How to Generate Leads with B2B Content Marketing

In our previous blog post, we discussed how generating leads is the biggest challenge in B2B marketing these days, as well as some methods for generating leads with social media. Of course, social media is far from the only way to generate B2B sales leads. 

Just by the fact that you’re reading this blog post, and have hopefully read the previous one, you should hopefully know that we are major proponents of content marketing. Content marketing works. While it’s not just as simple as slapping together a 600-word blog post twice a month, it’s an effective source of leads when done correctly.

According to the 2019 trends report released by The Content Marketing Institute, 78% of B2B marketers already make use of content marketing. The most successful of these have a well-documented content marketing strategy. Another study by MarketingProfs and ContentMarketing puts the number even higher, at 91%

On average, B2B marketers are spending up to  33% of their marketing budget on content marketing.

Unfortunately, having said this, not all marketers get it right, and executing your content marketing the wrong way can lead to frustration and mediocre results. In a study by CMI, only around 30% of B2B marketers claimed that their organisations effectively implemented content marketing.

WHY IS CONTENT MARKETING IMPORTANT

Content is the foundation of a good and healthy website, and search engines like Google prioritise websites with a decent amount of content. SEO and lead generation are all about increasing time on page and building engagement. You can do this by following the EAT guidelines with your content. 

  • Expertise
  • Authority
  • Trust

By positioning yourself as an expert in your field, your content automatically gains more authority. The more authority your content has, the more your audience will trust you. In turn, having the trust of your audience is vital for improving your search rankings. 

Why is any of this important?

The top five results on the search engine results page (SERP) receive 67.6% of all clicks

HOW TO GENERATE LEADS THROUGH CONTENT MARKETING

Now that we’ve had a bit of an introduction, how do you actually generate B2B sales leads with content marketing? Content marketing is a wide field, with dozens of subfields. Here are just a few of the ways you can generate B2B sales leads with content marketing.

The Basics

  • Host a webinar. Choose a topic that should appeal to your target audience and host a webinar on that topic. Remember though, webinars are not the time to sell your product or service. They’re for informing your target audience about a topic they’re already interested in, or answering some of their questions. Webinars are a relatively low-cost way of getting your message in front of a large audience, and to generate a good amount of leads. 
  • Publish research reports. Using research reports as lead magnets can be a great source of leads, especially in the B2B sector. Most businesses know the value of research, so they’ll often be more than likely to share their contact information in exchange.
  • Publish videos. Videos are no doubt the content with the most current appeal, and the most viral potential. After all, Youtube is currently the second largest search engine in the world. If videos are not a part of your content marketing strategy, you’re losing out on one of the biggest sources of lead-generating content. 
  • Create blogs. Obviously, blogs are far and away the best form of content. As long as you do them right, blogs are more likely to appear on the SERP than any other type of content. Blogging effectively can allow you to dominate the SERP, build authority and gain recognition and trust from your target audience. 

Of course, all of these mediums can be used together. For instance, you can publish the results of a research paper on your blog. You could publish video snippets of your webinar to your Youtube channel. Announce your upcoming webinar on your blog. You can use each technique in tandem with the others. 

Why Your Content Marketing Isn’t Working

Right now, more B2B companies are using content marketing than ever before. It’s definitely one of the most effective forms of marketing available today. Unfortunately, most businesses dive in head first, creating content randomly without first devising a strategy. Often, they’re blithely assuming that their audience wants to read endless blogs about their products or services, or watch 20-minute product tutorials and testimonial videos. As a result, many content marketing campaigns fall flat at the first hurdle. They fail to generate the leads businesses think they will.

There’s a simple reason for this. 

“Content without strategy is just stuff.” – Arjun Basu

The internet is a massive place, and there’s a ton of content out there. Some of it’s good, some isn’t. A lot of it is entirely out of data. So the main challenge in generating leads with content marketing becomes offering relevant, useful and helpful content that your audience actually wants to read.

Most people don’t have the time to read content that doesn’t answer their pertinent questions – especially in the B2B sector. The bitter truth is, they don’t care about your product or service. They also don’t care about your new office, or the latest office birthday. They want answers to their questions, and solutions to their problems.

