{"id":157688,"date":"2023-04-20T00:13:14","date_gmt":"2023-04-20T05:13:14","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=157688"},"modified":"2023-04-20T00:13:17","modified_gmt":"2023-04-20T05:13:17","slug":"seo-for-lead-generation","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/seo-for-lead-generation\/","title":{"rendered":"SEO for Lead Generation: How to Drive High-Quality Leads Using Product-Led Content"},"content":{"rendered":"\n<div class=\"intro-txt\">The beauty of SEO is that searchers are <em>actively <\/em>looking for your product\/service or the problem you&nbsp;solve.<\/div>\n\n\n\n<p>This usually means higher-quality leads, which makes SEO a fantastic lead-generation channel.&nbsp;<\/p>\n\n\n\n<p>However, it doesn\u2019t mean you can create any piece of content, gate it, and hope that you drive thousands of leads to your business.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">1) Ebooks and assets as lead gen <br><br>The conversion rate of \u201ccontent\u201d is almost always awful. The ToFu SEO to gated asset motion was popular for a long time but really just doesn\u2019t work as explicit lead gen. It\u2019s always good to build audience but that stuff ain\u2019t converting.<\/p>\u2014 Bryan Casey (@bryanfcasey) <a href=\"https:\/\/twitter.com\/bryanfcasey\/status\/1597759796400492546?ref_src=twsrc%5Etfw\">November 30,&nbsp;2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Neither can you send these leads to a dedicated autoresponder sequence, and they\u2019ll suddenly be \u201cnurtured\u201d and \u201cready to&nbsp;buy.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">2) Drip nurture <br><br>Related to the above, you aren\u2019t going to \u201cnurture\u201d someone that downloaded your ebook with a three touch nurture program and then they will be ready to buy. Email is a fine way to build long-term relationships with audiences but that drip campaign ain\u2019t&nbsp;it.<\/p>\u2014 Bryan Casey (@bryanfcasey) <a href=\"https:\/\/twitter.com\/bryanfcasey\/status\/1597759797990154240?ref_src=twsrc%5Etfw\">November 30,&nbsp;2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>The <a href=\"https:\/\/ahrefs.com\/blog\/buyers-journey\/\">buyer\u2019s journey<\/a> doesn\u2019t work like that in the real&nbsp;world:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The buyer\u2019s journey is not linear<\/strong> \u2013 Nobody\u2019s searching for a problem, discovering the solution, immediately jumping on a demo call, and converting into a customer.&nbsp;<\/li>\n\n\n\n<li><strong>If you\u2019re creating top-of-the-funnel (TOFU) content, your \u201cleads\u201d are early in the <\/strong><a href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\"><strong>marketing funnel<\/strong><\/a> \u2013 They probably don\u2019t know they have a problem or just discovered it. So while they can <em>technically <\/em>be considered \u201cmarketing-qualified,\u201d the sales development representatives (SDRs) are going to find them of poor quality and a waste of time. (And these leads will wonder why SDRs are calling them!)<\/li>\n<\/ul>\n\n\n\n<p>That\u2019s why, in this post, we\u2019re going to explore a better way to generate leads via&nbsp;SEO.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to use product-led content to generate leads via&nbsp;SEO<\/h2>\n\n\n\n<p>Product-led content weaves your product into the narrative to help solve a problem. It\u2019s <strong>not<\/strong> a hard sell. You\u2019re not trying to aggressively pitch your product. You\u2019re still trying to provide helpful advice, with the exception of presenting your product or service as the best solution.<\/p>\n\n\n\n<p>Product-led content is the main way we generate leads and customers at Ahrefs. And it&nbsp;works:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1326\" height=\"622\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-9.png\" alt=\"Number of users who signed up for Ahrefs Webmaster Tools in the past seven days\" class=\"wp-image-157704\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-9.png 1326w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-9-680x319.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-9-768x360.png 768w\" sizes=\"auto, (max-width: 1326px) 100vw, 1326px\"><\/figure>\n\n\n\n<p>It works well as lead generation because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>For most businesses, there is a group of people who are looking for solutions or ready to buy. These people make great leads. You\u2019d want to target them first before going up the funnel. Our process of creating product-led content mainly targets such keywords.<\/li>\n\n\n\n<li>Product-led content shows your product or service in action. It encourages a simple next step for them to sign up for a trial, demo call, or&nbsp;more.