2019 has arrived and one has to consider a lot while creating a content strategy. The online competition has become more intense than ever before. Also, there are different types of content and multiple ways to deliver that content to your audience.
Before you decide what way to choose in order to deliver your content to the audience, it is important to define the goals which you want to achieve with your content. Once your goals are decided, you need to prioritize your ways of content distribution.
Sign up for this free Inbound Readiness checklistSIGN UP NOW
The below pointers will help you decide which channels to choose for your content distribution and what type of content you need to create which will perform well in these channels.
1. Product Pages
No matter whether you sell your product online or not but the product pages on your website should compel the users to purchase the product. For this, you must keep your pages simple.
Even if two or more products are similar to each other, each product should have a unique name and product description to avoid the issue of duplicate content. Focus on the utility of the product and how it will make a customer’s life easier.
Image: Product page
Use bullet points to draw the attention of the user. Use product images in the description to provide a more holistic view of the product. Also, don’t forget to add trust signals such as reviews, quotes from the customers or a statistic about how the product is helpful to the customers.
Most importantly, the page should have a clear call-to-action button and it should be in a simple and understandable language.
2. Webinars
Webinars which provide informational content for prospects can be an extremely powerful source of lead generation, particularly if you’re using images and videos to explain the concepts.
A webinar allows prospects to build a relationship with the presenter as they can see and hear the speaker live. You can also make use of exclusivity angle as the webinar is only available to those users who have chosen to attend it.
Image: Webinar
Following are the types of webinars which help in lead generation:
1) An interview with an industry expert.
2) Product demonstration.
Quick Tip: Ask for a minimum amount of information on the signup form as the more you ask, the fewer leads you will receive.
3.Blog Posts
Blog posts are amongst the best ways to rank well in organic search. They also help you to acquire featured snippets on SERPs. It is relatively easy to produce blogs on a large scale.
Image: Blog
You can create different types of blog posts for your audience depending upon their position in the customer buying funnel. Some of the blog post ideas that perform well include:
One of the biggest advantages of paid advertising is that the results can be seen immediately and the content can be delivered in front of a large qualified audience. On the other hand, organic takes a long time to see growth.
In order to ensure that your content is performing well in paid search, it needs to be niche and targeted to the keywords you are bidding on. If not, then your quality score will suffer.
Google, Yahoo and Bing – all these search engines have their own forms of the quality score which takes into consideration a number of factors such as landing page quality, expected CTR and relevance to your ad.
Image: Online advertising
Social media platforms such as Facebook and Twitter have a relevancy score which acts as quality score. They measure your expected engagement rate with an ad that indicates if your content matches the needs and interests of your target audience.
This means your content must be customized for the target audience for higher performance. Numerous types of content can work for paid advertising. Visual content such as videos and images can be incredibly powerful for paid advertising.
5. Sponsored Content or Guest Posts
If your website doesn’t have a big following then engaging in sponsored content on a website which has a bigger following can be really valuable for building awareness about your brand.
The sponsored content looks like a normal article but is tagged as “sponsored content”. Since the visitors can see the content is sponsored, they are more skeptical about it.
To create a quality promotional article, the article should be written in such a way that it is genuinely helpful to the readers and not overly promotional. It is already clear that the content is created for the promotion of your brand, hence the content shouldn’t reinforce it.
If you don’t have a budget for sponsored posts then you can search for relevant websites that take guest posts. If you are pitching for a guest post then ensure that your article is compelling and in line with what their audience wants.
It should be helpful in nature and not promotional as you need to establish trust amongst the new audience.
Image: Guest blogging
6. Original Research
If acquiring backlinks is one of your major SEO goals, carrying out original research can be very helpful to your cause. Original research is extremely powerful as you are the only source of your data.
If you are publishing data which is unique to your organization or conducting your own survey then with the help of its findings you can find new data with unique insights.
If you don’t have data to publish from your organization and can’t carry out surveys then you can use the data from official government sources, interpret it and present the interpretation in front of the audience.
Often the data from official sources is difficult to understand as it contains a huge amount of technical terms and your interpretation on this data can add a great value to your audience.
Conclusion
The above ideas can help your new posts stand out. In order to increase the reach of your posts, implement the above 6 ideas. Connect with influencers and popular websites which can accept your content easily.
There are many marketers who still don’t know how to distribute the content properly, but they can stand out from the competitors once they learn the content distribution game.
For Curious Minds
Defining clear goals for each channel is the foundation of an effective content strategy because it aligns your efforts with measurable business outcomes. Without specific objectives, you risk creating content that fails to connect with the right audience or drive desired actions, wasting valuable resources. A goal-oriented approach ensures every piece of content has a purpose.
To implement this, you should connect your content distribution to a clear objective:
Product Pages: The primary goal is conversion. Content must be simple, highlight utility, and use trust signals like customer reviews to compel a purchase.
