8 Etapas para Uma Estratégia de Marketing de Conteúdo Geradora de Leads PDF

8 etapas para uma estratégia de marketing de conteúdo geradora de leads https://www.wordstream.com/blog/ws/2021/07/13/content-marketing-s...
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Principais métricas, tendências e dicas para se
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8 etapas para uma

estratégia de marketing
de conteúdo geradora de
leads
Ceilie Clark-Keane
Última atualização: 12 de fevereiro de 2023 | Marketing de conteúdo
Home — Blog — 8 etapas para uma estratégia de marketing de conteúdo geradora de leads
Se você está investindo tempo e esforço para criar e publicar

conteúdo para sua empresa, você quer ter certeza de que está
fazendo isso da maneira certa, o que signi�ca gerar tráfego,
conquistar a con�ança de seu público e até mesmo gerar leads. A
melhor maneira de fazer isso é com uma sólida estratégia de
marketing de conteúdo.
140
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gratuito
manter competitivo.
Today, we’re going to cover:
• What a content marketing strategy is.
• Why your business needs a content marketing strategy.
• How to develop a lead-generating content marketing

strategy.
Here we go.
What is a content marketing strategy?

A content marketing strategy is a plan for growing your brand’s
audience by creating and distributing content that engages,
educates, or informs.
While this de�nition explains what a content marketing strategy

is, there are some parts that you’ll need to de�ne for your
business. The �rst part is what growing your audience means for
you. A lot of businesses use content marketing to grow their
brand awareness. Showing up in the search results is a great way
to get your name in front of your potential customers.
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gratuito
manter competitivo.
Moz’s brand name appears �ve times here, for instance. That’s
bound to stick.
But content marketing is great for generating leads, too. In fact,

70% of B2B marketers report generating leads from content. The
key is setting up a content strategy with this in mind.
The rest of the parts in the de�nition you’ll need to determine

include the format of your content, the platform for your
distribution, and how it’ll engage your audience. We’ll talk about
how to settle on each of these below. But �rst, let’s talk about why
it’s essential to spend time developing a content marketing
strategy to generate leads for your business.
Why does your business need a content

marketing strategy for lead generation?
You need a content marketing strategy because your content
marketing efforts will be more effective—not to mention more
ef�cient—with a documented plan in place. And that’s not just my
stance. More than half of the most successful marketers have
one in place.
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gratuito
manter competitivo.
Image source
Even more? Content marketing costs 62% less than outbound

marketing and creates three times more leads. So if you take the
time and effort to get it right with a documented strategy and
awesome execution, you’ll be well on your way to generating more
low-cost leads for your business.
Content marketing costs 62% less than outbound

marketing and creates three times more leads.
The bene�ts of content marketing are too great to ignore. So

without further ado, let’s get to work on your strategy.
How to develop a lead-generating content

strategy
Here’s a step-by-step guide to developing your content marketing
plan, all the way from initial goal setting to ongoing updates to
keep your content fresh. Let’s jump in.
1. Set your goals

The �rst step in your content marketing plan—or, let’s be honest,
any plan—is to set your goals. What are you hoping to do? Why are
you creating content?
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In this case, the short answer is probably to generate leads. That’s

a great place to start,
benchmarks but it’sAds
do Google notestá
quite enough. Next, you need to
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make sure your
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ForPrincipais
that, we’d recommend
métricas, using
tendências a SMART
e dicas goal.
para se
manter competitivo.
This acronym stands for:
• Speci�c
• Measurable
• Achievable
• Relevant
• Time-based
So, for example, instead of saying your goal is to generate more

leads, set your goal to generate 25% more leads from content
over the next two quarters. That’s something you can track,
measure, and work towards.
2. Get to know your audience

Next, you need to identify your audience in order to create
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content. The best way to do that is to take a closer look at your

buyer personas. do
benchmarks These are semi-�ctional
Google Ads está pro�les of your ideal
Obtenha o
customers,
disponível!and they’re excellent tools for content marketing
relatório 
gratuito
strategies.
manter competitivo.
Image source
Use these personas as a starting point for creating content that

your audience would want to consume (keeping content
marketing trends in mind as well). After all, you’re creating a
content marketing plan to generate more leads, so you should be
creating that content with your ideal customers in mind.
Ask yourself some questions based on your personas:
• What are your personas concerned about?
• What do your personas want to learn more about?
• What do your personas want to get better at?
• What are your personas reading or watching?

