At AgilePR, we’ve talked for long hours and written dozens of articles on how link building and digital PR can help a brand’s growth. But so far, we haven’t brushed on the importance of content for a sales team.
Oftentimes this fact is overlooked by SDR and sales managers.
But content marketing can indeed filter new prospects and turn them into leads. Keep reading and find out how to do the same with content marketing.
What is Content Marketing?
Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience.
The primary goal is to drive profitable customer actions by addressing the needs and interests of potential customers throughout their buying journey. This involves producing various types of content—such as:
- blog posts,
- videos,
- guides
- infographics
- social media updates
- eBooks
- Newsletters
- slide decks
And there’s a lot more we haven’t even mentioned.
Effective content marketing not only educates and informs the audience but also fosters long-term customer relationships and drives sales.
What Types of Content Marketing are there?
Content marketing encompasses a variety of strategies designed to attract, engage, and convert potential customers, ultimately driving sales.
Each type of content plays a unique role in this process, contributing to the overall success of a comprehensive content marketing strategy.
Written Content
Written content, such as blog posts, articles, and eBooks, (and the ones we’ve already mentioned) are a cornerstone of content marketing.
These formats allow businesses to delve deeply into topics relevant to their audience, providing valuable information that can educate and inform potential customers.
Well-written content establishes the brand as an authority in its field, fostering trust and credibility. Additionally, written content is crucial for SEO, helping to improve the website’s visibility on search engines, which can drive organic traffic and lead to higher conversion rates.
Video Content
Video content is a powerful tool for engaging audiences and conveying information quickly and effectively.
Videos can showcase product features, demonstrate use cases, and share customer testimonials, making them an excellent medium for building trust and influencing purchasing decisions.
The visual and auditory elements of video content make it highly engaging, and platforms like YouTube and social media amplify its reach.
Thought Leadership
Thought leadership involves creating content that positions a brand or individual as an expert in their industry. Magazines like Forbes, Inc, Newsweekly and FastCompany regularly share quotes, articles and pitches of high-profile individuals, linking back to their domains.
But in many cases, niche specific websites publishing insightful articles, interviews or have these popular niche experts participate in industry discussions, and speaking at conferences.
Thought leadership content helps to build credibility and trust with the audience, as it demonstrates a deep understanding of the industry and foresight into future trends.
By consistently providing valuable insights, thought leaders can attract a loyal following, influence industry standards, and drive sales by being seen as a trusted source of knowledge and innovation.
Audio Content
Podcasts, webinars, and voiceovers are some of the biggest content pieces you can create for your audience. Sometimes, having someone’s full attention can be exhausting for your target audience.
This is why people binge-watch.
While they might not pay close attention, they tend to listen while walking, exercising or reminiscing.
Digital PR Campaigns
Digital PR focuses on building relationships with online media outlets, influencers, and bloggers to secure high-quality backlinks and media coverage.
This type of content marketing enhances brand visibility and reputation, reaching a broader audience through credible third-party endorsements.
Successful digital PR campaigns can lead to increased website traffic, improved search engine rankings, and greater brand awareness.
What are 12 Ways Content Marketing Uses for Sales?
Now that we have analyzed what content marketing is, its different types and how each plays a vital role in marketing, we’ll look at twelve different ways on how .content marketing supports sales.
1. Building Brand Awareness
Creating high-quality content such as blog posts, infographics, and videos that address the needs and interests of your target audience helps make your brand recognizable and trustworthy.
By consistently publishing valuable content, your brand becomes more visible online, leading to increased website traffic and a higher likelihood of potential sales.
As more people become aware of your brand, they are more likely to consider your products or services when making purchasing decisions.
2. Establishing Authority and Trust
Producing in-depth articles, whitepapers, and case studies positions your brand as an authority in your industry.
When you consistently provide valuable and insightful information, (such as our guides as an example) your audience begins to see you as a credible and knowledgeable source. This trust is crucial in purchasing decisions, as customers are more likely to buy from brands they perceive as experts in their field.
Establishing authority through content can lead to long-term customer loyalty and increased sales.
3. Educating the Audience
How-to guides, tutorials, and webinars are effective content types for educating potential customers about your products, services, and industry.
