More leads. More sales.
That’s what every business owner wants, right?
By now, you’re already familiar with growth hacking. Thanks to Sean Ellis, a startup entrepreneur who introduced this concept that helps turn simple ideas into techniques that result in a fast-paced growth.
Now, let’s bring it home. Growth hacking is basically used to increase user base.
For example, if you just launched a new niche-specific social network, one of the challenges that you’ll face is getting new people to sign up.
That’s where growth hacking comes in.
But what if you want to use content to generate leads, is it possible to execute growth hacks and get the results that you want?
Content marketing is fun if you understand your target audience and communicate in a language they understand.
If you document your strategy, content marketing has the potentials to grow your business.
According to Content Marketing Institute, “88% of B2B marketers currently use content marketing as part of their marketing strategy, yet only 32% have a documented content marketing strategy.”
In this in-depth article, I’ll show you the 5 content marketing hacks that will help you generate more targeted leads through content. Are you ready?
1. Go beyond the typical word count
Back in 2010, the typical article length fell in the range of 300 – 500 words. But in February 2011 when the first Google Panda update was released, low quality sites were penalized. Most of the sites were deemed low-quality, because of thin content.
Fast forward to 2013 till date, the rulebook has been set ablaze. Today, it’s pretty difficult to rank highly in Google if your article length doesn’t exceed 1,000-word count.
serpIQ conducted an experiment to determine the content length of pages that show up in Google’s top 10. The team found that articles of 2,000 words or more tend to perform very well in search results.
If you want to generate better leads from search engines and social media alike, then it’s high time you up your game. Don’t write a 500-word article. It doesn’t matter how useful or interesting you make it to be.
Since you’re not Seth Godin who has millions of fans who love his short copy, you don’t have to emulate him. He’s probably been around for over 20 years. With over 20 bestselling books.
Google loves in-depth articles. Your potential clients also want to get the complete solution from your article.
Most of your competitors are lazy. They can’t produce a 2000+ words article every week. That’s your advantage. Go and dominate your niche.
2. Craft irresistible headlines
So much has been said about headlines. The truth of the matter is that your headline is the most important element in your copy. Brian Clark, founder of Copyblogger once said that 8 out of 10 people will read your headline.
Ted Nicholas, the renowned direct response copywriter was right when he said that before buyers can make a buying decision, your headline has 73% influence on them. This can be a positive or negative impact.
There is no magic wand to writing irresistible headlines. I usually model successful headlines that went viral.
I would simply check Buzzsumo for the most shared content in my niche.
Next, I’ll pick and analyze the most shared headline.
Last but not least, I’ll model the most shared headline and create mine. Here are unique headlines that I just created:
- Top 10 Proven Growth Hacks For 2016 [Examples, Case Studies]
Unique and clickable headlines:
- Top 15 Proven Growth Hacks You Should Use This 2016 [Examples, Techniques]
- Growth Hacks For 2016: 7 Simple Steps To Generate 100,000 Customers
- Top 10 Proven Growth Hacks: 10 Case Studies And Examples
There you’ve it. The 3 unique headlines that you can tap into and create high-value content that will increase click-through rate.
3. Brainstorm viral post ideas
What makes certain ideas go viral, while others get drowned?
Several experiments have been carried out to examine viral ideas. But the most striking and acceptable one is the study by Jonah Berger, Associate Professor of Marketing at the Wharton School.
He found that practical, useful content that evokes high arousal emotions such as pain, laughter, anger, fear, and so on, get the most shares across the web. More so, it has to be free so that people can share it without a cost.
Interestingly, the study revealed that when your content (e.g., posts, articles, videos) makes people smile, laugh, or have fun, they’re more likely to share your idea.
Make your content emotionally driven. This will inspire your target audience to share your post.
In other to increase the chances of your idea going viral…
- Share trending idea that many people want to know about
- Make a boring idea interesting or funny
- Cover a controversial topic, and backup your thoughts
- Evoke emotional response such as anger, surprise, pleasure, etc.
- Add visuals (e.g., video, infographic, memes) or any irresistible visual asset
4. Create stronger calls to action
Your CTA is actually the gateway to your conversions.
According to Unbounce, your call to action is the tipping point between bounce and conversion.
Have you seen a great example of a strong call to action recently?
I got one for you.
Check out this call to action from Bounce Exchange. It utilizes the Exit Intent Technology. If you’re on the page and moves your mouse pointer close to the [x] button at the top right side, you’ll see this:
Well, who doesn’t want to convert bounce traffic (traffic that wants to leave your site) into revenue?
The bottom line: Make your call to action irresistible. It should be clear so that your site user will understand what steps to take next, and what they stand to gain.
Another strong call to action that you can learn from is Brian Dean’s. Take a closer look at his homepage:
The CTA above doesn’t interfere with Brian’s epic content. If it does, why does his latest articles generate over 600 valuable comments?
While you’re creating epic content, don’t forget to capture email leads of your site visitors. You’ll serve them better if they get onto your insider newsletter. Make your CTA strong, clear, beneficial, and catchy.
5. Trigger a double-open email strategy
Here’s how it works:
- Send an email to your list members.
- After one week, compile a list of people who didn’t open that email.
- Resend the email to the list of non-opens. But this time, simply change the subject line.
The core reason why you need to resend emails with a tweaked subject line is because not everyone on your list will open your email.
Even if you get 40% conversion rate, it still means that 70% of your list members haven’t responded yet to your email. You don’t have to lose or ignore them. Use this hack to improve your email open rate.
This is the first result that Noah got when he first sent an email to his list:
Then one week after, he resent the same email copy, but simply changed the subject line. Here’s the result:
As you can see, the “double-open email marketing strategy” worked. Of course, you shouldn’t overdo it. Just follow the simple techniques as laid out by the inventor himself – you’ll most assuredly get results.
The whole point of executing content marketing best practices and creating in-depth, useful, and practicable content is to provide immense value to your ideal customers.
Anything short of that is waste of time.
Remember that you’re not supposed to reach out to everyone. It’s the easiest route to failure. Focus on the right audience who cares about what you’ve to say, and not necessarily how you say it.
This specific group of people are out there. Find out where they are, and join in the conversation.
Which content marketing hack from this article have you used yourself to generate more leads to your business?