How Content Marketing Drives Sales

You know you have a great product or service and need to amplify its visibility. Search Engine Journal notes that content marketing generates three times as many leads as traditional marketing while costing about 62% less.

Understanding how content marketing drives sales and helps you reach as many prospects as possible. It also enables you to convert those prospects into paying customers, leading to growth and profitability for your business.

Build Trust and Authority 

Content marketing helps establish your business as a trusted authority. However, your content must be valuable to be effective. By creating and sharing content that covers your audience’s areas of interest, you accomplish two key objectives: First, you can showcase your extensive knowledge of your particular product or service. Second, you can show your audience that you understand its struggles and know how to solve them.

Content marketing also allows you to field questions or read comments from viewers to help identify their concerns and areas of interest. This can enhance your business’s credibility by demonstrating your responsiveness and willingness to engage with your audience.

Utilizing white hat link-building can also increase trustworthiness. When other credible websites link back to yours, it enhances your visibility in search engines. This helps you garner more organic traffic and generate more leads.

Ultimately, the more you engage with prospective customers and give them valuable guidance, the more likely your business will become its industry’s go-to source for information.

Generate Leads

Another way content marketing drives sales is by attracting new customers and generating new leads. Depending on your type of business and the demographic you want to reach, you might create content like blog posts, social media posts, webinars, white papers or case studies.

The key here is creating content readers consider valuable. When you create high-quality content and optimize it for search engines, you help it land in front of viewers already searching for services or products in your field. So rather than using a “spray and pray” marketing method, you attract leads who’ve already expressed a genuine interest in what you offer.

Content marketing also enables you to capture email addresses or other contact information. For example, you can ask people to enter their emails before viewing a particular page and then compile the email addresses you capture into a single marketing database for email campaigns.

Quality content also boosts the chances of converting prospective leads into paying customers. The more content you create that addresses readers’ needs and concerns, the more likely your readers will trust your expertise and remember your name.

Encourage Conversions 

While content marketing gives your business more credibility, it also helps convert leads into customers by differentiating your business from the competition and showcasing the actual value of your products and services.

There’s more to showcasing the value of your product or service than just posting glossy pictures, though. To inspire your audience to take action, you must craft compelling stories that resonate with your viewers’ needs and desires.

For example, if you have a superior product, consider creating a demonstration video highlighting its benefits and ease of use. You may also find highlighting user-generated product demonstrations or reviews useful, as this can add value and credibility to your company.

Telling compelling stories and demonstrating how what you have to offer solves real-world problems helps people connect emotionally to your brand. It also builds desire and urgency, which can encourage more conversions.

Remember that “evergreen” content, or content that remains relevant for an extended period, is particularly useful and can drive sales and conversions far longer than one-off ads or single social media posts.

Ultimately, content marketing drives sales by identifying prospects, nurturing prospects and compelling them to take action by offering something of genuine value.

Showcase Testimonials 

Testimonials are another example of how content marketing drives sales. Testimonials give you a way to highlight the value and benefits of your product, and the words of your existing consumers may carry more weight than those of somebody on your payroll.

Your brand becomes more trustworthy when prospective customers see positive experiences and results others share. This also gives your prospects confidence that you deliver on what you promise.

Testimonials also drive sales by helping your business alleviate your prospects’ concerns about purchasing a product or service from you. Highlighting testimonials that address common consumer concerns reassures your prospects about the quality of your product or service, which can positively influence their buying habits.

Measure Success

Once you develop a solid content marketing strategy, you must learn how to assess its success. There are several metrics you might use to do so.

1. Track Website Traffic 

Tracking your website traffic helps you identify how many people see your content and how much time they spend interacting with it. Analyzing this information over time helps you identify patterns and behaviors. It also helps you determine what types of content your target audience values most.

2. Monitor Conversion Rates

Another effective way to determine how content marketing drives sales is by monitoring your conversion rates, the percentage of people seeing your content who wind up buying something from you. This helps you identify particularly impactful pieces of content so you can tailor your future content marketing strategy accordingly.

3. Analyze Social Media Engagement

Viewing the number of likes, shares and comments on a particular post gives you valuable insight into whether your content resonates. You can also dive deeper into social media metrics to identify demographics, preferences and consumer behavior trends.

By analyzing these metrics and adjusting your content strategy accordingly, you can optimize performance and understand the true value of your content marketing efforts.

Let BKA Content Show You How Content Marketing Drives Sales 

Content marketing helps sales by educating prospective customers, building trust and directing prospects through buying. Ready to learn more about how content marketing drives sales and what BKA Content can do to boost your business’s bottom line? Get in touch to refine your strategy and maximize the return on your investment.