How Does Content Marketing Help Increase Sales?
One of the biggest questions companies have about content marketing is… Does it really help me increase sales? The simple answer is yes.
Yet, sometimes connecting the dots between content marketing and sales isn’t so simple. Why? Because it’s not always a direct connection. Let me explain, but first let’s take a step back and review what content marketing is and why it is getting so much attention.
What is Content Marketing?
According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
In other words, your content should engage potential customers and entice them to take action. Simple, right?
Why Content Marketing Matters
Research shows that 70% of the buyer’s journey is complete prior to speaking with a salesperson (SiriusDecisions). Think about that for a moment. A whopping 70% of the purchase process is over before sales has an opportunity to influence it. That’s where content marketing comes in. It helps guide your prospects on their journey with the click of a mouse. In fact, according to a recent Moz study, over 88% of consumers use online search to seek out information about a company.
Are you providing answers to your prospects questions, or is your competition?
Are you providing answers to your prospects questions, or is your competition? Click To Tweet
How Content Marketing Drives Sales
Ok, so back to the connection. As I mentioned earlier, it is not always a direct one. According to the above definition, content marketing should “drive profitable customer action.” So, what exactly is profitable action? It depends on how you define it. For some, the expectation is a closed sale. Although content marketing can and does sometimes lead directly to a sale, a more typical path nudges prospects to take a series of smaller actions that eventually result in a closed deal.
Let’s take a look at six profitable actions that result from content marketing.
- Creates brand awareness
In order for people to buy your product or service, they first need to know it exists. Quality content helps prospects find you when they are searching for the right solution for their needs.
- Educates prospects
Educational content is an effective way to help potential customer’s identify their own needs and concerns early in the buyer’s journey. Show prospects what they are missing, and how your product or service fills that need without the hard sell.
- Builds trust and credibility
With the sheer volume of media your prospects see every day, it is no longer enough to simply expose them to your product or service—you must earn their attention and consideration. Content that positions you as an industry leader doesn’t just tell potential customers how great you are, it proves it.
- Develops relationships
Consistently creating and publishing valuable content is the key to building and nurturing relationships over time. Sharing helpful tips and other resources shows your prospects you care about more than just the sale. Creating a connection on a personal level will ultimately bring them closer to purchasing.
- Drives traffic and produces inbound leads
Content is essential to drive the right traffic to your website and convert them to leads. Developing quality, relevant content that addresses the needs of searchers improves your chances of being found. Satisfied searchers will engage with your site, which gives you the opportunity to impact their journey.
- Provides sales enablement tools
Your sales toolbox should include more than just product sell sheets and brochures. Items such infographics, guides, case studies, and white papers are designed to help salespeople attract, engage and convert leads into customers. It provides a value-added reason for sales reps to reach out to prospects, and arms them with the information needed to address and overcome common objections.
While the content marketing journey to a sale is not always a straight line from point A to point B, it is always a worthwhile one to take. Content marketing is not a substitute for a top-notch sales staff, it should open the door and make easier for them to walk through it.
To learn more about how NuGrowth can help increase your sales with content marketing, contact us at 800-966-3051 or fill out a short contact form today.