How To
9 min read

How to Use Content Marketing to Boost Conversions and Make More Sales

Soniya Khubchandani

June 15, 2022

You know that feeling when you have an awesome insight or “aha” moment?

That's the exact feeling your buyer has when they realize that your product or service can solve their problem.

However, you have to present it in a way that speaks to them and helps them understand why it's relevant. Otherwise, they'll ignore it, and it'll never cross their minds again.

So, how do you get a potential customer from, "Oh wow, I didn't know I could do that!" to, "I'm going to buy this right now!"? 

It's all about the content.

In this blog post, we'll look at how content marketing helps generate leads, increases conversion rates, and grows your business.

How does content marketing drive sales and conversions?

Content marketing is all about creating valuable, engaging content that helps your audience: 

  • Solve a problem
  • Achieve their goals
  • Make decisions

When you create this content, you're not selling to your audience—you're helping them. When they trust you as an expert, they'll be more likely to purchase from you.

Here are a few ways content marketing can increase conversions and sales:

Attract relevant buyers to your site

If you're looking to bring in more customers, you need to ensure they’re finding your site. No matter how good your product is, if people can't find it, they won't buy from you.

Content marketing helps you guide relevant buyers to your site by providing them with the information they want and need,whether it's a:

  • Blog post
  • Infographic
  • Video

By delivering helpful, informative content that speaks to your audience's specific needs, you can attract buyers who are ready to engage with your business.

Engage your leads at all stages of the sales funnel

A content marketing plan can help you nurture leads throughout the sales funnel. You need to provide prospects with the most relevant content for their stage in the buying cycle.

The first step is to get them interested in your product or service. You can accomplish this by sharing helpful information about your industry and related topics.

For example, if you're a SaaS company with a product that helps businesses increase their email open rates, you might share tips on writing emails that get opened by readers.

Once you've gotten the reader interested, they'll need more details before deciding on whether to buy from you. In this stage of the process, consider sharing case studies or stories of how companies could improve their email open rates by using your software.

Finally, once they've decided that your product is right for them, give them some resources for making an informed purchase decision. If possible, include a demo of the software so they can see exactly how it works before buying anything!

Add steps to the sales funnel

Keeping people engaged with what makes your business unique will increase your website's conversion rate. Think of ways to provide them with smaller pieces of what they desire.

By producing quality content, you can attract people interested in your product or service and get them to:

  • Sign up for your newsletter
  • Download an eBook
  • Inquire about your product or service 

This way, when you sell, you'll already have a pool of potential buyers.

Your conversion rate can grow by adding more steps to the sales funnel. By making each step smaller and more achievable, you can build trust with customers.

This makes them more likely to convert at each next step..

Keep your audience engaged

Content can help you engage with your audience, but only if it is interesting and valuable. 

Your content should be:

  •  Well-written
  • Accurate
  • Relevant to your audience 

If you can provide useful information that helps your readers solve a problem or understand something better, you will succeed in engaging with them.

For example, a blog post that provides tips on saving money on groceries would be more engaging and useful than a post about the latest celebrity gossip.

People are bombarded with content every day, so they will tune out anything that isn't interesting or useful to them. If you want people to read your content and care about what you have to say, it needs to be something worth their time. 

Information that helps them solve problems or learn something new is more likely to engage readers than fluff pieces designed solely for entertainment value.

Establish brand authority

In today's business world, establishing your brand authority in your industry is critical. Content marketing can help you achieve this by demonstrating your brand's thought leadership and expertise.

You show this through the topics you write about and how you present that information.

As a result, potential customers are more likely to trust and engage with your brand, because they see that you are a credible source of information.

You can create authoritative content by:

  • Writing detailed blog posts or articles that show your in-depth knowledge of a particular topic
  • Creating helpful infographics or videos that make complex concepts easy to understand
  • Coming up with well-researched case studies that demonstrate the results you've been able to achieve for other clients

Answer potential customers' questions

By creating helpful and informative content, you can answer any questions that potential customers might have. You can also give them the information they need to make a purchase decision. 

In other words, good content can help convert leads into sales.

However, it's not enough to churn out any old content. It needs to be high-quality, relevant material that provides value for your target audience. 

If you take the time to create truly useful content, it should result in increased website traffic and improved conversion rates.

Provide more customer touchpoints

Content marketing can help provide more customer touchpoints in a variety of ways.

For example, if a company produces blog content, that content can also be shared across social media platforms.  This serves as an additional way for customers to engage with the brand.

Additionally, suppose a company produces ebooks or whitepapers. These types of content can be gated behind forms that require contact information from the user.  This gives the company another way to reach out and communicate with its target audience.

Ultimately, content marketing gives you a chance to reach customers in new ways. It also lets them engage with your brand in ways that aren't just one-way transmissions of information.

Content gives people something to: 

  • Interact with
  • Discuss with others 
  • Share with their friends

How to take your buyer from awareness to conversion with different types of content

Buyer's journey
Hubspot

The journey from finding a product to buying it is long for most consumers.

It starts with research and ends with the purchase. In between, there are many steps.

As you're developing your content marketing strategy, it's critical to understand all types of content you can create to engage with your audience at each stage of their journey.

Types of content for the awareness stage

The awareness stage is the first step in the buyer's journey.

Awareness is what happens when your target audience realizes that there's a problem or issue in their life that needs fixing.  However, it doesn’t mean they will necessarily fix it right away or as soon as possible.

In this stage, you start getting people's attention and make them aware of your product or service.

The following are content formats you can use to take your buyers from the awareness stage to the consideration stage:

1. Blog post 

Blog content is a great way to make your brand feel more human and real. It allows you to create a relationship with your audience, so they feel like they know you, trust you, and believe in what you have to say.

