![\"60%](\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2022\/02\/2.png\")
<\/figure><\/div>\n\n\n\nWhat Is Organic Marketing?<\/strong><\/h2>\n\n\n\nOrganic marketing<\/a> generates traffic over time from content published on your site that\u2019s optimized for search engines. It often consists of (but isn\u2019t limited to) the following types of content:<\/p>\n\n\n\n- Blog posts<\/li>
- Bylined web articles<\/li>
- White papers and eBooks<\/li>
- Case studies<\/li>
- Social media posts<\/li><\/ul>\n\n\n\n
An organic content marketing strategy targets consumers who are searching for products, services, or keywords tied to your business that will address their questions or challenges. These lead generation efforts act as a 24\/7 salesperson, earning you an informed potential customer before your sales team has even engaged. <\/p>\n\n\n\n
How to Use Organic Marketing to Generate Leads<\/strong><\/h2>\n\n\n\nThe techniques below focus on how to engage your target prospects and convert them into MQLs using content.<\/p>\n\n\n\n
1. Grow Your Resource Hub<\/strong><\/h3>\n\n\n\nIf you want to be among the 60% of marketers<\/a> that use content for lead generation, focus on your knowledge repository that consumers depend on and gives information for search engines to crawl. Publishing different types of content (see above) with internal linking forms an ecosystem that caters to different personas within the customer journey<\/a>. When you have a lot of high-quality content strategically integrated on your site:<\/p>\n\n\n\n- Search engines surface your site for your audience\u2019s inquiries, increasing web traffic and number of conversions.<\/li>
- Users that see value in your resources are more likely to continually engage with your content and proceed through the funnel.<\/li>
- Returning visitors that associate your brand with expertise may share your content on social media, expanding your reach and contributing to social proof<\/a>.<\/li><\/ul>\n\n\n\n
<\/p>\n\n\n\n
2. Write Content for Readers First<\/strong><\/h3>\n\n\n\nWriting strictly to satisfy your SEO tools will not equate to quality for your readers. Your human readers are who you\u2019re trying to convert, so make sure your published work meets their needs and user intent<\/a>. A marriage of SEO tools with a high-quality writing solution should allow you to tackle search engines\u2019 algorithms and your prospects\u2019 curiosity.<\/p>\n\n\n\n For example, you can:<\/p>\n\n\n\n
- Use tools like SEMrush to identify what your customers search<\/a> and incorporate that information in your content briefs. Other free resources can surface long-tail keywords, blog topic ideas<\/a>, questions, and PAA opportunities that target audience segments.<\/li>
- Tap your sales and account management teams to uncover common questions and challenges across prospects and clients.<\/li>
- Structure keywords less around general concepts and tailor them more toward inspiring your readers to use the products or services you offer. For instance, instead of \u201cbest landscaping\u201d you could use \u201csummer landscaping ideas.\u201d <\/li><\/ul>\n\n\n\n
<\/p>\n\n\n\n
![\"Types](\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2022\/02\/DJ-by-line-images-2.png\")
<\/figure><\/div>\n\n\n\nThis way, you target potential leads where they\u2019re at instead of merely pandering to Google\u2019s search algorithm of the moment.<\/p>\n\n\n\n
3. Prioritize Thought Leadership Regularly<\/strong><\/h3>\n\n\n\nPublishing thought leadership content regularly and consistently not only establishes your expertise and trust, but is your window into earning all three qualities of E-A-T<\/a>. This doesn\u2019t mean solely posting a glossary of terms or regurgitating an article from a competitor that\u2019s performing well. You\u2019ll want to experiment with:<\/p>\n\n\n\n- A variety of content types like pillar pages with topic clusters<\/a>, case studies, white papers\/eBooks, and industry newsletters that can help assert your expertise and provide readers with actionable takeaways.<\/li>
- Strengthening the digital presence of your SMEs, salespeople, and C-suite executives. Publish content with their bylines and promote it through their social media channels.<\/li>
- Using long-tail keywords organically in your articles and avoiding oversaturation that could trigger Google (and your readers) to regard your published work as inauthentic.<\/li>
