The cardinal rule of any content marketing strategy worth its weight in leads is that every piece you publish should have a call to action promoting an irresistible lead magnet.
A lead magnet is an incentive—usually some sort of free template or ebook or tool—someone receives in exchange for their contact information. As the name implies, this magnet generates leads that marketing can nurture into sales.
This strategy sounds simple, and yet marketers mess it up every day.
Instead of going through the trouble of making a new magnet for every blog post—along with fresh landing pages, banners, UTMs, and the rest of those necessary evils—we tack on an old lead magnet (or worse, a generic CTA like “Subscribe to our blog”) and then sit back and scratch our heads wondering why conversion is only .5%.
The formula itself is simple:
Write content about a relevant topic based on good keyword research.
At the end of the content, say: “Did you like this content about XYZ? Download ________ that we published on the same subject!”
Link to a landing page where they can download the content in exchange for their contact info.
Step two is the make-or-break step. Your articles should have a lead magnet that’s directly related to the topic at hand—preferably a tool or template that helps the reader with whatever they came looking for in the first place.
The last two examples are so obvious it hurts. The words “calculate” and “template” are in the titles, so people searching for those terms are already expecting calculators and templates. Give the people what they want!
That leads me to the next piece of advice…
Use tools and templates!
Ebooks and white papers are good. Templates and tools are better.
Webinars and checklists are good. Templates and tools are better.
Case studies and infographics are good. Templates and tools are better.
Your mission is to make lives easier and be as helpful as possible. Sending someone to an ebook or white paper or webinar usually requires them to do more thinking and figure out a solution themselves.
On the flip side, a tool like an ROI calculator or social media scheduler says, “Hey, we’ve done most of the work for you. Check it out and save a ton of time.”
Saving people time is the best source of value. Even if that means putting in more effort yourself to develop tools and templates, it’ll pay off in droves.
To hammer the point home, here’s the most successful post on my blog.