Table of Contents
Lead Generation Funnel Tips: How to Use Product-Led Content to Generate Leads via SEO
Introduction
In the world of lead generation, SEO is a fantastic channel for driving high-quality leads to your business. However, simply creating any piece of content and hoping for leads to flood in won’t work. In this post, we’ll explore a better way to generate leads via SEO using product-led content.
Product-led content is a powerful strategy that weaves your product into the narrative to help solve a problem. It’s not an aggressive pitch; instead, it provides helpful advice while presenting your product or service as the best solution. At funnelpreneurs.com, we have found that product-led content works well for lead generation.
Keyword Research
To get search traffic from Google, it’s essential to target topics that people are searching for. This is where keyword research comes in. Keyword research involves discovering valuable search queries that your target customers use to find products, services, and information. A tool like Ahrefs’ Keywords Explorer can help simplify this process.
Begin by collecting as many relevant keywords as possible. Don’t worry about creating product-led content for them yet; that will come later. For now, focus on building a list of keywords that relate to your site.
Assign Business Potential Score to Keywords
To make product-led content effective, it’s crucial to target keywords with high buying intent. Assign each keyword a “business potential” score to prioritize topics that have at least a score of “2.” This helps ensure that every mention of your product feels natural and seamless within the content.
Creating Product-Led Content
Creating great product-led content requires deep product knowledge, creativity, and smart copywriting. The writer needs to understand what the searcher is looking for, also known as search intent. Analyzing the SERPs for the three Cs – content type, common questions, and coverage – can help determine the search intent for a particular keyword.
Including important subtopics that top-ranking pages cover can also improve your content’s chances of ranking well. Use common keyword rankings to identify these subtopics and incorporate them into your content as subheadings.
Insert Unique Nuggets of Information
To encourage other websites to link to your content, include unique nuggets of information that provide value to readers. These can be statistics, case studies, expert opinions, or any other relevant and valuable information that sets your content apart.
Weave Your Product Naturally into the Content
Within your content, find opportunities to naturally weave your product into the narrative. Show your readers how to solve problems using your product through step-by-step details, screenshots, GIFs, and videos. The number of use cases you include will depend on your product, the specific problem it solves, and your copywriting skills.
Balancing Product-Led Content with TOFU Content
While product-led content is crucial for lead generation, it’s essential to balance it with top-of-funnel (TOFU) content. TOFU content focuses on brand awareness and building relationships with potential customers. It’s not necessarily meant for lead generation, but rather for getting your brand top of mind.
Final Thoughts
By using product-led content, you can leverage SEO to generate high-quality leads for your business. Remember to conduct thorough keyword research, assign business potential scores to prioritize keywords, create content that aligns with search intent, insert unique nuggets of information, and weave your product naturally into the content. Lastly, don’t forget the importance of balancing product-led content with TOFU content for a well-rounded lead generation strategy.
With these lead generation funnel tips, you’ll be well on your way to driving more leads and growing your business through SEO.