How to Increase Lead Generation: 6 Tips For Generating Leads With Marketing Content

how to increase lead generation


Most people will tell you there’s no magic bullet for increasing lead generation. 

And while this is true, there are a few simple direct marketing fundamentals that can help you boost response. 

By applying these proven fundamentals to both your content and the material used to promote it, you can generate more leads. 

The little things do count

This article will show you how to optimize your marketing so it generates a higher response…. so more people actually read, watch, or listen to your content. Specifically, I’ll outline 6 tips you can use to increase the number of qualified leads you get from your marketing. 

Follow this advice and you’ll soon be writing marketing communications that become profitable lead-generating tools for your company. 

But before we begin, drop your email into the box below and click Sign Me Up. You’ll get weekly tips on how to use content marketing to generate qualified leads and sales.

Ok let’s start with tip #1.

#1. Use a Benefit-Oriented Title 

Boring titles are one of the biggest mistakes made in content used for lead generation. I see this a lot in scientific tech where the company is promoting something to scientists or engineers. 

One terrific way to improve your title is to include a benefit. For example, look at the title of the following article in the optogenetics field: “Afraid of the Dark? Conquering Fear with Optogenetics”. 

Also consider using action words and numbers. For example: “7 Questions to Ask When Choosing an Optogenetics Tool”. Benefit headlines/titles increase downloads because now you’re enticing the prospect. They know exactly what they’ll gain from reading your content. 

#2. Use a Problem-Based Headline

Yeah I know, I just told you to include a benefit in your headline.

But that’s not the only way to improve response.

Another way to improve your headline, title, or subject line is to use a problem. Why? Well… people are wired to respond to problems – it’s just how our brains work. We’re always on the lookout for problems in day-to-day life.

As an example, here’s a solution or benefit headline:

How to Get Ahead In Your Small Business

And here’s that same headline, but rearranged to be problem-focused:

Struggling to Get Ahead In Your Small Business?

That last headline is also formatted as a question, which is another way to improve your headline and response. 

#3. Target ONE Audience

This is a tough one. You probably have more than one audience, even for a single product or service.

Most clients I work with have a hard time isolating a single target audience for a piece of content.

Often they feel like they’ll miss out on reaching more potential customers by narrowing down the audience. 

Content and marketing copy written for one audience works best. Otherwise you risk writing something that doesn’t appeal to anyone. 

For example, if you sell scientific equipment to both R&D and high volume manufacturing (HVM) cleanrooms, write separate content pieces for each audience.

This is important because research scientists working in cleanrooms have different challenges and motivations than process engineers working in HVM fabs.  

#4: Put the Job Function in the Title 

Putting the job function in the title increases the quality of leads generated and attracts more attention, because you’re specifying whom the piece of content is for. In other words, you’re selecting the audience. 

Let’s say you’re writing an article or white paper. In the above example of research scientists working in cleanrooms, you could simply put a subtitle below the title of the white paper that reads:

A Guide For Scientists Working in R&D Cleanrooms

Now your readers know exactly who the article or white paper is for. 

#5. Add a Call-to-Action (CTA)

You might be thinking that this particular advice is unnecessary because it’s 2021, and everyone knows to put a CTA at the end of any marketing piece. Right?

Well, I can tell you first hand that lots of marketers still don’t do this.

You don’t want to go to the trouble of writing a piece of content and then not have your reader/viewer/listener take the next step. So figure out what you want them to do after consuming your content and tell them to do it! 

Maybe you want them to schedule a product demo, call for more information, visit a landing page or your contact page, or visit your booth at an upcoming tradeshow. Whatever it is, make sure you tell them to do this.

Here’s a great template for a call-to-action at the end of an article:

To find out more about how you can [GAIN BENEFIT or SOLVE PROBLEM] using [SPECIFIC PRODUCT], please visit [LINK]

#6. Promote & Repurpose Content 

I find it odd how many companies create a piece of content, send out a few tweets about it, and then stop. For every piece of content you create, you need to have a plan to get it in front of as many potential customers as possible. 

Now obviously you can’t do everything. So start by promoting it to your own audience (email list, newsletter, website blog, followers on LinkedIn, etc.) and ask that it be shared.

Then consider promoting it in industry newsletters, sending out a press release, doing a Google Ads campaign (or LinkedIn ads), and giving it away at trade shows.  

In terms of repurposing, your content can be sliced and diced into other forms.

For example, you can divide a white paper into a series of blog posts, each focusing on a specific section of the document (the problem, what’s been done before, the solution etc.).

It can also be repurposed into an article to be published in a trade journal. You could then repurpose it into a slide deck or webinar. You have lots of options!

Bottom line: make sure your content isn’t a one-hit-wonder. So follow Joe Pulizzi’s advice and think 1-to-10.

In other words, repurpose each piece of content into 10 additional pieces. And since you’ve already created the material, this doesn’t require a lot of extra work on your part.

Use These Six Tips and Boost Your Lead Gen

There are lots of things you can do to increase response and lead generation from your marketing content. But begin by using the following 6 tips and you’ll be off to a great start:

  1. Give your content an interesting and benefit-oriented title 
  2. Try using a problem-based headline instead of a solution-based headline 
  3. Narrow down the readership of your content to one target audience
  4. Consider putting the job function in the title 
  5. Have a call-to-action at the end
  6. Promote and repurpose your content aggressively 

Remember, the little things count. So follow this advice and you’ll soon be reaping the benefits.

Your next step…

You can use these 6 lead-generation tips as part of your next content calendar. Drop your email in the box below and you’ll get access to a free PDF showing you how to create a full content marketing calendar in 10 minutes using the power of AI.