140
The �rst few questions are great for thinking of topics for
Ações
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speci�c blog posts, videos, or themes you can cover. For instance,

this blog post is about
benchmarks developing
do Google Ads estáa lead-generating content
Obtenha o
marketing strategy.
disponível! This is far from the only post about content
relatório 
gratuito
marketing
Principaison the WordStream
métricas, tendências eblog,
dicas though.
para se There’s a whole
mantermarketing
content competitivo.
category with all kinds of helpful tools and
resources.
That last question is a great way to get started with some

competitive keyword research, which leads us to the next step.
3. Start your keyword research

In order to create content that generates leads, you need to make
sure it’s reaching people. We’ll talk more about distribution
channels later, but you should have SEO in mind from the
beginning for most of your blog posts, and even videos. 63% of
web pages don’t get any organic traf�c at all—you don’t want to
be a part of that statistic.
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So use the topics that your ideal customers are interested in as

seed terms to start
benchmarks do your search
Google your keyword tool. When your
Adsinestá Obtenha o
results come
disponível! up, consider your audience again and how interested
relatório 
gratuito
they’d be. métricas, tendências e dicas para se
Principais
manter competitivo.
And the other sites your ideal customers are reading? Use your
keyword research tool to see what their top-ranking pages are
and what content generates the most traf�c. This can be a great
place to �nd video or blog post ideas for your brand. You don’t
want to recreate content, but if it’s out of date or not a good
match for the search term, you can write something better.
4. Pay attention to search intent

Search intent describes the purpose of an online search. When
you’re looking for something to make for dinner after work, you
might search “30 minute dinner.” The goal is to get a recipe that
you can make in about half an hour. You’re not looking for a
de�nition or an explanation or to make a purchase. That’s not the
search intent here.
See? Google knows.
140
You want to rank organically, and you want to offer your audience
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8 of 20 02/03/2023, 18:00
what they’re looking for. That’s why search intent is important to

keep in mind.
There are four common types of search intent: gratuito
manter competitivo.
• Navigational
• Informational
• Transactional
• Commercial
For your content strategy, you want to focus on informational and

commercial intent. Someone looking for educational content
about a topic or looking for information to influence their
purchase. Leave the navigational and transactional to any login or
pricing pages your company has.
5. Create high-quality content

140
In order to develop a compelling, lead-generating content
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9 of 20 02/03/2023, 18:00
marketing strategy, you need to prioritize creating high-quality

content.
AsPrincipais
of today,métricas,
there are gratuito
about 3.75 billion web pages indexed. That
tendências e dicas para se
doesn’t
mantermean all of these rank, but it does mean that, regardless
competitivo.
of your brand’s focus, you’re going to have some competition.
Even more, you’re going to be competing for attention. We all

spend time on our phones, answering emails, watching Instagram
Reels, or scrolling through TikTok. And then we all get that wave
of shame when we see our screentime reports each week—or
maybe the last one’s just me. Regardless, the average person
spends about seven hours online each day, and a big portion of
that’s spent consuming content. In order to hold your audience’s
attention, you need to be creating great content.
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Lots ofmétricas,
opportunity for great content gratuito
Principais tendências e dicas para seacross the content
manter competitivo. marketing funnel.
The good news? This content marketing strategy is a good place

to start. Once you’re ready, be sure to create content that answers
their query and offers your audience value. Then, take the time for
content editing to ensure you’re not missing any mistakes or
opportunities (our editorial calendar template may be helpful
here). That’s how you can create high-quality content that not
only deserves to rank, but also generates high-quality leads for
your business.
6. Optimize your content for conversions

This next step is key: In order to capture those leads, you need to
optimize your content for conversions. For your video marketing,
that means focusing on your thumbnails or ending your content
with a CTA. For your blog post content, that means strategically
placing CTAs throughout your post.
The best way to do this is to align your CTAs with your content.
What does that mean? Let’s consider this example from Later.
Here’s an in-text CTA in a blog post about Instagram creator
features that let you monetize your content:
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gratuito
manter competitivo.
The text is highlighted and bold, and it’s eye-catching centered on

the page. But even more importantly, it’s directing the reader to
related content that they’ll likely be interested in. It’s more
information about making money on Instagram.
Another great way to optimize your content is to offer gated

content, like a spreadsheet or template that users have to provide
their email to obtain. Here’s an example from HubSpot offers free
resume templates on its blog post about the best resume fonts.
In this one, HubSpot uses a big orange button right at the top of
the page to capture as many leads as possible.
7.
140 Determine your distribution channels
Ações
12 of 20 02/03/2023, 18:00
Once you’ve created your marketing collateral and made sure it’s
optimized for leads,
benchmarks the nextAds
do Google stepestá
is to distribute. Now, you might
Obtenha o
bedisponível!
wondering why you need to do that if you’ve optimized it for
relatório 
gratuito
keyword and
Principais search tendências
métricas, intent. Bute the
dicasgoal
paraisseto get your content to
as manter competitivo.people as possible, so you need to do more
many interested
than SEO.
After you’ve posted your content on your website, you should

