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Imagine your business as a flourishing garden full of diverse and vibrant flowers, each representing a potential customer. But you're not just aiming to have any garden; you want one that awes and inspires everyone who sees it.

Content marketing provides the rich, nourishing soil essential for your business to grow. Just like different flowers require specific nutrients, your audience needs tailored, valuable content. High-quality blog posts, engaging videos, and informative infographics are like the nutrients that make your garden fertile. They educate, entertain, and inspire, making your potential customers feel cared for, catered to, and understood.

In the modern digitally connected age, content marketing is becoming the most effective method for attracting new customers and driving sales. In fact, there are amply supporting content marketing statistics supporting its case.

But with all that said, there’s often still confusion or uncertainty about how content marketing can do that for your business. I’m here to answer exactly this question and show you multiple ways implementing content marketing in your strategies will increase sales, empowering you and your team to take action and take advantage.

What Is Content Marketing? 

Content marketing is a strategic approach that focuses on creating and distributing valuable, consistent, and relevant content to get and keep your audience’s attention. Content marketing provides your target audience with relevant and valuable content to help them resolve challenges rather than directly pitching products or services.

It’s a long-term strategy that enables your organization to focus on developing strong audience relationships by delivering high-quality content that educates and, in the end, sells. Your content should create so much value that when leads choose to make a purchase, your company is the first thing they think of. Content marketing will show your audience that you care about customers—which is a crucial factor in this strategy’s success.

Content marketing software is typically responsible for managing a lot of these processes, though some marketers prefer to do things manually. 

10 Ways Content Marketing Drives Sales

How does content marketing drive sales, exactly? Here are 10 proven ways content marketing can directly or indirectly boost your sales revenue, from my personal experience in the industry:

1. Building Brand Awareness  

Your target audience's perception of your brand is the first stage of the buyer's journey and is where customers recognize they have a problem that needs a resolution and see your company as the answer. After identifying the issue, they conduct a broad search to collect information about your offerings.

One of the most significant reasons why content marketing is so successful at driving sales is that it helps your audience discover your business. People will see that your organization knows how to resolve their difficulties, giving them confidence in your products or services.

2. Establishing Authority and Credibility  

Content marketing can help your organization leverage digital marketing platforms to build a reputation for being an industry expert. By establishing your authority and credibility regarding specific topics, you can help your audience find what they need when they’re looking for it. This will create more opportunities for you to offer additional products and services to those with high interest in what you’re offering.

Establishing authority and credibility through content marketing also helps with branding and builds trust, empowering you to create a community around your business and develop a good reputation for quality.

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3. Educating Customers 

Educating customers with your content marketing pieces can help provide value to your audience by educating them on specific topics. The primary goal is to give valuable insights and establish credibility with your potential customers. Educational content that works drives more traffic to your business’s website. Visitors become more interactive when traffic increases, leading to increased conversion rates.

The more valuable information you include within your content marketing to educate customers and leads, the more your business improves its chances of making online sales.

4. Addressing Customer Pain Points

Once your content attracts audiences to your website, it needs to address their pain points and answer questions. Doing so will give them the information they want and position your organization as a beneficial resource, building a sense of trust with potential customers so if they’re not ready to buy, they’ll know to come to you when they are. Keeping your potential customers informed can increase their interest in purchasing from or working with your organization.

5. Encouraging Customer Engagement 

Relevant and engaging content is the best way to increase engagement between your business and its customers. You should create content that’s interesting, timely, and relevant to your target audience. Encouraging engagement on your content can result in comments and questions from customers under the content piece, whether a blog or social media post.

Also, responding to comments and questions promptly is crucial. This combination of engaging content and responses to queries and comments can turn online interactions into real-time conversations that increase website traffic, where visitors can discover more information you've made available. Many popular marketing tools will help you measure engagement in various ways (views, clicks, shares, comments, conversions, and so on).

