How to Use Digital Content Marketing as a Lead Generation Tool

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How to Use Digital Content Marketing as a Lead Generation Tool

A successful digital content marketing program might be worthless even with the most advanced lead-generating tools if the content strategy does not fit with the buyer’s needs and flows into the entire buying experience of the buyer. Having trouble generating enough leads or potential clients for a business is the reason why many business owners and marketers fail.

What is content creation?

The process of digital content creation consists of generating topic ideas that appeal to your buyer persona, creating written or visual content around those ideas, and making it accessible to your audience as a blog, video, infographic, or another format on your website or through social media. A well-crafted content piece goes beyond simply stuffing web pages with keywords so that they will rank higher in search engine results. To build trust with your customers and prospects, it’s all about providing them with relevant, accurate, and important information and insights.

Why is content creation important?

Inbound marketing is all about digital content creation. Through content creation, you provide free, useful information to your audience, attract potential customers to your website, and retain existing customers.

The following digital content marketing stats show that you’re also generating some major value for your business:

  • According to almost 40% of marketers, digital content marketing is essential to their marketing efforts. According to 81% of companies, content is a key part of their business strategy.
  • According to data from B2B marketers, content marketing is effective at nurturing leads (60%), generating revenue (51%), and building an audience (47%).
  • Blogs generate the highest return on investment, according to 10% of marketers who blog.

You can’t grow your business without content. Let’s get started with the content types you can create and then review your content strategy.

Types of content


The type of digital content creation that you are consuming right now is blog posts, and these are one type of content creation. The written word is an excellent tool for educating, entertaining and inspiring your audience through a blog. There are usually blog posts that come up when someone types a query into Google, and they are the posts that appear as a result. As a matter of fact, 56% of marketers say that blogging is the most effective content strategy that they have used, which proves that blogging is worth the time and effort.

In spite of this, it can be difficult to narrow your focus and begin writing. As well as opinion pieces and product announcements, here are some ideas that have been proven to be effective when it comes to creating blog content.


Listening to podcasts is similar to listening to the radio. Podcasts as a lead generation tool in digital content marketing can be made and broadcast by anyone. Both professional and beginner podcasters are competing for the same audience. But a lot of people listen to podcasts, and 28% of Americans listen on a weekly basis.

If you like the host and want to learn from them, podcasts are extra interesting. We’ve got more podcast content creation ideas you might like.


Video marketing is a type of digital content creation that becomes more popular every year, whether you’re on social media or YouTube. There’s a place for both short- and long-form videos in your content strategy. Make sure you come up with both types of content.


If you want to post original graphics in your blog or social media posts, you might want to use original graphics. They can be infographics, photographs, GIFs, memes, illustrations, or screenshots. You usually need a graphic designer or some sort of design tool for this type of content creation.

Content Offers

Content offers are another type of digital content lead generation tool that can be found on the Internet. In this category, you will find templates, whitepapers, worksheets, and ebooks that your visitors can download for free. If your audience wishes to be able to access this gated content, they will have to fill out a form and provide their email address in order to gain access to it.

How does content marketing generate leads?

A lead-generating content marketing strategy involves creating and distributing interesting, relevant, and engaging content to attract and generate leads from a predefined visitor persona.

With content having the potential to make or break a sale for your organization, the lead magnets associated with this marketing activity are pretty important. Therefore, the more effective your content marketing plan, the more leads you will generate.

The digital content marketing industry has reached the adolescent stage of its development. It goes without saying that the world of content marketing has undergone a very rapid evolution over the last decade. Due to the fact that digital experiences have become a primary driver of expectations, it has matured over the years. As a result, we don’t have to speculate on how and why we should create, disseminate, and leverage material in the future.

Now that sufficient data is available, it is possible to determine which approaches work and which don’t. Despite the changes in marketing, the fundamentals remain relevant. It’s about prioritizing your audience’s needs over your promotional objectives. It’s about maturing your content to meet the needs of your audience.

In addition to capturing readers’ triumphs and tribulations, successful digital content marketing engines also help them find solutions to critical issues that will aid them in their careers. To stand out and keep the audience engaged, marketers have to constantly come up with new, interesting, and interactive content. 

This is why we put together a list of cutting-edge smart techniques.

Knowing your Target Audience

In digital content marketing, knowing your target audience is another lead generation tool. Your target market sets the tone for your entire marketing strategy, from the development and naming of your products to the marketing channels you use to promote them. Understanding your audience’s needs is essential to producing relevant and effective content. No quick fix exists, but it doesn’t have to be difficult. The importance of consulting with customers cannot be overstated. Let them know what you want to know. Searching the internet will get you information. 

Investigating how your competitors are meeting customers’ needs. The more you take advantage of it, the more likely you are to succeed in digital content marketing. The best way to figure out who will buy from you is to find out who is already using your products or services. The next step is to analyze social media, which can help you better understand your target audience.

