How Content Marketing Drives Sales

Content Marketing
How Content Marketing Drives Sales
Article by Bisera Stankovska
Last Updated: December 09, 2023

Content marketing is a popular low-cost marketing strategy businesses use today to drive sales, gain visibility, and increase market share.

Read on to find out why this strategy can be better for your business, how content marketing drives sales, and how to measure your content marketing campaign's success.

How Content Marketing Drives Sales

  1. Improves Customers' Perception of Your Brand
  2. Positively Influences Buyers' Decisions
  3. Builds Customer Trust
  4. Keeps Your Sales Funnel Filled With Potential Buyers
  5. Helps You Stay Relevant and Visible to Prospects
  6. Enhances Brand Loyalty and Improves Customer Retention Rates
  7. Encourages Repeat Purchases From Existing Customers

Content marketing is a marketing strategy to attract, acquire, and engage a business's target audience.

When you use content marketing to create awareness, you are creating content that educates potential customers about your products or services, brand, and values.

Let's explore how content marketing can help boost your sales.

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1. Improves Customers' Perception of Your Brand

Content marketing helps you build a reputation for being an expert in your field.

It helps people find what they need when looking for it, and it can create more opportunities for you to offer additional products and services to those interested in what you offer.

It can also help with branding, building trust, and establishing your brand as an authority in your field. With content marketing, you can create a community around your company and develop a reputation for quality.

2. Positively Influences Buyers' Decisions

Creating relevant and valuable content for your target audience is more manageable when you understand your target audience.

In creating valuable and entertaining content, you can also take the time to learn about your potential customers' needs, challenges, and frustrations.

For example, if you're an insurance agent looking for new clients in the automotive industry, writing blog posts about how expensive car parts cost could be helpful for your prospects.

Or maybe you want to write a blog post about why people should get their vehicles insured every year instead of every six months or so— that's also something worth sharing with them.

When done well enough, this type of information sharing can positively influence buying committees' decisions by making them aware that there are other options besides what they currently use today.

3. Builds Customer Trust

When you create content that shows your expertise, transparency, and leadership in your industry, you're showing potential customers that they can trust you.

It’s an investment of time and resources. If people don't know who you are or what you do, they won't buy from you. That makes it critical for businesses to build their brand with content marketing before using digital ads as a sales tool.

4. Keeps Your Sales Funnel Filled With Potential Buyers

With a content marketing strategy, you can craft relevant and valuable information for your audience to attract them to take action.

It can be any action, such as downloading a free product or service guide, buying a product or service from you, sharing it on social media, and more.

5. Helps You Stay Relevant and Visible to Prospects

If you're using a content marketing strategy correctly, chances are that it will help your company stay relevant in the eyes of its prospects—and that's something worth celebrating.

Content marketing is a means by which your company can stay relevant and visible to its prospects.

It helps you build a relationship with them and allows you to share information about your industry or field that might be useful to them.

6. Enhances Brand Loyalty and Improves Customer Retention Rates

Brand loyalty is vital for repeat purchases, which are essential for business growth. And content marketing is a great way to build one.

Customers loyal to your brand are likelier to buy from you again in the future, especially if they feel like they know who you are and what you stand for.

Your content marketing goals should connect powerfully with your audience by creating content that resonates with them and builds customer trust.

It allows them to become more engaged with your brand and see themselves as part of it, making it easier for them to buy from you again.

7. Encourages Repeat Purchases From Existing Customers

Creating and sharing content consistent with your brand's values can increase customer loyalty and help them become advocates for you.

For instance, suppose a customer has recently purchased a new pair of running shoes from you. Why not create an article about how to choose the best running shoes for their particular needs?

It will give them something helpful to read while also increasing the likelihood that they'll get excited about your products again.

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How to Increase Sales with Content Marketing

  1. Create Brand Awareness Through Bloggers and Influencers
  2. Create a Landing Page to Capture Leads
  3. Use Infographics to Increase Knowledge and Understanding of Your Business
  4. Increase Visibility Using Podcasts

1. Create Brand Awareness Through Bloggers and Influencers

One of the best ways to create awareness with content marketing is to work with bloggers and influencers related to your industry.

Reach out to them through email and see if they are interested in working with you.

If they are, they can create content that will drive people to your website, boosting your brand.

Bloggers and influencers have large followings on social media. It's a great way to create awareness since people will click on their content.

You can also reach out to people who have been featured in magazines and ask them to write product reviews for your business. Doing this will create more exposure for your brand, and people will likely visit your website.

2. Create a Landing Page to Capture Leads

Create a landing page that offers an incentive to visitors. For example, you may offer a free e-book that provides valuable information about your business.

Once people visit your website and download the e-book, you can capture their email addresses.

