by Sarah & Kevin Arrow

The Ultimate Content Marketing Guide: Creating Content That Sells

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Ah, we're heading towards the finish line of our thrilling content marketing journey! It's been quite the ride as we've navigated through the mazes of strategy, distribution, planning, and more. Today, we'll embark on an exciting adventure that's often shrouded in mystery and misconception – “Creating Content That Sells.”

Hold your horses! I know what you're thinking. “Selling” sounds all too commercial and pushy. But fret not, dear reader. Today we'll explore the art of crafting content that attracts, engages, and converts your audience without being overly promotional. It's like being a charming dinner host rather than a pushy door-to-door salesperson.

Focus on Benefits Over Features

Understanding the Difference

To put it simply, features are what your product does, while benefits are what it does for the customer. It's the difference between saying “Our new blender has 10-speed settings” (feature) and “Whip up everything from smoothies to soups with our 10-speed blender” (benefit).

Tips for Crafting Content That Focuses on Benefits

  1. Identify the Customer's Needs: What are they struggling with? What do they desire?
  2. Translate Features into Benefits: Show how each feature solves a problem or fulfills a desire.
  3. Use Real-Life Scenarios: Paint a vivid picture of how the product or service will improve their life.

Spark Intrigue with Contrarian Takes

Dare to be Different

Sometimes, swimming against the tide can lead to exciting discoveries. Presenting a well-thought-out contrarian view can not only spark intrigue but also set you apart as a thought leader.

Steps to Creating Contrarian Content

  1. Choose a Common Belief: Pick something generally accepted in your industry.
  2. Research Thoroughly: Build a strong case with solid evidence.
  3. Present Your Argument Respectfully: Disagree without being disagreeable.
  4. Invite Discussion: Encourage readers to share their thoughts.

Back Claims with Social Proof and Data

The Power of Evidence

Remember, trust is earned, not given. Backing your claims with credible statistics, expert commentary, case studies, and testimonials adds weight to your recommendations.

How to Include Social Proof and Data

  1. Use Original Research: If possible, conduct surveys or studies.
  2. Cite Reliable Sources: Link to well-known publications, experts, and academic papers.
  3. Include Customer Testimonials: Real words from real customers can be incredibly persuasive.
  4. Showcase Case Studies: Share success stories that relate to your product or service.

Establish Your Authority

Why Authority Matters

People listen to experts. Briefly conveying your relevant credentials and experience upfront builds trust.

How to Establish Authority in Your Content

  1. Share Your Background: Include relevant education, experience, or accolades.
  2. Show, Don't Just Tell: Share insights, examples, and anecdotes that demonstrate your expertise.
  3. Engage with Your Audience: Answer comments and questions to showcase your knowledge.

Make Your CTA Clear and Concise

What's a CTA?

A CTA, or Call to Action, is like the friendly nudge that guides your reader to the next step.

Tips for Creating Effective CTAs

  1. Be Specific: Tell your readers exactly what you want them to do.
  2. Create Urgency: Use phrases like “limited time” or “exclusive offer.”
  3. Make it Visible: Design your CTA to stand out on the page.

Examples of Subtle Selling Content

  • Blog Post: “Why [Controversial Idea] Is the Future of [Industry]”: Challenge the status quo with compelling arguments.
  • eBook: “The Scientific Case for [Your Approach]”: A comprehensive guide with credible backing.
  • Video: “Expert Interviews: How [Your Framework] Transformed Our Business”: Real-life examples with expert insights.
  • Podcast: “CEO Roundtable: Is [Your Product] Right for You?”: Engaging discussions that answer potential queries.
  • Webinar: “[Industry] Facts and Fiction – What You Need to Know”: Educate with exciting visuals and lively discussions.

Balancing Art and Commerce

Creating content that sells is like a tightrope walk. It's all about maintaining the balance between providing genuine value and weaving in subtle selling cues. Remember, your audience wants to be enlightened, entertained, and engaged, not bombarded with sales pitches. Find that sweet spot, and your content will not only convert but also delight.

Ready to embark on this enchanting path of “Creating Content That Sells?” Your readers are waiting, and the stage is set. Let the subtle selling magic unfold!

About the author, Sarah & Kevin Arrow


Sarah and Kevin Arrow have been in the thick of the online marketing world since 2006, and they're buzzing to share their know-how right here with you! If you're keen to get noticed, they're the experts you'll want to talk to. Why not schedule a call or send them a quick message? They're all ears and can't wait to hear from you!

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