The Power of Content Marketing in Lead Generation: How to Create Content That Converts

Guest Post: Ryan Robinson, Blogger, Podcaster (ryrob.com) 

If you’ve been in traditional marketing for any length of time, you know there’s a difference between creating content and creating content that converts.

90% of content marketers include content in their marketing strategies, according to a 2024 Forbes Advisor report. So you know you’re “supposed” to be creating content. But you’re not sure it’s doing anything for you other than ticking a box.

Below we outline three key considerations in content marketing lead generation with actionable examples to help you get started.  

Understand search intent

It’s very common for content marketing strategies to revolve around industry-related keyword research.

Your team opens its SEO tool and searches for high-volume, low-difficulty relevant keywords. Article topics are decided based on the keyword list. Rise and repeat ad infinitum.  

There are a few issues with this approach.

1. The competition is much steeper than it used to be – keywords you may have easily ranked for 10 years ago will be nearly impossible now.

2. Your competitors are doing the same thing – where is the originality? How are you standing out in an ocean of companies all creating the same types of content, focusing on the same keywords?

3. You forget you’re writing for people – you get so focused on beating the SEO game that you forget your target audience is a person with a problem, not Google’s algorithm.

This last point is the most important.

Any effective content strategy must begin with audience search intent. 

People search for all kinds of things for all sorts of reasons. Thankfully, content marketers have studied this (bless them) and have broken down search intent into four primary categories.

4 search intent categories

Navigational – This is when a user is looking for a specific web page. Usually, navigational searches are the most common with huge sites like Facebook or YouTube.

Informational – This kind of search intent is when a user is seeking a specific answer. (Ex. “how tall is the Empire State Building?”)

Commercial – This is when a user wants information to compare and consider because they are looking to buy. (Ex. “best running shoes for plantar fasciitis”)

Transactional – The user is ready to make a transaction. (Ex. “book a bed and breakfast in Burlington, Vermont”).

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Search intent examples

Let’s look at how some real companies have used search intent to create content that converts.

Aurit Center

The Aurit Center is an organization of divorce mediation experts who leverage informational search intent in their articles and guides.

The common query, “cost of divorce in Arizona” leads the user to deep insights on how to navigate the complex terrain of divorce in Arizona.

Because they understood search intent and provided value, Aurit Center earned the first SERP position on Google for the “cost of divorce in Arizona.”

Screenshot provided by the author

Delta Remedys

Delta Remedys, a THC gummy company, is an excellent example of building brand trust in its content. 

They have leaned into informative content by infusing education into their product pages. This comprehensive content educates potential customers and aids in their purchasing decisions.

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Because of their dedication to helpful content, Delta Remedys stands shoulder-to-shoulder with other informative blog results in search engines, making them a go-to resource in the THC gummies market.

By consistently addressing the latest research and trends in its content, Delta Remedys empowers its customer base to make informed decisions. 

This approach has solidified their position as a reliable authority in the space, demonstrating the power of a well-executed content strategy.

Henry Meds

Henry Meds’ page comparing Rybelsus and Ozempic provides a good example of long-form comparison content with commercial intent.

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This piece of content is a good example of content that converts for several reasons:

1. It’s a highly relevant and timely topic of interest for Type 2 diabetics and those seeking weight loss
2. The content is well-structured, providing a clear and concise overview, including cost considerations and effectiveness  
3. Establishes authority and trustworthiness by discussing partnerships with FDA-licensed facilities. 

Such details enhance the credibility of the content, making it more persuasive and likely to convert readers into taking action, whether that’s seeking more information or considering the medications discussed. 

SoFi

The magic in SoFi’s lead generation strategy is how they discuss complex topics simply.

An organization that sells personal finance products, SoFi effectively uses content to educate its users about various financial solutions, such as student loan refinancing. 

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By providing detailed, easy-to-understand information on how refinancing can lead to potentially lower interest rates and reduced monthly payments, SoFi informs and empowers its readers to make informed financial decisions. 

This approach boosts trust in the brand and drives action, demonstrating the real-world impact of well-crafted content in the personal finance sector.

Research the pain points of your target audience

Your user intent research will tell you a lot about what your target audience is looking for. But you also want to address their pain points.

Scour your accounts for user data.

Unfortunately, user data is often spread across teams and departments, so it may take some time to hunt it down and gather it in one place.

Look for user data in:

• Comments on social media content
• Feedback from current customers
• Unsubscribe explanations
• Survey responses 
• Reviews

Use these goldmines of information in addition to your typical data in Google Analytics, dashboards on your social media channels, keyword research tools, etc.  

With user intent and audience research in hand, now you can focus on relevant keywords. 

Using the three together creates a holistic approach to high-quality content. You can have confidence that audience-centric content will outperform a blog post written only with SEO in mind.

Choose the right format for content marketing lead generation

When you are conducting your audience research, pay close attention to what distribution channels are performing the best for your content.

Is your target audience most responsive to social media posts? Snappy emails? Youtube videos?

If you lack this data or most of your channels are stagnant, trend research can help you get dialed in.

As of quarter four, 2023, short-form video content takes the lead as the most effective content marketing lead generation format.

This held true across platforms, including TikTok, Facebook Reels, Instagram Reels, and YouTube Shorts.

If you’re having trouble picking a platform and format, the data suggests that short-form video content is a good bet.

Meet your users where they are by knowing your audience preferences and your ROI will be much greater than shooting in the dark.

Wrapping up

Start creating your content with a purpose. Understand user intent and make the effort to learn your target audience’s greatest pains. Present yourself as the solution with robust, high-quality content on the platforms your target audience visits the most.

If you take this approach, the role of content marketing in lead generation will become an airtight pipeline for business growth. 

Are you ready to create valuable content that converts?

About the author: Ryan Robinson

I’m a blogger, podcaster and (recovering) side project addict that teaches 500,000 monthly readers how to start a blog and grow a profitable side business at ryrob.com.

LinkedIn: https://www.linkedin.com/in/theryanrobinson/

Twitter: https://twitter.com/TheRyanRobinson