Besides these basic mistakes, there are a few other reasons you could be failing to generate B2B sales leads with your content marketing:

  • Lack of detailed strategy
  • Lack of buyer personas
  • No clear goals or KPIs
  • Lack of creativity or differentiation
  • No promotional activity

In this digital age, there are few things that audiences want, besides the answers and solutions we mentioned above. They want product comparisons and accurate reviews, as well as pricing documents.

If you’re not offering any of the above, there’s a good chance that your visitors will just click away.

Content Marketing Tips

If you want to generate B2B sales leads with content marketing, there are a few things to keep in mind.

Help People Do Their Jobs

Your B2B content should, above all else, be useful. Whereas B2C content can be either educational or humorous, the target audience in the B2B sector is on the job. They need to sell your solution to the people they work with. The easiest way to generate B2B sales leads with your content is to solve a problem that they’re having – make their jobs easier. 

You can do this by researching your audience, including the positions they’re likely to hold and the common problems they face. With these factors, you can start building a buyer persona (or multiple) and applying that persona to the content you create. 

As an example, when health information management company Ciox Health wanted to launch into a new market, they launched a six-part content series of informative and important information. This included a video, checklist and a listicle. 

generate B2B sales leads

This content provided legal firms with the information they needed to streamline the process of retrieving medical records. This campaign reached 1,884 potential prospects and achieved an Open Rate of 42.8% and a CTR of 14.5%. 

Deliver the Right Content at the Right Time

Though you might have created a great piece of content, and it might be getting good traffic, there’s no guarantee that the audience you’re attracting will be ready to make a purchase. Why? Maybe you’re delivering your content at the wrong time. If you’re not delivering content to your audience based on their position in the funnel, it’s unlikely that they will convert. 

Think about it like this. When you meet someone new, unless the stars have aligned, you don’t jump right into being best friends. Rather, you make a bit of small talk, and get to know each other over time. The same principle applies to content marketing. 

If your content isn’t converting, maybe it’s because you’re treating brand new acquaintances like old friends.

So, what’s the solution?

Create a segmented strategy with different goals for different content, making use of different buyer personas in varying stages of the funnel.

Gate Your Content

One of the most obvious ways to generate B2B sales leads with your content marketing is to gate it. Offer access to your content in exchange for the readers information – their name, email address and company, for example. This is something that HubSpot does particularly well. 

Of course, it won’t work for every piece of content, and it won’t work for every business. 

If you’re not sure which content is worth gating, here are some examples of the pieces of content which are considered most valuable:

  • Whitepapers and industry research
  • Exclusive eBooks
  • Expert-led training and webinars 

Don’t Forget About Social Media

Though we discussed social media at length in the previous post, it works especially well in conjunction with content marketing. Many B2B buyers have social media profiles, and by sharing links to your content, you can catch them in their down-time and ‘plant the seed’ in their mind. From social media, you can drive them to informative landing pages, or get them to engage with your content. 

FINAL THOUGHTS

Content marketing sometimes gets a bit of a bad rap in the B2B sector, but the truth is, it can be an amazing source of leads. The key to content marketing success is to know your audience. Know their problems, and the questions they have, and provide the answers and solutions they’re looking for. According to research by the Content Marketing Institute, 90% of the best-performing B2B companies are hyper-focussed on their audience’s informational needs. 

Don’t limit yourself to just blogs. Find the type of content that works best for you and works best for your audience. For some, this may be online courses and webinars. For others, it may be whitepapers and other industry research. No matter what your strategy, put your audience’s needs first, and always be testing. 

How to Generate B2B Leads with Social Media

Generating leads in the biggest challenge in B2B marketing these days. Afterall, without leads, you have no clients, no revenue and no business. Without leads, your business is sunk. The obvious question then is, “how do you go about generating B2B leads?”

If you’re ready to experience true existential horror, Google that question. You’ll be greeted with so much useless drivel, you won’t even know what to do with yourself. 

  • Tweet at least five times a day
  • Engage your audience by posting motivational quotes and funny pictures
  • “Aggressively seek to incrementally maximize your intentional trade show presence for the duration of 2014 in order to garner and nurture more qualified leads.”

There’s a reason that so many B2B marketers are prone to ulcers, possibly losing their hair and having bad dreams about AdWords. Generating B2B sales leads can be an absolute nightmare. Hopefully, we’ll be able to shed some light on the process and make it just a tiny bit easier. 

