What is B2B Content Lead Generation?
What is B2B Content Lead Generation?
B2B Content Lead Generation is the process of attracting and capturing potential business customers by creating and distributing highly relevant content that guides buyer to engage with your business.
B2B Content Lead Generation Agency
Our 6 Steps to Lead Generation using B2B Content Marketing
We provide a clear lead generation framework ensuring confident execution instead of scattered tactics, guesswork or overly complex task lists that get poorly executed.
1. Auditing where you are
We first start by seeking clarity.
Simply put, you’re not getting enough leads because one, some or all of 4 fundamental factors are not working for you.
- Quantity - You're not publishing enough content
- Quality - You're not publishing the right content
- Audience - Your content is not reaching the right audience
- Attention - You're not getting enough attention
We audit your current content marketing situation and performance to uncover what’s working, what’s not, and how aligned your content efforts are with business goals. This diagnostic step lays the foundation for focused improvement.
The goal is to pinpoint weaknesses, highlight strengths and identify opportunities for improvements. Ultimately, fixing each of the 4 above issues, one step at a time.
2. Research
Next, we don’t just jump in with content creation. We gather information about your business and industry, understand your audience’s challenges, their pain points, what are they buying, why, their vendor selection process and analyze your competitor’s content to uncover opportunities.
We then identify the keywords, phrases and topics that your audience is searching for when looking for the type of solutions you offer.
Audiences are becoming increasingly specific with their search terms on search engines, Ai models or Ai browsers and longtail phrases and topics now making up over 70% of all search traffic, making it essential to target these keywords to attract high-quality traffic that are more likely to convert in to qualified leads.
3. Build A Strategy
We take what we learned from steps 1 & 2 and identify 2 areas:
- the journey that buyers go through as they research for solutions
- the different channels of reaching your audience
We then determine the type of message, the type of content and the type of optimization needed to reach your audience within each of the channels you decide to focus on.
A strategy also creates alignment across marketing, sales and leadership, making it easier to measure performance, refine tactics, and continuously improve. Without a strategy, teams often rely on guesswork, creating disconnected content that lacks purpose or fails to align with buyer needs and business goals.
If the strategy does not align with business metrics, buyer intent, or channel best practices, and in turn, does not generate marketing qualified leads, then the strategy needs to be changed.
4. Content Creation
We finally decide on content to fit our strategy. Ultimately, the content and strategy we execute must generate leads, not just website visitors.
What categories of content? Do we need articles. whitepapers, quizzes, eGuides, infographics, webinars, video, posts, articles, social posts, etc?
What type of content do we need per channel we approach? Content for your email lists or social media followers is very different than content to attract traffic from search engines or Ai answer engines.
What topics will you focus on?, How much do you publish?, Should we have gated content?
These are just some questions to answer on the way to creating content that focuses on generating leads, not just visitors.
5. The HEART Method
We follow what we call the HEART method of content creation. Where businesses focus on providing educational content in generous amounts to their audience.
The focus is on giving buyers everything they need to make the right buying decision. It’s about teaching your audience so well they’d feel foolish buying from anyone else.
When you create content that educates rather than sells, you establish yourself as trusted advisors, not just vendors. This approach builds a loyal, returning audience that views your brand as a go-to resource, resulting in stronger brand recall, faster sales cycles, more qualified leads and a massive competitive advantage.
6. Follow a proven Framework
We continue our process by following our proven B2B content marketing framework. It helps transform your B2B content marketing process from a set of random content activities into a repeatable, results-driven system.
Our framework takes research, strategy and content, and assigns operational processes and best practices to those efforts, such as optimization and structural aspects of your web pages or Ai discovery, or performance analysis to determine what is working and what is not. It also creates alignment across marketing, sales and leadership, making it easier to measure performance and focus on overall business outcomes.
There are many very good B2B content marketing frameworks you can follow. The point is to actually follow one.
We believe ours can make a difference.
"Give audiences information that is so valuable to them that they absolutely want to engage."
B2B Content Lead Generation Agency
Content or Lead Magnets We Can Help Create
Work with a lead generation agency that understands the B2B sales cycle. We leverage specific content assets and processes to help engage and convert your business audience into marketing qualified leads.
Buyer Guides
Whitepapers
Checklists
Case Studies
eGuides & eBooks
Quizzes & Assessments
Landing Pages
Presentations & Decks
Templates
Worksheets
Industry Reports / Research
eCourses
Webinars (recordings)
Action Plans
Free Trials
Strategy Call
You’ll know if we’re a fit after just one call
Discovery & Fit
Speak directly with our principal consultant. You’ll talk through your current situation and how we can help.
Proposal
Every client is different. We’ll send you a proposal clearly outlining services, fees and agreed upon deliverables.
Fine tune
We will fine tune the proposal based on further discussions, decide on a start date and finalize our agreement.
FAQ
FAQ: B2B Content Lead Generation
When reading about B2B Content Marketing Services, we often come across the statement “If it won’t rank, it doesn’t get built.” We believe this statement is rather dramatic and missing a significant point, frankly, it’s nonsense.
The goal of content is to get your audience to consume your content and engage with it. Creating content that only ranks on search engines is a limiting strategy. Meaning, how about all those contacts your company has in their email database? Creating content for your email marketing list is extremely valuable. This content may not rank, may be difficult to rank, but if of value, your audience will consume it, use it, and it will deliver more leads for you.
Content should be created based on the value it provides to your customers. There is content that helps with ranking and traffic and there is content that is only consumed by those in your mailing list or other private contact lists or on social networks like LinkedIN. As long as you focus on providing value across your buyer’s journey, you will be fine.
Where do we start?
There are 3 major reasons for bad content.
- It’s Google’s fault! That’s right. Google has put such an emphasis on content production, keywords, length of content, etc. Companies write 2000 word articles on topics that should take one paragraph. This has led to a massive amount of fluff content that is turning people off.
- Simply put, as great as Ai is, it’s a problem! It has brought a tidal wave of mediocre content. This has led to flimsy link bait and repetitive content.
- It’s marketers’ fault. Many companies and teams simply do not understand what content marketing truly is and how best to leverage it. Many erroneously believe that its simply about publishing blog posts or about their products/services. This leads to technical writing, or sales writing, or writing for search engines instead of writing for their audience. Making content not very relevant.
Despite advances in content strategy and understanding, the above 3 reasons have led to a serious lack of content quality, which all leads to poor traffic and engagement from potential buyers.
A reminder that about 96% of all content receives little to no traffic from search engines.
Content must provide value to your audience above all. Only then can their engagement turn into trust which turn into qualified leads.
We absolutely work with other marketing agencies. Marketing agencies and consulting firms that require a specialization in B2B Content Marketing ask us to work with them and their clients. Many marketing agencies do not focus on this specialization as deeply as we do. They are busy providing an entire range of other marketing services.
B2B Content Marketing comes in many forms. The goal of which is to provide value to your audience. This value will generate more authority and more trust, which will improve engagement and interest from your audience.
The skill is NOT only to focus on what type of content to provide, but rather, a combination of what is provided, why it’s provided, when is it provided and to whom is it provided.
Here are some examples of effective content pieces. As always, its the execution that counts.
- Educational Content
- Articles & Blog Posts
- Whitepapers
- eGuides, eBooks
- Reports & Checklists
- Pillar Content
- Infographics & Data Visualizations
- Spec Sheets
- Case Studies
- Web Copy
- Buyer Guides, Price Guides
- Surveys, Polls & Quizzes
- Online Learning
- Presentations & Webinars
- Interviews & FAQs
- Tools & Templates
- Press Releases
- Videos
- Training
- Books