When you outsource content writing for B2B lead generation purposes, you are able to consistently roll out blog posts that add value to your customer's experience.
But the success of your lead generation efforts is not only going to depend on posting content. It also depends on the platforms you choose to share that content on. Without brand awareness, there’s simply no lead.Research
from IPA on brand awareness shows that while short-term and direct response activations can produce sales spikes, a consistent focus on building brand awareness yields greater returns in the long run.
Moreover, 75% of potential buyers
say that thought leadership helps them determine which business to put on their shortlist.
The two best platforms where you want your content to be seen are Google and LinkedIn. Google serves as the perfect stepping stone to establishing yourself as an authoritative source in your niche whereas LinkedIn will aid in positioning you as a thought leader.
For articles with 1,500 words or longer, you can post the whole piece or a short snippet of it on LinkedIn, linking back to the full piece on your website. This will have the added benefit of building backlinks.
Furthermore, if you are a small or medium-sized B2B startup, you need to form close industry relationships and partnerships with other business owners to increase your company’s brand awareness.
Publishing valuable thought leadership content on professional platforms like LinkedIn would help you build these partnerships and form new connections.
The more connections you have, the more interactions you will get on your posts. This then increases the visibility of your articles tremendously and broadens the number of people who see and engage with your content.
The more you establish yourself as a source of valuable content, the more your business will be perceived as an authority in your niche. Consequently, more trust will follow in addition to a higher number of leads.
Another big reason why you should use LinkedIn for marketing is its potential to bring in more leads through the many built-in marketing tools it has.
A great example is that of ThoughtWorks,
a company that embarked on a campaign to generate leads through the creation of thought leadership content.
LinkedIn’s Audience Targeting feature played a primary role in its success. This functionality helps users attract target audiences and analyze search intent so that they can create content around those interests.
Taking that in stride, ThoughtWorks was able to generate 20 times more leads on LinkedIn alone than on any other platform combined
, we provide in-depth analysis of the best avenues to showcase your content. For LinkedIn, we also offer ghostwriting for posts to help you build that audience and establish those connections.