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How Content Marketing Can Improve Your Company’s Lead Generation

It’s essential to have an effective B2B lead generation program. However, it won’t amount to much even when supported by the latest marketing technologies if your content strategy doesn’t match a buyer’s profile or relates to their buying journey. Creating content isn’t just about regurgitating words to fill up web pages and hope for a better search engine ranking; it’s about giving something valuable to your readers and crawlers.

Content marketing plays an important role in your lead generation strategy. If the two aren’t aligned, you’ll only suppress your conversion rates and negatively impact the chances of a prospect progressing further into the buying cycle. 

How Does Content Marketing Tie Into Lead Generation?

Content marketing intertwines with lead generation to create lead-generating content marketing. This strategic marketing effort focuses on developing and distributing engaging, appropriate, and informative content across numerous domains to draw and retain the ideal customer. The lead magnets in this marketing tactic have the potential to persuade prospects to buy from you and become a customer, ultimately making or breaking a deal for your company. The more refined your content marketing strategy, the more effective it will capture potential leads.

How Can You Generate More Leads With Content Marketing?

In the race to the top, marketers are forced to churn out content as often as possible to stand out in a crowded space, which means that some have prioritized quantity over quality. However, doing this will only backfire on your business. Instead, try some of these strategies:

1. Focus on Personalized Content Targeting

The unfailing way to catch the attention of your target audience is through the ever-reliable method of personalization. It has proven to overpower every marketing tactic because it is engineered to resonate the most with the predefined buyer persona’s preferences. Adding a dose of personalization to your content will more likely attract enough leads to occupy your sales team for several months. That’s because personalization makes people feel heard, understood, and desired, which pushes them to take action by entering your conversion funnel. 

Additionally, you can leverage artificial intelligence and machine learning to connect with your target audience even more and unlock new levels of personalization. If you’re trying to keep pace with your competitors, you can easily outrun them by focusing on personalized content targeting.

2. Promote the Content You Create

It’s one thing to come up with creative, compelling content that resonates with your audience. You’ll have to ensure that they see it in the first place. That involves promoting it across various channels to increase its visibility and push it in front of your potential customers so they can read it, learn from it, and share it on their network. Your responsibilities don’t just include developing great content but distributing it to the right audience. 

You can also explore media crossover by collaborating with different companies like Newswire, which allows you to publish your content pieces in appropriate places on thousands of partner sites. Your content will receive even more exposure while expanding your brand reputation and recognition.

3. Back Your Content With Facts

In the age of misinformation, more and more people are putting a premium on data-backed content. That means you’ll have to incorporate information from surveys and polls instead of providing anecdotal, generalized thoughts. Fortunately, many social tools are at your disposal to help you gather the facts you need from the most relevant people. It will also increase the credibility and authority of your company.


Content marketing can do wonders for enhancing your B2B lead generation, especially when you do it the right way. By integrating it into your lead generation strategy, you’ll enjoy a sharp increase in conversion rates, brand recognition, and revenue.

WhoKnows specializes in lead generation for startups through our tools and solutions tailored to make your business function better and your employees more successful. Our high-powered lead gen services are affordable, fully scalable, and can help you reach thousands to millions of your target audience. Request a demo today!

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