As a lead-generating tool, target audiences help you understand who’s interacting with your social accounts, even if those people are not yet customers. You can also use social listening to identify people who are talking about you and your product on social media, even if they do not follow you. Having identified who is already engaging with your business and buying your products or services, the third step is to determine who is engaging with the competition.

Marketing professionals must understand the difference between features and benefits in order to know their target audience. Using this lead generation tool, you can automatically include some basic information about your target audience in your statements. Understanding your target audience begins with creating a brand positioning statement. 

Content Promotion along with the creation

The key to successful digital content marketing today is to create absolutely mind-blowing content. In order to rank for long-tail keywords, you no longer have to write many short articles. Instead, the strategy must shift from quantity to quality; create a few hero pieces that offer so much value that promotion is obvious. However, how much should you spend on creating each of these pieces versus promoting them? What is the best use of your resources: creating content or promoting it? Promotion isn’t valuable without content, and content can’t be promoted without promotion. All your websites, Facebook pages, Twitter feeds, blogs, etc., need content that works together. 

Choosing the right channels

Another factor that can make or break your digital content marketing approach is channel selection. For any kind of marketing to be effective, you need a solid plan to guide you. In business, it doesn’t make sense to approach anything in the dark, and marketing certainly isn’t any different. To help devise your strategy and determine which channels are most appropriate for your business, consider certain factors. These factors are getting your goals clear. As goals set the foundation for your marketing strategy. Another factor to consider is Knowing where your customers hang out. Marketing strategies need to be precise when and where they communicate with consumers to be effective, as consumers are constantly bombarded with media clutter every day.

That means not trying to reach them where you want them to be but rather targeting them where they’re already hanging out. Another factor to consider is communicating to the target market when they’re at the beginning of the funnel for obvious reasons; we want to encourage them to move to the next phase of the purchasing journey. However, once these consumers are converted, many businesses fail to nurture them.

Identifying one’s most successful competitors and noting which marketing channels they use, is a strong indicator of where one’s directing his efforts. It confirms that a channel is likely to be effective for the business and lets you grab some share of voice on each channel. Lastly, marketing isn’t set and forget. It needs to be constantly tested, optimized, and updated to stay relevant and ensure the best results are achieved. Take advantage of analytics and insights tools that can help to paint a picture of the success of your marketing campaigns. If you find you’re not getting the reaction you had anticipated, change tact and try again.

Data-Backed content pieces

At its most basic level, content’s goal is to acquire the audience’s trust. Trust is essential to a client’s lifetime value. Trust can only be built by providing accurate and factual information. If you can tap into the authority and respect of an industry leader, all the better. Yet it cannot be overstated how valuable data is in content marketing. So how can marketers best incorporate data into their content strategies?

 It can help to frame up your thinking on the matter by lumping your data analysis needs into two buckets: post-distribution content effectiveness metrics and data that informs content creation itself. In other words, you must not only consider how data will help you determine whether, and to what degree, your content is connecting with its audience (Open Link in new window), but also how data can help guide your content creation process upfront.

Reference a lot

The problem is not just what your competitors are doing, it’s what everyone is doing. It is well known that ideas and inspiration can strike anywhere, so if you reference just your competitors, you will end up creating content that is similar to theirs, but you will be able to connect the dots more effectively if you reference from multiple sources.

Personalize your content marketing

Personalization involves tailoring webpages and other forms of content to the characteristics or preferences of individual users. By providing relevant content, visitors are more likely to be satisfied and leads are more likely to convert. The old-school approach of providing the same content to each target group is outdated. You can maximize the effectiveness of any marketing approach you use if you personalise it. As a result, it appeals to people’s feelings, making them feel special and cared for.

Eventually, it motivates them to act and enter your conversion funnel. The three primary methods of content personalization are Segmentation, which creates broad target audiences based on demographic and behavioral characteristics. Audience segment groups can be targeted based on age, geography, gender, job title, type of device, or previous interactions with a brand. Segmentation can increase the relevance of targeted content for specific users, but it does not offer a high level of personalization.

A persona-based approach to content personalization creates more detailed user personas based on more specific behaviors and attributes. By mapping the buyer journey, personalized content is provided based on the user’s position in the sales funnel. Eg. Netflix

Make it visual

The term visual content refers to any type of online content that is based on images. The content contains a visual element – not just text, but a treat for the eyes as well. Nearly all internet platforms have proven that videos and photos are more engaging than text-based posts. Tweets containing visual content are three times more likely to get engagement than tweets without images. LinkedIn posts with images have a 98% higher comment rate on average.


As a digital content marketer, you should always integrate your digital content marketing strategy with your overall goals and your target audience’s needs. As a result, each piece of content increases your ROI and generates the leads you need for your business. In addition, you should continuously test and tweak your lead-generating tools to maximize your CRO.


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