Why Content is the Key to Qualified Prospects

2 min read
May 26, 2015 10:35:40 AM

How can you attract qualified prospects to your website? It’s all about your content. Before you start communicating with prospects and attract them to your site, you need to clearly define who these people are. In defining your qualified prospects, you are actually creating buyer personas that represent your ideal customers. You can write for your audience using buyer personas.


It’s clearly difficult to attract prospects if you have no content published. Fortunately, there are many kinds of content to get started with, including blogs, eBooks, infographics, videos, white papers, and case studies. Everything is content, and the content you can create is endless. One strategy for getting started with content creation is to create a series of blog posts that answer your qualified prospects' frequently asked questions. When your content offers answers to prospects’ questions, they’ll be prompted to click through your site, bringing in more traffic.


But, it’s not enough to create content once and call it a day; you have to keep it up. Google especially loves to see continuous and unique content creation, which benefits your goal of attracting qualified prospects to your website in a few different ways, such as:


  • Google likes websites that are frequently updated. When you're publishing new blog posts or site pages, Google rewards you for it by improving your search ranking – and better ranked results are more likely to be clicked on.
  • Google wants to make sure it's delivering authoritative results to users. An authoritative site is one that thoroughly covers a topic, which means having more than one page about that topic. Again, Google will rank more authoritative sites higher.
  • You'll help your prospects. Creating attractive content is about solving a problem. With that in mind, your content should always help prospects, without a sales pitch. When you help them, you're building a relationship with them, which will help you close the deal when they’re ready to buy.


When it comes to attracting visitors, you have to work for it. Content promotion through social media helps you grow your reach and attract more site visitors. Make sure to promote on relevant social channels, based on your buyer personas.


It can be hard to get started with content creation, but once you do, you'll start to see an increase in website visitors and qualified leads – all the way through your sales funnel to prospects. Before you know it, awesome content creation will be second nature!

Want to learn more about creating smart content? Check out this awesome infographic!

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