Content Marketing for Your Sales Website

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Regardless of the niche, every sales website has one common goal: Converting as much traffic as possible into paying customers. One key element of achieving this goal is offering all of your traffic excellent, valuable content that simultaneously answers their questions, builds a reputation for your brand, and showcases how your products can address their pain points. The trick is figuring out how to consistently produce content that does all of that.

In the world of digital marketing, a content strategy is everything. While you could run endless paid ads to try to drive sales, nothing is more cost-effective or sustainable than great content writing that can boost your SEO, attract organic traffic, and help nurture leads on autopilot. While it might sound too good to be true, especially for businesses struggling to grow, a great content strategy can do all of these things.

You're here because you need a content strategy for your sales brand, so let's dive into the benefits, inspirational brands, and the step-by-step process to get you there.

Benefits of Investing in Content Marketing for Your Sales Brand


The benefits of content marketing are plentiful. If you didn't already know it, content marketing costs about 60% less than other forms of marketing, yet it can generate 3x more leads. These impressive numbers can all be attributed to the core concept of content marketing: Offering value to readers. In doing so, you'll enjoy all the following benefits:

Strengthening Your Reputation

There's so much misinformation in the world of sales. For customers, it's tough to know who to turn to. If your brand wants to stand out and succeed, it needs to work to gain customers' trust, and a content strategy can help you do that. By helping you plan your content in advance and basing it on topics your customers care about, you ensure a consistent brand voice. Content marketing strategies help businesses in every niche strengthen their reputation.

Your content strategy helps you identify and address all the questions, concerns, and challenges customers face. In doing so, customers begin associating insightful, thoughtful content with your brand. That same content also shows them that your brand "gets" them and that you understand their needs. All of this helps boost conversions, increase retention, and turn customers into loyal brand advocates.

Nurturing Leads Automatically

As a sales brand, you're already familiar with the concept of a sales funnel, but what is your website currently doing to meet the needs of leads throughout the various stages? It would leave the average company scratching its head looking for an answer. A content strategy is the game-changer that helps your brand approach content, and its leads, in a whole new way.

By laying out your content and seeing your strategy's execution across platforms, your content marketing helps you address the questions and needs of prospects no matter where they are in the funnel. Properly placed links and thoughtful calls-to-action also helps carry leads as they move from the awareness stage to consideration, eventually converting them in the decision phase with CTAs asking them to purchase, subscribe, or schedule a consultation.

Aligning Your SEO

Ranking your website and driving organic traffic relies on excellent content writing that considers search volume, incorporates long tail keywords, and increases organic traffic to your website with a combination of on-page SEO and other SEO strategies, like getting authorities to link to your site. Featured snippets, case studies, and blog posts also play a role.

With the right content strategy, your brand can align its SEO efforts and goals with the bigger picture. After all, content and SEO go hand-in-hand, so your content strategy helps empower your SEO, and vice versa, through keyword research and other practices. Looking at them side-by-side helps increase organic traffic and the amount of time people spend on your website. It also helps drive social shares and improve overall engagement.

Saving Your Sales Team's Time

Your sales team exists to engage prospects, but they don't have time to engage every single one — nor should they try. With the right content strategy in place, your sales team won't continue wasting time on prospects who will never convert. Meanwhile, they won't be stuck answering the same questions over and over again. The right content strategy addresses the pesky questions that normally bog down your sales team, while also helping you nurture and qualify prospects.

In other words, your content strategy helps cut back on the busy work that impacts your sales team's efficiency. Instead, your sales team can spend more time working with leads who are fully qualified and most likely to convert to a paying customer. That means more revenue for your business and happier customers thanks to a more tailored experience.

Growing Across Social Media

Being active on social media is important for most every business. After all, platforms like Facebook can help you reach leads who would otherwise never come across your brand. However, you must strategize your brand's social media approach. If you're not taking a calculated approach, you're wasting precious time and resources.

