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How Content Marketing Drives Sales: A Detailed Look

Published by wadialbada
December 1, 2023
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Nowadays many people wonder if content is still king since some businesses get good results with things like email and social media marketing, mentions across other brands, and unique products or offerings.    

Guess what? We know for a fact that “good” content is still king in 2024 and beyond. How do we know that? Some of our partners are in highly competitive industries but are crushing their competition with E – A – T (Expertise, Authority, Trustworthiness) without any noticeable link building activities.

Rather than considering content a part of your SEO, we recommend that you think of SEO as a part of your content strategy. Don’t write content with a focus to just rank, create content that provides real value to the audience.

Then comes the content marketing part. Developing good content is not enough; you need to create a strategy to reach out to your audience and make them involved in your business. 

But how can content marketing help you? This is what we will talk about today. 

What is Content Marketing?

If you are wondering how content marketing drives sales, perhaps first you need to have a clear idea about what is involved in content marketing that makes it a must for all types of businesses online.

In its simplest terms, content marketing is a way for you to attract and engage with your audience by creating valuable information. Instead of directly promoting a product or service, you provide useful content like blogs, articles, videos, or social media posts. 

What’s the goal? To build trust, establish your expertise, and ultimately encourage people to choose your products or services when they’re ready to make a purchase.

There are different types of content marketing and your strategy will be crafted based on your business type and goal. But the most common ones are:

1. Blogs

If you have a website, you will have to publish and update blogs regularly so Google finds your platform active and informative. That’s the SEO part. Blogs are a great way to introduce your business and its offerings to your target audience, build brand awareness and credibility,  improve rankings through SEO, and foster user engagement.

You have to do your keyword research carefully and then make every article highly informative. You should add as much personal input as you can instead of collecting information from your competitors or other sources. Cover everything about the topic so the user does not have to visit another website for further information.

2. Videos

Videos and reels are all the craze now because they engage people more effectively than texts or images alone. You need visuals to capture attention and convey information quickly and build emotional connections. 

The best part is that you can do video marketing on many different platforms, starting from your own website to video sharing sites like YouTube to different social media platforms like Facebook or Instagram. 

3. Podcasts

You should try podcasts to share your industry expertise, tell compelling stories, and connect with the audience on a more personal level. You can share industry insights, discuss trends, provide tips and tricks, and offer in-depth analysis on relevant topics.

But always make sure that your spoken words convey emotions, tone, and personality. Empathizing with your audience and understanding their pain points is the key. Have a storytelling approach to help humanize your brand.

4. Infographics

One of the primary purposes of infographics is to simplify complex information with visual elements like charts, graphs, icons, and images. Infographics are highly shareable across various digital platforms, including social media, blogs, and websites. 

The visually striking nature of infographics makes them more likely to be shared and reposted. This helps extend the reach of your content and increase brand visibility. Your infographics should take the audience on a journey where the information is presented in a logical sequence that guides the viewer from one point to the next. 

5. Paid ads 

Paid ads are all about delivering specific messages to a well-defined audience. Remember that not all of these messages need to be promotional. Instead, focus on providing valuable information about your brand and products, or addressing the needs of your customers. 

Some of the most effective channels are Google Ads, Facebook Ads, and LinkedIn Ads where each platform facilitates different ad formats for flexibility in content delivery, such as text, image, video, or carousel ads.

6. Social media posts 

If your business is not available on the top social media platforms, you are missing out on many great opportunities to reach a wider audience base and generate quality leads. After all, close to 6 billion people are projected to be social media users by 2027. 

In order to win prospects, you have to consistently post different types of content, including polls, quizzes, stories, and live videos to keep your audience engaged. But that’s not enough.  You also have to respond to comments, messages, and mentions promptly to encourage a sense of community. 

7. Emails

You have to divide your email list into segments based on demographics, behaviors, or preferences to make your email marketing campaign more effective. Personalization is your way to improve engagement significantly. 

Aside from that, create automated drip campaigns to send a series of targeted emails over time. This will allow your prospects to be guided through the customer journey. Experiment with different elements of your emails like subject lines, content, and CTAs to optimize performance.

Content Marketing & Sales Funnel/Buyer’s Journey

Since you want to know how content marketing drives sales, you also need to be familiar with the sales funnel and the buyer’s journey to better understand how content marketing impacts every stage of the funnel.

The sales funnel and the buyer’s journey are both concepts that businesses use to understand and map the process through which a potential customer becomes an actual customer. 

While they are similar, they focus on the different aspects of the customer’s experience. Here is a visual representation of both concepts with the role of content marketing.

Sales Funnel

As said before, a sales funnel specifies the customer journey from awareness to purchase while outlining the different stages a potential customer goes through before making a buying decision. 

It is called a “funnel” because there is a drop-off of potential customers at every stage and the funnel narrows as you move towards the bottom where conversions happen. 

Stage 1: Awareness

This is where you try to attract the attention of your target audience. At this stage, you should focus on creating brand awareness and providing valuable information related to the industry or the pain points your product/service solves. 

What type of content to create? Blog posts, social media content, infographics, and videos are the best options here. 

Stage 2: Interest

Here you give your best to capture the interest of the potential customers and move them to the next stage. Your content should address specific problems or needs that your audience has. This could include in-depth blog posts, ebooks, whitepapers, and webinars with a goal to position your brand as a solution to their challenges.

Stage 3: Consideration

You see how your potential customers evaluate your product or service against your competition. Here you provide detailed and comparative content that educates your audience about your offerings. Case studies, product demos, and expert guides are effective at this stage.

Testimonials and reviews from existing customers also play a crucial role in building trust. 

You also want to offer content that encourages action. This could be free trials, product samples, or exclusive discounts. 

