This Is How Content Marketing Drives Sales

By: David Tile | Founder @
Posted On: December 30, 2019

Businesses everywhere want to ensure that their content marketing efforts churn out profits, website views, and customers. With so many different marketing strategies available, there’s a seemingly endless supply of ways to keep customers engaged and educated.

But, how does content marketing help a business in the long run? Marketing efforts can surely bring in a plethora of interested consumers in the beginning, but potentially dwindle the longer you’re in business. Even with a proper content marketing system in place, efforts can sometimes yield less than savoury results. So, how can you guarantee sales and interest from your content marketing over the life of your business? 

We have the answers as we delve into how content marketing drives sales and can continuously bring in customers.

How Content Marketing Drives Sales

Increases Website Traffic

One of the main goals of content marketing is to boost website traffic. Businesses can achieve this in a multitude of ways, including through social media campaigns, advertisements, flyers, and self-promotion. Of course, these methods barely scrape the surface of the strategies available. 

As more people come to your site, your chances of obtaining a lead only increase. A strong call-to-action, concrete landing pages, and useful content are just a few of the ways your site will generate more sales.  As you continue to update your content and improve your website, you’ll consistently wow customers throughout the years.

Establishes Thought Leadership

No matter which niche you’re in, customers are likelier to do business with thought leaders and established companies. There are a lot of ways to build your authority as a business. For example, guest posting for other sites is a good way to garner backlinks. The more backlinks you have, the more reputable your brand becomes. Additionally, you can also create and promote valuable content on its own. Should someone find it helpful enough, don’t be surprised to see a backlink or two come from your efforts.

Brings in a Steady Stream of Views

You’ve probably heard of the term “evergreen content”. If you haven’t, the concept is simple and effective. Evergreen content is content that always stays relevant; it’s the kind of content viewers can refer back to time and time again. 

If you haven’t guessed it already, evergreen content is a major component of your overall content strategy. A useful way of looking at the concept is with coined terms from our friends at Ahrefs. They explain the “spike of hope” and “flatline of nope” as two elements often seen in non-evergreen content. For example, if you write a piece of content that’s relevant in the moment, you may see a large spike in engagements. However, soon after you’ll experience the flatline, which is the moment where engagement teeters off and you’re left with little views.

Without evergreen content, your blog may experience an influx of these spikes. While that’s natural to a point, you want to throw in some evergreen pieces to guarantee a steady stream of readers and customers. 

Additionally, great content addresses customer pain points as well. Join social media groups, engage in forums, and visit sites like answerthepublic to see where your target audience struggles most. Your content should strive to address the issues in ways your audience hasn’t on their own. 

Content Marketing Tips to Increase Sales

Answer Your Customers

If you’re interested in picking up a few extra tips on how to retain sales, engaging with customers is the first method to try. Your customers, whether they’ve been with you for years or recently signed, appreciate communication. If a customer drops a comment on a blog post, respond to it. Get the conversation rolling and let readers know that you’re interested in their thoughts. 

On the other hand, you should also aim to put out fires. Should someone leave a negative review or comment, address them. Even if you’ve lost a client, future readers and prospective customers will take note of your response time and willingness to amend issues. 

Remember that poor service can lead to a loss in clients. Nextiva reported that one-third of consumers said they would consider switching companies after just one bad customer service experience. So, give clients the best experience possible!

Make Your (Brand) Voice Heard

People are drawn to distinct brand voices. Your particular voice should be easy to spot in a crowd. Not only does it assist in sales down the line, but it also separates you from the competition. 

A stellar example is Cards Against Humanity. As opposed to your typical FAQ section or “Contact Us” page, they tailored it to their style. While being this ruthless isn’t a strategy that’ll interest everyone, the main takeaway is to find a brand voice and stick to it.

A distinctive voice is a prime example of how content marketing drives sales. It shows viewers and potential customers that you’re proud of your brand. It also establishes you as your own company and can lead to conversions on social media, on landing pages, or in CTAs. 

Customers Love a Good Story

Much like establishing a unique voice, customers also appreciate a good story every now and then. A great story can make your blog much less dry and more relatable to readers. Plus, it shows that you’re more down to earth with your approach to content and legitimately want to start a conversation, not just talk at someone.

Convince and Convert has a few solid tips you can use to improve your storytelling. Among their advice, they suggest that you get personal with stories, upgrade your endings, and address readers’ needs.

Final Thoughts

At the end of the day, it’s fair to wonder how content marketing drives sales for your business. After all, everyone always talks about the importance of content marketing. But, it’s nice to know what it can do for you and just how far its reach is. With a good story, customer communication, and a distinct brand voice, you’ll be able to cash in on your content marketing for a long time. 

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Thought Leadership Package? 

At, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.