Webinars: The main objective is high-quality lead generation. Content should be informational, build a relationship with the presenter, and leverage an exclusivity angle to drive sign-ups.
Blog Posts: The goal is often top-of-funnel awareness and organic search authority. These articles help you rank well in search and acquire featured snippets.
By matching the channel to the goal, you can prioritize your efforts and build a more coherent customer journey. Discover how to map these channels to your specific business funnel in our full guide.
A 'quality score' is a diagnostic metric used by search engines like Google to rate the quality and relevance of your ads, keywords, and landing pages. High relevance between your content and the user's search query results in a higher score, which directly lowers your advertising costs and improves ad placement. It is a direct reflection of how well your content meets user expectations.
Search engines evaluate several factors to determine this score:
Expected Click-Through Rate (CTR): How likely users are to click your ad when shown.
Ad Relevance: How closely your ad copy matches the intent behind a user's search.
Landing Page Quality: How relevant, transparent, and easy-to-navigate your landing page content is.
A niche and targeted landing page that aligns perfectly with your ad copy will earn a higher score, making your campaign more efficient. To learn more about optimizing your landing pages for a better quality score, explore the complete analysis.
Prioritizing paid advertising is most strategic when speed and precise targeting are critical, such as during a product launch or a time-sensitive promotion. Paid channels deliver immediate results by placing your content in front of a large, qualified audience, while organic growth through blogging takes a significant amount of time to build authority. The decision hinges on balancing short-term impact with long-term asset building.
Consider these key factors when making your choice:
Speed to Market: Paid ads generate traffic instantly. Blog posts and SEO can take months to show significant results.
Budget Allocation: Paid campaigns require a consistent budget to maintain visibility. Organic content is an upfront investment that can yield compounding returns over time.
Audience Targeting: Paid platforms offer granular targeting options. Organic reach is broader but can be refined with tools like SEMRush Keyword Magic Tool.
Ultimately, a hybrid approach often works best, but for an immediate launch impact, paid advertising has a distinct advantage. Read the full article to understand how to blend both for sustainable growth.
The choice between an expert interview and a product demonstration depends entirely on your campaign goal and where your prospect is in the buying funnel. Expert interviews build authority and attract a broad, top-of-funnel audience, while product demos are designed to convert bottom-of-funnel leads who are already considering a purchase. Each format serves a distinct strategic purpose in lead generation.
Here is how to weigh the options for your B2B audience:
Expert Interviews: Best for brand awareness and attracting new prospects. They position your company as a thought leader and generate informational leads.
Product Demonstrations: Ideal for prospects in the consideration or decision stage. This format provides direct value by showing how your product solves a specific problem.
Exclusivity and Engagement: Live interviews create a sense of exclusivity and allow for real-time Q&A, fostering a stronger relationship with the presenter.
A successful strategy might use both formats at different stages of the customer journey. Explore the full content to see how to structure each type of webinar for maximum impact.
Successful companies strategically embed trust signals on product pages to build credibility and reassure potential buyers at the critical point of decision. By showcasing positive social proof, they transform a simple product description into a compelling case for purchase, directly addressing customer uncertainty. These signals act as powerful endorsements that validate the product's value.
Effective product pages often integrate a mix of these elements:
Customer Reviews and Ratings: Displaying authentic feedback from other buyers is one of the most powerful forms of social proof.
Quotes from Customers: Highlighting specific, benefit-driven testimonials can make the product's advantages more tangible.
Usage Statistics: A simple statistic, such as “Trusted by over 10,000 users,” provides quantitative proof of the product's popularity and reliability.
By adding these signals alongside a clear call-to-action, businesses reduce friction in the buying process and boost conversion rates. Dive deeper into the article for more examples of how to build trust on your site.
Businesses can strategically deploy different blog post formats to align with user intent at each stage of the buying funnel, which enhances both engagement and SEO performance. 'How-to' articles are excellent for attracting a broad audience in the awareness stage, while comparison posts target users closer to making a decision. Matching the content format to the customer's journey is key to effective content marketing.
You can map these blog formats to the funnel like this:
Awareness Stage: 'How-to' articles and 'question and answer' posts attract users seeking information for a problem, positioning you as a helpful resource.
Consideration Stage: Comparison articles directly evaluate different solutions, helping users weigh their options and guiding them toward your product.
Decision Stage: Case studies or product-focused posts can provide the final push needed for conversion.
Using tools like the SEMRush Keyword Magic Tool can help you find topics for each of these formats. Learn more about building a full-funnel blog strategy in the complete guide.
To avoid duplicate content issues and improve SEO, you must treat every product page as a unique piece of content, even for similar items. The key is to focus on distinct benefits and use varied language that speaks to specific use cases, ensuring each page offers unique value to both users and search engines. Uniqueness is paramount for both SEO and user experience.
