Content marketing is needed to better understand potential clients, demonstrate expertise and, of course, sell. What formats do not irritate subscribers, how to sell without selling and where to get ideas for creating content – Anna Putyatina, editor-in-chief of Aktion Marketing, tells us .
What is selling content
Selling content is a part of the marketing library shop strategy responsible for sales through content. A sale is understood not only as a purchase of a product or service by a subscriber, but also as another target action: subscribing to a newsletter, registering for an event, requesting a price list, etc. In other words, everything that warms up the lead and moves it down the sales funnel.
As a rule, each unit of selling content contains a call to action. And the lead magnet motivates to take this action — the usefulness inside the selling content. Read more about lead magnets here .
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Content is not only texts. A video with your product or service, a video review, a podcast or infographics can sell. An example of purely selling content is a landing page.
When filling your external and internal platforms with content, it is important to remember that warmed-up audiences react to different offers to varying degrees:
A cold contact at the top of the sales funnel will be interested in a newsletter or register for a webinar to learn more about how to solve a problem.
A warm lead will respond to a message what is rebranding and why is it needed? about free shipping for a certain order amount.
The hot one will pay attention to the post with a promo code for a discount. There should not be many such “in the forehead” selling messages. About one for 10-15 materials, depending on the frequency of
Publications prescribed in the content plan
By offering different material, you won’t have cz leads time to get bor. The audience can be entertain (up to 10% of the total mass of messages) or educat with expert content . Then your sales content with a call to action will be perceiv as care, and not as an attempt to impose a product.
How to evaluate the quality of content
Content that sells a product, service, or even a freebie in the form of a lead magnet to the user must meet several criteria.
