3 Ways to Drive Leads and Sales with Content Marketing

Offering your audience original content that provides educational insights, a solution to a problem and entertainment value is key to generating leads for your company. In this blog post, we’ll discuss how to artfully create marketing content like blogs, podcasts, videos and more to draw your audience in and keep them coming back.

Connect with your buyers

Spend less on advertising and increase organic website traffic by consistently delivering a useful and relatable perspective to your customers through content marketing. By strongly branding your business with content, you allow your audience to recognize you, and develop a sense of familiarity and connection. This approach will enable you to speak directly to your clientele in an engaging way while growing your relationship.

3 types of content you should be using

Don’t limit yourself to one marketing channel or tactic. To attract more of the right buyers, you also need to expand on the types of creative, authentic content you produce. Here are some of the most effective kinds of content.

1. Blog posts

Blog posts are a great way to establish your company as a knowledgeable and trustworthy resource. Generating three times more leads than advertising, blogs make your website more likely to be found through organic search, which increases your reach. Creating an engaging and helpful environment through your blog encourages readers to return consistently.

2. Case studies

Case studies tell compelling customer stories that you can use as part of your marketing strategy to help your sales team close deals. When preparing to make a purchase, 97% of B2B companies say case studies are the most reliable way to encourage the sale, because they share real anecdotes about customers who solved a problem with your product or service. Consider this kind of content an in-depth testimonial for your company.

3. Ebooks

Build your brand’s credibility with ebooks or white papers that serve your potential customer's valuable information. Downloadable how-to guides or reports can drive sign-ups to your email list, while also strengthening your content output. Use your blog posts, ebooks and case studies to add to your social media without creating all-new posts, and save yourself some time.

Convey who you really are

Who you are and what you stand for are important messages that your customers want to see reflected in your content marketing. Your company’s purpose and values should be obvious, and authentically present in every piece of content you create. Whether it’s a commitment to sustainability, inclusivity or another priority, your communication needs to be transparent and clear to build trust.

Strong content marketing drives business

Like a good friend, get to know your customer base intimately to deliver the types of content they’re looking for. By consistently nurturing your relationship with your audience, they will come to trust you as a leading and valuable resource to look to and buy from.

Afton Brazzoni is the founder of Scribe National, a B2B content writing studio. She is passionate about helping businesses grow their audiences and revenues through content marketing.