Current marketing trends all emphasize the need to generate quality content for the sake of driving targeted traffic to your website as well as converting that traffic into promising leads. In order to carry out this marketing strategy effectively, you must develop a specific rollout plan to not only develop content that will be read and shared, but to ensure that the content is available to your target audience and you’re capable of converting prospects once they hit your website.

Create Quality and Educational Content for a Target Audience

It all begins with the content that your organization is generating. The content needs to be original, current, and focused on educating your target audience. Avoid sales pitches and glorifying your company, and concentrate on providing a solution to a potential or existing problem. Only through the composition of quality content will your articles, blogs, press releases, case studies, and white papers be shared. Not sure what qualifies as quality content? Take a look at your top ranking competition and note what they are distributing to their prospects and posting on their websites.

Market Your Content in a Myriad of Unique Ways

Now that you’ve spent the necessary time creating a stunning piece of content that is ready to be shared with the world, what’s next? Distribute it!
• First and foremost, post the content on your website to reap the SEO benefits
• Spread the content through your company’s social networks
• Leverage white paper promotion programs – costly but effective
• Distribute your press release through free and paid press release distribution websites
• Send out an email campaign with the newly developed content as the takeaway
• Submit your blog or article to blog directories
• Send your blog or article to industry focused websites as a guest submission
• Provide the content as a take-away from a webinar
Without sharing your content through numerous mediums, it will become stale on your website and will lack the traction necessary to attract your target audience.

Develop a Following on Your Website and Social Networks

As you develop content and share it through multiple platforms, you will slowly but surely develop a following. This following will include those who frequent your website for updates, subscribe to your RSS feed for blog or article posts, like and/or comment on your social media posts, or begin following you on social media networks. If you allow comments on your posts, your followers will likely let you know which posts they find entertaining or educational. Your following will typically be comprised of similar members of your industry, potential clients, and those curious about the content that you create.

It’s OK to Give Content Away For Free

Even though the primary reason for developing content is to generate leads, it is necessary to always give some content away for free. A website visitor is more likely to provide you with their contact information to view a white paper if they have already read a couple of blogs and understand the level of content that they will be receiving.

If you don’t like the idea of giving away quality content for nothing in return, there are ways around it. You know that email list that you’ve been building from website leads? Send them an email leveraging your newly written content with a link to where they can download it without filling out a contact form. Since you already possess their contact information, you don’t need to request it again and you’ll make your prospects feel as if they’re receiving complimentary content as they enter the nurturing process.

Remarket Quality Content in Various Ways

Content that has resonated in your online community should be remarketed in numerous ways. If you recently conducted a successful webinar in which your audience was captivated by your presentation and they asked intelligent questions that led to discussions with your sales team, take the webinar content from the slides and develop it into a thought provoking white paper. Keep your successful webinar posted on your website as an on-demand feature that your website visitors can view by submitting their contact information.

If you create a white paper and properly market it which leads to multiple sales opportunities, blog and write an article about the white paper, extracting the important information in a couple key pointers. Any piece of content can be reformatted in different ways. Be creative and get your point across; if the information is valuable enough, people will seek it out.

Promote Sharing on Your Website and Relevant Social Networks

All of the content that you create should have the ability to be shared on your active social networks. When posting to social networks, don’t be afraid to ask for likes, shares, or retweets depending on what platform you’re posting content to. Your website should be the central hub to all of the networks that you belong to, and the content should be ubiquitous across the networks.

Establish a Nurturing Process for Any Positive Action

Now that you’re on a roll developing content and properly promoting it across multiple platforms, make sure that your nurturing process is infallible. What happens when a prospect downloads a whitepaper, views a webinar, clicks through on an email campaign, comments on a post, spends 15 minutes on your website viewing six different pages, becomes a fan of your business page, follows you on Twitter?

To be effective in converting traffic into leads, you need to nurture your prospects by leveraging multiple subtle programs to ensure that you stay in front of them at all times. If the prospect isn’t currently in need of your solutions, ensure that when they have a need, you’re the first provider that comes to mind.

Implement Tracking Metrics to Understand What Your Website Audience Wants

It doesn’t do your organization any good if you have no way of knowing if your content marketing initiatives are working. Establish tracking methods to understand where your visitors are going when they hit your website. Know whether they’re reading your content based on how long they spend on a specific blog or article page and what solution pages are being hit with the most amount of traffic. Only by understanding what your prospects are interested in can you tailor your website to provide them with more of what they want.

Develop Complete Landing Pages to Enhance Conversion Rates

When providing content to a list of prospects or using Pay Per Click to drive traffic to specific content, landing pages are crucial to allow the visitor to understand what he/she will be receiving as well as processing the appropriate conversion of that page. I’ve seen too many times where companies drive traffic to their homepage or a product page and hope that the visitor can make 3-4 accurate decisions to properly navigate through their website and submit their information. This simply doesn’t work.

A proper landing page provides the visitor with a specific offer, a summary of the offer and what the prospect will learn, and a strategically placed contact form to be filled out. The page should also make it quite difficult to reach any other part of the website and this is why menu systems are typically removed from landing pages. Because of the removal of menus, landing pages typically have very high bounce rates, but that’s fine as long as you are receiving feedback from your contact form. When the feedback slows down, it is time to rethink your offer and the layout of the page.

Ensure Your Website Can Appropriately Handle the Traffic You’ll Generate

Granted you won’t go from receiving 50 daily visitors to 10,000 daily visitors overnight, but it is crucial to ensure that your website takes visitors down a specific path of conversion. Think of your website as a story that is being told to each visitor. You want them to have the freedom to explore at their own will, but you want them to all reach the same goal – the contact page. By ensuring that your website is coherent and provides appropriate call-to-actions, you can rest assured that conversions will begin to slowly trickle in.