How to Use Content Marketing to Drive Leads and Sales for Your Business
Producing original content for your target market is crucial to growing a loyal audience and generating revenue for your business. Instead of inundating potential customers with disruptive ads, try creating marketing content like blog posts, podcasts, videos, and more to offer education or a solution to a problem, as well as some entertainment value.
Build meaningful relationships with your audience
Content marketing allows you to decrease the cost of advertising while increasing your organic website traffic and strongly branding your business so current and potential customers can recognize you. You don’t have to be the next viral hit on TikTok to make an impression, but your content does need to be engaging and relatable to establish a relationship with your market.
People want to feel connected to your business before they make a purchase from you. Content marketing can show them that you’re tuned into their perspective, as well as demonstrate that your brand is more than just a faceless company.
3 different types of content to leverage
Various marketing channels and tactics can enable you to create and publish authentic content that stands out and fosters brand affinity for your business. Let’s take a look at a few of the most effective types of content.
1. Blog posts
Blogs generate approximately three times more leads than outbound marketing like advertising, and make your website four times more likely to be found via organic search. This boost in web traffic allows you to provide more readers with helpful information while establishing your business as a go-to resource.
2. Case studies
Case studies (AKA customer stories) are another winning content marketing tactic. When considering purchasing a product or service, 97% of B2B companies say case studies are the most reliable type of evidence to support a purchase, because they tell engaging stories about real customers who you helped to achieve results. What better endorsement than that?
3. Ebooks
Content marketing can also help you grow your email list while strengthening your brand’s reputation. Create an ebook or white paper to provide potential customers with a valuable resource like a how-to guide or research report that builds your credibility, and drives sign-ups to your email list when people download the content.
Finally, don’t forget repurpose snippets of content from your blog posts, case studies, and ebooks for your social media feeds!
Tell your story authentically
Your audience wants to know who you are and what you stand for, so be transparent and forthcoming in your content marketing. Put your face out there, and provide an authentic and clear delivery about your company’s purpose and values.
Communicate what your business prioritizes, such as inclusivity or a commitment to sustainability, so current and potential customers know that they can rely on you to divulge information about your brand. Building trust in this way won’t go unnoticed, and will lead new buyers to support your business.
Drive sales with strong content marketing
Creating and maintaining meaningful relationships with your market is paramount when developing your content strategy. Seek to understand your audience so you can deliver the content they’re looking for in ways that encourage them to engage with and buy from you.
And, make sure you have a compelling lead magnet that will grow your email list and excite your readers. Get Hatch Tribe’s Irresistible Lead Magnet Guide with 40 powerful lead magnet ideas for your business.
Afton Brazzoni is the founder of Scribe National, a B2B content writing studio. She is passionate about helping women entrepreneurs grow their audiences and revenues through content marketing.