The TL;DR August 4, 2020

3 minutes
TL;DR Bite-sized industry updates

This week we’re discussing tips for creating shareable content, lead generation mistakes to avoid, and the immediate future of content marketing. Just in case you missed last week’s edition, you can click here to read it.

6 Ways to Create Content That Markets Itself

When it comes to social media marketing, doing the bare minimum isn’t going to cut it. Make sure your content stands out and spreads naturally to your target audience. Read about these tips in detail on HubSpot.


  1. Don’t try something new. Work smarter rather than harder by replicating the success of posts that generate the most views and leads.
  2. Surprise people. In content, there’s a strong relationship between virality and emotion.
  3. Nail your headline. An attention-grabbing, intriguing headline will help a piece of content get opened more and spread further.
  4. Show don’t tell. Use visual content because they are proven to increase shares and engagement.
  5. Enable your blog to market your content. Use your blog’s real estate to improve the presentations of your content and offer further recommendations that will earn new visitors’ attention.
  6. Don’t forget about SEO. Hone in on keyword research and optimize your content so that it’ll surface more frequently in SERPs.

10 Lead Generation Mistakes Marketers Should Avoid

It’s no secret that leads don’t grow on trees. Whether your team is having trouble generating leads, determining qualified leads, or closing leads, read these common mistakes to be sure to avoid and find more information on HubSpot.


  1. You’re buying leads, not generating them organically. Focus on creating offers that are valuable in some way for your target audience, and then package that value and put it behind a lead capture form.
  2. You don’t offer lead-gen content for people in different stages of the buyer’s journey. Make sure you’re creating content that cover the whole funnel.
  3. You aren’t using your blog to generate leads. Simply add a lead-generating call-to-action to every blog post.
  4. You aren’t using the best lead generation tools. The tools are out there – the trick is finding the best combination of tools that’ll give you’re the most insight at the best cost.
  5. You have a “right vs. wrong” testing mindset. Treat every idea that’s brought to the table the same.
  6. You aren’t optimizing your top pages for lead generation. You can do this by adding CTAs or creating special offers specifically for your most popular pages.
  7. You’re ONLY optimizing your top pages for lead generation. While pages with lots of views can draw lots of eyes, they aren’t always specific enough to easily drive conversions. If you have a lower traffic page that has an obvious conversion path, make sure you’re using it too. 
  8. You’re not using social media strategically for lead generation. Mix in blog posts and offers that have historically generated higher-than-average leads numbers with the new posts and offers.
  9. Your forms are too long or too short. Your “sweet spot” will depends on the goals your team has set.
  10. Your definition of a qualified lead isn’t well communicated with your sales department. Create your business’s own definition by aligning the understanding of a marketing qualified lead and a sales qualified lead.

Ascend to New Heights in Content Marketing

Mapping out your content approach is a good way to stay on top of your game and maximize your strategy. Take a look at this overview that covers key content aims and the most effective content types below and view the full graphic on Social Media Today.