Stage 4: Action

This stage is in every business’s dream where a lead finally turns into a paying customer. Your content should now focus on facilitating the purchase process e.g. detailed product information, customer testimonials, and FAQ sections.

Stage 5: Loyalty

You want return customers. The objective of this stage is to convert satisfied customers into brand advocates. You should encourage your happy customers to write reviews, create unboxing videos, or share their experiences on social media.

Buyer’s Journey

While the sales funnel considers a business’s perspective, a buyer’s journey focuses on the stages a buyer goes through during the process of making a purchase decision. It focuses on the customer’s perspective and their informational needs at each stage.  

Stage 1: Awareness

At this stage, the buyer is recognizing a problem or need but does not have the potential solutions. 

Your sole priority should be educational content in forms of blog posts, infographics, and videos, which should also be SEO-optimized. 

Stage 2: 

The buyer is actively researching and considering various solutions to their problem or need.

This is your opportunity to provide them with different solutions, including your product or service. Webinars, ebooks, whitepapers, case studies, and product comparison guides work best.

Stage 3: Decision

The buyer is ready to make a purchase decision and is evaluating specific products or services.

What to do now? Help them make an informed buying decision offering detailed product demonstrations or free trials and discounts. You can also showcase positive experiences from existing customers to help them build confidence in your brand.

How Content Marketing Drives Sales?

So far, you have seen how content marketing can guide a lead or prospect all throughout the buyer’s journey and finally help make them a proud buyer of your product or even a return customer. We used these concepts to give you a clear idea about the role of content marketing in boosting sales. 

Now we will delve into the nitty-gritty of how content marketing works its magic and transforms casual browsers into loyal customers.

Building Trust and Credibility

When your audience finds valuable and relevant information from you on a regular basis, they begin to think of your brand as an authority in the industry. This trust lays the foundation for a lasting relationship.

People are more likely to make a purchase from a brand that they trust, and content marketing helps you establish that trust from the ground up.  

Creating Brand Awareness

If your brand is on top of your clients’ mind when they are ready to buy, you can be sure that you are on the path to success. This happens only when you are able to successfully create brand awareness, and content marketing is one of the best ways to achieve that. 

You have to regularly publish informative and engaging content across different channels regularly. Remember that content marketing is not just about creating blog posts or social media updates. It’s a strategic approach where consistency is key.

Educating and Informing

Instead of bombarding your audience with sales pitches, you should use different content formats such as blog posts, infographics, and videos to communicate your USP (Unique Selling Point) and explain all the features and benefits of your products. 

People should be clear about what sets you apart from the competition. Your brand story should be captivating so the audience can relate to you. Your content should also empathize with the audience and address their concerns. All of this ultimately results in your audience choosing your product when the time comes to make a purchase.

Nurturing Leads

Not every visitor to your website is ready to make a purchase immediately. Content marketing helps you nurture leads through the sales funnel. 

With a variety of content tailored to different stages of the buyer’s journey, you can keep your audience engaged and guide them towards making a purchase decision. Whether it’s blog posts, case studies, or email campaigns, you can be there in front of your audience when they look for your products or services. 

Leveling Up SEO

Content marketing and SEO go hand in hand. Google loves and encourages fresh and relevant content. You will need content for every SEO approach, from on-page SEO to link building to social media marketing and more. 

Some may say that if you can create quality content then you won’t have to worry much about link building and SEO. This is true to some extent but SEO is still necessary to give that extra push needed to dominate the SERPs.

So, do not spend all of your money and effort on content marketing. Make sure your website is SEO-optimized as well. 

Enjoying Quick Results

If you do not want to go the organic way where you have to wait for some time to see the expected results, you can try paid ads. In case you didn’t know, here the term “organic” means optimizing your website as per Google’s guidelines to make it more visible and rank better.

On the other hand, with paid ads, you can quickly secure the top search results pages and get targeted traffic where the conversion rate increases manifold. Content marketing is necessary for both of these approaches but paid advertising is a proven way to get quality leads in a  relatively short period of time. 

Building a Community

Content marketing extends beyond promoting products; it’s about building a community around your brand. If your content is able to reach the heart and soul of the audience, they eventually make an emotional connection with your brand with a sense of belonging. A strong community not only aids in customer retention but also attracts new customers through word-of-mouth referrals.

Addressing Concerns

We have already discussed in brief how content marketing provides you an opportunity to address common objections or concerns that your potential or existing customers have. Whether through blog posts, FAQs, or video content, when you  proactively provide solutions to common issues, this demonstrates transparency and builds confidence in your brand.

Measuring KPIs

One of the strengths of content marketing is it gives you the ability to track and measure its effectiveness. You can use analytical tools like Google Analytics, Moz, or Semrush to monitor the performance of your content and understand what resonates with your audience. 

With metrics like website traffic, social media engagement, and conversion rates presented in front of your eyes, you gain valuable insights into the success of your content marketing efforts. By analyzing these metrics, you can refine your strategy and continuously improve your content to drive even better results.

How Wadi Al Bada Can Help with Your Content Marketing Campaign

Content marketing is a strategic approach where careful planning and execution is involved to drive real results and grow your business. Not every content marketing or digital marketing agency has the experience or expertise to understand the unique needs of every business in the UAE.

However, our team houses seasoned professionals with diverse backgrounds in the digital marketing sector, including SEO, content marketing, PPC, SSM, and web and app design and development. 

As one of the most reliable digital agencies in the UAE, we stay up-to-date with the latest industry trends and best practices so you get to enjoy the most innovative solutions.  Here at Wadi Al Bada, we value transparency, collaboration, and integrity. Whether you are looking to increase your online visibility, drive more traffic, or generate more leads and revenue leveraging the power of content marketing, we are here to help!

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