Content Marketing As Your Lead Gen Powerhouse

Sascha Hoffmann

January 17, 2019

Part One of a mini blog series about how Content Marketing and Marketing Automation can fuel your Sales pipeline.

Your blog is a demand generation powerhouse. It can solve multiple problems at once. It’s a great way to start a conversation (aka lead capturing) and build a relationship (aka lead nurturing).

However, we use the blog you are currently reading for so much more than this. I call it “Full Funnel Engagement.” It’s a cliché, and I roll my eyes - probably as you do now - every time I hear “deliver content at the right time to the right person,” but it’s just so important. Here is how our blog helps control the delivery:

First, it’s a great way to transform an unknown user to a known lead with a simple blog subscription form. I’ve seen massive forms asking for First Name, Last Name, Email Address, Company Name and Social Security Number (just kidding on that last one, but you get the idea). Is all of this necessary to receive email updates? I completely disagree with this tactic. The blog is the very first step to starting a conversation and we don’t want to add obstacles between our company and the new user. Realistically, we only need a valid email address from them—our form asks the first name, too, but that’s simply because it’s nice to personalize your messages when you can (and it’s not even a required field).

When I talk to many of my marketing peers, they want so much more. Most of them miss the potential information which comes with the basic form already.

With Marketing Automation Software, we can answer these questions:

  • Do we know the person already?
  • Which channel did the person come from?
  • Which blog post triggered the form fill?
  • What information can we infer, like country or state?
  • Most importantly, what category does the blog post belong to?

Next, we categorize every piece of content we push out into stages the lead might be in. For example, our content distribution platform, Story by PulsePoint, allows you to push out content at scale and optimize campaigns across multiple channels towards page-level engagement. This is a solution for content marketers who are experienced with content distribution. Therefore, if someone subscribes after reading an article about content creation tips, the person might not be ready for this solution.

Now we want to send a follow up email with some related content and add the person to the right nurture stream. The inferred location can help us to send content at the right time. Even if we don’t get it exactly right, it’s better than sending all emails at 1pm PST. We will cover this with more depth  in Part Two of this blog series.

Lastly, remember to optimize your articles towards multiple goals, not just the submit button. Optimize towards page-level metrics to identify true engagement like time-on-page, scroll depth and scroll velocity. Who is more likely to submit a form? Someone who is engaged with your content, or someone who is just skimming through but still drops you a gmail address?

Keep in mind, not every blog post makes the reader curious for more or willing to share their information with you, but you can still provide value when the reader engages with it.

To sum up:

  • Categorize your content.
  • Think about what relevant information you can get from your content beyond the form fields.
  • Optimize towards page-level engagement and the form submissions will follow logically.

Head over to Part 2 How Content Marketing and Marketing Automation can fuel your Sales pipeline

Want to see all of this in action? Make sure to subscribe to our blog updates!

Sascha Hoffmann is a content strategy expert and the Global Demand Generation Manager at Story by PulsePoint. In this role, Sascha oversees the Sales Development team and directs the planning and execution of demand generation campaigns that drive leads and ultimately, customer acquisition. Sascha holds a Master degree in International Marketing from Hult International Business School in San Francisco.