Views, engagement, traffic and other soft metrics are used widely by content marketers. However, due to lack of tracking capabilities, many marketers don’t track what types of content actually turn audience members into sales.

In my experience, I’ve had content go viral and I’ve had content that doesn’t get a ton of views. However, a piece of the right content may get less traffic than other pieces of content but it’s possible it gets more sales.

So, let’s agree to drop vanity metrics and dive into the types of content that attracts B2B buyers and turns them into a client by exploring the right and wrong ways to do so.

Data Driven Content

Consumers want to understand why something works and they don’t want your word for it, they want to see data support the claims you make in your content.

Take this post for instance.
The wrong way: Many brands are implementing content marketing so you should too.
The right way: Almost half of brands utilize content marketing to reach their consumers.


Fresh insights to reach your audience will set your content apart from your competitors. With thousands of blog posts going up each hour, it’s important that you implement a fresh take to the strategies you propose in your content. Examples of your personal experience always work well.

The wrong way: Our brand will change the way you do business and in this post I will outline all of the assets we can deliver to your brand.

The right way: For one of our clients, we executed a strategy that solved xyz pain point and here is what we learned.

Drop the Sales Pitch

Your content should convey thought leadership and offer solutions to pain points and shouldn’t be a blatant pitch about your brand. You can link to your brand’s assets for interested consumers to learn more, but a sales pitch should never be the focus of your content.

The wrong way: This blog post will tell you about all the services that I offer.

The right way: This blog post lists all of the pain points that you may be experiencing and if you want to learn about how we can help, click here, otherwise keep reading for some actionable strategies

Case Studies

When it comes to the buyer’s journey, case studies are great assets to have to convert an interested lead into a buyer. So by all means, use them and link to them in your content. However, you don’t want to just promote a case study without context when you’re building brand awareness.

The wrong way: Sharing your case studies on social media can turn off potential consumers if they are hearing about your brand for the first time.

The right way: Equip your sales team with your case studies so that they can share them with interested and potential consumers.

Identify Pain Points and Provide Solutions

Talk to your client facing staff like customer service and the sales team to learn what questions and pain points come up the most when they’re interacting with current and potential clients. You can turn these questions around and make them topics of your content. Afterall, if you identify common pain points, you will be equipped to provide solutions to your target consumers.

However, you want to address these pain points with thought leadership solutions and strategies, not a blatant selling of your brand.

The wrong way: Target a pain point and say that your brand will solve it for x amount of money.

The right way: Create a blog post about the pain point and illustrate strategies that solve the pain point and link to your brand if they want to learn more about how you can help.

Find Your Brand Champions

Turning clients into brand advocates is one of the strongest strategies you can implement to land new business. Consumers love word of mouth recommendations from people they view as peers. So implementing a program to identify and activate your happy consumers can lead to new sales.

The wrong way: Email all of your clients and ask them to share on social media that they like your brand.

The right way: Work with client services to identify the happiest clients that your brand has and send them personalized emails offering an incentive like a gift card if they give you a testimonial to put on your site and post about your brand on their social channels.

Thought Leadership Emails

Nurturing your leads and keeping up with clients via email is an important part of our jobs. However, many marketers make the mistake of sending out emails that are too “salesy.” These emails should be thought leadership materials and highlight how much you know about your contacts and their industry.

The wrong way: Sending out a self-promotional email about your brand is sure to turn consumers off.

The right way: Nurture your contacts with emails about the new content you’ve created and offer for your leads and consumers to reply to your email with any questions they may have.

Do you have any tips for creating content that makes consumers want to purchase your product? I would love to hear all about it in the comments below!

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