HOW TO OPTIMIZE YOUR CONTENTSTRATEGY FOR LEADGENERATION

<p>: #contentstrategy #leadgeneration #digitalmarketing</p> <p>We live in the era of an always multitasking, ever-moving consumer who is hard to impress. These days most brands are forced to up their content creation game and start producing in-depth and interactive content, investing into video creation and designing original graphics.</p> <p>However it is not enough. While content quality is fundamental, your #contentstrategy will fail to have any impact on your company’s bottom line unless it is optimized for capturing and nurturing leads.</p> <p>Hi, i’m cally, from the international institute of digital marketing. Here are three tips to optimize your #contentstrategy.</p> <h2>Step 1: optimize for the customers’ journeys, not just keywords</h2> <p>Instead of targeting keywords, target a customer’s experiences.</p> <p>Behind each search query, there’s that searcher’s intent, i.e. What they are hoping to do when they see search results.</p> <p>As buying journeys are becoming more and more complicated and unpredictable, you may adopt an even more robust approach.</p> <p>In other words, for every content you are thinking to create next, identify:</p> <ol> <li>Which keywords (and questions) &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;your target reader is likely to type into the search box when looking for &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;something your content is answering / solving</li> <li>What may have brought them to search for those specific queries (are they in the middle of the project? Are they in &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;the process of buying something? Are they fighting a condition? Etc.)</li> <li>Create &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;content that serves #2 in the best possible way. Provide directions and &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;downloads which would match all possible scenarios that may have brought &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;people to your site.</li> </ol> <h2>Step 2: hook up your optin forms to a customer relationship management platform</h2> <p>Firstly, people are less and less willing to give away t