Content marketing nel settore della lead generation: Come ottimizzare il traffico sul proprio sito web e la conversione dei visitatori in lead facendo leva sulle tecniche del SEO e del SMO.

With the development of new technologies and the increasing importance of digital exchanges, the competitive environment is growing and acquiring new customers becomes more and more difficult. Businesses need to find innovative ways to increase their websites visibility and to acquire new costumers. In the digital era, content marketing is one of the best performing strategies to generate leads and to reach consumers in a less intrusive manner than traditional advertising. It makes use of high-quality content to attract web users, increase website traffic and gradually get them closer to the purchase. To do so, business should be aware of what the best practices to optimise content’s visibility are. This thesis investigates Search Engine Optimisation and Social Media Optimisation techniques and how they can be implemented to optimise a content marketing strategy whose focus is to increase website visits and lead conversion.