Lead generation as a challenge in content marketing

Due to technological advancements, changes in consumer behaviour, new platforms and the demand for certain types of content, there are constant changes in trends. It is vital for content marketers to be up to date with trends. New trends mean new challenges. With that being said, content marketing professionals have to point out challenges they are facing with their content marketing. Pointing out challenges will help figure out what works for your brand and what isn’t. Eventually, your brand will find a way to overcome the challenges at hand. This article will have a look at a few reasons why brands are not generating leads even though they produce high-quality content.

Why is your content not generating any leads?

Do you sometimes wonder why your content is not generating any leads even though you are producing high-quality content? The answer to that question could be the lack of quantity in content produced. That could be the case, but probably not. So, if the issue is not in quantity or quality then what is it exactly? Let’s have a look at a few reasons.

Before we get into the reasons why your content may not be generating leads, let us explain what lead generation is.

According to Hubspot, lead generation is the process of attracting prospects to your business and increasing their interest through nurturing, all with the end goal of converting them into a customer. Some ways to generate leads are through job applications, blog posts, coupons, live events, and online content.

Now that we have a picture of what lead generation is, lets here are the reasons why your content is not generating any leads.

Call to action (CTA)

The first reason may be that CTAs are not included in your content. How is your brand going to generate leads if you don’t ask for them? Using CTAs drives the correct action from an audience. CTAs are important as they let users know what to do next after seeing your content. Do you want your audience to “buy now”, “start your free trial” or “click here to read more”? Help your audience determine the action your brand would like them to take. CTAs help eliminates decision fatigue by simplifying the user’s journey when engaging with your brand’s content. Having a clear CTA will decrease the risk of a user scrolling away from your content because they may not have a clear direction of what exactly is expected from them. Ultimately, CTAs improve conversions. Your brand will get more leads if you prompt an audience to follow your CTAs.

Solve problems

Value is key in content marketing. Content marketing today goes beyond just telling an audience how amazing your products or services are. A brand becomes more valuable over time as they cultivate high-quality and valuable pieces of content. The more a brand answers an audience’s questions, the more an audience will trust and engage with the brand. When writing content, help your audience before they make a purchase from your brand. Demonstrate your brand’s skills through content on a regular basis, basically providing solutions to an audience’s problems. Share your brand’s knowledge to make your audience live better. Your brand’s products or service exists to solve people’s problems. So why not solve those same problems when producing content. If your content can solve their problems, they will have faith and trust that your brand’s products or services can do the same. Content that doesn’t solve problems won’t be searched for in the search engines. To generate leads, ensure that you are producing content that assists your audience with their problems.

Different approach

Users may be tired of reading the exact same thing over and over again. Your content may not be generating leads because your content is not providing a fresh or different approach to topics. You can still write about the same industry topics approached with a different angle. You can repeat the same topics but provide people with new or different information about a topic that they previously thought they already knew a lot about. Basically, what your brand can do to overcome this challenge is find out what exactly what other brands have not spoken about.

Wrapping up final thoughts

Content marketing has challenges. Brands need to go through challenges. This is because you can determine what works for your brand and what is not growing your business. A brand can thrive with the right amount of challenge and stimulation. You gain many great advantages when you overcome your challenges.




Pearlmar Chauke