How to use content to sell your product

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If you want to sell your products online, you need content. Before PPC and social media, SEO was how businesses could be found online. You can it was the reason search began in the first place. Although technology and the digital world have developed, with PPC and social media now in the picture as well, the concept of SEO has not. Content is still king, and content marketing is not going away anytime soon. Therefore, for your business to stand out from the crowd, you must focus more time on content marketing.

A strong content marketing strategy focuses on:

  • Raising brand awareness
  • Increasing user engagement to nurture current customers and attract new ones
  • Improving ranking on SERPs
  • Provide value to your audience

What kind of content should you create to sell your product?

This depends on the product you are selling and the industry your business is in. However, the most premium types of content used by marketers are:

How to use content to sell your product

  • Newsletters
  • Case studies
  • White papers
  • Infographics
  • Videos
  • Webinars
  • Research reports
  • Social media
  • Blog posts and guest blogging
  • eMgazines and publications

When you are writing content to sell your products, whether it is B2C or B2B, there are a few standardised concepts that apply to both of them.

Firstly, you want to ensure your customer is the star of the content, not your brand. Your products are helping them in some way so let that be known. Your product is just adding to their life. Likewise, you must appeal to a specific audience or niche. Try to avoid selling to everyone. Although your product may help a broad demographic, it is important to personalise the content as much as possible. This can only be done when you speak directly to your customers and what your product can let them with.

Once you know who your audience is and you have perhaps created a buyer persona, it is time to consistently put content out there. Not only does this increase your chance of being seen and building brand awareness, but you also build authority and credibility. Consumers constantly research before buying; this includes looking at brands’ social media. Therefore, if you have content consciously coming out, they are more likely to trust you and make the purchase. In addition, repurpose your content. This means that if you have any content that performs well, you can use that content but put it into a different format, such as a social media post made into an article you can seek to feature in a digital magazine.

Content Marketing Goals

Of course, the content marketing goals vary from business to business, but it will determine the overall business goals. However, there are three categories that can be seen across product businesses.

Make purchasing journey as easy as possible

The aim of your content is to make the purchasing journey of your product as smooth as possible. This includes making sure links of your products are available whenever appropriate and talking about them in your content. Similarly, creating the website with user experience in mind.

Building an email list

An email list is a great way to stay in touch with your customers and continue to provide value for them. However, many struggle with email list because they do not know what they can sell, or how to get people to sign up. As a result, it leaves business owners leaving this tactic out it completely.

However, an email lists builds not only trust and relationships with consumers, but your brand also becomes top-of-mind. You will become the go-to person or brand when they have a need for your product. Remember, it takes a consumer, on average 7 times for them to see your brand and product before making a purchase decision. This moves us on to…

Building awareness

As we just mentioned, the more consumers see you, the higher the chance of them choosing you. So if they see you on the different platforms they spend time on, the more likely you are at the forefront of their mind. Thus, you need to choose the platform on which they spend time on. Where do they consume content? The aim is, therefore, also to increase your number of followers on all platforms you choose to incorporate. Even though numbers do not necessarily equal revenue, to a certain degree, the more people that see your content, the likelier you are to receive more purchases. Therefore, awareness matters, and this can be done through content.

You now know the importance of content creation in selling your product, but how do you know who your audience is? How do we know where they hang out? Why should they buy your product over your competitors? These are the questions to consider before starting with content creation strategy. There are many ways you can use content to sell your product, but the most effective way is by doing the research first and understanding your audience.

Good luck and have fun!

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