So you’ve covered the content marketing essentials for your building product company and delivered it to the right audience.
But now what? How can you make the most of that content? Can you get it in front of more people? Can you use it to grow your contact list in your CRM?
In this blog, you’ll discover how to make the most of the content you’ve created, by leveraging SEO to increase the visibility of your content and how to gate content to capture information for your CRM.
Content And SEO
If you create a rich back catalogue of content, then your building products company will be positioned as an industry-leading source. It’s all about showing your current and future clients that you’re distinguishable from everyone else that is competing for sales because you know your stuff and will not just sell to them but also assist them.
To get your content to rank higher on Google’s organic search pages, you must provide contextual, quality content which Google will recognise as high standard, and put in the top positions. In Google’s eyes, quality content on one page signifies quality content across the website.
Think of your content as an asset and decide how those assets can be utilised to fuel your lead generation; are they promotional or do they demonstrate your building products company as thought leaders in your industry? This is particularly important when competing for leads generated through Glenigan or Barbour ABI.
Having a mix of thought-leadership content and promotional content is important because you’ll be more likely to get engagement if you diversify your content types and formats.
Engagement will signal to Google that your company is producing content of value and this will help you go further in the SEO rankings. Marketo states that the more informative your content is, the more likely people are to want to find and engage with it. Educate and help your prospective clients; don’t hard sell to them before they’re ready.
You should always start with keyword research; understand what you want to, and can, rank for on Google.
Yoast writes that detailed keyword research ensures that you use the same words as your target audience and this will guide your content creation around these key terms.
Structuring your content in the right way also signals to Google that your content is important and should be ranked highly on the search pages. If it’s not structured correctly, Google won’t understand what your content is about which will affect the way it’s indexed.
If your existing content has links to it from other pages within your site, this will aid your rankings. This is because internal linking creates a hierarchy in your site for your content which will boost your SEO.
That means you can use existing content to boost the search engine rankings of your sales pages through linking, as well as through writing quality content, driving your lead generation to the next level!
Gate Your Content
Content Is King, is used to emphasise the importance of your content in successfully carrying out lead generation campaigns. Properly leveraging your content library for lead generation purposes can be one of the most effective ways of acquiring quality leads that your sales team can confidently approach and convert.
Gating content is an effective lead generation technique that encourages a ‘give and get’ relationship between the prospect and your building products company. The customer has to give you some of their data to get a piece of your content. This works especially well with leads generated from Barbour ABI.
This data should be stored in your CRM so your sales team can get in touch with them. But remember you have to balance the value of your content with the information you ask for.
You shouldn’t gate every piece of content on your website. Typically, the content you would gate is anything that a website visitor would download, so substantial pieces of educational content that give an in-depth insight into your products or services.
Visitors looking to access this level of information are more likely to be in the consideration stage of the buyer’s journey.
Different types of content will have different requirements when it comes to gating. Files such as BIMs, CAD drawings, or data sheets are informative pieces of content that demonstrate the product options that your company offers. They are most helpful to visitors in the awareness stage of the buyer’s journey.
This type of content should be ungated, giving your visitors easy access without the need for them to hand over any information about themselves.
Educational content such as eBooks, whitepapers or product brochures gives a more in-depth insight into your products and services. While they are typically the most time consuming and expensive pieces to produce, they are also your most valuable, especially in terms of lead generation.
This type of content is most relevant to visitors in the consideration stage; they’ve identified potential solutions, and are conducting more in-depth research before choosing the right one for them.
With substantial pieces of content on offer, you demonstrate that you’ve got high levels of expert knowledge in your space which gives you an advantage over your competitors.
By showcasing that you’re a thought leader in your space through your eBooks and Whitepapers, visitors will be 80% more willing to give up information about themselves to access it than for other forms of content.
Content should be structured around properly researched keywords and a well-organised website with internal links to signal to Google that you’re a trusted authority in your space – which will help you to climb the Google rankings for organic search.
Gating content, when it’s appropriate to ask for information, in return for an in-depth educational resource should be used to maximise lead generation capture.
This will further drive your lead generation and help your company to achieve the sales and marketing goals that you set to help you grow your building products business.
Find out how Project Prospecta can help you leverage your content by clicking the link below.