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Let’s look at the burning question often missing from discussions around content marketing: how will it lead to sales?

First, let’s be clear; content marketing is not a quick sales win, but it is the way to forge deeper relationships with morecustomers than any sales team – no matter how large – could manage. And, after all, selling is all about relationships.

Creating content around your brand, makes the difference between having no alluring goods in your shop front window and having a window display that makes passers-by stop, look, like and walk in.

Once they have walked in, a salesperson behind the counter needs to start that difficult first conversation. They don’t seal the deal, but do manage to press a leaflet on the walk in potential customer. Now things are a little awkward – the walk in, walks out.

In the world of content marketing, however, your potential customer has Googled the information they want and, impressed and interested in the useful content on your site – has decided to sign up for a free e-book that can help them further.

DID YOU KNOW? According to Google’s Zero Moment of Truth, customers look at 10.4 pieces of content before they buy…

Now you have three golden reasons to carry on the conversation:

  1. They came to you – so they’ve already shown interest
  2. They willingly gave you more information on themselves
  3. You have a channel – their email address – through which you can send them more information that you already know they will be interested in

The more content you have, the more people you will attract and the more chances to turn them into customers, repeat business and even evangelists and ambassadors for your brand.

DID YOU KNOW? According to Google’s Zero Moment of Truth, customers look at 10.4 pieces of content before they buy…

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