<\/li>\n<\/ul>\n\n\n\n<p>So how do you create product-led content that generates leads? Here\u2019s how:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Do keyword research<\/h3>\n\n\n\n<p>Product-led or not, you need a way for people to discover your content. Given that <a href=\"https:\/\/ahrefs.com\/blog\/seo-statistics\/\">53.3% of all website traffic comes from organic search<\/a>, Google\u2019s a good place to&nbsp;start.<\/p>\n\n\n\n<p>But if you want to get search traffic from Google, you need to target topics that people are searching for. That\u2019s where keyword research comes&nbsp;in.&nbsp;<\/p>\n\n\n\n<p>Keyword research is the process of discovering valuable search queries that your target customers type into search engines to look for products, services, and information.&nbsp;<\/p>\n\n\n\n<p>The easiest way to begin is to use a keyword research tool like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter one or a few relevant keywords<\/li>\n\n\n\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1138\" height=\"1192\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-11.png\" alt=\"Matching terms report, via Ahrefs' Keywords Explorer\" class=\"wp-image-157705\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-11.png 1138w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-11-406x425.png 406w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-11-768x804.png 768w\" sizes=\"auto, (max-width: 1138px) 100vw, 1138px\"><\/figure>\n\n\n\n<p>Look through the report and pick out the keywords that are relevant to your&nbsp;site.&nbsp;<\/p>\n\n\n\n<p>Don\u2019t think about whether you can create product-led content for those keywords yet. We\u2019ll do that in the next step. For now, focus on collecting as many relevant keywords as possible.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">2. Assign each keyword a \u201cbusiness potential\u201d score<\/h3>\n\n\n\n<p>To make product-led content work, the best way is to target keywords with high buying intent.&nbsp;<\/p>\n\n\n\n<p>The way we identify these keywords is to assign all of the keywords we discovered in step one with a \u201cbusiness potential \u201c&nbsp;score.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1422\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-11.png\" alt=\"How to score a topic's business potential\" class=\"wp-image-157707\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-11.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-11-478x425.png 478w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-11-768x683.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-11-1536x1365.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>By prioritizing only topics that score at least a \u201c2,\u201d we make sure that every mention of our product is natural.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Create product-led content that&nbsp;ranks<\/h3>\n\n\n\n<p>This is the most difficult part of the process. That\u2019s because creating a great piece of product-led content isn\u2019t simply whipping up a 1,000-word blog post and adding a link back to your trial or consultation call.&nbsp;<\/p>\n\n\n\n<p>It often requires deep product knowledge, creativity, and smart copywriting. Essentially, the writer needs&nbsp;to:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Understand what Google and searchers are looking for\u2014and match&nbsp;it.<\/li>\n\n\n\n<li>Understand the product or service <em>so well<\/em> that they can weave in use cases naturally.<\/li>\n\n\n\n<li>Add unique nuggets of information so that the post not only stands out on the SERPs but also encourages people to link to&nbsp;it.<\/li>\n\n\n\n<li>Make sure the content is engaging and not \u201coversell\u201d the product.<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s look at what\u2019s involved:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Match search intent<\/h4>\n\n\n\n<p>If you want to rank high on Google, you need to understand <em>why <\/em>the searcher is looking for a particular topic. This is known as search intent and you can figure it out by analyzing the SERPs for the three&nbsp;Cs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Content type<\/strong> \u2013 Are they blog posts, product pages, landing pages, or something else?<\/li>\n\n\n\n<li><strong>Content format<\/strong> \u2013 Are they tutorials, listicles, how-to guides, recipes, free tools, or something else?<\/li>\n\n\n\n<li><strong>Content angle<\/strong> \u2013 Is there a dominant selling point, like low prices or how easy it&nbsp;is?<\/li>\n<\/ul>\n\n\n\n<p>For example, if we\u2019re targeting the keyword \u201cinbound marketing,\u201d the three Cs will&nbsp;be:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1618\" height=\"1226\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-10.png\" alt=\"SERP overview for &quot;inbound marketing&quot;\" class=\"wp-image-157708\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-10.png 1618w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-10-561x425.png 561w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-10-768x582.