Can you really generate leads with content? For those of you who are curious, we’re revealing Elephant’s trade secrets!
A guide to engaging potential customers through content. We hope this resource will provide valuable insights for B2B professionals who are grappling with countless questions and uncertainties about where to start and how to proceed.
Content that draws customers in when they need it
The key to success in B2B marketing is "how many qualified leads you can generate." While outbound sales used to be the primary strategy, it is no longer as effective as it once was, as advancements in web and mobile technology have led people to actively seek out information on their own. In light of this shift, organic marketing strategies—which aim to “attract customers when they need you”—are gaining attention. Since this approach targets potential customers who are already facing specific problems, it has a high probability of converting into actual contracts.
Content Planning 101: How to Attract Customers
In organic marketing, the driving force that brings customers to you is “content.” However, content created without a clear purpose or with a short-term mindset will not yield results. For organic marketing to be successful, four key elements are essential. At Elephant Team, we call this approach “Content Growth Marketing” because it is a journey of growth through content. A content growth strategy consists of four key elements: 1) keywords, 2) search engine optimization (SEO), 3) content strategy, and 4) growth analytics.
1. Analyzing Customer Language and Keywords
“Keywords” are at the heart of content growth marketing and serve as the starting point for organic marketing. Both your content strategy and marketing results can vary depending on which keywords you use. Just as you analyze and assess the competitive landscape when launching a business, it is crucial to understand the competitive landscape of your market when designing a content strategy. This is because the priorities for which strategies to focus on vary depending on the specific conditions of the market we are entering. Elephant Company categorizes the situations a business may face into four types and proposes corresponding keyword strategies.
2. Designing a Content Strategy: Defining the Customer Search Journey
This process involves breaking down the customer search journey into distinct stages, defining the characteristics of each stage, and designing a keyword strategy. We examine which keywords potential customers are likely to search for as they progress from a stage where they are not yet aware of our brand to one where they are considering a purchase and converting, and we plan content that creates touchpoints with these potential customers. Be sure to check out the keyword strategy design templatein the Playbook, whichincludes the characteristics of keywords for each stage and commonly used keyword formulas.
3. Implementing Search Engine Optimization (SEO)
Search engines must be able to crawl our website’s content before it can reach customers. The Elephant team defines “content” as the numerous web pages that make up our company’s site (landing pages, subpages, detail pages, blog posts, etc.). Check out the playbook to learn about the essential elements of search engine optimization anddiscover recommended tools that can help you identify areas for improvement on your website.
4. Measuring, Analyzing, and Improving Content Performance
Unlike search or social media advertising, content marketing is an organic marketing strategy where its effectiveness compounds over time. Because of this characteristic, it has traditionally been considered difficult to measure and improve, leading many companies to simply wait for results rather than actively tracking performance. However, all marketing activities must be measurable— because only by measuring can we improve performance. Content growth marketing tracks how much content has contributed to business growth. Check out the key performance indicators you must track for each content type, and analyze the performance of your website’s content!
A Sneak Peek at the Kongma Playbook
Here’s a sneak peek at some pages from the playbook! You can see the redacted information by downloading the playbook.👀
Beyond Simple Writing: Content Marketing Strategies for Business Growth
To create content that goes beyond simply being “good” and actually “drives results,” systematic strategic planning, along with continuous measurement, analysis, and improvement, is essential. Design and manage the entire journey—from identifying potential customers through your content, to building relationships with them, and ultimately converting them into loyal customers!
How can the content I write contribute to business growth? I hope this Organic Marketing Playbook provides the answers for those of you who have been wondering whether it’s really possible to generate organic leads through content.
If you're interested in the latest success stories from 2025 driven by content growth marketing 2025 Success Stories, please check it out!
