How Does Content Marketing Drive Sales? + Case Studies

Posted : October 30, 2022

Word Count: 1358 

( 5 Min )

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.

However, how does content marketing help a business in the long run? Marketing efforts can surely bring in many interested consumers initially but potentially dwindle the longer you’re in business. 

Even with a proper content marketing system, efforts can sometimes yield less than savory 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.

3 Case Studies That Show the Real Impact of Content Marketing

Case studies of businesses using content marketing to significant effect include HubSpot and Unbanked.

We made great results for Grove Group Management. It’s an investment vehicle led by former NFL Superstar Tiki Barber. We worked closely with their team to generate dozens of super high-value press hits, including Fox, CNN, the WSJ, Forbes and Cheddar. As a result, we got dozens of industry-specific mentions and brand awareness.

Another case study that is worth mentioning is Unbanked. We helped them reach more than $20m in annual revenues; raise $2.7m in new funding; pull in more than 8k high-impact clicks per month; raise their domain rating to 61; and get the founder featured in almost 40 publications, including as an expert in Newsweek. Besides, we raised their Domain rating from 35 to 63 in a few months. Read the full case study for more details.

HubSpot is a software company that uses content marketing to attract and retain customers. They produce blog posts, articles, videos, and social media posts relevant to their audience. As a result, they have seen increases in web traffic, leads, and sales. 

If you want to try content marketing for your business, book a call today, and we’ll create a strong SEO strategy for you.

How Content Marketing Drives Sales

Content marketing is creating and sharing valuable content with your target audience to achieve specific marketing objectives. These objectives might include increasing brand awareness, driving website traffic, generating leads, or selling products or services.

 

Increases Website Traffic

 

One of the main goals of content marketing is to boost website traffic. Businesses can achieve this in many 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 increase. A strong call-to-action, concrete landing pages, and useful content are just a few 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 your niche, 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 always stays relevant; it’s the kind of content viewers can refer back to repeatedly. 

If you haven’t guessed 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 elements often seen in non-evergreen content. 

For example, you may see a large spike in engagements if you write relevant content now. However, soon after, you’ll experience the flatline, when 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, 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 answer the public 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. 

The Benefits of Using Content Marketing to Drive Online Sales

Content marketing is a way to attract and retain customers by creating and sharing valuable content. The objectives of content marketing are to create awareness, build trust, and generate leads and sales.

Content can be blog posts, articles, videos, infographics, or social media posts. Businesses that have used content marketing to great effect have seen increases in web traffic, leads, and sales.

Tips for creating successful content marketing campaigns include understanding your audience, targeting the right channels, and using engaging formats. With these tactics, you can create effective content that engages customers and drives sales.

Content Marketing Tips to Increase Sales

Below you’ll find the best tips to increase sales using content marketing for your business.

Answer Your Customers

If you’re interested in picking up a few extra tips on retaining sales, engaging with customers is the first method to try. Your customers appreciate the communication, whether they’ve been with you for years or recently signed. If a customer drops a comment on a blog post, respond to it. Get the conversation rolling and let readers know 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 of 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. Instead of 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 establishes you as your own company and can lead to conversions on social media, landing pages, or CTAs. 

Customers Love a Good Story

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 content approach and legitimately want to start a conversation, not just talk to someone.

Article Writing Co 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.

However, it’s nice to know what it can do for you and 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. 

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