With content marketing, you can look at all the channels you post content to and align it with your goals. You'll be able to plan content and choose topics with a truly omnichannel approach that gives you a bird's-eye view so things are consistent, coordinated, and more likely to resonate with your audience. Meanwhile, you'll never scramble last minute for ideas or forget to post for weeks on end.

The consistency that a content strategy provides helps you increase reach and engagement across every social media platform you want to be on.

Tips for Creating a Winning Sales Content Strategy


Looking to competitors and industry leaders for inspiration is always a good idea, but when it comes time to create your own content strategy, there's a handful of steps your business should follow. Below, we'll walk you through each one, helping you lay the foundation for a strong and effective content marketing strategy so that you can start getting results.

Step #1: Profile Your Customers

The first step to offering content your audience wants to read and share is understanding who your audience is. If you haven't already conducted market research to create customer personas, now's the time to do it. Your research should be a thorough analysis into your audience so you can answer the following questions:

  • Who is your ideal customer?
  • What are their pain points?
  • What platforms does your audience spend the most time on?
  • What type of content does your audience like to interact with?
These questions are the tip of the iceberg, but understanding customer traits like these plays a foundational role in building your content strategy in later steps. Take the time to assemble at least one customer persona representing your ideal customer and make sure you don't overlook these elements.

Step #2: Create a Brand Book

Knowing your customers isn't enough to inform your content strategy. The other half of the equation requires you to consider who your company is and how it's going to address the pain points, needs, and challenges you've identified in your audience. For this, create a "brand book" that explains who your brand is, how it should present itself, and how you want consumers to see you.

Seek to answer questions like:

  • What challenges does your brand want to solve for customers?
  • Who is your brand? What are your values? How do you embrace and showcase them?
  • What does your brand voice sound like? Why does it resonate with customers? Does it resonate?
Your brand book is a valuable resource that every person who creates content or interacts with customers on behalf of your brand should referenced. It's a handy tool that can be used to onboard new employees, inform freelance writers, and help your marketing team keep your brand image strong and consistent.

Step #3: Choose Your Platforms

Laying out the foundation for your content strategy may seem very research intensive, but putting in the effort informs all your decisions from here forward and helps improve the efficacy of your content. In other words, it's time well spent for your business. Now that you know your customers, you'll be able to complete this step with ease.

Now is when your content strategy really takes shape because you're going to identify the platforms you want to be active on as a brand. Ideally, you'll start out with just a few. Aside from your website, identify 1-3 other platforms that your audience is most likely to engage with your brand through. These could be Facebook, Instagram, Medium, or elsewhere.

You can always add platforms later, but don't stretch yourself too thin in the beginning.

Step #4: Select Content Types

Once you have chosen which platforms you want to be active on as a brand, it's time to consider the type of content you want to publish. The platforms you've selected may influence this to some degree. For instance, brands who want to be on Instagram must produce sharable photos. Meanwhile, those who want to be on YouTube must invest in creating video content.

Some of the most popular types of content include:

  • Blog posts and articles
  • eBooks and white papers
  • Infographics and charts
  • Videos and animations
  • Podcasts and audio content
  • Live streams and interactive content
  • Case studies and testimonials
  • Competitions and contests
  • Photographs and illustrations
The list of content types your brand could publish truly goes on and on. Publishing a variety of content can help your brand reach more people, earn more backlinks, and build a strong reputation — but always remember that it's quality over quantity. Keep your content production capacity in mind.

Step #5: Make a Content Calendar

As you consider all the types of content your business could publish and the various channels you hope to publish through, you may feel overwhelmed by the potential. A content calendar is an invaluable tool that enables your business to post consistently, even if you're posting across a handful of channels. In fact, a content calendar helps enable a truly "omnichannel" approach, allowing you to connect content, themes, and topics across platforms.

Your content calendar should:

  • Lay out empty content slots for a whole calendar year
  • Base the frequency of publications on your actual content production capacity
  • Identify the type of content you'll publish and where
  • Specify when (day of week and time of day) content will go live
Don't worry about filling in topics just yet. While creating your calendar, just consider the timing of your content and what's realistic and achievable for your company. You can always add slots later, as your production capacity increases, but keep it simple for now to ensure you can actually keep up with your content calendar's schedule.
Step #6: Choose Your Topics

Getting your content calendar laid out is extremely fulfilling because it's visual proof that your content strategy is coming together. This last step is where you really bring it to life. In order to put topics into your content calendar, you need to invest time into keyword research.

