper engagement, thus generating more qualified and committed leads.

Piensa en darle un toque fresco a tu contenido existente convirtiéndolo en algo práctico, como una guía o un checklist. Asegúrate de tener llamadas a la acción claras que guíen a tu público. Ofrece algo especial, como webinars o cursos, y usa páginas de destino atractivas para convertir visitas en leads. Y no olvides, sigue conectando con ellos a través de emails que aporten valor. Es como mantener una charla amistosa que los lleve por el camino que deseas.

Implement a systematic approach to testing and refining your content strategy to optimize lead generation outcomes. Experiment with different content formats, distribution channels, messaging strategies, and lead capture techniques to identify what resonates most effectively with your target audience. Conduct A/B tests, multivariate tests, and user feedback surveys to gather data and insights on content performance and user preferences. Continuously monitor and analyze key metrics to assess the impact of content variations on lead generation results. Use data-driven insights to iterate and refine your content strategy over time, focusing on tactics that yield the highest return on investment (ROI) in terms of lead generation.

Piensa en esto como cuando pruebas diferentes ingredientes en tu plato favorito hasta que encuentras la combinación perfecta. Utiliza herramientas como Google Optimize para cambiar y probar diferentes cosas en tu contenido, como si cambiaras los condimentos. Prueba distintos titulares como si probaras diferentes salsas, cambia las imágenes como si cambiaras los acompañamientos, y ajusta tus llamadas a la acción como si ajustaras la sazón. Observa lo que mejor resuena con tu audiencia, como cuando ves la reacción de alguien probando tu plato. Mantén lo que les encanta y cambia lo que no, hasta que tu estrategia de contenido sea tan buena como tu receta más exitosa. Es todo sobre probar, aprender y ajustar.

Be patient. Content marketing is a tool to build future demand not convert existing demand. Most of the "failures" in content marketing come from businesses not having the vision and patience to commit to doing quality content consistently over time. (And/or the content just isn't good or differentiated enough - but that's a topic for a different convo!). Take a long-term approach, focus on quality, and be patient.

Content marketing is like planting seeds for the future, not picking fruits that are already ripe. Often, businesses fail in content marketing because they don't stick with it long enough or don't make their content good enough. That's why having a solid content strategy is crucial. It's like having a roadmap that guides you in creating content that resonates with your audience and brings results over time. Additionally, with more and more people accessing content through their smartphones, ensuring that your content is optimised for mobile devices can significantly boost its effectiveness. So, it's important to think ahead, focus on making great content, have a solid strategy, and be patient.

Failed content strategies can frequently be linked back to a lack of value, or perceived value, in your content and brand by your audience. What are you trading with your audience that is worth it for them to share data, visit your site, or download your asset? Can you ask and answer this questions comfortably at every stage of your content marketing strategy, including lead acquisition? Ensure the guiding question of why a consumer would become a lead in the first place is reflected in your approach, assets, and omnichannel use of content.

A content marketing strategy that fails to generate leads is often the result of an awareness-only focus where your brand tries to be a media company — leading to the publishing of a lot of friendzone content that engages people but doesn't connect to what you sell.

Remember that content marketing is a long-term strategy that requires patience, persistence, and ongoing optimization. Be prepared to adapt your approach based on changing market dynamics, audience preferences, and competitive landscape. Invest in creating high-quality, relevant content that provides genuine value to your audience and addresses their specific needs and pain points. Build trust and credibility with your target audience by consistently delivering valuable content that educates, entertains, and engages them throughout their buyer's journey.