- Product-focused and product-agnostic pieces. By using both approaches, you can help readers understand problems they may have, discover solutions, and evaluate your products or services.<\/li><\/ul>\n\n\n\n
Trust is a vital part<\/a> of the sales process and any doubt you put into search engines or potential leads could jeopardize your chances of conversion.<\/p>\n\n\n\n4. Update The Old & Page 2<\/strong><\/h3>\n\n\n\nUpdating content<\/a> that has done well in the past, but has been stuck on Page 2 or been on the decline for a year is worth your attention. Refreshing your content that\u2019s slipping in the rankings has a chance at a second life before it becomes deadweight and needs a rewrite.<\/p>\n\n\n\nTo update your content quickly, you can try:<\/p>\n\n\n\n
- Adding new statistics and resources with external links\/sources.<\/li>
- Changing your subheadings, which are often brief summations of your solution, to reflect new thinking of an old problem.<\/li>
- Adding a few new details for more clarity and up-to-date recommendations.<\/li>
- Refreshing tags, page descriptions, and meta descriptions.<\/li><\/ul>\n\n\n\n
Relying on new content to bring in leads is like expecting new sales hires to close all your deals. Give what’s new time to grow and never stop supporting and improving what’s existing.<\/p>\n\n\n\n
5. Streamline Your Content Production Process<\/strong><\/h3>\n\n\n\nWithout having the time to strategize, execute, and measure your lead generation strategy, you\u2019ll likely be scrambling to deliver whatever content you can. In respect of your time, the content creation process can be streamlined so you can plan and commit to the strategies outlined above and acquire more leads. There are alternative solutions to managing high-quality writing, editing\/proofing, and optimizing. You can streamline these processes and save valuable time by:<\/p>\n\n\n\n
- Planning your content calendar in advance by at least one month but ideally one quarter.<\/li>
- Outsourcing your content creation<\/a> and SEO keyword research.<\/li>
- Measuring content performance consistently to inform topic ideation and what legacy content to update.<\/li><\/ul>\n\n\n\n
<\/p>\n\n\n\n
- Blog posts<\/li>
- Bylined web articles<\/li>
- White papers and eBooks<\/li>
- Case studies<\/li>
- Social media posts<\/li><\/ul>\n\n\n\n
An organic content marketing strategy targets consumers who are searching for products, services, or keywords tied to your business that will address their questions or challenges. These lead generation efforts act as a 24\/7 salesperson, earning you an informed potential customer before your sales team has even engaged. <\/p>\n\n\n\n
How to Use Organic Marketing to Generate Leads<\/strong><\/h2>\n\n\n\n
The techniques below focus on how to engage your target prospects and convert them into MQLs using content.<\/p>\n\n\n\n
1. Grow Your Resource Hub<\/strong><\/h3>\n\n\n\n
If you want to be among the 60% of marketers<\/a> that use content for lead generation, focus on your knowledge repository that consumers depend on and gives information for search engines to crawl. Publishing different types of content (see above) with internal linking forms an ecosystem that caters to different personas within the customer journey<\/a>. When you have a lot of high-quality content strategically integrated on your site:<\/p>\n\n\n\n
- Search engines surface your site for your audience\u2019s inquiries, increasing web traffic and number of conversions.<\/li>
- Users that see value in your resources are more likely to continually engage with your content and proceed through the funnel.<\/li>
- Returning visitors that associate your brand with expertise may share your content on social media, expanding your reach and contributing to social proof<\/a>.<\/li><\/ul>\n\n\n\n
<\/p>\n\n\n\n
2. Write Content for Readers First<\/strong><\/h3>\n\n\n\n
Writing strictly to satisfy your SEO tools will not equate to quality for your readers. Your human readers are who you\u2019re trying to convert, so make sure your published work meets their needs and user intent<\/a>. A marriage of SEO tools with a high-quality writing solution should allow you to tackle search engines\u2019 algorithms and your prospects\u2019 curiosity.<\/p>\n\n\n\n
For example, you can:<\/p>\n\n\n\n
- Use tools like SEMrush to identify what your customers search<\/a> and incorporate that information in your content briefs. Other free resources can surface long-tail keywords, blog topic ideas<\/a>, questions, and PAA opportunities that target audience segments.<\/li>
