Improve Your Content in 7 Minutes

3 ways content marketing drives sales

Episode Summary

If you hate spending sooo much money on social media ads to generate leads and create brand awareness, you’re in exactly the right place. This week’s episode is all about being strategic about the content you put out there, and driving more sales to your business - because after all, isn’t that what we all want? I will explain the three ways content marketing helps boost your sales. So, if getting more clicks, leads, and conversions appeals to you, listen in.

Episode Notes

Hi everyone, thank you for joining me again. 

In today’s episode, '3 ways content marketing drives sales', I explain how to be more strategic about the content you produce to generate more sales. This includes more clicks, leads and conversions.

3 ways content marketing drives sales:

02:16 1. Improving brand awareness and recall

03:38 2. Nurturing and converting leads

5:00 3. Establishing thought leadership and authority

06:15 To recap

Remember to listen to the full episode for all the details.

To learn more about my business marketing services and training courses visit my website: simonecunningham.com

Free session - Followers to Customers Content Funnel Audit (1:2:1 call) 

◾️ Over 30-minutes, we’ll discuss your current content, examine your content marketing funnel and the three essential types of content you need to be creating for your business to attract and convert customers. Book here.

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◾️ Over 30-minutes, we’ll come up with ideas for your PR story pitch and discuss a plan to capitalise on your thought leadership opportunities to get you seen in 2022. Book here.

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◾️ Public relations and thought leadership training to maximise your media coverage and publicity opportunities in podcasts, videos, social media and online publications. Limited spots are available. Enquire here.

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Thank you for listening. Please remember to rate, review and follow me if you found this episode valuable. 

Enjoy the rest of your day. I'll see you in the next episode.

Simone 🌸

Location: Gold Coast, Australia.

Episode Transcription

 3 ways content marketing drives sales

Welcome to Improve Your Content in 5 Minutes, the podcast that’s here to make your business’s content, videos and public relations memorable through tips and hacks that can be learned in minutes.

Let’s play a little game. Put your hand up if you hate spending money on social media ads to generate leads and create brand awareness? Keep it up if you wish there was another solution? 

If your hand is still up, you’re in luck, because this episode is all about being strategic about the content you put out there and driving more sales to your business - because after all, isn’t that what we all want?

So if you’re interested in creating content to boost your sales, keep listening.

I’m Simone Cunningham, a content and public relations expert, with 20 years of industry experience, and every week I share actionable tips about content, video creation, and how to get your story featured in the media and online, so you can take your business from invisible to in demand.

To learn more, visit me at simonecunningham.com.

You don’t need me to tell you, that the pressure to keep putting new content out there for your business is intense. 

It’s also relentless, and unfortunately, you need to keep doing it day after day so your business stays at the top of your customers’ minds.

Probably, the most frequently asked question I receive is, "What kind of content do I need to be creating?

When I hear that, what I think they really want to know is “what kind of content will attract more customers and drive more sales”.

And I get it. At the end of the day, every piece of content you put out there needs to have a purpose, because there’s a cost attached to producing it, whether it be your time or money.

So today let's delve into the three ways content marketing helps to drives sales, so you can be more strategic about every piece of content you create.

1. Content marketing improves brand awareness and recall

If you’ve ever seen a graphic of a content marketing funnel, you’ll notice that, like a sales funnel, the top is very wide. This is to show that at the top of the funnel, the goal is to attract as many people as possible into it.

How do you do that? Through sharing educational and valuable content in your social media, in podcasts, video content and on your website blog. Yes, people still read those!

Your potential customers need to discover you somewhere, and by reading your content, they will learn more about you.

If they like what they see, they may even choose to sign up to your email list and then, in time, buy from you, as long as you keep delivering valuable content.

This is also known as the “buyer’s journey”. Here you’re taking them from the “awareness stage”, to the “consideration stage” and then, ultimately to the “decision stage”. This is where they of course purchase from you.

To learn more about this, I recommend you listen to my earlier podcast “3 Essential Types of Content Marketing to Attract and Convert Customers”. Here I take you through the different stages of a content marketing funnel and the types of content to create.

2. Content marketing nurtures and converts leads

When done consistently, content marketing will start to increase organic traffic to your website and social media pages. By this, I mean clicks that are not paid for through social media or Google ads.

People are less trusting of paid media now. While they still have an important place in your overall marketing strategy, you need to consider how to get more clicks for free.

As your content starts to bring in a steady stream of views, you can nurture those leads to become potential customers.

Send them into the middle stage of your funnel, which may be an email list, webinar, or ebook download.

Here, you need to continually add value by offering educational content that speaks to your audience’s pain points.

What is it that they really want from you? Write content that addresses their questions to help move them to the bottom of your funnel. 

This is where you make the sale, whether it’s to purchase your product or service. Here, use case studies, testimonials, and product demonstrations to reaffirm your value.

Remember to include a call to action at every stage of your content marketing funnel, but particularly at the bottom, where you want them to “buy now’.

3. Content marketing establishes thought leadership and authority.

Thought leadership may sound like a buzzword, but it actually carries real substance these days, and not just on LinkedIn. 

It’s vitally important, especially if you’re selling services, that your potential customers trust you. 

That trust is established through your credibility. That’s not just your qualifications, it’s also in the content you’re putting out there.

Essentially, you’re building authority in your niche through delivering valuable and educational content, and by doing so, you build an audience. In time, some of them are likely to purchase from you. 

However, to achieve that, you need to have a plan to deliver a steady stream of content to your audience in different mediums. This includes written, visual, audio, and video content.

If you’d like some help with that content plan, remember you can book your free Followers to Customers Content Funnel Audit with me. 

In this 1:2:1 call, we’ll examine your current content, your content marketing funnel, and the essential types of content you need to be creating for your business to attract and convert customers. 

To recap

Content marketing drives sales through:

1. Improving brand awareness and recall

2. Nurturing and converting leads

3. Establishing thought leadership and authority

I hope you found today’s episode valuable. If you don’t believe your current content marketing strategy is performing as it should be, or perhaps you don’t have one and are creating content month to month, or even on the fly - feel free to book a call with me.

In a free 30-minute session, I’ll help you to identify content opportunities in your business so you can attract more customers through organic marketing strategies. If you’d like to take me up on the offer I just mentioned, I’ve popped the link in the show notes.

Also, remember you can join my Facebook Community - Media and Content Strategies for Driven Business Owners for more tips to help you attract clients through leveraging your content and knowledge.

To learn more about my business services and training courses visit my website: simonecunningham.com