It's a great way to build up your email marketing list. You can create tailored ads more specific to your products or services.

You can also use email marketing automation software to create segments based on your subscribers' interests. Doing this will help you develop tailored ads for your business and drive more sales.

3. Use Infographics to Increase Knowledge and Understanding of Your Business

Infographics are a fantastic way to provide information to your audience. They are visual and provide simplified information that is easy to understand.

Use infographics to provide information on topics such as how your products work, how to use them, and their benefits.

You can create infographics using the help of a marketing agency or a freelancer.

By using infographics, you can easily reach your audience and provide them with information on your products. They are a great way to simplify communication and better understand your products.

4. Increase Visibility Using Podcasts

Create podcasts that talk about your industry, provide insights into your business, and more. You can also interview people in your industry to learn more about their experiences and advice.

Podcasts are an excellent way to provide information to your audience, establish yourself as an authority in your industry, and engage with your audience.

How to Measure Your Content Marketing Campaign's Success

Below are some of the most important metrics to look at when measuring the success of your content marketing.

  • Organic traffic from search engines and social media: Organic traffic is the most apparent sign of how well your content performs. If people are sharing it via social media and linking to your site, that's a good sign that they find it valuable and want to share it with their friends.
  • Social media engagement: You can measure this by looking at how many shares, likes, and comments your content receives on social media. The more people engage with your content, the more likely they will become customers themselves.
  • Lead generation: If you have an opt-in form on your website for people who want more information about products or services, this is a great way to generate leads for your business—and convert them into paying customers down the line.
  • Email engagement: If you have an email list, it’s a good idea to measure how many people open and click on the links in your emails. You can also see how many people unsubscribe from your list each month.

How Content Marketing Can Drive Sales: Final Thoughts

Using the services of a content marketing company to promote sales is a viable option for small and large businesses, but you've got to tailor your approach to what works best.

Growing your business with social media, building useful buyer personas, and approaching the right influencers will help increase your sales.

It all comes down to the right balance of quality content marketing, paid ads, and a strategic plan. A professional video production company can provide all of this, ensuring the best ROI and long-term results.

How Content Marketing Drives Sales FAQ

1. How to increase sales with content marketing?

To increase sales with content marketing, follow this step-by-step guide:

  • Identify your target audience
  • Create high-quality content
  • Use a variety of content formats
  • Optimize your content for search engines
  • Promote your content
  • Measure your results

Additionally, try these strategies:

  • Create Awareness Through Bloggers and Influencers: Reach out to them through email and see if they are interested in working with you. If they are, they can create content that will drive people to your website, boosting your brand.
  • Create a Landing Page to Capture Email Addresses: You can offer a free e-book that provides valuable information about your business. Once people visit your website and download the e-book, you can capture their email addresses.
  • Use Infographics to Increase Awareness and Understanding: Use infographics to provide information on topics such as how your products work, how to use them, and their benefits. Infographics are a great way to simplify communication and better understand your products.
  • Increase Awareness Using Podcasts: Talk about your industry, provide insights into your business, and more. You can also interview people in your industry to learn more about their experiences and advice.

2. Why is content marketing better than other forms of marketing?

There are many reasons why content marketing is considered better than other forms of marketing. For starters:

  • Compared to traditional marketing methods like TV or radio ads, content marketing can be much more cost-effective. Creating and distributing content is cheaper than producing and airing an ad and can reach a wider audience at a lower cost.
  • It can produce long-term results as opposed to traditional marketing methods that may only have short-term effects. Once the content is created and published, it can continue to attract traffic and generate leads for months or even years to come.
  • By creating content that resonates with customers, they are more likely to engage with your brand and share your content with others, resulting in higher engagement for your brand.
  • According to Demand Metric, content marketing generates more than thrice as many leads as outbound. The best part of it is that it costs 62% less.

3. How to measure your content marketing campaign’s success?

If you want to see how successful your content marketing campaigns are, look at the following metrics:

  • Organic traffic from search engines and social media: Organic traffic is the most apparent sign of how well your content performs. If people are sharing it via social media and linking to your site, that's a good sign that they find it valuable and want to share it with their friends.
  • Social media engagement: You can measure this by looking at how many shares, likes, and comments your content receives on social media. The more people engage with your content, the more likely they will become customers themselves.
  • Lead generation: If you have an opt-in form on your website for people who want more information about products or services, this is a great way to generate leads for your business — and convert them into paying customers down the line.
  • Email engagement: If you have an email list, it’s a good idea to measure how many people open and click on the links in your emails. You can also see how many people unsubscribe from your list each month.
  • Conversions: Ultimately, the success of your content marketing campaign will be measured by its impact on your bottom line. You can track conversions, such as leads generated or sales made, to determine how your content marketing efforts are contributing to your business goals.
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