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B2B Sales Lead Generation: Top Content Marketing Tactics and Resources

Published 24 Apr 2024 by Tim Langley, CANDDi
Read this in about 10 minutes

Effective B2B sales lead generation strategies rely heavily on one key factor: producing top-notch content. This includes captivating emails, concise LinkedIn posts, informative blogs, detailed whitepapers, and engaging client conversations.

Here's how exceptional content marketing acquires those B2B sales leads.

Firstly, by enhancing your content with relevant keywords, you increase the chances of people discovering your website. Therefore, when seeking solutions, they are more likely to come across your content and navigate to your site.

Secondly, consistently providing valuable insights and solutions significantly builds trust and credibility. Before you know it, potential customers begin to view you as their primary source of information and possibly even a partner in resolving their issues.

Content remains crucial in B2B sales and marketing. We are here to help you enhance your content marketing strategies. Explore some powerful tactics to strengthen your B2B sales lead generation efforts.

Top Content Marketing Tactics and Resources

Video Marketing

People are hardwired to pay closer attention to engaging visuals than plain text. So, if you’re serious about skyrocketing your conversion rates, integrating video into the heart of your content marketing strategy is a no-brainer.

But the power of video goes beyond mere statistics. Think about those captivating explainer videos embedded on websites. They effortlessly steal your attention, even when you’re neck-deep in an article.

That’s the magic of video: It can instantly capture your audience’s imagination and deliver complex information in an easily digestible format. Unlike text-heavy content, videos can evoke emotions and build trust through human connection, all within a short timeframe. They allow you to paint a vivid picture of your brand story and showcase your expertise.

Using Videos in B2B Sales Lead Generation

Want to ramp up your B2B sales lead generation with video? Here’s how to craft compelling videos that attract your ideal audience and convert viewers into leads.

Hook Your Ideal Audience

Before you hit record, define who you’re trying to reach. Develop a clear understanding of your B2B buyer persona. Tailor your video content to resonate with their pain points.

Once you understand your audience, define clear goals for each video. Are you aiming for brand awareness, lead generation, or thought leadership? Having a goal in mind will guide your entire video creation process, from scriptwriting to editing.

Focus on Value, Not Sales Pitches

Resist the urge to bombard viewers with promotional messages. People are looking for valuable information, not a hard sell. Focus on providing insights that address their specific challenges and offer solutions to their problems. This approach builds trust and positions you as an expert in your field.

Keep It Short and Shareable

Attention spans are shrinking, so keep your videos concise. Aim for a few minutes that deliver maximum impact. Once your video is polished, optimize it for search and sharing. Use relevant keywords in your video titles, descriptions, and even transcripts.

Free tools like Google Keyword Planner can help you research the best keywords to target. Make your videos accessible to share across platforms. Utilize eye-catching thumbnails and craft compelling captions to entice viewers.

Compel Action

Keep viewers from wondering what to do next. Include a solid call to action (CTA) at the end of your video. Tell them what you want them to do, whether downloading a white paper, subscribing to your newsletter, or contacting your sales team.

Promote Strategically

Once your video is ready to roll, promote it strategically. Please share it on your social media channels, include it in email marketing campaigns, and embed it on relevant landing pages on your website. Consider paid advertising options to reach a broader audience on platforms frequented by your ideal customers.

Learn to Create Good Videos

If you need help getting started, spare some time to learn about video marketing. Here are some resources to help you create professional-looking videos without breaking the bank:

  • Join HubSpot Academy or YouTube Creator Academy to master the art of video storytelling

  • Start by creating videos with tools like Loom, Canva, or Lumen5

  • Enhance your productions with royalty-free video clips from websites like Pexels or Pixabay

  • Leverage video marketing channels like TikTok, YouTube, Instagram Reels, and Facebook Live to reach a wider audience

Blog Content

Suppose a prospect Googles their most significant business challenge, and your blog post shows at the top of the search results. Intrigued, they devour your insights and solutions, instantly recognizing you as an expert. This scenario, powered by valuable blog content, is another magic formula for B2B sales lead generation.

Leveraging Blog Content in B2B Sales Generation

Whether short and snappy or comprehensive, blog posts can help you generate B2B sales better. Here’s how to leverage them:

Create SEO Blog Content

For your content to be found, it needs to be discoverable. Keyword research and Search Engine Optimization (SEO) are crucial aspects of successful blog content.

By optimizing blog content, you increase your website’s ranking in search engine results pages. This makes it easier for potential customers to find you when searching for solutions related to your industry.

Use Visuals to Grab Attention

Visuals such as videos can make blog content more attractive and exciting. High-quality SEO blogs incorporate graphics and videos to break up text and improve readability.

Leverage Pillar Posts

Pillar posts are long, informative guides on a specific topic. They act as the foundation for your blog. Link shorter, focused blog posts to your pillar posts.

Linking boosts SEO and increases the chances of ranking blog content. Users reading shorter posts will use the links to visit your pillar pages. This allows them to explore the entire topic.

Use Calls to Action to Capture Leads

Don’t let your audience read and move on. Include clear calls to action (CTAs) within your blog posts. These CTAs can encourage readers to take the next step, such as downloading a relevant white paper, subscribing to your newsletter for industry updates, or contacting your sales team for a personalized consultation.

Tools for Creating Quality Blog Content

Creating high-quality B2B blog content requires a toolkit tailored for success. Let’s break down some essential tools:

Research Powering Tools

To start, dive into audience insights with tools like SEMrush or Ahrefs. These platforms unveil the keywords your target audience is searching for, guiding your content optimization for higher search result rankings.

