Have you heard of the Rule of Seven?
One of the oldest marketing concepts, the Rule of Seven claims that your prospects should hear or see your message a minimum of seven times before they buy your product or service.
But how can you repeat your message so many times, without boring prospects or turning them off to your brand?
Here’s the answer: Use content selling.
In this blog, we’ll explain the role that content selling plays in influencing the buying decision, plus share how to create a content selling strategy that works!
Content selling is a marketing strategy that includes using content along your buyer’s journey to encourage prospects who have interacted with your brand, in order to close a sale.
For example, let’s say a user has interacted with your brand for the first time by requesting a free demo of your services. This means the user has entered your sales funnel.
Typically, following this first interaction, you will need to contact the user between 7-12 additional times, to get them to convert.
What does this mean for your sales team?
During this lengthy period, your sales team must keep your prospects engaged with your brand so they remember your product or service and eventually choose to convert.
From offering guidance and highlighting the value of your product or service, to presenting similar products or services that the user may be interested in, different content can be used to lead your users on an exciting buyer journey.
Unlike content marketing, which is directed at a broader audience consisting of both your target groups and random website visitors or social media followers, content selling is aimed at specific buyer personas who have already taken an action to enter your sales funnel.
In addition to the scenario discussed above, taking an action may also refer to:
Simply put: content marketing targets cold audiences, while content selling targets warm leads.
Pro tip: If you want to explore the topic of content marketing further, check our article about content marketing vs. advertising!
Let’s dig into the reasons why content selling is important for your brand.
Content selling:
Content selling helps you reach your prospects at regular intervals to remind them of your brand. This ensures you stay on their radar in a highly competitive market, filled with alternative offers.
Content selling helps increase your brand recognition by sending recognizable content characterized by branded design and targeted messaging.
Content selling helps you build trust by creating content that focuses on the needs of your users and shows care for your target audiences. This also serves to establish an emotional connection between your brand and your prospects.
Content selling helps you build a professional image, by showing prospects you know what questions they might have during various stages of the consideration process.
By sending them content focused on different angles of your product or service, you both present it and educate your target audience on your offerings.
Content selling helps you keep your users engaged by interacting with them regularly.
By watching a video or receiving information about other products or services you sell, prospects can maintain interest in your brand and take the next step towards conversion.
Content selling helps you provide your users with additional information on the value of your products or services that may motivate them to convert.
By regularly reminding prospects of your brand, you can motivate prospects to choose your offering.
Content selling helps you remind your existing customers of your brand, in order to upsell your products or services.
For example, you might send prospects a discount on an item they have viewed before. Or, you might send an email or ad about accessories or services that would complement their previous purchase.
Content selling creates a professional image, increases engagement, builds trust and boosts conversion
So, how do you create a content selling strategy? We've put together a step-by-step guide:
Research your target audiences to create buyer personas - buyer personas are something you create, based on target audience research into demographics, interests, pain points, career level and the types of content they prefer to consume
Decide on the type of content you will use, from PPC ads or emails to videos, blogs and other forms of content
Follow your brand’s content style guide to ensure consistent voice and tone, grammar and punctuation
Create a content schedule to plan and send your content in logical order. For example, if you have sent an email with common Q&As, you can follow up sending a video with instructions how to use a product or service.
Implement a CRM software solution to automate the process of sending content to prospects
Set intervals to send your content after a user has interacted with your brand for the first time
Track analytics to measure the results of your content selling
Make changes to the frequency of content selling, if needed. For example, you may choose to increase the frequency of sending content to prospects, if you see there is no reaction on their part.
So, how can you create engaging content and keep in touch with prospects to nurture them into a sale?
A content marketing agency can help! Here are our top five agency picks that can help you create content that influences your prospects' buying decision and turns them into your customers.
Headquartered in London, United Kingdom, Pearl Lemon employs top global talent to deliver outstanding digital marketing services.
Pearl Lemon offers:
Pearl Lemon’s notable clients include OAL Group, Pulse Pixel, Elevano, Inspire Lifestyle and Carved.
Headquartered in Seattle, Washington, Visualwebz LLC provides value-added web services across industries, from law offices to elderly care homes.
Visualwebz LLC offers:
Visualwebz LLC has partnered with numerous clients, including TimeXtender, PGTAA, Montessori Kirkland and enePath.
Headquartered in Dnipro, Ukraine, ADINDEX specializes in marketing solutions for B2B and eCommerce businesses.
ADINDEX offers:
ADINDEX’s clients include Concord Bank, Holz, Aromateque, Meest China and VISSBON.
Headquartered in New York City, Digital Silk creates solutions that drive engagement and brand exposure for top brands in B2B and B2C.
Digital Silk offers:
Digital Silk has worked on projects for well-known brands such as IBM, NASA, XEROX, Sony and Microsoft.
Headquartered in St. Petersburg, Florida, Moloko Creative Agency specializes in effective communication, creating advertising campaigns, videos and animation.
Moloko Creative Agency offers:
Moloko Creative Agency has partnered with renowned companies and organizations such as UNICEF, Jameson, Lillet, Cadillac and John Dory.
Now that you have explored the benefits of content selling and how to use it in your marketing strategy, here are some additional tips that can help turn you into a pro:
Content selling is a strategy in which you use content to engage with prospects after they have entered the sales funnel by engaging with your brand.
Sending content to prospects at regular intervals offers multiple benefits.
Content selling:
To create and use content that encourages conversion during these interactions:
A professional content marketing agency will research your industry, target market and competitive landscape, to ensure you send out content that provides value and encourages your users to convert.
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