Some find it hard to connect the dots between great content and solid sales, but the straight line is there if you look hard enough. Solid content marketing can help your business at every stage in the buyer’s journey. Good content drives awareness, provides information during the considerations stage, and can help close the deal in the decision stage.
There are four main reasons why content leads to increased sales, and we’ll outline them below:
Reason #1 - Content Builds Trust
Well-produced content can build trust and relationships between a brand and its prospects and customers. Put yourself in your customers’ shoes: if you visit a website with little to no content, you’re going to have doubts about the business as a whole. However, if you land on an e-commerce site that has a well-oiled blog, great product photos and descriptions and reviews throughout, you’re going to have more confidence in the brand. A trusted brand is where customers turn to make purchases.
Reason #2 - Content Builds Community
If you’ve done your homework, looked at analytics and built appropriate audience personas, you know exactly the type of content you need to create to appeal to your target. When you deliver on that, you begin to create a community of like-minded people who trust you to provide the information for which they seek. The more you produce, the more loyal people become. You position yourself as an authoritative expert, and your content has the potential to spread like wildfire. When your content spreads, awareness about your brand, products and services increases - and so do your sales.
Reason #3 - Content Builds Exposure
When you create great content, people want to share it. It’s the rule of association: people want to be associated with thought leaders, so they share content produced by thought leaders. Be a thought leader. Offer informational blog posts, videos and ebooks and promote them on your own social media channels. Cross-promote and publish on LinkedIn, Medium, or others.
Reason #4 - Content Builds Proof
It’s important to remember that content isn’t just written word. Podcasts, videos, and infographics all qualify as content and each can provide a unique benefit as part of an overarching strategy. Each of those can be created in a way that features a member of your team or your product or service. But do you know what is even more powerful than that? Featuring your current or past customers can provide social proof of the benefits and value of your product or service. Create a video case study that walks through how your product solved a problem for a customer and provide data to back it up. Hearing reviews and testimonials from others that have paid for your product can be the friendly push a prospect needs to make a purchase.
Aligning your content with your sales goals in the first step in boosting conversions and sales. Get setup with Shopify, GoDaddy, SiteGround if you don’t already have an e-commerce site and hosting. From there, consider the rationale above in planning your content marketing strategy and watch your sales soar.
About the Author:
Christina Coons is a professional digital marketer at Northcutt, an inbound marketing agency. She specializes in e-commerce, social media, and public relations, and spends her days helping brands succeed online.