Content marketing has become one of the most effective strategies for companies to retain and target its target consumers in the present generation that is so inclined on using the internet. In this way, you ensure that the leads that you get in the different stages of the sales funnel are given the valuable information that will contribute to their decision to purchase your goods or services. This process is an important one in the B2B context and it is referred to as generating marketing qualified leads (MQLs).
What is the meaning of Marketing Qualified Leads commonly known as MQLs?
MQLs are those people who have a rather high interest in what you can offer them but did not pass through the entire sales funnel. They have generally responded in a passive way, say downloading a white paper, watching a Webinar, or subscribing to a newsletter. These leads are considerably more qualified in relation to cold leads as they are more likely to generate sales, therefore being extremely effective for business.
How Content Marketing Contributes to Generation of Marketing Qualified Lead?
Brand Awareness: Thus, by providing constant creation and replenishment of a qualitative content, you can enhance the company’s popularity among the target public.
Thought Leadership: Another approach to benefiting from content produced in your company is to present your company as a part of a particular industry, thereby giving readers timely information and possible solutions to their challenges – all in the content that you create.
Lead Generation: Give something to get something – it is common to provide useful material, an ebook, a template, or a free webinar for the reader’s email address.
Nurturing Leads: Leads should be nurtured through the email, sending them content which is relevant according to the stage of the contact they are in funnel.
SEO Benefits: Having content that is aimed and formatted to be indexed by search engine means you will be attracting natural traffic to your website.
Key ‘Content Marketing’ Techniques that Helps in Generate MQL
Blog Posts: This will involve creating a blog that consistently creates informative and interesting articles that answer your target readers’ concerns and issues.
Whitepapers: Develop exacting handbooks or handouts that provide details about tendencies and standards in the industry.
Case Studies: Demos: this should include your company’s success stories and how your products or services have assisted customers to accomplish their objectives.
Webinars: Organize yourself webinars where you can present your audience with relevant information to let them to become your leads.
Social Media: You can always share the content you have produced on various social media sites and actually converse with the people who are following you.
The following is a presentation on Measuring the Impact of Content Marketing
To track the effectiveness of your content marketing efforts and measure MQL generation, consider the following metrics:
Website Traffic: Watch out for the early trending of unique visitors coming from organic search and the social networks.
Lead Generation: Keep record of leads that have come your way due to the content marketing strategies that you have been implementing.
Conversion Rates: Quantify conversion rate of MQL for customers.
Engagement Metrics: Engage data such as the number of re-tweets, comments or likes from fans, and rates of opens from emails.
As outlined in this article, applying a quality content marketing strategy will enable you to create MQLs, develop leads, and grow your business.
