Lead Generation – The Surprising Efficacy of Content Marketing - Gorilla

Lead Generation – The Surprising Efficacy of Content Marketing


From experience, if there’s one thing new B2B companies or start-ups tend to neglect the most, it’s a solid content marketing strategy.


Simple answer – we don’t know. Data from CMI revealed that 93% of B2B marketers utilise content marketing of some kind. Rightfully so, as 72% of those marketers said it had increased their lead generation. In addition, it also costs up to 62% less than traditional marketing.

Clearly then, the problem does not lie with the effectiveness of content marketing. It is more likely that new companies aren’t aware of content marketing. Start-ups will most likely be looking for a way of generating maximum leads at maximum speeds – which you definitely won’t get from content marketing alone.



Quality Lead Generation from… Content Marketing?

The key to content marketing is realising how significantly it can boost other methods of lead generation on your site. The first and most obvious benefit of content marketing is that it will drive traffic to your site at a much higher rate. HubSpot found that businesses who regularly publish more than 16 posts per month get almost 3.5 times the traffic than businesses publishing fewer than four pieces of content per month.


‘Marketers who prioritise blogging are 13 times more likely to enjoy positive ROI’ – InstaPage


The more you effectively utilise other forms of lead generation (search ads, email marketing, etc.) the more likely you are to generate quality leads – obviously! However, the amount of leads generated by other lead generation activities increases based on the amount of quality content your site has to offer.

This is why it’s so important to ensure that your content marketing is quality content. When users quickly leave your website after clicking it (maybe when realising the content didn’t quite live up to what was said on the tin…) it can negatively impact your sites SEO. In simple terms, poor quality content can seriously harm your site!

This means you’ll have to make your content useful, informative, entertaining, or even better – all three.


‘Marketers using quality Video content can generate 66% more leads’ – Aberdeen Group


Make your CTA’s Obvious!

When you create high-quality content for SEO and Lead Generation purposes, it’s often easy to forget that people will actually read it. Content creation in the B2B space can often leave you trying to balance the need for more information with the need to keep it snappy – most execs are busy!
With this in mind, you’ll need to ensure your call-to-actions are clear, obvious and useful to your end users.


For example, if you’re struggling with your lead generation activities and need the help of a professional hand, get in touch with Gorilla. We’re the experts in creating and implementing the right lead generation strategy for your B2B endeavours. Alternatively, take a look at our wide range of channel marketing services to see how Gorilla can help.

See? Easy.

Stay tuned over the next few weeks as we delve deeper into the Wild West of Content Marketing…


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