Next, leverage website tracking tools such as Canddi. They provide invaluable insights into your website traffic, revealing which content resonates most with your audience. This data informs your future content creation endeavors.

AI Tools for Inspiration

AI writing assistants like Jasper or Rytr can jumpstart your writing process. They generate content ideas, suggest headlines, and even draft full articles. While they offer a great starting point, human editing is crucial for a polished final product.

Content Creation & Optimization Tools

Tap into experienced writers who comprehend your target audience and can craft compelling blog posts that resonate. Their expertise ensures your content hits the mark.

Polish your writing with grammar and style checkers like Grammarly or Hemingway Editor. These tools spot typos, enhance sentence structure, and suggest improvements to clarity for a professional finish.

SEO Optimization Tools

SEO is a key in every stage of creating blog content. Tools like SurferSEO help optimize your blog posts for search engines. You can use them to integrate relevant keywords and ensure proper technical SEO structure.

Whitepapers and Reports

While videos and blogs are fantastic for engagement and education, B2B sales often require a deeper dive to establish industry credibility. This is where whitepapers and reports are effective.

High-quality whitepapers and reports showcase your expertise on relevant industry topics. You position yourself as a thought leader by providing in-depth research, data-driven insights, and actionable solutions.

Gated content, where readers provide contact information in exchange for access to valuable content like whitepapers, is a powerful lead generation tool. This allows you to capture qualified leads genuinely interested in your solutions.

Remember, quality is critical. Whitepapers and reports should be well-researched, informative, and valuable to your target audience.

Email Newsletters

While content like blog posts, white papers, and client interviews are excellent for attracting leads, email newsletters are vital in keeping those leads engaged and guiding them further down the sales funnel.

Sending regular newsletters keeps your brand at the forefront of your leads’ minds, reminding them of the value you provide. Newsletters are an ideal platform to distribute your sales content. This could be your latest blogs, whitepapers, reports, or other valuable resources.

Tailoring your content to specific audience segments makes for a more impactful experience. You can send a newsletter on client interviews relevant to a particular industry segment. That level of personalization can significantly boost engagement.

Think of your email newsletter as the conductor of your marketing orchestra. It can help harmonize your various lead-generation tactics to boost leads. Here’s how to leverage emails for success:

  • Feature snippets from your latest blog content or pillar posts in your newsletter to drive traffic to your website

  • Provide summaries of your white papers or reports, enticing readers to download the full versions for more in-depth insights

  • Showcase snippets from client interviews to demonstrate the success stories you’ve helped create

Email Marketing Tips

How can you ensure your email marketing strategy works? Here are some tips for effective B2B email marketing:

  • Divide your email list into segments based on factors like industry, job role, or previous interactions with your brand

  • Address recipients by name and tailor the content to their interests and needs

  • Ensure your emails are mobile-responsive

  • Grab your recipients’ attention with concise and intriguing subject lines

  • Deliver valuable content in every email, whether it’s industry insights, helpful tips, or exclusive offers

  • Include clear CTAs, whether it’s downloading a resource, scheduling a demo, or contacting your sales team

LinkedIn Posts

LinkedIn is the top network for B2B sales leads. This is where you’ll find a treasure trove of decision-makers in your industry. Users actively engage in professional conversations.

But simply having a profile isn’t enough. To truly unlock the lead generation potential of LinkedIn, you need to engage with potential customers through valuable content.

Share insightful blog posts, industry news, and your expert analysis. This positions you as a trusted resource, attracting potential customers who value your knowledge.

Regularly posting high-quality content increases your visibility on LinkedIn. The more people see your valuable insights, the more likely they will connect with you.

Client Interviews

Building a B2B sales lead generation strategy that converts is not solely about crafting content. Sometimes, you have to let satisfied customers do the talking. You can use client interviews to showcase real-world success stories and build trust with potential customers.

Your happy client is raving about your product or service. They’re excited about the positive impact it’s had on their business. Client interviews capture that enthusiasm and translate it into a powerful message for potential customers.

People are naturally drawn to solutions trusted by others. Client interviews provide social proof, demonstrating your positive impact on real businesses.

Client testimonials can also address potential customer concerns head-on. By hearing how others tackled similar challenges with your help, prospects can envision their success story.

How to Incorporate Client Interviews into Your Strategy

You want to leverage the power of social proof in B2B and drive B2B sales. Here’s how to transform client interviews from essential testimonials to captivating stories that resonate with your audience:

  • Choose the format that best suits your audience, whether that’s a written transcript, video snippets, or a combination

  • Craft a compelling narrative that showcases the client’s challenges, journey, and successful outcome

  • Share your client interviews through your blog content, email newsletters, and LinkedIn posts

  • Extract powerful quotes from interviews to use as standalone testimonials or social media posts

Turn Content Consumers Into Leads

Remember, content marketing is a marathon, not a sprint. By consistently delivering valuable content across these diverse channels, you’ll attract, engage, and convert high-quality leads, ultimately driving sales and achieving your B2B goals.

Understanding your website visitors is crucial for identifying high-potential leads. CANDDi empowers B2B marketers with website visitor insights. This lets you see which content resonates most and tailor your strategy for maximum lead generation impact.

Ready to take your B2B sales lead generation to the next level? Get started with CANDDi today and unlock the full potential of your content marketing efforts.

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