How content marketing helps to drive sales
In the knowledge economy, it’s those who are specialists (and who can prove it) who come out on top. For this reason, a content marketing strategy is now a must-have in the armory of all fast growing, category-leading tech companies.
Content marketing allows your brand to showcase expertise to the right people, deliver value for your ideal audience and build trust and loyalty amid a highly competitive market. More importantly, it helps to drive sales for long-term success. In this article, we will explore why content must be seen as an indispensable channel in any modern marketing strategy to drive sales long term.
SEO lets you find your audience and drive sales
Through Search Engine Optimization (SEO), you can tailor your content to meet your audience’s interest, making it a valuable tool for increasing sales. By creating high-quality content that aligns with relevant keywords and search terms, businesses can optimize their website's ranking in search engine results. When your content ranks higher, it becomes more visible, driving organic traffic to your website.
Furthermore, SEO enables your content to become visible to the right audience. This encompasses all those who are interested in your sector and the pain points your product or service aims to solve. Website traffic of this kind creates opportunities for engaging potential customers by introducing your solution and ultimately driving sales. While a percentage of new traffic will not convert straight away, SEO-driven content builds brand awareness, trust and acts as a strategic touchpoint in buying journeys. Conversion rates will ultimately increase.
Content marketing goes hand in hand with SEO because search engines prioritize fresh, relevant, and informative content. By regularly producing and publishing valuable content such as blog posts, articles, videos, infographics, and case studies, businesses can improve their search engine rankings, attract more organic traffic, and increase the chances of converting leads into customers. Take care to form a solid SEO strategy that looks long-term at production, publication, amplification and optimisation. It takes time to build out enough high-quality content to rank highly in a competitive environment, but the results are worth it.
Thought Leadership content demonstrates expertise
Content creation allows businesses to establish themselves as thought leaders in their industry. By consistently producing high-quality content that educates, informs, and solves problems for their target audience, businesses can showcase their expertise and become go-to resources for valuable information. When businesses position themselves as industry leaders, they build trust and credibility among their audience, making it more likely that potential customers will choose them over competitors.
The most important thing about thought-leadership content is originality. Content should be innovative, thought-provoking or inspiring, and it should not be found elsewhere. In the end, leaders lead—they don’t follow.
Once you’ve proven your ability to produce unique, high-quality content, you can ask for valuable information in return. Gated content is a well-known marketing tactic to capture the contact information and GDPR consent of key potential customers, adding to the long list of leads content marketing can build. Especially in B2B marketing, by encouraging users to register for insightful case studies, whitepapers and reports, you’re also exchanging trust.
Resource hubs build community through content
One of the most fruitful,long-term benefits of content marketing is community. Community is a relatively new marketing strategy that relies heavily on content to connect users, help them solve problems and build their relationship with your brand. Community should enable users to share, learn and grow by uniting them through their passions and creating a space where they can collaborate and help each other.
Resource hubs with comment sections and peer-led content are a great example. These can be hosted on your website to drive traffic and build brand loyalty. By consistently delivering informative and engaging content, businesses can attract an audience that sees their website as the go-to destination for industry-related information, tips, and insights that they can share.
In showcasing your existing customers, brand champions and community members, you’re providing the ultimate source of social proof that will propel your business forward. In the long term, community can lead to a rainfall of sales and new business as users become ready to adopt your solution. This helps also foster customer loyalty and increase repeat purchases.
Content marketing plays a vital role in driving sales and is an essential component of modern marketing strategies. By leveraging search engine optimization (SEO), businesses can increase their visibility in search results, attract high-quality traffic to their websites and engage potential customers.
Thought leadership through valuable and original content establishes a business as an industry expert, building trust and credibility among their target audience. Gated content, which offers valuable insights and requires user registration, helps generate leads and further strengthens the relationship with potential customers to increase sales. Creating a resource hub positions the brand as a go-to destination for industry-related information, fostering customer loyalty.
Without investing in content marketing, a business is neglecting a powerful tool that showcases expertise, delivers value and ultimately converts leads into customers.
Take a look at our digital marketing services to see how we can help you with your content marketing strategy to drive sales and generate growth.