16 Tried-And-True Tactics To Attract Traffic And Leads With Content
Content marketing is a long game. While content must immediately influence a user’s actions, the resulting chain reaction—from awareness to conversion—can take some time to reach the bottom line. With a clear primary objective and a little patience, though, content can do much of the heavy lifting in reaching your target audiences.
Most companies have a goal of using content to attract traffic and generate leads, but the paths those leads follow aren’t always as direct as one might imagine. If you could use some insight into what methods are working the best for marketers today, see the tips below from 16 members of Forbes Agency Council, who share their go-to content tactics for increasing site traffic and generating leads
1. Taking A Multilayered Approach
We utilize SEO blog posts that include multiple mediums throughout an article. We perform extensive keyword research to drive qualified traffic and include a strong call to action in every post. We also embed a strategic video and link all necessary social signals that prospects could be interested in. Having a multilayered marketing approach allows us to capture the most traffic and leads. - Denis Sinelnikov, Media Components - Digital Marketing Agency
2. Utilizing Video Content
Our agency’s best practice to attract the most traffic and leads is utilizing video content. Video content is a way to build trust with your audience, share your message/product or service and increase engagement. This practice has actively proven to increase our return on investment. - Madison Gorn, Maddie Girl Marketing
3. Listening To The Voice Of Your Customer
In lead generation, content is merely a final step along the way. Valuable and engaging content that converts comes naturally as a result of extensive and in-depth research, planning, analysis and A/B testing. Learn what pains and drives your leads through surveys, social listening and client feedback. Content built on the voice of your customer is more impactful in converting leads. - Dejan Popovic, PopArt Studio
4. Always Having Promotional Plans In Place
Good content marketing isn’t about having the “best” content; it’s about having an effective promotional plan to make sure the content meets customers where they are, rather than waiting to be discovered. Make sure you always have promotional plans in place, and when creating content, draw a line where the quality is “good enough” (and stick to it) so that you don’t waste valuable time making refinements. - Nicky Senyard, Fintel Connect
5. Writing With Your Ideal Customer In Mind
Writing with your ideal sales persona in mind is particularly relevant for B2B companies. While many of us love to ponder the endless innovations in our respective industries via content, the end consumer of your content does not. They have a job they need to perform, and your content can help them do their job faster, better, easier and so on. Always write with your ideal customer in mind. - Mario Carrasco, ThinkNow
6. Answering Common Questions In Blog Posts
We have found great success by creating blog posts that target high-volume traffic terms while positioning the post as answering a common question related to the term. This generates significant traffic. Once visitors arrive and read the blog, there is a free download available, which then leads to a paid-for service or next step. - Jason Wilson, Strategy, LLC
7. Utilizing Paid Advertising On Facebook
Extending the reach of a piece of content with paid ads on Facebook allows us to attract quality leads for our business in a predictable and cost-effective way. We are able to get ourselves in front of ideal customers and measure a clear return on advertising spend. - Jonathan Durante, Expandify Marketing Inc
8. Thinking One Step Ahead On Trends
What emerging trend is your ideal audience likely to be interested in? Once trend interest is verified with data, we focus on educating this audience about the trend and how the brand’s solution or product fits into it. Our approach isn’t just to get early exposure to new keywords but to position the brand as future-focused. - Melanie Marten, The Coup
9. Prioritizing Data Over Assumptions
Taking the time to test a wide variety of content with a fraction of your overall budget allows you to more accurately understand what your target market is looking for and focus your efforts on top-performing content. Without this practice, you run the risk of burning resources on suboptimal content and spending more than you need to. - Cam Wilkie, func.media
10. Interviewing Subject Matter Experts
We have helped our clients develop fresh original content by interviewing them. As a result, they have a blog based on their thoughts without having to invest the time required to sit down and write blog posts. Our clients want to provide helpful information to people who are struggling in what may be the worst time of their lives—people who are looking for help from someone who understands their situation. - Tim Crouch, The Crouch Group, Inc.
11. Talking To The Audience Versus Google
In the last few years, it’s become a best practice for us to talk to the audience versus talking to Google. We’ve found that intermixing FAQs and topical conversations layered with personal discussions that “break the fourth wall” on all pieces of content seems to work the best in terms of creating “sticky” content. As far as videos go, the faster the pace the better. - Aleksandar Sasha Jovicic, Executive Digital
12. Performing A Behavioral Assessment
A best practice we recommend is to perform a behavioral assessment prior to developing content. This requires a deep dive into the motivations of your audiences to perform the specific behaviors you want. Once this has been accomplished, you’ll find it’s easier to develop the kind of content your audiences prefer to engage with. - Roger Hurni, Off Madison Ave
13. Providing Solutions To The Audience’s Pain Points
We identify the target audience’s pain points and provide solutions within our content marketing strategy. This helps us create a base of relevant prospects in terms of content readers who can become buyers at some point in their buyer’s journey. The lead quality obtained from this strategy is very high, and that’s why we return to this particular content marketing strategy again and again. - Ajay Prasad, GMR Web Team
14. Telling Human Stories
We have always told human stories. Leads are human beings trying to make a decision. My company’s content framework focuses on the “why” and leans into the solutions our clients’ brands and products are solving for their ideal customers. - Vix Reitano, Agency 6B
15. Creating And Sharing Roundup Articles
Our most effective strategy for generating traffic and leads with content is through roundup articles. We source quotes from business owners and marketing experts from around the world and turn them into long-form, shareable blog content. This earns us backlinks, and the content ranks well as a result; it also provides us with content that’s easy to repurpose as social media posts. - Adam Binder, Creative Click Media
16. Using The Skyscraper Technique
The skyscraper technique has repeatedly served as a powerful tool for my team, and one which consistently delivers strong results. Simple in function, the core of the tactic is to find poor-quality but high-ranking content and build a better alternative. Not only does this drive traffic, but it also improves the quality of information available on a given topic, creating real value for your audience. - Chris Martin, FlexMR
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10x Increase
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5.87x ROAS
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44% Increase
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