TWO FACTS TO REMEMBER ABOUT B2B MARKETING

Though most of the information out there is just rehashes of the same-old, trite and unhelpful garbage, there is some helpful data. Amidst the elaborate (but useless) business jargon and banal generalities, there were some cold, hard facts. 

No one really knows where B2B leads come from.

We’ve spoken in a previous blog about this chart from HubSpot, which purports to tell us where most B2B sales leads come from. 

Hubspot lead source graph - Generating B2B Leads

You see all the things you’d usually expect – PPC, traditional advertising and social media – but there’s also a massive, mysterious spike called “other”. Supremely unhelpful. And it’s the highest bar on the entire graph. Which means, we have no clue where most leads are coming from. 

Even the smart people, who’s whole job it is to research these things, have no idea.

A lot of B2B lead generation is just consistently creating good content, constantly cultivating industry relationships, and an organic mashup of all sorts of behaviours, interactions and activities. Do enough of that, and you’ll probably get some good leads. 

So the takeaway here is to not focus on any one silver bullet. B2B lead generation is a mashup of truly unquantifiable activities and behaviours that just work. 

The digital revolution has completely changed the B2B playing field.

With the advent of the digital age, there has been a flood of new marketing techniques, and a decline in the use of old techniques. While the goal remains the same – generating leads – the way we achieve that goal is now completely different. In future blogs, we will discuss some of the best methods we’ve found for generating B2B leads, but for now we’ll focus on just one. Social media.  

USING SOCIAL MEDIA STRATEGICALLY FOR GENERATING B2B LEADS

You may be thinking, “Yes, obviously we should use social media.” Unfortunately, there’s more to it than just tweeting five times a day or posting cat pictures with a link to your website. Before we get into it, though, there are two things we should mention. 

  • You can’t expect to start generating B2B leads just because you have a social presence. While it is important, it’s not inherently effective. There are some techniques for using social media as a lead generation method, but it’s not enough to just have an account on LinkedIn and post once a week.
  • On the other side of the same coin, don’t dismiss social media out of a hand as a good source of leads. While  some individuals have wrongly stated that social media is the holy grail of leads, that’s not the case either. There’s a fine balance. They say that social media is the world’s water cooler. Almost everyone is there, milling about and chatting idly. There definitely are leads for the taking.

First things first. Twitter is not effective.

Forbes in 2013 made the (unsupported) claim that “Twitter is the strongest social media channel for generating business-to-business (B2B) leads.” They gave no proof, and obliquely hinted to ‘a recent study’ which they didn’t include a link to. 

Lead generation chart from Insidesales.com - Generating B2B Leads

According to data from InsideSales.com, social media is low in effectiveness, but widely used. This is because most people are not using social media correctly. As we’ve said, they start a Facebook page or a LinkedIn company page, and post sporadically about their sales or business news. Obviously, this produces mediocre results at best. 

How Social Media Can Be Used for Generating B2B Leads

Being the water cooler of the world, social media is a perfectly good source of leads. Unfortunately, most B2B companies don’t fully harness the power of their social media platforms. They don’t see results, not because there aren’t leads there – but because they don’t take the ones that are. 

Here are a few strategic ways to effectively make use of social media as a lead generation tool:

  1. Direct people from your social media channels to your website. Having followers on your Facebook page is nice, but they’re not leads you can work with, because you don’t have their email address or another way of contacting them. For this reason, make sure to direct as many people from your social platforms to your website as possible. Make it easy for them to visit your website. Offer multiple links. Ideally, direct them to a landing page that will draw them in, and make it easy for them to give you their details. 
  2. Allow signups directly from your Facebook page. Another great way to generate leads from your social channels is to allow signups without them having to leave the platform. That way, you get their email address, and they don’t even have to leave the water cooler. 
  3. Use effective CTAs. Though social media is more of a way of life than a marketing tool, it is still a form of marketing. Make sure to include calls to action where appropriate. Though you shouldn’t post nothing but hard-sell, don’t be afraid to promote yourself, link to landing pages or suggest the next step a visitor can take. 

Just by implementing these three tips, you’ll probably see an increase in your overall lead generation. But unfortunately, it’ll probably just be a trickle. There is a way to turn the trickle into a flood, though.

