As a content marketer, one of the most important things that we do is generate leads. It also happens to be one of the biggest challenges for companies. According to research, generating traffic and leads continues to be a big hurdle for a lot of content marketers.

For this reason, a lot of businesses rely on lead generation companies to handle the intensive legwork that lead generation requires. But what exactly does lead generation do for you? How does it work? This tends to vary from one company to the next, but here are some standard services:

1. Customize Campaigns for Lead Generation and Nurturing

Any lead generation company worth their salt should have a reliable database of businesses and professional contacts that can help boost your reach. This database can open up extensive opportunities for customizing campaigns that help ensure more precise targeting.

2. Improve Conversions Through Content Syndication

Content syndication means pushing your content to other channels to build brand awareness with the intent of driving traffic back to your own site. Lead generation companies can leverage this strategy by tapping into their network of partner blogs and publications, or even using RSS feeds to get your content published across different platforms and boost your visibility online.

3. Nurture Leads Across Your Conversion Funnel

Lead generation companies usually have inbound programs that help nurture leads from the top of your conversion funnel all the way to the bottom where they convert.

The details of each stage vary from one lead generation company to the next. However, if a lead generation company does offer this as part of their service, be sure to ask more about their process. This will help you make the most out of the conversion opportunities.

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4. Put the Right Tools in Place

There are so many tools available for content marketers today that it’s hard to determine which ones are essential. The experience of lead generation companies in the industry gives them a clear understanding of what tools you can best use to get your content out, track and monitor progress, and reach your goals.

5. Track and Monitor Results Accurately

All your effort to generate leads means nothing if you’re not keeping track of the results that your lead generation efforts are getting. As with a lot of content marketing initiatives, continuous assessment of your strategies is necessary to improve your efforts and results.

Hope my answer helps! There are no hard and fast rules about whether you should do lead generation in-house or tap an external agency. However, knowing what services are expected and what exactly they can do for you will certainly help you in making the decision.

If you have any questions, feel free to reach out to me via Leadspanda and I’ll get back to you as soon as I can.