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How Content Marketing Drives Sales

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Savannah Abney
Savannah AbneyChief Content Officer
content-marketing

“You need content marketing.” 

“Content marketing will help increase your sales.” 

“It’s time to start using content marketing.” 

These are things that you’ve probably heard before either from peers, marketing professionals, or people in the digital space. But the question is: How does content marketing actually drive sales? 

There are actually a lot of factors that help content marketing increase sales growth, some more indirect than others. But content marketing is always changing. What worked a few years ago—or even a few months ago—might not be as effective today. If you don’t know how to adapt, then you can’t tap into its full potential.

The way consumers interact with brands has changed. You might have noticed it in the way that you interact with brands. People aren’t just looking for a product or service; they’re looking for connection, trust, and value. They want to buy from brands that educate, entertain, and engage them—not just sell to them. That’s why content marketing is so incredible. It’s the best way for brands to connect with their audience authentically. 

But how do you know your content marketing is working? How do you make sure it’s actually driving sales? 

The Role of Storytelling in Content Marketing

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When you buy a product or service, you buy it because it is going to deliver something in return. Whether that is comfort, happiness, or help, you’re under the impression that this purchase will benefit you in some way. That’s why when it comes to marketing, your brand should be promoting a promise. People don’t just buy products or services. They buy stories, emotions, connections, and ultimately value. That’s why storytelling is one of the most powerful tools in content marketing.

Think about some of the biggest brands in the world. Nike doesn’t just sell shoes—they sell the story of perseverance and greatness. Apple doesn’t just sell gadgets—they sell the story of innovation and creativity. These brands use storytelling to connect with people in a way their products never could have done alone. 

Your business might not be a global brand (yet 😉), but storytelling can still set you apart. Just a few examples of how storytelling can help you reach your audience better: 

  • Customer success stories: Show how real people benefited from your product or service.
  • Behind-the-scenes content: Give people a look at what goes into the work you do. 
  • Your own journey: Share how you started, the obstacles you faced, and why you do what you do.

Stories create emotional connections. And emotional connections drive sales.

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Create Content With 2025 Trends in Mind

A few big trends are really driving how content gets seen by your ideal audience. These include keywords, AI-search, and a shift in search engines. Driving traffic to your website is probably the most straightforward way to convert leads into sales. But how do you make sure that your website is the one people choose? It starts with fresh, relevant content that is optimized with the right keywords and generative engine tactics in mind. 

Google has implemented various AI tools and shifts in the algorithm. These changes have made it even more important for you to be consistently putting out quality content. The same goes for the increase in AI-search. Your content now needs to be optimized for generative engine searches. The more specific you are with your copy, branding, and visuals, the better. 

People are using tools like ChatGPT more and more to help them answer various questions. Framing your content to be valuable in helping answer those questions gives you higher chances at ranking.  

To make sure the right audience finds you:

  • Use strategic keywords: Incorporate commonly searched terms that match your industry, but make sure they flow naturally within your content.
  • Create content that answers real questions: Post blogs, videos, how-to guides, and FAQs based on what your audience is actually searching for.
  • Keep your content fresh: Google loves updated content, so regularly refresh old posts and keep adding new ones.

An Engaging Landing Page Keeps Traffic On Your Site

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Unfortunately, getting people to your website is only half the battle. Once they’re there, you need to make sure they stay. If your landing page doesn’t immediately grab their attention, they’ll exit out before they even see what you have to offer.

Think of your landing page as your digital storefront. If it looks cluttered, confusing, or outdated, people will walk right past it. But if it’s engaging, well-designed, and easy to navigate, they’ll come inside and check it out. Only then can sales start to happen.

Here are some tips to make your landing page better:

  • A compelling headline: Try to speak directly to your audience’s pain points or goals.
  • Clean, simple design: Don’t overwhelm people with too much text or too many images.
  • Easy navigation: If your site is hard to use, people will exit out. Make sure they can find what they need quickly.
  • A strong call-to-action: Tell them exactly what to do next, whether it’s signing up for a newsletter, booking a call, or making a purchase.
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Your Content Should Be About the Customer

Let’s face it, nobody likes being sold to. If your content is all about your brand, your products, and why you’re the best, people will tune out fast. Instead, your content should focus on your customer. Focus on their challenges, their goals, and their questions.

Remember, good content marketing isn’t just about talking to your audience, it’s about talking with them. Think about what your ideal customer is struggling with and create content that helps them. Come to them as a guide or mentor, not as an annoying salesperson. 

The good news is that you (or someone who works with you) know a lot about your brand and what you sell. All you have to do is take that pre-existing expertise and turn it into valuable content. Yes, we know that’s “easier said than done,” so here’s a better way to look at it:

  • If you sell fitness equipment, write about how to build a home gym on a budget.
  • If you’re a business consultant, share real stories of entrepreneurs overcoming challenges.
  • If you run an accounting firm, create a guide on tax-saving strategies for small businesses.
  • If you sell wine, make a video about what wines go best with different meats. 

Do you see the pattern?

The key is to be helpful. However you decide to go about that is up to you. The overall goal should just be to provide some sort of value to your audience. When you provide real value without expecting anything in return, your audience starts to trust you. And trust leads to sales.

Focus on Organic Traffic

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We can’t talk about content marketing and sales without bringing up paid ads. Everything we’ve covered so far has been organic traffic. Paid ads are a different ballgame. While they can get you quick traffic, they’re not a long-term solution. The moment you stop paying, the traffic disappears. Organic content, on the other hand, keeps working for you long after it’s published.

How do you build your organic traffic?

  • Optimize for SEO: Use the right keywords, post consistently, and use quality visuals.
  • Interlink your content: Link to other relevant blog posts or pages on your site to keep readers engaged and boost your site. 
  • Use GEO best practices: Answer your audience’s questions, create conversational content, and use highly-sourced information to help rank on generative search engines.
  • Repurpose your content: A blog post can turn into a video, a social media graphic, or an email newsletter.
  • Update old content: Search engines reward fresh, relevant content, so don’t let your content go stale.

By focusing on organic traffic, you can create a sustainable sales funnel that doesn’t rely on constant ad spending. If you have the budget for paid ads, you can use them to help boost your organic traffic. But the safer bet is to just focus on increasing organic. 

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Use Content Marketing to Drive Sales–and More

Content marketing isn’t just about getting more eyes on your brand. It’s about building relationships, creating value, and earning trust—all of which lead to sales.

It’s a way to get sales, sure, but it truly delivers more than just dollar signs.

How people see your brand and the connection you have with your customers goes far beyond simply getting more sales. You won’t just attract leads—you’ll convert them into loyal customers.

The best part? Great content doesn’t just drive sales. It sets you up for long-term success, building a brand that people keep coming back to.

Want to take your content marketing to the next level but don’t know how? We’ve got the team to help. Whether it’s writing blog posts, developing a strategy, or refining your website, we can help you turn content into sales. Learn how we can help you here. 

Ready to Launch a Content Marketing Plan for Your Small Business?

We know that carving out the time, resources, and energy to create ongoing content for your brand or business is a full-time job. That’s why we created Breezy – your instant content marketing team.

You don’t need to hire multiple full-time employees to handle all of the strategy, planning, writing, designing, and publishing of content. You also don’t have time to wrangle tons of different freelancers to get this all completed. You need one expert team that can help get all of the amazing thought-leadership and subject matter expertise out of your head and into formalized, engaging content that keeps you top of mind with your audience.

We’re that team!

See how we can help your small business, startup, or agency with a free consultation.

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Communication Director | Coggin Ave Church

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