share on social media, send a compelling email to your database,
post on relevant Reddit or Quora threads, or even use it for
webinar or conference materials.
A great example of content distribution from Semrush.
Pro tip: Repurpose your content in multiple mediums for

maximum distribution. You can use part of a blog post to script a
video, use multiple blog posts to build a guide, and make a chart
from a data project into an infographic. That way, you can use one
or two pieces of content to create four or �ve different types of
content that you can use in your email marketing, across your
social channels, and even throughout your website.
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8.Nosso
Keepúltimo
updating
relatório de
benchmarks do Google Ads está
Time for some bad news: After you’ve distributed yourObtenha
contento
and startedmétricas,
countingtendências
your leads, you’re not gratuito
Principais e dicas para se exactly done.
manter competitivo.
Content marketing trends change, so your strategy needs to
include a plan for updating your old content. Now, you should do
this thoughtfully. Let’s say your company sells electric cars. A
short post announcing a new location opening up? Probably not
necessary to update. A cornerstone blog post on the emissions
from standard and the potential environmental impact of
switching to electric? Might be worth checking in on new research
to make sure you’re offering the best information to your
audience.
Image source
So make room for monitoring the performance of your content

and then updating as needed. That way, you’re content can always
be generating leads for your business in the background. A
content audit could really help you out here! Use our content audit
guide blog post (with free templates!) to stay on top of your
performance.
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Get more
Nosso leads
último with
relatório de a solid content
marketing strategy
gratuito
Principais
That métricas,
was a lot! Let’s tendências
recap the enine
dicas para to
steps se creating a lead-
manter competitivo.
generating content marketing strategy:
1. Set your goals
2. Identify your audience
3. Start your keyword research
4. Pay attention to search intent
5. Create high-quality content
6. Optimize your content for conversions
7. Determine your distribution channels
8. Keep updating
Now, go create great content and start getting more leads!
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gratuito
manter competitivo.
MEET THE AUTHOR

Céillie Clark-Keane
Céillie is Head of Marketing for Building Ventures, a VC �rm focused on
funding and mentoring early-stage startups in the built environment
space. Previously, Ceillie led content strategy for Unstack and managed
the award-winning blog at WordStream.
See other posts by Céillie Clark-Keane
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8 etapas para uma estratégia de marketing de conteúdo geradora de leads https://www.wordstream.com/blog/ws/2021/07/13/content-marketing-s...

Nosso último relatório de

8 etapas para uma

Se você está investindo tempo e esforço para criar e publicar

Nosso último relatório de

Today, we’re going to cover:

• What a content marketing strategy is.

• Why your business needs a content marketing strategy.

• How to develop a lead-generating content marketing

What is a content marketing strategy?

While this de�nition explains what a content marketing strategy

Nosso último relatório de

But content marketing is great for generating leads, too. In fact,

The rest of the parts in the de�nition you’ll need to determine

Why does your business need a content

Nosso último relatório de

Even more? Content marketing costs 62% less than outbound

Content marketing costs 62% less than outbound

The bene�ts of content marketing are too great to ignore. So

How to develop a lead-generating content

1. Set your goals

In this case, the short answer is probably to generate leads. That’s

So, for example, instead of saying your goal is to generate more

2. Get to know your audience

content. The best way to do that is to take a closer look at your

Use these personas as a starting point for creating content that

Ask yourself some questions based on your personas:

• What are your personas concerned about?

• What do your personas want to learn more about?

• What do your personas want to get better at?

• What are your personas reading or watching?

speci�c blog posts, videos, or themes you can cover. For instance,

That last question is a great way to get started with some

3. Start your keyword research

So use the topics that your ideal customers are interested in as

4. Pay attention to search intent

See? Google knows.

what they’re looking for. That’s why search intent is important to

For your content strategy, you want to focus on informational and

5. Create high-quality content

marketing strategy, you need to prioritize creating high-quality

Even more, you’re going to be competing for attention. We all

Nosso último relatório de

The good news? This content marketing strategy is a good place

6. Optimize your content for conversions

Nosso último relatório de

The text is highlighted and bold, and it’s eye-catching centered on

Another great way to optimize your content is to offer gated

After you’ve posted your content on your website, you should

A great example of content distribution from Semrush.

Pro tip: Repurpose your content in multiple mediums for

So make room for monitoring the performance of your content

1. Set your goals

2. Identify your audience

3. Start your keyword research

4. Pay attention to search intent

5. Create high-quality content

6. Optimize your content for conversions

7. Determine your distribution channels

Now, go create great content and start getting more leads!

Nosso último relatório de

MEET THE AUTHOR

See other posts by Céillie Clark-Keane