Use LinkedIn

LinkedIn has consistently ranked the highest among social media platforms for B2B lead generation value. One look at the visual representation by Mediabistro makes this obvious:

Mediobistro research graph - Generating B2B Leads

Research from the Content Marketing Institute and MarketingProfs also shows that LinkedIn is used more than any other platform by B2B marketers.

Social media is the water cooler of the world, but that means that people from all walks of life are there. That means those who are unemployed, those who are retired, or those who aren’t old enough to be in the job market yet. Conversely, LinkedIn is a gathering of only professionals. As social media platforms go, it’s the biggest and beefiest in certain terms. LinkedIn has:

  • The largest number of professionals
  • The biggest percentage of decision-makers
  • The highest per capita income per user. 

More than that, LinkedIn is viewed as a sophisticated and mature social platform. Twitter is full of porn bots, Facebook can be a hive of conspiracies, and Instagram is the realm of the “influencer”. Essentially, the kind of businesses which have B2B relationships are more likely to have a presence on LinkedIn than any other platform.

Like all other social media platforms though, having a LinkedIn presence won’t spontaneously start generating leads. There are a few things you need to do to make your LinkedIn page work as a lead generation machine. 

  • Be present and active. Each social media platform will require that you have an account, and also make use of it. Rather than let the page sit there and gather dust, get online and get active. Connect with your peers and industry professionals. Comment on their content, and post some of your own. 
  • Make sure your page is robust. Fill out all the necessary details, and make sure you’re capitalising on all the available real estate. 
  • Join LinkedIn groups. The platform has a huge variety of groups available, and you can easily find one with members who could eventually become leads. 
  • Take part in conversations. There are millions of conversations taking place on LinkedIn. Be active and join in. Not only will you be seen as an active member of your industry, you’ll open the door to new connections and more leads.
  • Look for help. Quid pro quo can go a long way towards building and solidifying professional relationships. Occasionally, asking for help is the best way to encourage a lead. You can use LinkedIn to find qualified people in your industry to help you with a project, point you in the right direction, or recommend solutions to a problem. These people can be useful leads in future.
  • Use LinkedIn’s lead collection tool. This is going the direct route, but the integrated tool allows users who come across your page to request a contact. Obviously, these are warm leads. Before using the tool, be aware that you’ll first need to open an Advertising Account, which costs money. But who said that lead generation is free? When the leads come through, you’ll be able to contact them through email or via LinkedIn

Bottom Line

Though social media has a lot of potential, it hasn’t proven particularly successful, and to see real ROI, you’ll need to have a process in place for converting these leads. You’ll also need to put in the work. Use CTAs, don’t be afraid of linking to your website, and put most of your effort in LinkedIn.

In later blog posts, we’ll discuss a few other methods for generating B2B leads. 

Is WFH Good For Gender Equality?

Since the outbreak of COVID-19, there has been a major shift in the way we work. In fact, an MIT study shows that in the US, over half the pre-COVID-19 workforce is now working from home (WFH). While many believe that the move towards WFH was inevitable, the process has been rapidly accelerated. There has been plenty of media discussing the pros and cons of WFH. We’ve seen – and even published, some articles exploring topics around WFH – everything from the effects of WFH on productivity to its environmental impact.

Now, we are going to take a dive into another important issue – the effect of WFH on gender equality in the workplace. There is a lot of literature heralding  WFH and flexible hours as a weapon against gender inequality. On the contrary, there is an equal amount of research slamming WFH for widening the inequality gap. We are going to explore both sides of the argument, in an attempt to assess the true impact of WFH on women and their careers. 

When WFH Works Against Women

There is evidence to show that the socioeconomic burden of COVID-19 is disproportionately affecting women.  A South African study showed that women accounted for two-thirds of COVID-19 related job loss. Additional research, done in the UK, showed an increase in domestic violence over the pandemic. Experts attribute this to the pressures of social isolation. 

WFH Increases Motherhood Tax 

Numerous studies show that mothers earn less than both fathers and childless women. This has been aptly named ‘motherhood tax’. Motherhood tax is a global phenomenon that is proportional to the gender pay gap in a particular country. So, if there is a greater pay gap, motherhood tax is also greater. Hiring and promotional practices are an additional feeder of this phenomenon. Many companies weed out mothers and those who plan to become mothers in the hiring process. From personal experience during job interviews, prospective employers often ask if I plan to have children in the next five years. 

