Creating content that aligns with consumer expectations can help generate quality leads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 19, 2020, 4:52 PM UTC

Businesses should focus more search intent optimisation than on search engine optimisation.

Marketers should create content that attracts pre-qualified leads and aligns with their target audiences’ expectations. Using tools like Text Optimiser can help brands identify topics that their prospects are looking for. The insights derived from such tools should be used for creating content that addresses the pain points of their potential customers.

Businesses should also analyse what attracted their existing customers in the first place and create a customised user experience for returning visitors. They should consider on-site remarketing and customise CTAs to attract previously targeted customers.

Businesses should further invest in marketing videos as using relevant videos on a landing page can increase conversions by 86%. But, they should test various content formats to find out what works best for their businesses as well as target audiences.

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