Converting Readers To Leads: How you can Optimize Blog Posts For Lead Generation

Allow me to start this by being true straight here: your content needs to convert people into clients.

Yes, I know, most of us would rather just write and make beautiful and useful content material. What about all the knowledge plus lives that it changed simply by existing?

Well… at the end of the day, we are professionals, working in companies. If they don’t sell, they are not going to invest more in our educational content – and they won’ t even have money to pay for us.

So , we much better do our parts to assist our companies grow product sales and ensure that we can pay the bills, too.

How can you make sure that your content will not only teach, amuse, or solve the issues for your readers but also leave all of them one step closer to being part of your customer base?

I’ll give you some suggestions based on my experience looking to convert the 7 million worldwide readers that Rock Content attracts to the blogs every month.

And if you would like to keep up with the latest trends in digital marketing, consider subscribing to our interactive newsletter beneath.

Organizing the work area

To know what you can offer for your readers, you must be fully aware of what you have available.

With Rock Content, a global leader in articles marketing , we have four content solutions plus an 80, 000 freelancers talent network and a worldwide existence, especially in the US, Brazil, and Mexico (in other phrases, we work with three languages).

So , to make sure that all content material editors that work in our weblogs would know how to promote our own lead gen assets, we all:

  1. Documented all of them;
  2. Started increasing this documentation with all the promotional materials available for them.

This can be a extremely simple task or a Hercules’ job.  

At Rock and roll Content, it was more like the last one: at the end, we found that we have more than 300 landing pages for Ebooks, training calls, spreadsheets, demo requests, and so forth in Portuguese. We also provide around 150 in Spanish, and 120 in The english language.

Now we have all these assets documented in a big table such as this:

Language Name from the Content Content Type Squeeze page Link Link to all marketing images HTML code to put in the banner
SOBRE Example 1 Webinar example1. com < a href=”” target=” _blank” rel=” noreferrer noopener” > < img src=” https://example1.png”/></a>
PT Example 2 Ebook example2. com

Shifting the mindset from SEO optimized to SEO “and” conversion-optimized

At Rock Content material, anyone that publishes content has prepared it to be adored by Google. SEO is within our veins.

Since 2019, we initiated our internationalization process in the US, where we are growing 30% quarterly in traffic and have hundreds of thousands associated with monthly visits nowadays.  

But , in Brazil and Mexico, where we have more maturity, Rock Content has millions of visitors and is situated in first SERP’ s locations for important keywords like SEO, Content Marketing, Digital Marketing , Inbound Marketing, etc .

But , to be quite honest, sometimes our blog team would miss to think about the rest of the journey: the offers that we could do to make the reader be a stage closer to becoming a lead.

To resolve that problem, as the Direct Gen Manager, I’ve skilled the whole Marketing team, showing all the possibilities that they have to advertise lead gen assets in the blog post.  

With that, we’ve increased our lead generation by 30% quarter over one fourth in the North American market plus kept a 5% development in Latin America.  

Those are the tips that I’m going to share with you below:

You need to know your audience

Think about it: if you had to ask for a loan from your mother, how could you do it?

Would you use the exact same tactic and words in case you had to do this request for your father?

Probably not, right?

Well, that’s because you deeply understand them: habits, way of acting, likes, and dislikes. And that’s what you need to know to ensure you can ask for something from your reader (email address or any other type of data delivered through a form).

To get to know your audience, you must talk to them! Go to events where they are, reach out to some of them to gather feedback, create a routine of weekly or monthly interviews. Besides that, you can also:

  • Analyze web analytics;
  • Capture easy-to-interpret click on maps or heat roadmaps;
  • Use session-recording tools;
  • Do frequent surveys to collect first-party data;
  • Make A/B tests to understand exactly what brings better results.  

Understand what the visitor wants because blog post

A good content briefing will probably highlight the key word, the persona, for exactly what stage in the customer journey it is being planned (top, middle, or bottom from the funnel), and a summary from the topics that it needs to have to successfully achieve the reader’ s intention.

All of this information is also important when choosing the lead gen offer that you display in the blog post.

If the offer doesn’t match the particular context, it will probably possess a sad small conversion rate (if it has any! ).

Diversify the offers as well as the paths that lead to them

We know that our content is just not fully read 100% of times. Depending on the reader’ s needs, they will only scan the text, eager to find what they are looking for with the minimum amount of work.

With that in mind, we need to make sure that we’ll have a call to action (CTA) and an offer for every type of viewer.

If your text is about “Interactive Content” and you have a strong strong Ebook about it, for example , add CTAs to it more than once, and, if possible, in different designs:  

  • Text CTA;
  • Banner
  • Small video presenting the subject.  

Almost everything counts!

Follow good procedures about copywriting and UX

Readers tend to scan the content, looking for the sections that pertain to their research.  

So if you are sure your own lead gen offer relates to the text context and can help them, make sure to highlight this properly.

You can use bold, italic, bullet points, with larger letters or different colors. The main thing is to know what works for your audience.

Whenever it’s possible, work with psychological triggers to increase the chances of attracting leads. These types of mental triggers are stimuli received by our human brain that directly influence the decision-making.