WFH and Childcare

When adults were sent home from work to protect them against the coronavirus, children were also sent home. Over 290 million children are out of school. These statistics don’t include children who are no longer able to go to early childhood development centres like crechès and playschools. 

In many cultures, women are traditionally shoulder domestic duties and childcare. Furthermore, moms that rely on work-related child care services are now no-longer able to do so.  This is not to say that men don’t contribute to child care, only that in many households the burden falls solely on the mother. So, not only is your average working mom trying to adapt to WFH, but she has an increased childcare burden.

Under pressure to finish the academic year, many schools have created an at-home syllabus. This puts excess pressure on the mother to facilitate the learning environment. Particularly true for younger children who need help reading and interpreting their school work. 

Relating this back to motherhood tax,  when in a WFH scenario moms have great strains on their time and thus have compromised productivity compared to their counterparts. This decrease in productivity may result in a decrease in potential earning if the mom is working in a no-work, no-pay situation. 

Breaking Into The ‘Boys’ Club’

Women and other minority groups are often excluded from critical networking opportunities, informal decision making processes, and informal mentorship and feedback. Often, business deals made on the golf course or informal feedback given over drinks can play a massive role in furthering one’s career development. The concern with WFH is that the lack of face-to-face time might increase this type of exclusion. 

When one analyses managerial positions among the genders, this effect is clear.  Studies show that women are 21% less likely to get promoted into a managerial position than men. Additionally, women are less likely to get hired directly into these positions. Taken together this results in women holding a mere 38% of manager-level positions. Putting this in perspective, studies show that only  23% of women are happy with their career trajectory.  

When WFH Works For Women

The What Women Want Report 2020 showed that an overwhelming 98% of women would like to have more flexible work arrangements and would like to WFH at least one day per week. While 69% said that they would like to achieve a better work life balance. WFH does allow the individual more control over their daily schedule. This is integral to all workers, particularly parents. 

Here, I’ll digress with another personal story. A friend of mine, a young single mother was doing her internship in a psychology clinic. She asked her boss if she could leave thirty minutes early on a Thursday to fetch her son from school, she was told that she would have to take a full days leave in order to do so. When she tried to negotiate, she was promptly told that if she didn’t like it, she could leave. 

This teaches us an important lesson. Flexibility doesn’t necessarily mean wanting to to set your own hours or even to WFH, it means basic understanding from supervisors. A WFH environment with no support, encouragement, or understanding is not a flexible environment. 

Additionally, the strain of childcare on WFH moms is higher now during the pandemic than it will be in the future. Once children return to school and early-childhood development centres re-open, alot albeit not all of the pressures will normalise. 

After analysis of the various articles  I’ve cited, as well as my experiences as a woman in the workplace, I believe that many mothers would choose to WFH – despite the possible repercussions of slowed career development. Choosing between picking up your child from school and quitting your job is not something anyone should have to do. Having the freedom of movement allowed by WFH might seem a fair trade-off for a potentially slowed career trajectory. In essence, one is making the choice between a possibility and a tangible need.

What Can We Do To Improve WFH Gender Equality?

A WFH environment doesn’t necessarily mean an inequitable one. If we are aware of the types of exclusion that can happen in a WFH environment, we can prevent them. Here are some important changes companies can make to ensure an equitable WFH program:

1. Representation In Leadership Positions

Adequately represent minority groups in your top leadership positions. At Goodman Lantern, our ethnically diverse leadership team is 50% female.

2. Equal-Work-Equal-Pay

PayeEmployees of equal rank and experience at the same rate regardless of the gender, ethnicity, or sexual orientation. At Goodman Lantern, we have two methods of working out payment. Our managers and tech teams are paid on a per-hour rate that is based on position and experience. Our content team is paid on a per-project basis which is based on respective length and difficulty.

3. Equal training and mentoring

Grant all team members the same access to mentorship and training programs. In the WFH scenario, inclusive social gatherings are an important part of facilitating employee networking. Social events such as Zoom ‘pub-quizzes’ are a favourite among the Goodman Lantern team.  

4. Avoid having two tiers of employees

Allowing your WFH employees to become second-class citizens compared to your in-office staff, is a dangerous game. This can particularly affect working mothers, as they are more likely to elect to WFH. Treat all workers equally, give them the same opportunities, and pay them according to the same scale. 