Follow this stepwise plan for each product page:
Create a Unique Name and Description: Never copy and paste. Focus on what makes this specific product different and how it will make a customer’s life easier.
Use Bullet Points for Key Features: Highlight the most important utilities in a scannable format to draw user attention quickly.
Add Distinct Product Images: Use high-quality, unique images or videos for each product to provide a holistic view.
Incorporate a Clear Call-to-Action: Ensure the CTA button is prominent and uses simple, understandable language.
This approach helps search engines index your pages correctly and provides customers with the clarity they need. Explore the article for more on optimizing pages.
A startup can build a powerful blog strategy by focusing on niche topics where it can establish authority, rather than competing on broad keywords. The process involves identifying specific user questions and creating detailed, helpful content that directly answers them, which is exactly what search engines look for when awarding featured snippets. The goal is to be the best answer for a narrow set of questions.
Here is a simple plan to get started:
Find Niche Topics: Use tools like Moz Keyword Explorer to discover long-tail keywords and questions your audience is asking.
Create High-Value Content: Develop 'how-to' guides, comparison articles, or 'question and answer' posts that provide comprehensive solutions.
Optimize for Snippets: Structure your content with clear headings, lists, and concise paragraphs that directly answer the target query.
Promote Consistently: Share your posts on relevant social media channels to gain initial traction.
This targeted approach allows you to see organic growth without a massive budget. Read on to discover more advanced techniques for topic discovery.
In an increasingly crowded digital landscape, the future of lead generation will belong to businesses that create an integrated, multi-channel content strategy. Relying on a single channel is too risky; instead, companies must combine the relationship-building power of webinars with the precision of paid advertising to create a resilient and adaptable marketing engine. The focus is shifting from channel-specific tactics to a holistic customer journey.
This strategic integration will likely evolve in several key ways:
Personalized Engagement: Webinars will continue to be a powerful source for building direct relationships with prospects in a way that static content cannot.
Data-Driven Targeting: Paid ads on platforms like Facebook will be used to promote high-value content like webinars to hyper-targeted audience segments.
Content Amplification: Blog posts will serve as the foundation for organic discovery, with key insights repurposed for both paid campaigns and webinar topics.
This blended approach ensures you are connecting with prospects at every stage of their journey. Uncover more about building a future-proof content strategy in the full article.
The rise of featured snippets signals a fundamental shift in search behavior, where users expect immediate and concise answers. This trend requires marketers to structure blog content not just for traditional ranking but for 'position zero,' by formatting posts to be easily digestible by search engine algorithms. Your content must become the most direct and authoritative answer available.
To adapt your strategy, you should adjust how you create content:
Lead with the Answer: Place a clear, concise summary of the answer directly below the main heading.
Use Structured Data: Employ headings (H2, H3), bullet points, and numbered lists to break down complex topics into simple steps.
Ask and Answer a Question: Format subheadings as direct questions (e.g., “How do you set up a webinar?”) and then answer them immediately.
By adopting this 'answer-first' approach, you increase your chances of capturing featured snippets. Explore the full article for more on optimizing for modern search engine results pages.
A primary reason for low webinar sign-up rates is friction in the registration process, specifically asking for too much information on the sign-up form. Each additional field you require creates a barrier that causes a potential lead to abandon the process, dramatically reducing your conversion rate. The solution is to simplify the ask and amplify the perceived value.
To fix this common problem, you should:
Minimize Form Fields: Ask for the absolute minimum amount of information required, such as a name and an email address. You can gather more data later in the nurturing process.
Emphasize Exclusivity: Frame the webinar as a limited-time opportunity available only to those who register. Use language that highlights the unique access to an expert or proprietary information that attendees will receive.
By reducing friction and increasing the perceived value, you can significantly improve your registration numbers. Discover more lead generation tips in the main article.
Paid campaigns often fail because of a low quality score, which inflates costs and reduces ad visibility, even with a large budget. This poor score is typically caused by a fundamental disconnect between the promise made in an ad and the experience delivered on the landing page. When user expectation is not met, both the user and the ad platform will penalize you.
The problem can be identified and fixed by focusing on relevance:
Identify the Mismatch: Analyze your campaign metrics. A low CTR on your ad or a high bounce rate on your landing page often points to a relevance issue.
Align Ad Copy and Landing Page: Ensure the headline, keywords, and offer in your ad are mirrored on the landing page. The user should feel a seamless transition.
Improve Page Quality: Make sure your landing page is niche and targeted to the keywords you are bidding on, as platforms like Google and Facebook reward this with a better score.
Resolving this alignment issue is crucial for turning a failing campaign into a profitable one. Read the full text for a deeper look at optimizing your ad relevance.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
Growth Strategy and Planning
