How to drive high-quality leads using product-led content

The beauty of SEO is that searchers are active looking for your product/service or the problem you solve.

This usually means higher quality leads, making SEO a fantastic channel for lead generation.

However, that doesn’t mean you can create any piece of content, shut it down and hope you can bring thousands of leads to your business.

You also can’t send these leads to a dedicated autoresponder sequence, and they’ll suddenly be “nurtured” and “ready to buy.”

The buyer’s journey doesn’t work like that in the real world:

• The buyer’s journey is not linear – No one looks for a problem, discovers the solution, immediately jumps on a demo call and turns into a customer.
• If you’re creating top-of-the-funnel (TOFU) content, your “leads” are early in the marketing funnel – They probably don’t know they have a problem or have just discovered it. So while they can technical considered “marketing qualified”, the sales development representatives (SDRs) are going to find them poor quality and a waste of time. (And these leads will wonder why SDRs are calling them!)

That is why in this post we are going to explore a better way to generate leads via SEO.

How to use product-led content to generate leads via SEO

Product-led content weaves your product into the story to solve a problem. It is not a hard sell. You are not trying to aggressively pitch your product. You still try to give helpful advice, with the exception of presenting your product or service as the best solution.

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