WFH can either stunt or progress gender equality in a given company. If we are to get it right, we need to be aware of possible problems, and try to address them before they crop up. Most importantly, we need to ask the women in our workplaces what they need to achieve. The future is here, and she is female.

Digital Sharecropping: A Native English Content Writers’ Perspective

So you’ve decided to invest some time, effort, and budget into your business’s online presence.

You’ve heard that social media is the way to go. While social media can play a big part in your marketing strategy, you need to be careful of one thing…digital sharecropping.

It’s easy for any business to fall victim to digital sharecropping because there’s an alarmingly low amount of awareness about it. Native English content writers in the industry know all too much about this shortfall. In fact, we think it’s high time that everyone gets a better idea of what digital sharecropping is and how best to avoid it.

Here’s what our native English content writers think about digital sharecropping and some advice on what not to do.

person holding black DSLR camera

What is Digital Sharecropping?

The term ‘digital sharecropping’ was first used by the author Nicholas Carr. He used it to describe a common occurrence on the Web 2.0 (today’s internet). Being one of the knowledgeable native English content writers in the industry, he said:

 “One of the fundamental economic characteristics of Web 2.0 is the distribution of production into the hands of the many and the concentration of the economic rewards into the hands of the few.”

Simply put, the more content that’s put onto free platforms, the more valuable those platforms become. So, the more you add to Facebook, Twitter, Pinterest etc. the richer you’re making them. To make matters more unfair, once you publish that content on the platform, it no longer belongs to you, even if you’ve created it.

The reason it’s called digital sharecropping is that it draws parallels to a form of agriculture called sharecropping. With this system, those who farm the land don’t actually own it. Instead, they work the land that is owned by a larger entity and receive a small portion of the profits of their labour.

So, if you imagine that Facebook is the landowner, your business would be the farmer doing the actual work. You work the ‘land’, producing content that brings traffic and attention to the site. What our native English content writers hate most about this is that, even after the effort, your content no longer belongs to you once it’s online. And, yes, you may get some customer interest out of it, but you have little control of what happens to it once it’s on there.

How We Can Tell if You’re Guilty of Digital Sharecropping

Our team native English content writers will tell you to stay far away from digital sharecropping. But that’s easier said than done. How do you even know if that’s what you’re doing?

The horrible truth is that tons of businesses are victims of digital sharecropping without even knowing it. For those that use PR teams and media managers that aren’t native English content writers, this is a travesty. Their teams should know better. But, alas, when you make content for so many different platforms, it’s easy to lose track and forget about who actually owns that content. It’s easy to assume that it’s still yours.

Here are some questions that our team of native English content writers use to determine their level of digital sharecropping:

  1. Is the content credited to me?

  2. Am I able to control when, where, and how my content is displayed?

  3. Can I say when my content is deleted, edited, or taken offline?

  4. Can I download or archive my content from the site it’s on?

If the answer to the question above is “no”, then you’re probably digital sharecropping. Yikes.

What’s SO Bad About Digital Sharecropping Anyway?

Unless, like us, you’re one of the native English content writers that understand the ins and outs of digital sharecropping, you may not see the downside. Sure, your content brings in money for the social media site. And sure, you may not have control over the content once it’s posted. What’s the harm in all that? You’re still getting your name out there, right? While that may be true, it’s not always for the best.


digital sharecropping good or bad

You need to remember that there is a difference between having a well-rounded marketing strategy and relying on a platform to do your marketing for you. It’s the latter that we want to avoid. Native English content writers in the marketing industry will tell you that it’s important to use all kinds of social media to promote your business. It’s a great way to engage with your audience and promote your business. But, you should be doing more than just that.

Here’s why our native English content writers think you shouldn’t put all your eggs in one basket:

Platforms Come and Go Overnight

When was the last time you thought about Vine, the video-sharing platform? Crazy to think it was once the most popular video-sharing platform out there. And then, it disappeared overnight.

Websites and third-party platforms can lose popularity quickly for various reasons. So, if you’re investing significant amounts of time, energy, and money into one of these platforms, you stand to lose a lot if it goes bust.

