TL;DR
How exactly can you leverage content marketing to boost sales? This guide delve into how you can use this powerful tool to achieve tangible results.
Whether you’re a small business or a large corporation, creating valuable, relevant content can increase brand visibility, build trust, and ultimately convert leads into customers.
Why is content marketing so powerful?
Content marketing is more than just writing blogs or social media posts; it’s about delivering valuable information that resonates with your audience and encourages them to take action.
This type of marketing can take many forms, including:
- Blog posts
- Articles
- Videos
- Infographics
- Social media content
All of the above are designed to build brand awareness and foster relationships with potential buyers.
Who is utilising content marketing?
In the UK, businesses are increasingly recognising the value of content marketing. In fact, according to HostPretso, 91% of UK marketers use content marketing as part of their strategy.
However, not all content marketing efforts lead directly to sales—only those that are strategic, targeted, and aligned with customer needs will effectively drive conversions.
Related read: What Are The Benefits Of Content Marketing?
How can you drive sales through content marketing?
Create customer-centric content
To use content marketing effectively, you need to focus on creating customer-centric content. This means understanding your audience’s needs, pain points, and interests.
Instead of promoting your products directly, offer solutions to the challenges they face. Educational blog posts, how-to guides, and product tutorials are great examples of content that delivers value without being overly promotional.
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Did You Know? 75% of consumers say they engage with content that feels relevant to their needs. By focusing on solving problems rather than pushing sales, you’re more likely to gain their trust and keep them engaged.
When customers feel like you’re offering something valuable, they’re more likely to convert into paying customers.
How to identify the right content to create
- Surveys and polls: Ask your customers directly what content they’d like to see or what challenges they’re facing.
- Keyword research: Use tools like Google Keyword Planner or Ahrefs to discover what your target audience is searching for.
- Social media listening: Monitor conversations on social platforms to understand trending topics and customer interests.
- Competitor analysis: Look at the content your competitors are producing and see what’s resonating with their audience.
- Customer feedback: Analyse feedback from reviews, emails, and customer service interactions to identify common pain points.
- Search engine queries: Pay attention to questions that customers ask in search engines, which can provide valuable insights into their needs.
- Industry reports and trends: Keep up-to-date with industry publications and reports to understand emerging trends and topics that your audience cares about.
Optimise for search engines
Search engine optimisation (SEO) is an integral part of content marketing. By creating content that is not only valuable but also optimised for search engines, you can improve your site’s visibility and attract more potential customers.
Keywords play a critical role here. For instance, if you’re selling eco-friendly products, make sure to include relevant keywords like “sustainable products” or “green living” in your content.
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Did You Know? 70% of marketers in the UK consider SEO the most effective tactic for driving organic traffic.
When your content ranks higher on search engines like Google, more people find your brand, which in turn increases the likelihood of sales.
Related read: How To Do Keyword Research For Blogging
Use compelling calls-to-action (CTAs)
Every piece of content you produce should have a clear call-to-action (CTA) that guides the reader toward the next step in their journey.
Whether it’s downloading a guide, signing up for a newsletter, or making a purchase, a well-placed CTA can be the difference between a visitor and a customer.
Leverage social media for distribution
Social media is an excellent platform for distributing your content and driving traffic to your website. With over 56.2 million social media users in the UK, platforms like Instagram, Facebook, X, and LinkedIn are prime locations to share your content and increase its reach.
You can use these platforms to share blog posts, create engaging videos, or host live Q&A sessions—all aimed at building a community around your brand.
To maximise sales through social media, ensure you’re using targeted strategies. For example, using paid social media ads can help you reach a more specific audience interested in your product or service.
Create a consistent content calendar
Consistency is key in content marketing. Having a content calendar ensures that you regularly publish content, keeping your brand at the forefront of your audience’s mind. It also helps to align your content with upcoming events, promotions, or seasons.
For example, if you’re in retail, you might create specific content around Black Friday, Christmas, or summer sales, all designed to drive traffic and boost sales during peak shopping periods.
In the UK, businesses that publish content consistently see a 55% increase in website traffic, which directly impacts sales. A well-organised content calendar allows you to plan ahead, ensuring that your content stays relevant and timely.
Related read: Social Media Holidays Calendar
Use analytics to track success
A successful content marketing strategy involves constantly reviewing your efforts to see what works and what doesn’t. Use analytics tools like Google Analytics to track metrics such as page views, bounce rates, and conversion rates. This data provides insights into which content resonates with your audience and which content needs refining.
Combine content marketing with other strategies
Content marketing works best when combined with other marketing strategies such as email marketing, influencer partnerships, or paid ads.
For instance, you can use email marketing to distribute content to your subscribers, driving them back to your website where they may convert into customers.
Integrating various strategies ensures that your audience engages with your content on multiple platforms, increasing the likelihood of sales conversions.
In summary
Incorporating content marketing into your strategy isn’t just about promoting products—it’s about connecting with your audience in a meaningful way. Start creating value today, and watch your content transform your business.
