How to use search for lead generation — Jeff Coyle // MarketMuse
- Part 1 How to use search for lead generation — Jeff Coyle // MarketMuse
- Part 2AI’s influence on content creation & optimization — Jeff Coyle // MarketMuse
Show Notes
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01:39How elite teams are building expertThey recognize the need for content that covers the entire buying cycle. And, they understand that all content needs to be engaging to capture leads at multiple stages of the journey.
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04:23How to track content attributionSEOs should track content performance at the collection level to understand the value being created. This involves tracking it at the page level, by content type, content stage, and topic.
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07:18Understanding how to maximize for new leadsTeams need to know what to do with the top and middle of the funnel leads. Companies are using predictive lead scoring technology to support this understanding.
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10:48Investing in paid versus organic searchWith investments in both, companies boost brand awareness, identify upsell opportunities. And build credibility through quality content, to drive conversions, and brand loyalty.
Quotes
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"Astute demand gen teams recognize that you need content that covers the whole buy cycle. And you have to be engaging enough with all the content, at all stages. It's not just about white papers." -Jeff Coyle, Co-Founder & CSO, MarketMuse
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"You should be tracking content at the page level and the collection level. Tracking it as a collective is to track it by type of content, content stage, topic, and the page level." -Jeff Coyle, Co-Founder & CSO, MarketMuse
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"If youre part of an SEO organization, who lives by the one page for one word model, you have to start thinking about how you can get attribution at that entire topic level, across the board." -Jeff Coyle, Co-Founder & CSO, MarketMuse
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"You can generate leads from a CTA on top of your what is page. But those leads are very different from the customers who've visited the site seven times, and they're finally booking a demo." -Jeff Coyle, Co-Founder & CSO, MarketMuse
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"We're hurting paid directly and indirectly by not having a great organic presence. Plus, the money we get in return for our content investment will have compound interest output." -Jeff Coyle, Co-Founder & CSO, MarketMuse
- Part 1 How to use search for lead generation — Jeff Coyle // MarketMuse
- Part 2AI’s influence on content creation & optimization — Jeff Coyle // MarketMuse
Up Next:
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Part 1How to use search for lead generation — Jeff Coyle // MarketMuse
Jeff Coyle, MarketMuse Co-Founder and Chief Strategy Officer, discusses search tactics that generate leads. Companies driving leads from search build engaging top and middle of the funnel content. And, they understand how a strong organic presence drives more users to convert on paid and organic links. Today, Jeff talks about using search for lead generation.
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Part 2AI’s influence on content creation & optimization — Jeff Coyle // MarketMuse
Jeff Coyle, MarketMuse Co-Founder and Chief Strategy Officer, discusses search tactics that generate leads, using AI. Businesses put themselves at a disadvantage in search when decisions are based on individual data points. With artificial intelligence, they can benefit from insights based on multiple data points, and make better decisions. Today, Jeff talks about AI’s influence on content creation and optimization.
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