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-10-1536x1164.png 1536w\" sizes=\"auto, (max-width: 1618px) 100vw, 1618px\"><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Content type<\/strong> \u2013 They\u2019re all blog&nbsp;posts.<\/li>\n\n\n\n<li><strong>Content format<\/strong> \u2013 They\u2019re all definition-style guides.<\/li>\n\n\n\n<li><strong>Content angle<\/strong> \u2013 No particular standout angle for this keyword.<\/li>\n<\/ul>\n\n\n\n<p>So if you want to rank for this keyword, it\u2019s likely you\u2019ll have to create a definition-style blog&nbsp;post.&nbsp;<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">What Is Search Intent? A Complete Guide for Beginners<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Cover important subtopics<\/h4>\n\n\n\n<p>If there are subtopics that most of the top-ranking pages cover, it\u2019s likely they\u2019re important and searchers expect to see&nbsp;them.<\/p>\n\n\n\n<p>We can find out what these subtopics are by looking at common keyword rankings:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Enter your keyword into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Scroll down to the <strong>SERP overview<\/strong><\/li>\n\n\n\n<li>Select three to five top-ranking articles (make sure they\u2019re similar)<\/li>\n\n\n\n<li>Click <strong>Open in<\/strong> and choose <strong>Content gap<\/strong><\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1328\" height=\"984\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-9.png\" alt=\"&quot;Open in Content Gap&quot; feature in Ahrefs' Keywords Explorer\" class=\"wp-image-157710\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-9.png 1328w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-9-574x425.png 574w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-9-768x569.png 768w\" sizes=\"auto, (max-width: 1328px) 100vw, 1328px\"><\/figure>\n\n\n\n<p>We\u2019ll then select the Intersection dropdown and choose \u201c4, 5\u201d to see only the most relevant subtopics:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1096\" height=\"1260\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-7.png\" alt=\"Content Gap report\" class=\"wp-image-157712\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-7.png 1096w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-7-370x425.png 370w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-7-768x883.png 768w\" sizes=\"auto, (max-width: 1096px) 100vw, 1096px\"><\/figure>\n\n\n\n<p>In this example, it\u2019s likely we\u2019ll have to cover&nbsp;these:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What inbound marketing is<\/li>\n\n\n\n<li>Examples of inbound marketing<\/li>\n\n\n\n<li>Inbound marketing strategies<\/li>\n<\/ul>\n\n\n\n<p>They will make good subheadings for the&nbsp;post.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Insert unique nuggets of information<\/h4>\n\n\n\n<p>Links are a confirmed <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">Google ranking factor<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"1740\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-8.png\" alt=\"Backlinks help pages rank higher in Google's search results\" class=\"wp-image-157713\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-8.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-8-440x425.png 440w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-8-768x742.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-8-1536x1485.png 1536w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n<p>But if you want people to link to your content, you need to give them a reason to. Here are some reasons why people link:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Data<\/strong> \u2013 You have original data, numbers, or statistics. This can be from your company\u2019s internal data, surveys, or polls. For example, we studied <a href=\"https:\/\/ahrefs.com\/big-data\">our database<\/a> to discover that <a href=\"https:\/\/ahrefs.com\/blog\/link-rot-study\/\">66.5% of links to sites in the last nine years are dead<\/a>.<\/li>\n\n\n\n<li><strong>Expert analysis and insights<\/strong> \u2013 You have insights from industry experts that no one else has access to. These can be in-house or external. For example, our <a href=\"https:\/\/ahrefs.com\/blog\/chatgpt-for-seo\/\">post on ChatGPT use cases for SEO<\/a> is based on our understanding of how the AI tool can and cannot help.<\/li>\n\n\n\n<li><strong>Personal experience<\/strong> \u2013 You have a unique set of experiences that no one can replicate. For example, our <a href=\"https:\/\/ahrefs.com\/blog\/what-does-an-seo-agency-do\/\">post on what an SEO agency<\/a> does was written based on Chris Haines\u2019 10-year experience working in an agency.