The scariest part of all is that there’s little way to tell when the ship might sink. You’re taking a huge gamble on the platform doing well. If it does start to lose popularity, you’ll have fewer eyes on your content and your reach will start to dwindle. This is our native English content writers’ collective nightmare.

There’s No Customisation

Unless you own the platform, there’s little room for creative control of your content. Our team of native English content writers often bemoan the fact that there’s a word limit for posts – unless you buy more characters. But, it goes further than this.

What if your business uses outstanding photos as part of its marketing. These platforms often compress the images, taking away the impact. And, if you use video content, your videos have to meet certain requirements to be shown. I can hear the rest of our team of native English content writers cringing from here!

On the topic of videos, platforms like Facebook will place ads on them. While this brings in revenue, you have no control over the types of ads they use. What if the ad doesn’t align with your brand? What if it’s an ad for your competitors’ products?

Ultimately, relying solely on these platforms leads to a compromise in terms of quality and originality of content. For our native English content writers, quality comes before everything.

It’s Out of Your Hands

Our native English content writers know all too well that, once your content is posted, it’s out of your hands. You’re at the mercy of the platform. If they suddenly decide to change their policy, and your content doesn’t adhere to it, you get the boot. No warning, no time to change.

This is particularly true of platforms that use algorithms to promote content. If your content isn’t in line with the policy, it won’t be shown as often as you hope. It goes even further, to the point where a platform can suspend your page/content altogether. You have little recourse in the matter.

It’s Not All Doom and Gloom

By now, you may be thinking that our native English content writers hate all social media platforms. This is not the case. We just know how detrimental digital sharecropping can be to a business. Social media platforms are fantastic when used as part of a greater social media marketing strategy. It shouldn’t, however, be the bulk of your digital marketing efforts.

This is why it’s so important to have a team of professional content marketers on your side, especially if they involve our native English content writers. With their help, you should be able to steer clear of digital sharecropping.

What Other Options Do I Have?

So, say you’ve taken our native English content writers’ advice and decided to avoid digital sharecropping. What kind of solutions do you have?

  • Firstly, you need to make sure that your website is up to scratch. After all, this is where your potential customers are going to be looking. Make sure that your website is professionally designed, optimised for SEO purposes, and is mobile friendly.

  • Secondly, start posting content to your website. This can be in the form of videos, blogs, or infographics. Whatever you choose, you’ll be the one that owns it. This means that you have full control over when and how it’s posted, and how it’s distributed. Your content will be completely customised to suit your standards. Our team of native English content writers can be a great help with this part.

  • Finally, build your brand on your own terms. Seeing as you’re no longer beholden to the whims of the platform execs, you can decide how you want your brand to work. You get to choose how you advertise and who you partner with.

Don’t Say Goodbye to Social Media Just Yet

Your website is great on its own, but it would be silly to discredit how powerful social media is. Simply for the fact that so many people use it every day. As part of your marketing plan, it’s a great idea to use social media posts to promote your content. That way, you’re getting the best of both worlds.

The goal in this instance is to use those platforms to drive traffic to your site. So, instead of relying on the site for all the information they need, your customers will find you on there and rely on your own website instead.

A great way to make sure you’re hitting a good balance is to write a blog for your website, then post a summary of the blog to the social media site. Make sure to link the blog so that people can keep reading if they’re interested. This is where our native English content writers can make things much easier for you.

How Goodman Lantern’s Native English Content Writers Can Help You

Hopefully, you’ve got a better understanding of what digital sharecropping is and how to avoid it. But, our native English content writers know that understanding and implementation are two different things. That’s why it’s better to choose well-versed, knowledgeable native English content writers to do the job for you. That’s us!

With a deep understanding of language, phrasing, and nuance, our native English content writers can help you produce excellent content. And, with an allergy to digital sharecropping, they’ll make sure your content remains yours and yours alone.

Our team of native English content writers can help you avoid the dreaded digital sharecropping. Contact us today!

Copywriting vs SEO Content Writing Service: What's the Difference?

Copywriting and SEO content writing – you’ve heard of them both but are they really different?

Which one is more important for your business?

Should you invest in an SEO content writing service?

Or should you focus on a copywriting service instead?

Here’s the quick answer: They’re two sides of the same coin. You need BOTH.

person holding ballpoint pen writing on notebook

The Two Crucial Branches of Content Marketing

SEO writing and copywriting, when implemented correctly, will help you reach, engage, and convert your leads into customers.

