Did you know that 63% of B2B buyers credit content marketing for influencing their purchasing decisions? That statistic alone speaks volumes about the potential this strategy holds for businesses looking to boost sales. 

If you’re wondering why content marketing wields such a significant influence and, more importantly, how your team can harness its potential to elevate your sales game, read on. 

1. Content Marketing Educates Your Audience

One of the main goals of content marketing is to educate potential customers about your products or services. Some content focuses directly on the product itself, for sure. But really, the best content marketing actually captures the audience by discussing specific pain points, industry trends, or constraints they relate to (and which, conveniently, your product addresses). 

As an example, a B2B software company may create a webinar that gives attendees an insightful overview of the latest technological trends in their industry. By educating the audience about the benefits of adopting these technologies, the company helps its audience understand how its solutions can streamline operations and boost efficiency. Not with a sales pitch, but through education.

1. Content Marketing Builds Trust and Credibility

Besides educating your audience about how your product can help make their life easier, delivering valuable information also helps to cultivate goodwill. And it positions your brand as a reliable source.  

Brands can position themselves as industry experts by consistently delivering relevant and helpful content that addresses audience pain points and interests. When you give information freely that the audience will benefit from receiving, it helps earn your brand audience's trust. 

Take, for instance, a B2B cybersecurity firm consistently producing thought leadership content, such as articles and webinars covering the latest cybersecurity threats and best practices. By sharing valuable insights, the company solidifies its position as an authority in the field and instills confidence in potential clients. Those clients will remember that brand when they seek robust cybersecurity solutions. This commitment to providing valuable information fosters a sense of trust, making the brand a go-to resource in the eyes of its audience.

1. Content Marketing Improves SEO

Crafting relevant and engaging content that’s tailored to your audience's needs draws increased traffic to your website in its own right—but it also plays a pivotal role in optimizing your site for search engines (SEO). 

The consistent production of high-quality, keyword-rich content can elevate your URLs in search rankings when users search related keywords. The heightened visibility in search engine results amplifies brand awareness by creating opportunities for potential customers to explore your products or services after searching a keyword that’s relevant to your content and brand.

For more in-depth insights on this crucial connection between content marketing and SEO, check out SEO Secrets Revealed: How a Marketing Agency Can Use Keywords to Improve Your Online Visibility.

1. Content Marketing Generates Leads Through Downloads

Content marketing also opens doors to lead generation. Often, the higher-quality, more valuable content marketing assets can be offered as downloads. But would-be customers have to fill out a form to get access. Brands encourage potential customers to provide their contact information in exchange for an insightful ebook, a how-to guide, a newsletter subscription, a webinar, and more.

This is known as “gated material” because it requires a user to complete a form before gaining access to that content or section within a website.

To use one of our own examples, if you are interested in a guide to content marketing for startups, you could download it here in exchange for your contact information. (Don’t worry, we won’t bug you! Much. 🙂) 

Thanks to the form fill, that lead’s information will be captured in your system. And since you can tell what a lead downloaded, you know what they are interested in. That can help facilitate a connection and conversation. This allows for further engagement and nurturing, ultimately guiding prospects through the sales funnel.

1. Content Marketing Showcases Customer Success Stories

Showing off customer success stories can be a powerful content strategy because it offers examples of how your products or services positively impact real-life customers. 

A comprehensive case study is one option. It succinctly outlines the client's background, challenges, and your solution as it reviews the customer’s implementation, measurable results, and testimonials. Add in some visual elements and a compelling call to action, and it’s a great high-value package for your prospects.

For lighter options, you can highlight customer outcomes in infographics, include customer quotes on brochures and landing pages, or share snippets of your customer stories on social media.  

In whatever way you share them, these narratives resonate with potential customers, allowing them to envision their success and significantly influencing their purchasing decisions. 

Through education, engagement, and trust-building, businesses can fully harness the potential of content marketing throughout their sales journey. 

If you're eager to unlock the power of content for boosting sales, let's start a conversation and craft a tailored content marketing plan that will propel your business to new heights.