Originally published December 24, 2022 , updated on January 15, 2023

Organic lead generation is a powerful way to grow your business and increase your customer base, and content strategies are a great tool to help you achieve it. The process involves reaching out to people who are interested in your products and services and effectively converting them into leads. 

In terms of efficacy, 60% of content strategy services say that inbound marketing is certainly their highest quality source of leads. This goes to show that, with the right strategy, content can help brands generate leads, build credibility, and boost revenue. Let’s explore the various ways content strategies can boost organic lead generation. 

What is the Lead Generation Process?

Lead generation begins with marketing activities like social media posting and customer engagement. The goal is to capture leads, or potential customers, who express interest in a company’s products or services. The leads are then nurtured to move through the sales funnel and eventually become customers. 

With a strong marketing strategy, brands can generate leads from multiple channels, including social media, emails, and whitepapers. For example, a subscription technology business may generate leads from industry publications. While a fashion label may generate leads from weekly email campaigns.

Organic Lead Generation vs Paid Lead Generation

Organic lead generation aims to earn the attention and trust of the target audience through valuable content. It’s a great way to reach new customers, especially in the early stages of building a brand. This is done through relevant blog posts, eBooks, and also other materials that speak to the target audience. This generates interest in the company’s products and services and can earn brands a steady stream of leads over time. 

Paid lead generation involves paid channels, like pay-per-click advertising and social media advertising. Since paid channels may have a higher cost per click, it’s important to track the return on investment (ROI). Simply spending money on ads doesn’t necessarily result in leads and sales. 

Having a strong organic lead generation strategy can help minimise a company’s reliance on paid channels. This saves money and maximises ROI. The data supports this as well: Content marketing costs 62% less than paid marketing while creating triple the leads.

Top Strategies to Improve Organic Lead Generation

Develop a Content Strategy Tailored to The Target Audience

The first step is to define and research the target audience. Companies need to understand the needs and preferences of the leads they are trying to capture. Audience research can shape the marketing plan to address the pain points and unmet needs of potential leads. This can improve engagement and marketing efficacy because if potential customers feel seen and heard, they are more likely to convert. 

Content strategy services can serve as a bridge between the brand and its target audience. They are trained to publish interesting, informative, and also engaging copy that speaks to the audience. They use a range of marketing techniques to build a community around the brand’s product or service.

Conduct Keyword Research

A keyword is a phrase or a group of words people use when searching for information online. Keyword research can help identify which topics to cover and how to tailor it to your audience’s needs. For example, a keyword research tool can find the most popular searches conducted by the target audience. Based on the data, people can write articles, case studies, and even product descriptions that match popular search queries. This increases the chances that the audience will visit your web page. 

However, staying on top of trending keywords and writing relevant material is time-intensive. Many companies hire content strategy services to better their chances of getting organic leads.

Share High-quality Content on a Regular Basis

Companies need to publish quality content consistently to get quality leads. Regularly publishing and promoting high-quality materials helps create an evergreen source of leads. Writing shareable, “viral” copy also helps companies stay relevant and encourages word-of-mouth marketing. If your audience resonates with your content, they’re more likely to share it with others. 

Organic search accounts for 53.3% of all website traffic. Consistent content gives your audience an incentive to keep searching for and engaging with your brand. For instance, if a potential customer likes your blog, they may come back to your website to read more. If they don’t see new blogs, they may not come back again. Content strategy services can produce large volumes of regular content without losing out on quality.

Optimise the Company Website

Interestingly enough, 90.63% of pages get no organic search traffic from Google.  This is often because these websites are not optimised for search engines. Companies can use search engine optimisation (SEO) techniques to rank higher on search engine results pages (SERPs) and therefore, bring in organic traffic. Popular SEO tactics include keyword research, internal links, and optimised meta data. 

Businesses can outsource these tasks to SEO content strategy services who are likely to have a team of SEO experts that can audit your website and also suggest effective ways to optimise it for search engines.

Measure Strategy Effectiveness 

Companies can track the effectiveness of their strategy using various marketing metrics. This includes website traffic, click-through rates, and conversion rates. They can also use social media monitoring tools to track the number of impressions and interactions for each social media post. This information gives valuable insights into how to improve the current strategy to boost lead generation. 

Content strategy services can help brands understand both quantitative and qualitative marketing metrics. The latter includes customer surveys and user research. They can gather and break down data and find tangible ways to improve your marketing strategy. 

Let’s Connect for Content Strategy Services

The traditional way of attracting customers was paid advertising. While that still has its place in modern marketing, it is slowly being phased out in favour of strategic inbound techniques. The downside of inbound marketing tactics is that it needs time, expertise, and also resources. Content marketing services can provide businesses with exactly that.
Goodman Lantern is an award-winning digital marketing agency offering top-tier content strategy services. Our services can help you boost organic lead generation, conversions, and revenue. So book a discovery call today.

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