Some marketers will tell you that these two types of content development are the same thing. Others will tell you that you only need one and not the other.

The simple fact is this:
Sometimes the two overlap but there are some distinct differences to be aware of.

SEO writing and copywriting, combined, are the foundations of content marketing. It’s the differences in delivery that set them apart from one another.

You might want to tell precisely the same story to different people but your delivery will be different.

Consider a real-life example:

When telling your friend what you did over the weekend vs telling a colleague, you’re not going to choose the same words. You might also include or exclude a few juicy tidbits, depending on your relationship with your “audience”.

The same applies to content marketing. SEO writing is reserved for one audience while copywriting is reserved for another.

What is Copywriting?

Copywriting helps build brand awareness and motivates consumers towards a particular call to action – usually a purchase or a sign-up. Copywriting is usually persuasive.

Copywriting is suited to a wide variety of different content marketing projects, taking on many forms including:

  • Emails

  • Web pages

  • Landing pages

  • Video/audio scripts

  • Advertising copy

goodman lantern copywriting service

What are the Main Elements of Good Copywriting?

  1. Targeted
    Copywriters need to develop copy that targets a specific audience. The content needs to address a particular problem or pain point in that target group while making sure to present the brand as a solution. There’s a need to understand the psychology of the target audience; learning to subtly push the right buttons.

  2. Emotionally Appealing
    Copywriting needs to elicit an emotional response from the reader. It’s all about the art of knowing which words to use and which words to leave out. Copywriters use their words to create an experience for the reader.

The key to solid copywriting lies in a) developing audience personas and b) knowing how to hook the reader.

What is SEO Content Writing?

SEO is the big, confusing elephant in the room for so many people.

SEO writing, or on-page SEO, focuses on developing textual content that is both search engine and reader-friendly.

The main mistake people make when crafting this type of content is worrying too much about the search engines and forgetting about the real-life human they need to target. That’s often where a professional SEO content writing service comes in.

SEO writing is only successful if you avoid the following:

  • Keyword stuffing

  • Cloaking

  • Buying backlinks

Effective SEO content is both informative and user friendly. It should be scannable, consumable, and easily discoverable.

What are the Key Components of SEO Writing?

  1. Keyword Research
    When conducting keyword research, an SEO writer hunts for words that people search for in relation to your product or service. These words (or phrases) are used to map out a clever strategy for your content. More often than not, these keywords will be used to answer a specific question that readers are asking or to address prevalent thoughts/opinions the audience might have.

  2. A “Readers First” Attitude
    Newbie SEO writers will target search engines with their content. Professional writers know that people come first. Yes, it is important to make content crawlable by inserting keywords. But that doesn’t mean neglecting the reader’s experience. Google ranks content based on user intent and how much time is spent on a particular page. Additionally, good content is always shared by readers – this results in tons of backlinks and, ultimately, higher discoverability.

Differences and Similarities Between Copywriting and SEO Content Writing

The main goal of copywriting and SEO writing is:
to hook, engage, and convert leads.

That’s the one big similarity.

While both disciplines have the same goal, they approach them differently.

So What’s the Difference?

There are two major differences worth noting: consumption and target audience.

  1. Consumption
    SEO writing meets the audience on a webpage, while copywriting may meet them anywhere else. SEO writing can be found in long-form content like articles and blog posts, seeking to answer questions. Copywriting happens in a specific brand voice and is related directly to the selling of your product/service.

  2. Audience
    SEO writing is for people who are at the top of the funnel. It’s for people who are looking for solutions to a problem or answers to a question. Copywriting is aimed at warm leads who are already leaning towards buying.

What’s the Benefit of a Professional SEO Content Writing Service?

Marketers often resort to “black hat techniques” to pump out their version of SEO-optimised content.

Unfortunately, without the skills required to craft impactful content, these pieces are often keyword-stuffed and badly structured.

The latest Google algorithm updates prevent lacklustre content from ranking. You need solid, well-written content packed full of value if you want to succeed at the SEO game.

An SEO content writing service is backed by experienced writers who know when to tug at the audience’s heartstrings and when not to. They know which keywords will work and which won’t. Ultimately, they’ll guide you towards content marketing strategy that will work for you.