虽然没有魔法子弹来增加铅生成，但一些简单而直接的营销基础可以帮助您提高对您的内容的响应。通过将这些经过验证的策略应用于您的内容和用于推广它的材料，您可以产生更多的领导。
This article outlines how to optimize your content and marketing for response—so more people actually read, watch, or listen to your content.
Specifically, it provides six tips for crafting marketing communications that excel at generating qualified leads.
1。Give your content an interesting or benefit-oriented title
Boring titles are one of the biggest mistakes in marketing content used to generate leads. I see it a lot in scientific tech when the company is promoting something to scientists or engineers.
一个完全的方式improve your headlineis to include a benefit. For example, look at the title of the following article from the optogenetics field:Afraid of the Dark? Conquering Fear with Optogenetics。利益克服了恐惧。
您还可以考虑使用动作单词和数字来制作标题 - 例如，Seven Questions to Ask When Choosing an Optogenetics Tool。
福利标题和标题增加了点击，因为您可以通过识别他们从阅读您的内容中获取的内容来诱使潜在客户。
2. Try using a problem-based headline instead of a solution-based headline
I know... I just told you to include a benefit in your headline. But that's not the only way to improve response. Another way is to put a problem into the title, headline, or subject line.
为什么？因为人们有线接触问题;这只是我们的大脑如何工作。我们总是在期间寻找在日常生活中解决问题。
As an example, here's a solution or benefit headline:
如何在小企业中取得领先
And here's that same headline, but rearranged to be problem-focused:
Struggling to Get Ahead in Your Small Business?
The second headline is also formatted as a question, which is another way to improve response.
3.将您的读者缩小到一个目标受众
This is a tough one. You probably have more than one audience, even for a single product or service.
Most clients I work with have a hard time isolating a single target audience for a piece of content. They often think they'll miss out on reaching more potential customers.
但为一位受众编写的内容和营销副本最为努力。否则，您冒出了不吸引任何人吸引任何吸引力的风险。
例如，如果您将科学设备销售给R＆D和大批量制造（HVM）洁净室，为每位观众编写单独的内容件。在洁净室中工作的研究科学家具有与在HVM Fab上工作的过程工程师不同的挑战和动机。
4.考虑将作业功能放在标题中
将您的内容标题所针对的作业函数提高了您生成的引线质量，并吸引更多的关注，因为您指定了内容的内容。
In other words, you're selecting the audience.
假设你正在写一篇文章或白皮书。在在洁净室工作的研究科学家的例子中，您可以简单地将字幕放在下面的白皮书标题下方，读取这样的东西：A Guide for Scientists Working in R&D Cleanrooms
Now your readers know exactly whom the article or whitepaper is for.
5. Put a call to action at the end
You might be thinking that this particular tip is unnecessary. It's 2021, and everyone knows to put a CTA at the end of a marketing piece. Right?
Well, I can tell you firsthand that lots of marketers still don't do it.
您不想避免编写内容的麻烦，然后让您的读者或观众不接受下一步。所以消耗你的内容后要做你希望他们要做的事情，并告诉他们这样做！
也许您希望它们安排产品演示，呼叫更多信息，访问着陆页或联系页面，或在即将到来的贸易展上访问您的展位。无论它是什么，都要确保你告诉他们。
Here's an easy template for a call to action at the end of an article:
要了解更多信息，请访问如何使用[特定产品]，请访问[链接]。
6. Promote and repurpose your content aggressively
And I做意味着积极。
It's odd how many companies create a hefty piece of content, send out a few tweets about it, and then stop.
对于您创建的每个主要内容，您需要计划将其置于尽可能多的潜在客户面前。
首先通过向您自己的受众推广（电子邮件列表，时事通讯，网站博客，LinkedIn等的粉丝等）并要求共享。
然后考虑在行业通讯中推广它，发出新闻稿，做谷歌或LinkedIn广告活动，或者在贸易展上作为讲义。
至于repurposing, you should always slice and dice your content into other forms.
例如，您可以分开a whitepaper进入一系列博客帖子，每个博客文本都关注文件的特定部分（问题，之前的解决方案等）。您还可以将其作为文章重新批准，以便在贸易日志中发布，或者转变为幻灯片或网络研讨会。你有很多选择！
底线：确保您的内容不是一个击中奇迹。跟随Joe Pulizzi的建议，并思考1到10 - 即，将每块内容重新释放到10个额外的件中。
您已经创建了这些材料，因此您不应该需要大量的额外工作。
总之，通过内容生成更多的领导......
- Give your content an interesting and benefit-oriented title.
- Try using a problem-based headline instead of a solution-based headline.
- 将内容的读者缩小到一个目标受众。
- Consider putting the job function in the title.
- 最后拨打行动。
- Promote and repurpose your content aggressively.
跟随the tips in this article, and you'll soon be reaping the benefits.