Educated customers are more confident in their choices and are more likely to convert into paying customers, driving sales. This type of content can be time-consuming, but one of the best ways of ensuring long term success.
4. Engaging and Nurturing Leads
Regularly distributing targeted content such as email newsletters and drip campaigns keeps your brand top-of-mind and nurtures leads through the sales funnel.
This ongoing engagement helps move leads closer to making a purchase, ultimately driving sales.
5. Driving Traffic to Your Website
SEO-optimized blog posts and engaging social media content can drive significant traffic to your website. Organic traffic is at the heart of gaining new prospects and visitors. It is also one of the most cost-effective measures when considering paid campaigns.
Higher website traffic increases the chances of converting these visitors into customers, leading to more sales.
6. Showcasing Product Benefits and Use Cases
Content such as product demos, user-generated content, and reviews effectively demonstrate how your products or services solve specific problems or improve customers’ lives.
Showing real-world applications and benefits helps potential customers understand the value of your offerings, making them more likely to purchase.
Highlighting positive customer experiences can also build trust and get people to trust your brand more. This way they’re more likely to sign up for a sales call with an SDR.
7. Supporting the Buyer’s Journey
Creating personalized content and comprehensive FAQ sections tailored to each stage of the buyer’s journey is crucial for effectively guiding potential customers through the decision-making process.
The buyer’s journey typically consists of three main stages: awareness, consideration, and decision. A sales rep can take this content in their demos. This can save time and effort for your lead and for a sales person.
8. Leveraging Social Proof
Testimonials, case studies, and success stories provide powerful social proof that can influence new buyers. This validation from other customers can significantly impact purchasing decisions, driving more sales as new buyers trust in the proven success of your offerings.
- Testimonials: Featuring quotes and reviews from happy customers can significantly boost credibility and trust. When potential customers see that others have had positive experiences with your product or service, they are more likely to feel confident in their decision to purchase.
- Case Studies: These in-depth analyses demonstrate how your product or service has successfully solved specific problems for other customers. By providing detailed examples and measurable results, case studies offer concrete evidence of your product’s effectiveness.
- Success Stories: Sharing stories of how customers have benefited from your product or service can create an emotional connection with potential buyers. Success stories highlight real-world applications and outcomes, making it easier for prospects to envision similar benefits for themselves.
9. Improving SEO and Online Visibility
Creating high-quality, keyword-optimized content such as blog posts and landing pages improves your search engine rankings, making it easier for potential customers to find your products or services online.
Better visibility on search engines increases organic traffic to your website, providing more opportunities to convert visitors into customers. Effective SEO is a critical component of driving sales through content marketing.
10. Creating Shareable Content
Developing shareable content like viral videos, engaging infographics, and interactive content extends your reach and attracts new potential customers.
When your content is widely shared, it amplifies your brand’s presence and exposes it to a broader audience.
This increased exposure can lead to more website visits and higher conversion rates, ultimately driving sales.
11. Enhancing Customer Experience and Retention
Providing useful content such as user guides, post-purchase follow-up emails, and loyalty programs enhances the customer experience and encourages repeat purchases.
By supporting customers after they’ve made a purchase, you build lasting relationships and increase customer satisfaction. One example of good customer experience is site speed. Nobody likes to watch a loading screen.
According to a study: “A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions,” the study said.
12. Facilitating Direct Sales with Targeted Offers
Creating targeted content that includes special offers, discounts, and product launch announcements can drive immediate sales.
When combined with compelling calls to action, this content motivates potential customers to take action quickly. By strategically using promotions and incentives in your content, you can boost sales and achieve short-term revenue goals.
Conclusion
Content marketing drives sales by not only attracting potential customers but also engaging and nurturing them throughout the buying process. Supporting the buyer’s journey with personalized content ensures that prospects have the information they need at every stage, reducing friction and boosting conversion rates.
Leveraging social proof through testimonials, case studies, and success stories further enhances credibility and trust, significantly influencing purchasing decisions.
Ultimately, a well-executed content marketing strategy not only drives immediate sales but also fosters long-term customer relationships and business growth.
