Creating high-quality lead generation content is crucial for driving growth. But with so much competition, your content needs to stand out.
As a small business owner, you need content that cuts through the noise to attract, engage, and convert your ideal customers. But not all content is created equal.
Lead generation content refers to blog posts, eBooks, whitepapers, and other materials optimised specifically to convert visitors into leads.
According to HubSpot, lead-generation content attracts three times more leads than other content formats.
In this guide, we’ll cover choosing the right keywords, optimising structure, and format, crafting compelling CTAs, repurposing content across formats, and promoting your content through amplification.
Follow these tips to create lead-gen content that ranks high in search engines, provides immense value to your readers, and ultimately generates more traffic, leads, and sales.
Here are the key strategies for creating high-quality lead generation content that converts:
Choose the Right Keywords
Keyword research should be the starting point for any lead gen content. You want to identify keywords and phrases that your target audience is searching for in relation to your offerings. Tools like Google Keyword Planner, SEMrush, and Moz can help uncover this data.
Look for keywords with high search volume and low competition. Long-tail keywords that are more specific tend to convert better than short, generic terms. For example, “content marketing strategy” is better than just “content marketing.”
Be sure to incorporate the primary and secondary keywords naturally throughout your article. Don’t over-optimize, though, as too many exact-match keywords can get you penalised by search engines.
The keyword research process of identifying high-volume, low-competition keywords:
- Start with a list of seed keywords. These are the general terms that you think people might use to search for your products or services.
- Use a keyword research tool to get more keyword ideas. There are many free and paid keyword research tools available. Some popular options include Google Keyword Planner, SEMrush, and Ahrefs.
- Filter your keyword ideas by search volume and competition. You want to find keywords that have a high search volume (meaning a lot of people are searching for them) but low competition (meaning there aren’t a lot of other websites ranking for them).
- Analyse the SERPs for your target keywords. Look at the top-ranking websites for your target keywords and see what they’re doing well. This will give you insights into how you can improve your own content to rank for those keywords.
- Choose the right keywords for your content. Once you’ve analysed your keyword research data, you can choose the keywords that are most relevant to your target audience and have the potential to drive traffic to your website.
- Use your target keywords in your content. When you’re writing your content, be sure to use your target keywords in a natural way. You don’t want to keyword stuff, but you do want to make sure that your keywords are visible and easy for people to find.
- Promote your content. Once you’ve published your content, you need to promote it so that people can find it. You can promote your content through social media, email marketing, and guest blogging.
Optimize for Search Intent
People searching for your topic may have different intents. Some may be at the beginning of their research process, while others are ready to purchase.
To attract visitors at different stages, include a mix of informational and transactional content. Informational content offers value, builds trust, and warms people up. Transactional content gives them the extra nudge to convert.
For example, an article could provide tips for choosing the right software, then end with a CTA to download a buying guide or free trial.
Structure Content for Scannability
With short attention spans, readers tend to skim online content. Make your articles easy to scan by:
- Breaking sections into short paragraphs of 3–4 sentences
- Using subheadings and bullet points
- Including numbered lists and visual elements like charts or images
- Bolding key words and phrases
- Crafting a strong opening sentence for each paragraph
This structure will allow readers to quickly grasp your main points. But don’t overdo it on formatting and lists, as you still want the article to feel cohesive and narrative-driven.
The following image will give you an example of a well-structured article body:
— Here are some key tips formatted to be easily scannable:
- Break up text with images and videos
- Bold important keywords and stats
- Use bullet points for key takeaways
- Include 1-3 sentence paragraphs
Engage Readers with Storytelling
While scannability is important, you also want to engage your audience. Weave in storytelling elements to spark their interest and emotion.
For instance, you can open with an anecdote from a customer who solved their problem using your method. Tell a step-by-step story that illustrates the transformation. Use analogies and metaphors to help simplify complex topics.
These techniques can help readers connect better with your content and convert.
Thought leadership and social proof are powerful for lead generation. Bolster your credibility by citing statistics, expert insights, and testimonials throughout your article.
Quote industry experts, reference case studies, and leverage customer reviews. Just make sure to link back to legitimate sources. Don’t over-quote, though, as you want most of the article to be in your own voice.
Craft Compelling Headlines
Your headline is the first touchpoint for bringing readers in. It needs to instantly communicate what the article is about and why it’s worth their time.
Some headline formulas to consider:
- Ask a provocative question
- Make a bold statement
- Offer specific advice
- Highlight a number or stat
Avoid vague, generic headlines that could apply to any article. Quickly tell readers what’s in it for them.
Also, don’t make your headlines too salesy. While you want them to be compelling, they should focus on providing value rather than a hard sell.
Include a Strong Call to Action
The goal of lead-gen content is to convert readers. So, you need a clear CTA at the end, guiding them to the next step.
Some CTA options include:
- Download a free guide, template or checklist
- Sign up for a free trial
- Book a consultation
Make sure your CTA includes strong, action-oriented language. And link it to a conversion-optimized landing page for best results.
Promote and Repurpose Your Content
Once you publish your content, amplification is key to reaching a wider audience. Share your article on social media, embed it on your website, and repurpose it into smaller social posts or graphics.
Leverage paid promotion through social ads or native ads as well, especially for high-priority content. This keeps your articles generating leads over time.
|Audio and/or visual content
|Low (free platforms available)
|Higher (requires equipment and editing software)
|Can be quick and easy to create a blog post
|Takes more time and effort to create a video
|Can reach a large audience, but it may take time to build up a following
|Can reach a large audience quickly, especially if the video goes viral
|Can be more engaging than videos for some people, as readers can take their time to absorb the content
|Videos can be more engaging for some people, as they are more visually stimulating
|Blogs can be optimized for search engines, which can help them to rank higher in search results
|Videos can also be optimized for search engines, but they are not as effective as blogs
|Blogs can be monetized through advertising, affiliate marketing, and other methods
|Videos can also be monetized through advertising, affiliate marketing, and other methods
Optimise and Update Evergreen Content
Review your analytics to see which articles drive the most conversions. Double down on promoting those high performers.
For underperforming evergreen posts, refresh them with new stats and information, then re-promote them to give them new life.
By following the strategies outlined in this guide, you can create compelling lead generation content tailored to attract and convert your ideal customers. Focus on providing genuine value, and the leads will come.
To quickly summarise, be sure to optimise for keywords and intent, format content for scannability, use compelling headlines and CTAs, incorporate storytelling for engagement, and amplify your content through promotion and repurposing.
Want a handy guide to reference as you create your next piece of lead gen content? Download our free Lead Gen Content Creation Checklist using the link below.
And if you found this post helpful, be sure to check out our latest on [linked blog post] for even more tips to level up your content strategy.