Some of the most common sets off for marketing content are usually:

  • Social evidence : “more than ten, 000 people already downloaded this template”
  • Scarcity : “subscribe now! we have limited areas available”
  • Authority : “watch the latest webinar about it with the lead gen expert Marina Cordeiro”.

There are many more! The important thing here is to only utilize them when the information communicated can be real.

Tools & Strategies for conversion

Now that I have shared some guidelines about how exactly to prepare your text to be conversion-oriented, let’s dive deep into how you can put them into practice in your blog.

Picture CTAs

Banners can be effective, but we must know how to use them to avoid banner blindness.

The term banner blindness was coined in 1998 in an academic paper by Jan Panero Benway plus David M. Lane. It really is used to explain that customers have learned to ignore articles that:  

  • Is similar to ads;
  • Will be close to ads;
  • And/or appears in locations traditionally dedicated to ads.

It explains why you will see higher conversion rates from ads strategically placed inside a article (according to the context) compared to ones that you can have within the sidebar of your blog layout.

Use them without exaggeration, as a way to give your reader a little rest from the big block of texts.

But if the content is already filled with images, maybe it’ h better to use text CTAs instead.

Text CTAs

Marketing and advertising writers usually know the importance of internal and external backlinks for SEO. But they often forget about exactly how powerful those links can be for lead gen too.

Don’t make that mistake! When adding links within your blog post, remember to include several for the landing pages of Ebooks, webinars, or any some other lead gen offers as well.

If you have personalized parameters to track the conversion path (or if you add UTMs), you will be able to see how much this can influence your lead gen initiatives.

Using text CTAs inside the content is a great way to avoid banner blindness. To increase visibility, it’ s better to create hyperlinks at the beginning of paragraphs, or in the very end of them. You might take advantage of the proximity with H2 titles as well.

Another suggestion is to implement “Get to know more” or “Related Content” sentences inside the text, including three or more or more links to appropriate offers.  


I’m calling this plan “templates”, but it can be any type of rich content that you really feel can help your reader.

It is super simple: look at your Google Analytics and find the most popular blog posts that you have. Now, read every single one of them with user intention in mind. By doing so, you might find ideas for new lead gen offers that you can create and advertise inside that content.

I got this insight from this blog post from Hubspot and noticed that other companies are also doing it when I read this newsletter from Sleeknote.

Here at Stone Content, I notice that the Portuguese blog post about SWOT analysis was always within Google Analytics’ active users right now section, for example. Plus, of course , was on the top ten blog posts in terms of sessions.

Printscreen of the Google Analytics console of Rock Content’s Portuguese blog showing the active users right now section.

Analyzing the blog post, the main keyword, as well as the secondary ones, I grasped that the people that were stepping into this blog post didn’t just want to know what was SWOT. They were probably trying to do a SWOT analysis by themselves.

So , exactly how could I help them?

Properly, I’ve built a design template using Google Slides, so after reading the blog blog post and learning all tips necessary to do a SWOT analysis, they could quickly create a presentation with their main insights.

In the initial month that I’ve used this technique, we got greater than 500 form submissions to download the template. And this value kept growing in the following months, improving the overall conversion rate of this article drastically.

I replicated this particular for “marketing plan”, “brainstorm activities”, “promotional email marketing” and many other blog posts. All of them achieved satisfactory results.


Pop-ups are annoying yet effective. The trick here is to use them taking the framework into consideration.

At Rock Content material, the recipe for success had been grouping blog posts according to the main theme and then creating a specific pop-up for that topic. In this manner, we managed to gain size without leaving personalization aside.

For example , we have more than fifty blog posts about Instagram. They will cover topics like what is the perfect size for Instagram posts, how to create a good Instagram business account, the best way to acquire followers, tips to increase engagement, the most famous accounts, and so on.

We have a really solid Ebook about marketing strategies for Instagram, so we arranged all those blog posts in our pop-up tool (Hello Bar) plus started testing different pop-up formats and copies till we found the best conversion rate for the whole group.

Printscreen of Hello Bar configurations for the Instagram cluster associated with Rock Content’s Portuguese weblog.

We replicated this plan for Facebook, LinkedIn, product sales, content marketing, SEO, and many other topic clusters that we have in our blogs.

Before we all started using this, we had just 1 pop-up for all blogs, with a generic offer, converting around 1, 8% from the blog visitors into network marketing leads. After the creation of customized pop-ups, this number went to 9% on average. Impressive, correct?

Final checklist

OK! You now are ready to create content enhanced for SEO and transformation.

To always remember all the tips that we discussed here, make sure to follow this checklist:

  • Open the document to have all your lead gen offers documented;
  • Take the blog post context into account when choosing which CTAs to include;
  • Add more than one offer;
  • Add more than one path to the main offer;
  • If the key phrase is educational, check if you can create a lead gen provide specifically for it (ex: layouts or quick step-by-step guides);
  • Make sure the article has a personalized pop-up promoting content related to its main topic.

There you decide to go! You are ready to press “publish” and make the lead capture process feel like a natural next step for the reader – and your company increases its sales!

This short article was originally published in the Search Engine Journal ebook “ Perfectly Optimized Content material From Start to Finish “. It’ s an awesome read, download it now!

The post Converting Readers In order to Leads: How To Optimize Blogs For Lead Generation appeared first on Rock Content .

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