Content marketing is one of the most successful inbound marketing channels. Over 55% of businesses that use this strategy rate it as “moderately effective,” and another 29% say it’s “very” or “extremely effective.” Blog articles and videos attract clicks, increase web traffic, and convert visitors into customers. Understanding how content marketing drives sales can help you get better results and lower overall advertising costs.
Why Is Content Marketing Effective?
Sales don’t happen by magic. Before they click the “Buy” button, customers make decisions — consciously or unconsciously. Good content sends visitors in your direction:
- A video that helps vehicle owners choose the right aftermarket part (or car insurance plan, etc.)
- An article that inspires couples to visualize their dream vacation (or a new home, kitchen remodeling project, etc.)
- A guide that makes it easier for families to choose flooring
- A case study that shows business clients how effective your products are
Content marketing has worked for decades because consumers and business clients respond better to advice they trust than to pushy advertising.
How Does Content Marketing Drive Sales for Your Business?
High-quality content helps your business connect better with prospective buyers and existing clients. The content marketing sales funnel improves at least eight customer touchpoints.
1. Increasing Brand Recognition and Positive PR
Friendly, practical, and professional content reflects well on your company. It makes a good impression on visitors and associates your brand with positive qualities.
2. Attracting Online Visitors and Sales Prospects
Content marketing is the foundation of successful search engine optimization. There’s no better place for keywords than a high-quality article or guide. In turn, SEO content helps your website rank higher on searches and attract more visitors — also known as sales prospects.
3. Nurturing Leads
A content marketing strategy is just as important for business-to-business sales as for direct-to-consumer marketing. Purchasing managers, business owners, and other B2B contacts may need weeks or months to convert. Designing content marketing for sales growth attracts the right leads, persuades them to return, and gradually convinces them that your business is the right choice.
4. Overcoming Obstacles and Pain Points
Not every buyer’s journey is smooth. Questions, concerns, and misconceptions can stand between your customers and a successful sale. The beauty of well-planned content is that you can overcome these problems early on in the sales funnel.
5. Building Trust and Brand Authority
Whether they’re evaluating doctors, home remodeling contractors, or e-commerce companies, customers want expertise. They look for trustworthy professionals. Which business would you trust — one with vague nonsense or helpful, well-researched blogs?
6. Accelerating Purchase Decisions
It’s common for potential customers to need a gentle nudge (or a firm push) to clear that final hurdle and make a purchase. Maybe they still have a few questions. Or they’re stuck trying to decide between several products. Buyer’s guides and “X vs. Y” articles can make a huge difference at this stage.
Is your site struggling with abandoned carts and conversions? Pay special attention to content length and information quality. Converting content needs specifics (features, benefits, pricing, etc.), not fluff or vague ideas.
7. Increasing Customer Engagement and Time on the Page
Content marketing is also beneficial from a technical point of view. Sales is a numbers game, after all. The more time visitors spend on your website, the greater your chances of scoring a conversion.
High-quality, interesting, relevant, and helpful articles have amazing power to hold attention. Instead of 15-second clicks, you get visits that last five to ten minutes.
8. Strengthening Customer Loyalty
Almost 90% of consumers buy from brands they trust. About 6 in 10 people form an emotional connection with brands they like. Blog content and videos are two of the best ways to let your brand values show. These avenues can help you win customer loyalty, driving return purchases and raising customer lifetime value metrics.
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Our team has over 15 years of expertise with search-optimized content marketing for sales, retail, manufacturing, and e-commerce.
What Is the Content Marketing Sales Funnel?
When you do things right, content gives you a hand at every stage of the sales funnel:
- Top of Funnel: Webinars, videos, how-to articles, FAQs, tips, and informative blogs support the awareness and discovery phase of the customer journey.
- Middle of Funnel: Buying guides, data sheets, white papers, reviews, and other comprehensive content can be the deciding factor during the comparison and consideration phase.
- Bottom of Funnel: Product videos, success stories, brand-oriented blogs, and industry-specific content can improve conversion.
The sales journey doesn’t stop there. Blogs, pro tips, and guides go beyond the funnel, increasing customer retention.
How Can You Boost Content Marketing Sales Growth?
Now that you know how content marketing and sales growth are connected, the next step is to take action. Whether you handle content in-house or outsource to content marketing sites, the best practices to follow are the same.
Approach Content Marketing With Customer Pain Points in Mind
When planning your content, start with customer needs — not just search rankings — in mind. Your goal is to attract a target audience. Articles that address customer pain points and naturally include keywords in content kill two birds with one stone.
Focus on ROI and Content Value, Not Price
Ignore the trend/temptation to create content cheaply at scale. Low-quality blogs are a waste of your money and your customers’ time, whether you have 10 blogs or 100. Professional content delivers results and retains its value.
Create the Content Your Customers Respond Best To
The buyer’s journey for every company is different, especially between B2B and B2C industries. Sometimes, the storytelling in blog articles is what motivates instant purchase intent. Other customers respond best to buyer’s guides that lay out the pros and cons of different options.
Don’t ignore the power of videos to reach the hearts and minds of potential customers. Today’s audiences love videos, both on websites and on YouTube. A growing percentage of marketing teams (over 20%) say that videos deliver the highest ROI.
Grow Your Sales With Content Marketing Experts
Content, customers, and sales are closely intertwined. With the right strategy, content marketing can drive sales from start to finish. The key is tailoring your approach to align with company objectives and engage with the most valuable audiences. Get results with our expert SEO writing services today.
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