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.
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.