Give your customers what they want.

While your content marketing efforts may take many forms, your strategy should boil down to one goal: offering something of value to your target audience. Whether by sending an engaging email newsletter or designing an informative ebook, there are countless ways to build a strategy that appeals directly to prospective customers.

But coming up with consistently clever content is not as easy as it sounds. Try these 12 tips to step up your lead generation game:

1. Create Premium Content

Creating well-researched original content like ebooks, whitepapers, or case studies is a great way to demonstrate your industry knowledge and expertise. Build a landing page, and prompt visitors to share their email addresses in order to gain access to your brilliantly crafted content.

2. Offer an Email Newsletter

Email newsletters can help build value, promote brand recognition, and extend your reach among the right audiences.The best part? People who sign up to receive your newsletter have already shown interest in your brand’s product or services. With the right messaging, you can convert these subscribers into paying customers.

3. Create a Helpful Tool

Create an industry-specific tool that requires users to submit their contact info to use it or to retrieve their results. This gives you access to a highly targeted list of people who could genuinely benefit from your products and services.

4. Offer a Demo

Build a landing page with a short video demo, and give viewers the option to sign up for more information via a live demo. In a way, this first step serves as a screening process, ensuring that your live audience is filled with all the right people.

5. Create Facebook Lead Ads

Whether you want to encourage people to sign up for your email newsletter or learn more about your brand, Facebook lead ads simplify the process. When a user opts to learn more about your brand, a form pops up with their contact information automatically generated. All they have to do is click ‘submit.’

6. Try Remarketing

Remarketing works by tailoring ad content toward consumers who have shown a cursory interest in your brand. By strategically positioning targeted ads in front of these engaged consumers, you can remind them of the products and services that are already on their minds, ideally coaxing them further along the sales funnel.

7. Run Linkedin Ads

Because LinkedIn is specifically designed for job seekers and professional networkers, it serves as the perfect outlet for publishing industry-specific case studies, ebooks, reports, white papers, guides, and other types of high-quality long-form content. Even better, you can ensure that your content reaches the most relevant audience with LinkedIn’s wide array of targeting tools.

8. Invest in PPC

Using PPC advertising via AdWords or Bing Ads can help you attract visitors who are actively searching for your products and services. It also helps you determine what consumers are specifically seeking, in turn enabling you to craft your content to their needs.

9. Create Promotional Landing Pages

A landing page can be any page that someone “lands on” after clicking on your call-to-action. Dedicating an entire page to a promotion is a great way to reinforce your brand messaging and persuade users to exchange their contact details for access to the offer.

10. Incorporate Email Marketing

Email marketing campaigns work because they’re highly customizable, targeted, easy to create, and relatively inexpensive compared to other marketing strategies. In fact, a Saleshub study shows that email marketing has a ROI of 4,300% — this statistic is reason enough to incorporate it into your marketing plan.

11. Host Webinars

When implemented effectively, webinars are a powerful marketing tool that can boost your brand’s industry street cred and offer a convenient, useful service for clients and consumers looking to learn.

12. Use Location Information

One way marketers can optimize their efforts for mobile devices is by targeting consumers who are within physical proximity of their retail location. According to MDG Advertising, 72% of consumers say they will respond to calls-to-action in marketing messages they receive within sight of the retailer.”

Longneck and Thunderfoot offer content marketing services and strategies to transform your company blog into an authoritative trade publication. Click to learn more about how to produce great content and prove ROI on your marketing efforts.

Author Jamie Ayers

A graduate of Skidmore College, Jamie works at L&T as a content strategist, account manager, and editorial lead across a wide range of industries and fields, specializing in the digital economy, experiential marketing, and campaign-led initiatives. His other interests include electronics, Agatha Christie novels, and being outside.

More posts by Jamie Ayers