The 3 Best Types of Content to Create That Generate More Sales for Your Business
by Will Williamson on 22-Sep-2022 10:30:00
Content marketing is a lucrative and effective means of engaging your target buyers, directly addressing their questions and concerns, and generating more lead enquiries and sales. But content can be time-consuming and expensive to produce, involving a fine eye for detail and a deep understanding of your target market, as well as knowledge of best practices for writing for the web. With this in mind, what are the best types of content to assign your time and budget to, to give you the greatest chance of generating sales?
1) Blog Articles
The humble blog post, once the preserve of journalists and hobby writers, is now the number one form of digital marketing content for B2B businesses and has been for many years.
Why A Business Blog Is Great for Lead Generation
- Your business blog is your newsletter, customer service channel, conference platform, and sales brochure all in one. The flexibility of blogging enables you to tailor your content to the precise needs of your target audience, with a range of articles to support your brand, educate your prospects, and demonstrate your commitment to customer service and technical excellence.
- Each blog article is a stand-alone webpage, so having an active blog will quickly build your web presence. When you optimise your blog articles for relevant keywords, each post increases the chance of your website being found in organic searches by your target audience. Moreover, an active blog boosts your domain authority, increasing the prominence given to your site in searches by Google bots.
- Once published, a blog post remains online indefinitely until it is taken down, so a successful blog can generate leads and social shares for years after publication.
- Your blog allows you to tailor your content marketing strategy to tightly defined buyer personas, all within the same channel, with relevant content for each buyer type, and material targeted at each stage of the sales journey for each persona.
- By including a call to action (CTA) and contact form on each blog post/page, you increase your lead enquiries through your website and give website visitors the opportunity to sign up for your email newsletter or gated content.
2) Gated Downloadable Content – Ebooks, Guides, White Papers
Gated content is any content you make available to prospects in exchange for an email address, phone number, or other information. Popular gated content types include downloadable guides, e-books, free email courses, white papers, product brochures, special offers/discounts, and webinars. The opportunity to sign up for the gated content is usually given through a discrete pop-up window that appears when the visitor accesses a particular landing page or blog article. Some LinkedIn adverts can also link directly to gated content.
Why Gated Content Is Great for Lead Generation
- Gated content provides an incentive for website visitors to provide their contact details – the quickest and most cost-effective way of building an email marketing list for lead nurturing.
- E-books and guides provide detailed technical information about your products and services, addressing customer queries and boosting the chance of sales conversions. They are a good way of expanding on the information provided in a blog post.
- Gated content is an excellent opportunity to demonstrate your authority in your field by providing free knowledge and support to your prospects.
- When used alongside a marketing automation platform, gated content allows you to segment your email list according to the website visitors that sign up for different guides for example. You can then follow these requests up with relevant material that supports the guide, creating a dialogue with your prospects.
- The gated content strengthens the appeal of a landing page, increasing conversions from pay-per-click (PPC) advertising and organic SEO.
3) Video Content
The types of video content used in digital marketing are wide and varied, from instructional product videos posted on YouTube, to in-depth recorded webinars, and live Q&A sessions hosted on Facebook.
Why Video Content Is Great for Lead Generation
- New video marketing platforms, such as Vidyard, make video content cheap and easy to produce using a phone or tablet, avoiding the need for expensive studio equipment and software.
- Video is a fast and easy way to access information for people who don’t want to read blog posts, or don’t have the time.
- Visual content reinforces your written messages and encourages memory retention, leading to improved brand awareness.
- Video content is easy to access through small smartphone screens, increasing the appeal of your business to mobile users.
- Video content can be delivered by email, posted on social media feeds, and embedded into web pages and blog posts for maximum visibility and social currency.
- Videos hosted on YouTube are indexed by Google, driving traffic to your website.
Find Out More
As content marketing specialists for small businesses, our team of experienced writers and content producers can help you create the right marketing mix of content to maximise lead generation and online sales.
To discuss your requirements or to find out more about our services, please call JDR today on 01332 343281.
