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Can Content Marketing Convert to Sales?

DZone's Guide to

Can Content Marketing Convert to Sales?

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Whether you’re an entrepreneur trying to expand your startup’s customer base, or you have an established company but you’d still like to see your sales grow, you probably have some questions about content marketing. In a world where seemingly everyone has a smartphone or tablet on them at all times, and so much of our browsing is done on the go, you know that the world of marketing has had to change.

There are all kinds of ad campaigns and marketing strategies out there that were unheard of in years past, but that doesn’t mean all of them will work. For example, when was the last time you clicked on a pop-up ad? Though they continue to be used, they’re hardly an effective or endearing marketing strategy.

As a marketing strategy, content marketing relies on the creation and distribution of relevant information and/or entertainment to drive your target audience to your site and your brand, with the goal of converting them into paying customers, but does it work? The simple answer is yes, but you have to do it right.

Why Content Marketing?

People don’t like advertisements. We use our DVRs or pay extra fees for premium cable to skip commercials on TV. We use anti-ad software so that we don’t have to see pop-ups or banner ads when we surf. Even when we have to let an advertisement play through to its end before viewing, we tend to click away to another tab in our browser or surf on our phones, paying no attention to the advertisement, just waiting for it to end.

We don’t want to be advertised to, but we do want know more information about the products and services we purchase. We want to be sure that we’re making good, informed decisions. If you provide relevant, expert information to your target audience, they’ll start to think of you as an expert in your field. The more they think of you this way, the more likely they’ll be to come to you when it’s time to make a purchase.

What Kind of Content Converts the Best?

There’s only one problem with content marketing: everyone’s figured out that they need to do it. As you scroll through your Facebook, Twitter, and other social media accounts, you’ll see your friends and colleagues sharing articles, videos, games, and other forms of media. If you’re taking a break from work and scrolling through your newsfeed, are you more likely to read a lengthy article, watch a video, or play a short game?

Articles may be informative, but videos get significantly more engagement, as people are much more likely to watch a dynamic video than read a static article. That said, they’re even more likely to play a game or take a quiz.

Have you seen the latest games and quizzes making the rounds on social media? Of course, you have. Have you played a few of those games and/or taken a few entertaining quizzes? The answer is most likely yes. And, of course, you shared your results, too, right?

That’s what makes games such a powerful tool for content marketing. You can integrate information and entertainment into a dynamic, interactive medium that engages your audience and has the ability to very easily go viral. More positive brand recognition converts very quickly into more sales.

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