- Tap your sales and account management teams to uncover common questions and challenges across prospects and clients.<\/li>
- Structure keywords less around general concepts and tailor them more toward inspiring your readers to use the products or services you offer. For instance, instead of \u201cbest landscaping\u201d you could use \u201csummer landscaping ideas.\u201d <\/li><\/ul>\n\n\n\n
<\/p>\n\n\n\n
<\/figure><\/div>\n\n\n\nThis way, you target potential leads where they\u2019re at instead of merely pandering to Google\u2019s search algorithm of the moment.<\/p>\n\n\n\n
3. Prioritize Thought Leadership Regularly<\/strong><\/h3>\n\n\n\n
Publishing thought leadership content regularly and consistently not only establishes your expertise and trust, but is your window into earning all three qualities of E-A-T<\/a>. This doesn\u2019t mean solely posting a glossary of terms or regurgitating an article from a competitor that\u2019s performing well. You\u2019ll want to experiment with:<\/p>\n\n\n\n
- A variety of content types like pillar pages with topic clusters<\/a>, case studies, white papers\/eBooks, and industry newsletters that can help assert your expertise and provide readers with actionable takeaways.<\/li>
- Strengthening the digital presence of your SMEs, salespeople, and C-suite executives. Publish content with their bylines and promote it through their social media channels.<\/li>
- Using long-tail keywords organically in your articles and avoiding oversaturation that could trigger Google (and your readers) to regard your published work as inauthentic.<\/li>
- Product-focused and product-agnostic pieces. By using both approaches, you can help readers understand problems they may have, discover solutions, and evaluate your products or services.<\/li><\/ul>\n\n\n\n
Trust is a vital part<\/a> of the sales process and any doubt you put into search engines or potential leads could jeopardize your chances of conversion.<\/p>\n\n\n\n
4. Update The Old & Page 2<\/strong><\/h3>\n\n\n\n
Updating content<\/a> that has done well in the past, but has been stuck on Page 2 or been on the decline for a year is worth your attention. Refreshing your content that\u2019s slipping in the rankings has a chance at a second life before it becomes deadweight and needs a rewrite.<\/p>\n\n\n\n
To update your content quickly, you can try:<\/p>\n\n\n\n
- Adding new statistics and resources with external links\/sources.<\/li>
- Changing your subheadings, which are often brief summations of your solution, to reflect new thinking of an old problem.<\/li>
- Adding a few new details for more clarity and up-to-date recommendations.<\/li>
- Refreshing tags, page descriptions, and meta descriptions.<\/li><\/ul>\n\n\n\n
Relying on new content to bring in leads is like expecting new sales hires to close all your deals. Give what’s new time to grow and never stop supporting and improving what’s existing.<\/p>\n\n\n\n
5. Streamline Your Content Production Process<\/strong><\/h3>\n\n\n\n
Without having the time to strategize, execute, and measure your lead generation strategy, you\u2019ll likely be scrambling to deliver whatever content you can. In respect of your time, the content creation process can be streamlined so you can plan and commit to the strategies outlined above and acquire more leads. There are alternative solutions to managing high-quality writing, editing\/proofing, and optimizing. You can streamline these processes and save valuable time by:<\/p>\n\n\n\n
- Planning your content calendar in advance by at least one month but ideally one quarter.<\/li>
- Outsourcing your content creation<\/a> and SEO keyword research.<\/li>
- Measuring content performance consistently to inform topic ideation and what legacy content to update.<\/li><\/ul>\n\n\n\n
<\/p>\n\n\n\n
- Measuring content performance consistently to inform topic ideation and what legacy content to update.<\/li><\/ul>\n\n\n\n
- Use tools like SEMrush to identify what your customers search<\/a> and incorporate that information in your content briefs. Other free resources can surface long-tail keywords, blog topic ideas<\/a>, questions, and PAA opportunities that target audience segments.<\/li>
![\"outsourcing](\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2022\/02\/5.png\")
<\/figure><\/div>\n\n\n\n