How to create content that sells

Updated: Dec 8, 2019

We all know that content is king when it comes to promoting your business on social media. But how can you sell sell sell without being too cringe?

Heavily promotional content is not the way to go anymore, stuffing your content with obvious key words and offers comes across as desperate and annoying. As business owners we need to be far more strategic and produce well thought out content. Content can be written (in your social media captions or a blog), audio (podcasts) or video (stories, IGTV). The aim is to tell your brands story through your content in a way that informs and educates your customer.

Here are some simple tips that will help you improve your content and make more sales.

I've said it before and i'll say it again, offering free content to your customers eventually turns into sales! I'm not saying you should give away all your knowledge, services or products. But offering teasers of what your customer can expect if they do decide to invest is a great way of gaining trust and loyalty and being seen as an industry expert. What problems do your customers have? How can you help solve them?

Who is your target audience, where do they hang out and what do they want? According to a report by HubSpot, Millennials have a strong preference for video content. Although written content can be a great way of capturing clients attention, visuals are much more enticing and easier to engage with. Have a look through your content and find your best performing posts, why did they perform so well? This is what your customer wants to see.

If you are selling a product and struggling to come up with ways of creating content that informs and educates, try focusing on the lifestyle aspect of your brand instead. How would your product improve your customers life? Talk about your brand values to attract an audience with the same values. An example of a brand who does this well is Mere Souer, Carrie lives and breathes her brand values and rarely posts about her actual products, she has a loyal following because she discusses topics that her target audience are interested in, purchasing from her brand feels natural.

It's all about finding a balance. It can be tempting, especially when launching a new product, to go hard on the promotional posts. Planning a content calendar for promotional content in between helpful and inspiring posts will help. A purchase needs to feel like an organic decision and not because your customer has been bombarded.

Above all else, authenticity is the way forward. Everything you do should link back to your brand message. Just be yourself and do what feels right to you.

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