Blog content can help you:

  • Build your brand
  • Give your customers a reason to talk about you and share it with their friends and family
  • Increase your visibility in search engines
  • Allow customers to look at how things work behind the scenes and what makes you special
  • Show off your personality and culture

2. Social media post 

Social media content allows you to connect with potential customers and followers you may not have otherwise had access to. This enables you to build relationships and interact with your target audience more personally.

You can use social media platforms to:

  • Promote your new product
  • Answer customer questions about your product
  • Find out what customers are saying about your product
  • Create a community that supports your brand

3. Whitepaper 

The whitepaper is the most important piece of content you can create during the awareness stage.

It's a document that provides a detailed explanation of your business model, product, and industry. It's an opportunity to educate potential investors about what your company does and how it works.

You can use it to:

  • Explain why your product is valuable clearly and concisely
  • Get people excited about what you're doing by sharing the story behind it
  • Demonstrate your company's expertise by citing studies or data that support your claims (if you have them)

When creating a whitepaper, consider what questions potential investors would have after reading it. Then create content that clearly answers those questions so they feel confident investing in your company.

4. Checklist

Checklists are short, sweet, and easy-to-digest pieces of content that offer value without requiring a huge investment of time. 

They're perfect for those new to your industry or service, because they provide the bare minimum amount of information needed to understand it without being overwhelming.

Checklists can also be used as an entry point into more significant pieces of content (like blog posts or videos) by including links at the end. This allows readers to learn more if they want to dig deeper into the topic.

5. How-to video

The how-to video is an excellent way for you to quickly teach your audience something,like how to make an apple pie from scratch. Additionally, they are a perfect way to demonstrate how a product functions or how to operate it properly.

When creating How-To Videos for your brand, keep it simple and engaging by using real people who aren't afraid of messing up. 

If your audience can relate to what they see on their screens, they'll be able to follow along with what you're teaching much more easily.

6. Ebook

Ebooks are the easiest way to produce a lot of educational content quickly and cost-effectively. 

Once you have an ebook, it's easy to repurpose it into:

  • Blog posts
  • Newsletters
  • Other forms of social media content 

There is no need for them to be long. They just need to be interesting and informative enough for people to want to read them.

Ebooks are a great way to convey information because they:

  • Help your audience better understand your product or service, leading to more conversions
  • Are shared easily on social media platforms
  • Set you apart from other businesses
  • Build trust and credibility with your audience

Types of content for the consideration stage

In the consideration stage, your target audience is aware of their problem and starting to look for solutions. They know what they need, but they're unsure which product or service is the best fit.

At this stage, potential buyers:

  • Weigh their options
  • Consider the pros and cons of each choice
  • Decide which product they'd like to buy (if any)

They will usually look at things like price, quality, and availability when deciding.

Here is a list of content formats you can use to take your buyers from the consideration stage to the decision stage:

1. Product comparison guide

Product comparison guides allow customers to compare your product with other products on the market, which can help them make their final decision. 

This is your chance to educate your customer about all the features and benefits that make your product worth their time and money.

2. Case study and testimonial

If you're selling a product or a service, it's not enough to tell people about it. You need to show them why it’s great. 

The best way to do that is through case studies and testimonials. These are real-world examples of how your product or service helped solve a problem for someone else. 

They're incredibly powerful in convincing potential customers that you can help them too.

3. Free trial

Free account example
Copy.ai free account

If you have a truly great product, letting people try it before purchasing is the best way to persuade them to buy. 

This could be in the form of a free sample or trial period. 

You'll increase the likelihood of potential customers buying from you if you give them a taste of what you offer.

Types of content for the decision stage

In the decision stage, your potential client is reaching the end of their buyer’s journey.. 

They've been through a ton of information, and now they want to see what it looks like in practice. They've narrowed down their options and are ready to make a purchase.

Your goal at this stage is to have the customer commit to purchasing your product or service.

While the following examples might not technically be content in and of themselves, it’s a good idea to target these types of offers to potential customers via content channels like email.

Then, you can move the customer from the decision stage to the retention stage, where you encourage them to become advocates for your brand.

1. Live Demo

A live demo is an invaluable part of closing a deal, because it allows you to show off all the features of your product or service, regardless of how long it takes to discover on their own. 

You can also show off any special features unique to your company, such as custom functionality or third-party integrations with other services.

A live demo is the best way to:

  • Show your product in action
  • Walk customers through any functionality you have built
  • Answer all their questions and explain the product in detail

2. Consultation offer

Consultation calls allow your potential customer to talk to a real person about their business needs and problems. 

This is one of the most powerful ways to close the deal. 

It allows you to uncover any objections that might have prevented them from making a purchase, such as:

  • Budgeting issues
  • Timing constraints
  • Internal approval processes

You can also use consultation calls to upsell customers who are ready to buy into your higher-tier packages but need help deciding which one is right for them.

3. Coupon

Coupons are an essential part of the decision-making process. 

They help customers make better choices at the point of purchase and motivate people to buy things they might not otherwise have considered buying.

You can also use them to create urgency and get people to purchase your product right away.

Conclusion

Content marketing is a long-term strategy that requires you to think about your customers, their needs, and how you can help them. 

It's all about building trust with your target audience. To achieve this, you need to create content relevant to your audience by researching what they are looking for and what type of information they need to make a purchase decision.

Are you looking for an easy way to create great content? Luckily, there is one solution: Copy.ai!

It's an AI-powered tool that can help you create high-quality content fast, without spending hours on research or copywriting. You simply type in a topic, and Copy.ai will generate an informative blog post, or article within a few minutes.  You can experiment with a nice list of free AI content tools.

Try it out today!

Ready to level-up?

Write 10x faster, engage your audience, & never struggle with the blank page again.

Get Started for Free
No credit card required
7-day trial of Pro
90+ content types to explore