By Kieran O’Brien Kern.
Forget what you think you know about lead generation. Arnie Kuenn, CEO of Content Marketing with SEO foundation Vertical Measures, has a lot to say about how the process has evolved from the days of keyword search. “It’s important to understand how people are searching and to provide the right content at the right time,” he explains. Some common practices need to be shelved for greater engagement, including guessing what kind of content to produce, not creating content frequently enough and writing about themselves versus what people are searching for. Basic keyword searching has been replaced by in-depth questions and phrasing that states intent.
Businesses should be creating content regularly, and Kuenn cautions them against spending too much time and money on crafting a persona when that time would be better spent crafting content. What should businesses be doing to create not just better content but the best content, the kind that not only drives traffic to their sites but converts those clicks to leads?
Trade-in detailed keyword research for investigating what your target is trying to find. Useful content is impactful content. Work that combines usefulness with subtlety is a powerful tool when it connects with your audience. “One question to ask before publishing is ‘Is there somebody searching for this?’ Make sure you say yes,” Kuenn explains. “Fun content drives traffic that quickly leaves; useful content is more likely to facilitate click-through and engagement.”
He recommends a hub-and-spoke model where a central piece of long-form content (such as an e-book or a white paper) is supported by “spokes” – content shared on social media, email and news releases. Marketing with intent drives the audience back to the original downloadable content, accessible only by supplying a name and email address, which is how traffic becomes a lead.
With a successful model in place, what steps can be taken to create more engaging content? Kuenn relays that a key factor in creating robust content is greater utilization of pictures, videos and interactive content. “We have found that adding two to three images and video to content leads to greater engagement and higher ranking in search.” One of the best medium to use to draw people in and get them to stay is interactive content. Quizzes on social media are an easily recognizable example.
A frequent speaker, Kuenn will be right at home when he helms the LeadsCon workshop “Forget Keywords – Here’s How to Produce Content to Grow Your Business.” Tap into his over-25 years of expertise March 16 in Las Vegas.
Click here to register for LeadsCon Las Vegas 2016.