There’s no shortage of reasons to get involved with content marketing, but one of them stands out from the rest: the potential to drive sales. 

You can create as much content as you want, but if it doesn’t result in sales and revenue you’re spinning your wheels. This article breaks down the ins and outs of how content marketing drives sales, the types of content to explore, and more.

How content marketing works to increase sales

There are three words to keep in mind when creating content to drive sales:

• Relevant: The content you create should be relevant to what you’re selling. For example, if you’re selling web design services, write on topics such as design tips and trends, responsive design, mobile design, and typography.
• Unique: A unique perspective is critical to reaching the top of the search engines, hooking your audience, and leading them to make a purchase. 
• Quality: There’s a difference between content and quality content. Your goal is to create content that’s 10x better than anything else that’s been published.

Don’t ever let these words slip your mind when creating content. They’re critical to creating content that generates leads.

Your prospective clients are searching for content that’s relevant and trustworthy. Think of your content as the open door to your website and you’re inviting them to walk through it. 

Once they determine your content is authoritative (gives them the answers they need), they’re more likely to fill out a contact form. 

What kind of content will drive sales?

There’s no right or wrong answer to this question. 

The more you test and experiment, the easier it becomes to determine what does and doesn’t work. You can then use this data to decide where to allocate your resources.

Use tools such as Google Analytics or Google Search Console to keep track of how content performs. 

If you need a jumping-off point, here are five types of content that can drive sales.

1. Blog posts

One of the easiest and most efficient ways to get involved with content marketing is to create a company blog. You can share various types of content, including but not limited to:

• How-to articles
• Industry news 
• Q and A interview style blogs
• Frequently asked question lists
• Informative content

Our “How Much Does Content Marketing & SEO Cost?” blog post is a good example of informative content. 

You have full control over what you publish on your blog. The only thing holding you back is your imagination. But it’s safe to start by answering your clients’ questions in the form of blogs, videos, or infographics. 

2. Case studies

An in-depth examination of a relationship with a particular client. The best use of a case study is to show potential clients what you’ve done for other clients in the past. 

Include the following in your case study:

• An overview of the customer
• The problem the customer was facing
• An introduction of your product or service
• The results

The best case studies are those that are specific to your target audience and include impressive results. Anyone who reads it should come away thinking that you can provide them with the same results. 

3. Social media updates

Even though social media use has leveled off over the past three years, 72 percent of U.S. adults say they use at least one social media platform. These include Twitter, Facebook, LinkedIn, and Instagram among others.

Just the same as your blog, you have full control over what you share on social media. Experiment with posting some or all of the following:

• Content that lives on your website, such as blog posts
• Industry news
• A unique opinion on a specific topic or news story
• Original images and videos
• Infographics

In addition to fresh updates, take the time to engage with your audience. It’s just as important to your long-term success. 

4. Infographics

Some people are visual learners. These people find it easier to digest information via an infographic, as opposed to a blog post. 

The two best places to share infographics are your company blog and social media platforms. Some infographics can be published as a standalone piece, while others are accompanied by text. 

Don’t shy away from creating infographics because of the perceived cost. There are many tools that can help you create professional-quality infographics without overspending. 

5. Email content

Content marketing and email marketing may be two entirely different strategies, but they can work together to help you reach your goals. 

Share these types of content with your audience via email:

• Newsletters
• Surveys
• Customer check-ins
• Case studies
• Free downloads

As you become more familiar with these ideas, you’ll find that there’s plenty of crossover with your content marketing strategy.

One of the best examples is the creation of case studies as part of your content marketing plan. 

Once you publish a case study on your website, share it on social media and with your email marketing list. This is a quick way to increase the number of people who see your best content.

Reminder: You don’t need thousands of people on your email list to achieve results. A small, targeted list is better than a large list of people who don’t really care what you say. 

Consistency is the name of the game

It’s one thing to create content, but another thing entirely to consistently create content. Without consistency, it’s difficult to build and maintain a loyal audience. 

There are two keys to consistency:

• Setting realistic goals and expectations: Setting the goal of publishing three blog posts per week sounds like a great idea, but that’s only the case if you can maintain consistency month over month. You’ll burn out quickly if you bite off more than you can chew. 
• Building a team to assist you: Speaking of burnout, content marketing success can be directly traced to your team. Do you have someone to help create content? Who will you lean on to distribute it? Who is responsible for tracking results? 

Create a consistent posting schedule, stick with it for three to six months, and closely monitor what happens. 

Kaleidico — content marketing to boost sales

The takeaway is that there are various types of content you can create to reel in potential new clients and generate leads on your website. 

Leverage your already existing resources such as your website and social media pages. Entice readers to contact you by positioning yourself as an expert on your topic through content. 

At Kaleidico, our team is available to assist with all facets of content marketing. 

From content creation to distribution, we’re a one-stop-shop for all your content needs. Even better, we have a proven framework for understanding your audience, engaging them, and using various types of content to generate sales.

If you’re ready to take the next step, learn more about our services today. 

Photo by Andrea Piacquadio.