Creating content strategically will help you grab attention and generate sales.

One of the most important digital marketing goals is to convert potential customers into paying clients.

But how do you do that? A key way is through creating effective and compelling content that speaks to your target audience and addresses their pain points. 

In this blog post, we will explore 5 types of content that can be used to convert leads into customers.

Case studies

Case studies are a powerful tool to showcase the results a company has achieved for previous clients. These in-depth articles or videos provide real-world examples of how a company has helped others succeed and can give potential customers a clear understanding of what they can expect if they choose to work with your company.

When creating a case study, it's important to focus on the specific problem that the client was facing and how your company helped to solve it. Highlighting the specific results that the client achieved, such as an increase in website traffic or sales, can be especially effective in converting potential customers.

Case studies can be shared on your website, social media channels, or in email campaigns to reach a wider audience. They can also be helpful during sales meetings or presentations to provide tangible proof of a company's expertise and success.

Testimonials

Testimonials from satisfied customers can be a powerful conversion tool. These can be in the form of written reviews or video testimonials, and can provide social proof that a company's products or services are effective. Testimonials can help potential customers overcome the fear of buying online.

When creating testimonials, it's important to focus on the specific problem that the customer was facing and how your company helped to solve it. Highlighting the specific results that the customer achieved, such as an increase in website traffic or sales, can be especially effective in converting potential customers.

Testimonials can be shared on your website, social media channels, or in email campaigns to reach a wider audience. They can also be used during sales meetings or presentations to provide tangible proof of a company's expertise and success.

How-to guides and tutorials

Providing helpful and informative content can establish a company as a thought leader in its industry. By demonstrating expertise and providing value to potential customers, a company can build trust and credibility, which can lead to conversions.

How-to guides and tutorials can be in the form of written articles, videos, infographics, or webinars. These types of content can be used to educate potential customers about a company's products or services, or to provide industry insights and thought leadership.

When creating how-to guides and tutorials, it's important to focus on the specific problem that the customer is facing and how your company can help to solve it. 

Highlighting the specific results that the customer can achieve, such as an increase in website traffic or sales, can be especially effective in converting potential customers.

Webinars and live events

Hosting live events or webinars is a great way to engage with potential customers and provide valuable information. These can be used to educate potential customers about a company's products or services, or to provide industry insights and thought leadership.

Webinars and live events can be used to build trust and credibility with potential customers by demonstrating a company's expertise and thought leadership. They generate leads by providing a call to action at the end of the event. After an event like this, people are much more likely to buy.

When creating webinars and live events, it's important to focus on the specific problem that the customer is facing and how your company can help to solve it. 

Highlighting the specific results that the customer can achieve, such as an increase in website traffic or sales, can be especially helpful.

Free trials and demos

Offering free trials or demos of a product or service can be an effective way to convert potential customers. By allowing potential customers to experience a product or service before making a purchase, a company can increase the likelihood that they will convert to paying customers.

If you want to convert, you need a well-rounded digital marketing strategy. It should include a mix of these types of content, plus content that is specific to your audience. 

Each serves a unique purpose in the customer journey and can help to convert potential customers at different parts of the funnel.

Need help creating a content strategy? We can help. Schedule a free call today.