The exact keywords you target will depend on your niche, which is why in-depth keyword research is essential. A SaaS company selling a CRM software to clients in the medical field, for example, may target keywords like "best CRM for dental practices" or "healthcare CRM system". They would also look to round out their strategy with keywords that answer questions of their target clients, like: "improve patient retention" and "medical practice productivity".

Keyword research helps you identify the major topics that you should build content around, but it's not the extent of your content planning efforts. As a brand, it's important that you base some content around keywords, but also look to offer exclusive content, like case studies, and create content that showcases your products. Think tutorials, walkthroughs, behind-the-scenes style content, and more.

If you think filling in your content calendar is daunting, you don't need to plan the entire year in a day. Instead, try to get just 1-3 months ahead with ideas, and maintain an "idea bank" that you can reference so you're never trying to figure out an idea for content that needs to go live next week. Of course, you can also turn to professionals for ideas, and you might even consider outsourcing the most important element of it all: the writing itself.

Successful Sales Brands (and How They Did It)


Are you looking for inspiration? Turning to your competitors and industry leaders to understand how they're making content marketing work for them helps your business implement a strategy that works. Here's a look at two major sales brands and what they're doing right.

Marketing itself as an easy-to-use, code-free CRM (Customer Relationship Management) tool, Monday has its marketing down-pat. While they invest a substantial amount into paid advertising, they also drive organic traffic thanks to a robust website that incorporates all sorts of business-oriented content. As you move across the website, you'll note the clean design that helps drive free trial sign-ups so people can get hands-on and start using the software quickly.

The Monday blog includes opinions, customer stories, tips, and more aimed at the businesses who run on Monday. The first featured section of the blog is the Product Updates category, where Monday's writers offer tips for getting the most out of the software. These posts help promote Monday's features in a natural way, while helping those who are already using the software get more out of it.

Another section is devoted to marketers, and another for project managers, with every section containing insightful, high-value content that targets keywords and helps drive traffic from search engines. Look to emulate high-performing articles like their 2021 roundup of the best collaborative team software or their targeted guide about Agile release planning.

Monday even maintains a category called "Monday reviews" where they take a deep-dive into project management software, offering comparisons to Monday and competitors, and helping businesses discover tools they can use alongside Monday to power their business.

On top of all of that, Monday publishes video tutorials, maintains a podcast, and stays very active on social media where they offer highly sharable infographics and engaging content. These things have helped the startup reach its recent $1.9 billion valuation since the company's founding in 2012.

One of the most successful Software-as-a-Service (SaaS) companies in the world, Shopify's branding and content have played a key role in its success. Aside from offering an extremely easy-to-use platform that allows anyone to open an online store, Shopify has selling, marketing, and business management tools to help companies of all sizes start selling online. The brand now powers over 1 million businesses across 175 countries. Collectively, those stores have made over $200 billion in sales through Shopify.

Shopify features an abundance of content on its blog, with one of the best sections being the Founder Stories area. Here, Shopify showcases the backstories behind some of the most successful brands who run on Shopify, offering inspiration to new store owners while embracing the diversity, achievements, and incredible drive that these shop founders embody.

By featuring shops who empower minority groups, employ disabled people, or have a charitable spin, Shopify can bring its own corporate values and initiatives into the conversation. Across the blog, Shopify targets keywords and offers exclusive behind-the-scenes content, discussing new updates, features, and tips for shop owners. Shopify also offers advice for businesses that go beyond the eCommerce side of things, sharing studies on website speed, customer experience, and more.

Through all of Shopify's content, they help inspire people to open a shop and convince brick-and-mortar businesses they need to be online. Also, the knowledgeable, trustworthy content Shopify offers convinces readers that, in order to get online, they should turn to Shopify's solutions.

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