3 ways content marketing drives sales

Content marketing continues to prove its resilience in the ever-shifting landscape of digital engagement. The art of crafting compelling narratives endures as a cornerstone for content creators. Our resident SEO authority Nick Brogden, the founder of Earned Media, shares his expertise on content marketing and imparts essential guidance for small and medium-sized businesses seeking to navigate the maze of content marketing in today’s dynamic digital arena.

Content is the core of every marketing strategy. This is because content caters to your audience’s needs across their entire customer journey. It’s one of the most powerful ways to win new customers and boost sales without burning your marketing budget. 

Yes, content marketing remains one of the few things in life that are affordable and effective. What’s not to like? As someone who’s reaped the benefits of content marketing through the years, I’ve listed down the top ways it can help you drive sales. But first, let’s talk about why it’s essential. 

Why is content marketing important? 

The Internet and social media have completely changed how consumers get to know brands. In the past, businesses had traditional media like television, print, and radio to communicate their messaging. Customers had to rely on what they saw in ads to learn more about a brand and its products.  

With the internet and social media at their disposal, customers now have the power to do further research about the brands they support.  This is where content marketing comes into play. 

Strategic content marketing doesn’t just provide information about your brand. Still, it nurtures your customers from the moment they become aware of your company until they convert and become repeat buyers. 

3 ways content marketing drives sales 

Unlike ads that simply sell, content marketing provides value and increases credibility. A well-crafted content marketing strategy can establish your brand as an authority in your niche. That said, here are 3 ways content marketing can be used to boost sales and revenue.

1. It increases your brand’s visibility

Brand awareness is one of the most important goals of your marketing efforts. After all, if people don’t know about your brand, why will they support it? 

Content marketing is an effective way to let your audience know you exist, but of course, your content needs to be seen through places they hang out — this could be places like Reddit, Facebook, or Twitter.

Posting more blogs on your page and using relevant keywords can help your page become a useful resource for your audience. The more frequently you write, the higher the chances of your page ranking on search. You could also consider writing articles on well-known sites in your industry to get your name out there and build up your own personal brand.

2. It builds trust, and trust leads to conversions

Content marketing can take many forms, from creating in-depth blog articles, reports and whitepapers to instructional how-to videos that enrich your audience’s knowledge. It’s a great way to demonstrate your expertise. It shows that you know what you’re talking about and are trustworthy. 

According to a GE shopper research study, 81 per cent of shoppers will do online research before purchasing. Without content marketing to support your brand, people may doubt your credibility and quickly lose interest. 

Here’s how to ensure your content builds trust:

• Highlight customer stories: Reviews and testimonials are among the first things potential buyers look for when researching a brand or a product. Aside from including a review page on your website, you can integrate customer stories into your email marketing or create regular features on your blog and social media pages. 
• Prioritise bringing value, not making a sale: Content marketing should focus on providing value to your customers’ lives, whether educating them about your products or the industry at large or providing expert advice on related topics. 
• Be transparent and authentic: Today’s customers need to know that they support brands that share the same beliefs and support the right causes. 

Take a look at how beloved outdoor brand Patagonia does it: 

Image source: Patagonia 

Patagonia has an “Our Footprint” page breaks down how its products impact the environment. 

3. It guides your leads throughout their buyer’s journey

Content marketing can be used to encourage leads to move deeper into their buyer journey.

For example, during the awareness stage, your content should help leads identify a specific problem they’re trying to solve and learn more about it. Content targeting the awareness stage of the marketing funnel helps to encourage leads to move to the consideration stage, where they will research more about solutions. 

During the consideration stage, your content should provide leads with more information about your product, such as case studies and product comparisons. 

Finally, content for the decision stage should convince leads that your brand is the best. These can be in the form of customer reviews and press features. 

Image source: Built for Keeps

Sustainable furniture brand integrates press features into its email marketing campaign to encourage leads to convert. Without proper content marketing, leads can drop off and lose interest at first contact with your brand. 

Content marketing is essential for business growth. It helps you increase visibility, build trust, and reach the right audience at the right time. This is your sign if you haven’t prioritised content creation as part of your marketing strategy.

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