Image Source: Canva
- Inbound Marketing (SEO, PPC, Social Media, Video) (812)
- Strategy (353)
- Marketing Automation & Email Marketing (185)
- Sales & CRM (182)
- Website Design (157)
- Business Growth (152)
- Hubspot (131)
- Lead Generation (110)
- Google Adwords (97)
- Content Marketing (94)
- News (46)
- Case Studies (45)
- Conversion (43)
- Ecommerce (37)
- Webinars (31)
- SEO (23)
- Events (19)
- Video (17)
- AI (16)
- LinkedIn Advertising (15)
- Video Selling (15)
- Software training (13)
- Niche business marketing (11)
- The Digital Prosperity Podcast (10)
- Facebook Advertising (6)
- HubSpot Case Studies (3)
- September 2025 (16)
- August 2025 (14)
- July 2025 (14)
- June 2025 (5)
- May 2025 (19)
- April 2025 (15)
- March 2025 (13)
- February 2025 (13)
- January 2025 (8)
- December 2024 (2)
- November 2024 (4)
- October 2024 (21)
- September 2024 (4)
- August 2024 (8)
- July 2024 (14)
- June 2024 (16)
- May 2024 (25)
- April 2024 (15)
- March 2024 (18)
- February 2024 (5)
- January 2024 (10)
- December 2023 (6)
- November 2023 (10)
- October 2023 (13)
- September 2023 (12)
- August 2023 (14)
- July 2023 (13)
- June 2023 (14)
- May 2023 (15)
- April 2023 (13)
- March 2023 (14)
- February 2023 (13)
- January 2023 (15)
- December 2022 (13)
- November 2022 (6)
- October 2022 (8)
- September 2022 (22)
- August 2022 (15)
- July 2022 (13)
- June 2022 (16)
- May 2022 (14)
- April 2022 (16)
- March 2022 (17)
- February 2022 (11)
- January 2022 (8)
- December 2021 (6)
- November 2021 (7)
- October 2021 (11)
- September 2021 (10)
- August 2021 (7)
- July 2021 (7)
- June 2021 (4)
- May 2021 (4)
- April 2021 (1)
- March 2021 (3)
- February 2021 (5)
- January 2021 (4)
- December 2020 (7)
- November 2020 (6)
- October 2020 (5)
- September 2020 (9)
- August 2020 (18)
- July 2020 (17)
- June 2020 (17)
- May 2020 (10)
- April 2020 (21)
- March 2020 (24)
- February 2020 (21)
- January 2020 (12)
- December 2019 (23)
- November 2019 (12)
- October 2019 (14)
- September 2019 (16)
- August 2019 (15)
- July 2019 (13)
- June 2019 (6)
- May 2019 (8)
- April 2019 (4)
- March 2019 (2)
- February 2019 (2)
- January 2019 (2)
- December 2018 (3)
- November 2018 (24)
- September 2018 (11)
- August 2018 (9)
- June 2018 (3)
- May 2018 (6)
- April 2018 (14)
- March 2018 (12)
- February 2018 (16)
- January 2018 (15)
- December 2017 (15)
- November 2017 (18)
- October 2017 (23)
- September 2017 (19)
- August 2017 (28)
- July 2017 (27)
- June 2017 (25)
- May 2017 (18)
- April 2017 (17)
- March 2017 (16)
- February 2017 (17)
- January 2017 (14)
- December 2016 (21)
- November 2016 (27)
- October 2016 (25)
- September 2016 (16)
- August 2016 (20)
- July 2016 (19)
- June 2016 (14)
- May 2016 (20)
- April 2016 (24)
- March 2016 (22)
- February 2016 (28)
- January 2016 (27)
- December 2015 (28)
- November 2015 (19)
- October 2015 (9)
- September 2015 (12)
- August 2015 (5)
- July 2015 (1)
- June 2015 (10)
- May 2015 (3)
- April 2015 (11)
- March 2015 (14)
- February 2015 (15)
- January 2015 (12)
- December 2014 (2)
- November 2014 (23)
- October 2014 (2)
- September 2014 (2)
- August 2014 (2)
- July 2014 (2)
- June 2014 (7)
- May 2014 (14)
- April 2014 (14)
- March 2014 (7)
- February 2014 (2)
- January 2014 (7)
- December 2013 (9)
- November 2013 (14)
- October 2013 (17)
- September 2013 (3)
- August 2013 (6)
- July 2013 (8)
- June 2013 (4)
- May 2013 (3)
- April 2013 (6)
- March 2013 (6)
- February 2013 (7)
- January 2013 (5)
- December 2012 (3)
- November 2012 (2)
- September 2012 (1)
Subscribe by email
You May Also Like
These Related Blogs
.jpg)
How Marketing Automation Works: Making More Sales
Marketing automation isn’t a software gimmick or a fancy way of saving time. It is a proven way of generating leads and turning them into profitable c …

6 Ways To Build A Strong Sales Culture In Your Business
In a typical small business, most sales are made by the business owner and his or her core team of directors, and in some cases by a small, dedicated …

How Does Marketing Help Your Sales Team?
As an ambitious business owner, you'll know how important growing your sales is to your business. This is why many SMEs invest heavily in their sales …