6. Nurturing Leads

79% of marketers use content marketing to generate leads. Lead nurturing is essential in content marketing strategies because it creates a bridge between lead generation and converting leads into customers. Creating lead-nurturing content that appears in search engines, on social media feeds, and in their inboxes allows you to reach more potential customers.

Content marketing typically has a broader reach, allowing you to simultaneously lead customers through multiple marketing channels. Sharing content also ensures leads who haven’t received the information from your company that they need to get in order to make a more informed decision.

7. Encouraging Social Sharing 

Social media and content marketing can work together to improve overall marketing success. You can use social media networks to promote your existing content, ask for feedback, and get input on the content you’re preparing to release in the future.

When publishing article pages, blog posts, infographics, or other formats, you can share links to them on your social media pages, and followers who find the information useful will share them among their networks. Social sharing is the digital equivalent of “word of mouth” recommendations to family and friends, which is a great way to drum up additional business.

8. Fostering Customer Loyalty 

Customer loyalty is crucial for repeat purchases, which in turn are essential for growth—and content marketing is an excellent way to foster loyalty. Customers loyal to your business are more likely to buy from you multiple times, especially when they feel they know your brand and what it stands for.

Your content marketing strategy should consist of creating content that resonates with your target audience and builds trust to establish a powerful connection with them. This encourages them to become more engaged with your organization and see themselves as a part of it, making it an easy decision to buy from you again.

9. Promoting User-Generated Content 

User-generated content (UGC) is effective because it helps you better understand your buyers’ personas. Another good reason to use UGC in your strategies is because it functions as credible social proof. This is because these content pieces are from satisfied customers—and are people who use your products and services and are happy with the results. There’s no better way to get more buyers than to show real people showing evidence of the benefits of using your products or services.

10. Personalizing Customer Experience  

To help increase conversions, you can focus your content marketing on each stage of the buyer’s journey. Offering a combination of general information with specific solutions helps develop trust with your audience. Showing that you understand their needs during their experience with your brand and its funnel will resonate with them and lead to increased sales.

Content Marketing Tips & Best Practices 

Now, let’s look at some tips and best practices you can utilize to nurture your audience, generate leads, and drive sales with digital marketing software.

Tip 1: Establish Your Content Goals

Every content piece or campaign needs a well-defined goal. For example, blog pieces designed to capitalize on specific keywords aim to improve search engine rankings for those keywords. So thoughtful leadership blog posts will help you build authority and conversation regarding a relevant issue, enabling you to drive awareness to your brand. Make sure to set clear goals and be specific. The more detailed and data-based your goal, the easier it will be to achieve.

Tip 2: Tailor Content to Your Audience

Understanding how various types of content fit into your strategy is crucial to helping you increase sales with your content marketing. You can take your top articles that target multiple target personas and create white papers to help you cater to different audience segments. Tailoring your content to different personas will increase engagement, conversions, and sales growth.

Tip 3: Give Audiences a Reason to Engage

Providing additional value will help you build a loyal audience. Because there’s so much content available, you can’t engage their interest unless you can keep your pieces fresh and in touch with your readers’ needs. You can enhance your content in terms of quality and search engine ranking by including things like videos and GIFs, infographics, charts and graphs, and more.

Tip 4: Use Multiple Marketing Channels

Using multiple channels to promote new content is crucial because it will broaden your reach and engage audiences on numerous websites and platforms where they spend their time. You can partner with various ad networks and social media platforms that provide a broad reach and comprehensive audience targeting capabilities. Also, partnering with influencers in your industry gives you access to their audiences, making it an excellent way to market your content to people who are a good fit for your brand. You can use different types of marketing software to help you place your content on multiple platforms simultaneously. 

Conclusion

Content marketing is crucial to any business’s marketing strategy, but knowing where to start can be challenging. You can create better marketing plans when you understand your buyers’ journeys and how every stage impacts your content. 

You can also sign up for The CMO newsletter to help you out with content marketing strategies or other digital promotion methods.

By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.