Converting Readers into Leads: How to Optimize Blog Posts for Lead Generation

[shammis606]

Yes, I know, most of us would rather just write and make beautiful and useful content. Or are we not going to consider all the lives that knowledge has transformed by the simple fact of existing?

Well… after all, we are professionals, working in companies that if they don't sell, they physician database won't invest in our educational content and they won't even have money to pay us.

So, we better do our part to help our businesses increase sales and make sure we can pay our bills too.

How can you ensure that your content not only educates, entertains or solves readers’ problems, but also brings them one step closer to becoming part of your customer base?

I'll give you some tips based on my experience trying to convert the 7 million readers from around the world that Rock Content attracts to their blogs every month.

Keep reading!

Organizing the workspace
To know what you can offer your readers, you need to be fully aware of what you have available.

At Rock Content, the world leader in Content Marketing , we have:

four content solutions;
a talent network of 80,000 freelancers;
global presence, especially in the US, Brazil and Mexico (i.e. we work in three languages).
So, to make sure all content editors working on our blogs know how to promote our lead generation resources:

we document everything about them;
We augment this documentation with all the promotional materials available to them.
This can be a super simple task or a Herculean task.

At Rock Content, it was more like the latter: in the end, we found that we have over 300 landing pages for ebooks, webinars, spreadsheets, demo requests, etc. in Portuguese. We also have around 150 in Spanish and 120 in English .

Now we have all these resources documented in a big table like this:

Language Content Name Content Type Landing page link Link to all promotional images HTML code to insert the banner
IN Example 1 Webinar example1.com https://drive.google.com/drive/u/0/ <a href="https://example1.com" target="_blank" rel="noreferrer noopener"><img src="https://example1.png"/></a>
PT Example 2 Ebook example2.com https://drive.google.com/drive/u/0/
Transforming our mindset from “SEO optimization” to “SEO for conversion optimization”
At Rock Content, anyone who publishes content is already crafting it to be loved by Google. SEO is in our veins.

Since 2019, we have begun our internationalization process in the United States, where we are growing 30% quarterly in traffic and today we have hundreds of thousands of monthly visits.

But, in Brazil and Mexico , where we have more maturity, Rock Content has millions of visitors and is positioned in the first places of the SERPs for important keywords such as SEO, Content Marketing, Digital Marketing, Inbound Marketing, etc.

But to be honest, sometimes our blogging team forgot to think about the rest of the day – the offers we could make to get the reader one step closer to becoming a lead .

To solve that problem, as a Lead Gen Manager, I trained the Marketing team, showing all the possibilities they have to promote lead generation resources in a blog post.

With that, we have increased our lead generation by 30% quarter over quarter in the North American market and maintained 5% growth in Latin America.

Below we are going to share some tips with you. Keep reading!

You need to know your audience
Think about it: If you had to ask your mother for a loan, how would you go about it? Would you use the same tactics and words if you had to make this request to your father? Probably not, right?

Well, that's because you know them intimately: habits, behavior, likes and dislikes. And that's what you need to know to make sure you can ask your reader for something (email address or any other type of data sent through a form).

To get to know your audience, you need to talk to them! Go to events where they are, reach out to some of them to gather feedback, create a routine of weekly or monthly interviews. On top of that, you can also:

study web analytics data;
create easy-to-interpret click maps or heat maps;
use session recording tools;
conduct frequent surveys to collect proprietary data;
run A/B tests to understand what brings better results.
Understanding what the visitor wants in that blog post
A good content brief will likely highlight the keyword, the buyer persona , what stage of the customer journey you're planning for (top, middle, or bottom of the funnel), and a table of contents with the topics you should cover to successfully meet the reader's intent.

All of this information is also important when choosing the lead generation offer you will showcase in your blog post.