<\/li>\n\n\n\n<li><strong>Strong opinions<\/strong> \u2013 You have a set of opinions that is contrarian, alternative, or simply different from other experts. For example, Patrick Stox\u2019s <a href=\"https:\/\/ahrefs.com\/blog\/viral-seo\/\">post about how going viral doesn\u2019t help with SEO<\/a> generated some <a href=\"https:\/\/twitter.com\/patrickstox\/status\/1642912584893362177\">debate and controversy<\/a>.<\/li>\n\n\n\n<li><strong>New and unique products or services<\/strong> \u2013 You\u2019ve created a product or service that is uncommon, unique, or solves an important problem. For example, our <a href=\"https:\/\/yep.com\/\">beta launch of our search engine<\/a> garnered quite a few <a href=\"https:\/\/techcrunch.com\/2022\/06\/03\/yep-search-engine\/\">media<\/a> <a href=\"https:\/\/searchengineland.com\/yep-search-engine-385613\">mentions<\/a>.<\/li>\n<\/ol>\n\n\n\n<p>You\u2019ll have to find ways to insert such unique nuggets of information into your content.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Weave your product naturally into the content<\/h4>\n\n\n\n<p>Wherever it makes sense within the content, include your product use cases. With step-by-step details (using screenshots, GIFs, and videos), show your readers how to solve problems with your product.<\/p>\n\n\n\n<p>There is no \u201cright\u201d way to do this nor is there a \u201ccorrect\u201d number of use cases you should include. It depends on your product, the problem you\u2019re solving in particular, and your copywriting skills.<\/p>\n\n\n\n<p>You\u2019ve seen how I\u2019ve naturally included many Ahrefs use cases in this post. Here\u2019s another example where <a href=\"https:\/\/ahrefs.com\/blog\/author\/chris-haines\/\">Chris<\/a> has integrated Ahrefs use cases into his&nbsp;post.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-2.jpg\" alt=\"How to weave your product naturally into your content\" class=\"wp-image-157715\" width=\"583\" height=\"702\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-2.jpg 1458w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-2-353x425.jpg 353w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-2-768x924.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-9-2-1277x1536.jpg 1277w\" sizes=\"auto, (max-width: 583px) 100vw, 583px\"><\/figure>\n\n\n\n<p>It\u2019s natural because of the topic\u2014it\u2019s difficult to do competitor analysis without Ahrefs.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/product-led-content\/\">Product-Led Content: What It Is, Why Use It, and How to Get Started<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/website-content\/\">How to Write Website Content That Ranks (And People Want to&nbsp;Read)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-a-blog-post\/\">How to Write a Blog Post (That People Actually Want to Read) in 9&nbsp;Steps<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO Content: The Beginner\u2019s Guide<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Does this mean that you should not create TOFU content?<\/p>\n\n\n\n<p>No. TOFU content still has its&nbsp;place.<\/p>\n\n\n\n<p>I asked<a href=\"https:\/\/twitter.com\/bryanfcasey?lang=en\"> Bryan Casey<\/a>, the director of digital at IBM, and this is what he has to&nbsp;say:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>B2B buyers aren\u2019t in the market for products 95% of the time but they\u2019re in the market to get better at their job 100% of the time. So, that traffic is not looking to be routed to a sales rep the next&nbsp;week.&nbsp;<\/p>\n\n\n\n<p>But if you can make the audience \u201csticky\u201d by getting them more connected to the brand so you can reach them perpetually, you\u2019re top-of-mind and that\u2019s a great outcome.<\/p>\n<\/blockquote>\n\n\n\n<p>The goal of TOFU content is not to generate leads. It\u2019s for brand awareness and building a relationship with them. You can still encourage them to sign up for your newsletter, but this is not a sales play. You\u2019re simply getting your brand to be top of mind for&nbsp;them.<\/p>\n\n\n\n<p>Any questions or comments? Let me know <a href=\"https:\/\/twitter.com\/siquanong?lang=en\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This usually means higher-quality leads, which makes SEO a fantastic lead-generation channel.&nbsp; However, it doesn\u2019t mean you can create any piece of content, gate it, and hope that you drive thousands of leads to your business.&nbsp; Neither can you send<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[339],"class_list":["post-157688","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO for Lead Generation: How to Drive High-Quality Leads Using Product-Led Content<\/title>\n<meta name=\"description\" content=\"SEO is a fantastic lead-generation channel, which can be leveraged even more with product-led content. 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