November 22, 2020

How Your Business Can Use Informational Content to Sell Your Products

Selling products is an exercise in subtlety. You can’t shout a person into making a purchase, nor can you scare them or trick them. More often than not, a successful sale is the result of the subtle use of informational content. Pieces of content that have been designed to offer an answer to a specifically searched question or query that just so happens to promote a product as the perfect solution to a problem.

This isn’t something particularly new, as there has always been advertising based around the concept of introducing a problem and providing a product as a solution. However, as the internet grows, new forms and the creative expression of creators has led to new and innovative ways of selling products through informative content.

By looking at a number of different types of informational content, we’ll discuss how your business can use it to promote and sell products to inquisitive audiences.

Blogs
The beauty of blogging is the versatility of the format. Blogging can be anything from on-page content on a company’s website to affiliate marketing material on an independent, home-business platform run by respected experts.

Writing about the qualities of your own product may sound like shameless self-promotion, but it’s an effective way of communicating key traits about your products.

One of the most important things to consider when writing blog posts is the format. Certain types of content will serve particular aims better. Listicles, for example, are a great way to address lots of different products and work well for customers who want options. This is particularly effective for seasonal gift guides.

Videos
Video has emerged as one of the most popular forms of content on the web in recent years.

Many platforms and outlets came under criticism for what may have been a misinformed “pivot to video”. However, it cannot be denied that video is one of the best methods of communicating an idea to an audience while making your informational content memorable. With new innovations such as personalized video that play to particular customer preferences emerging in 2020, there are no signs that video is slowing down.

In short, video is a more overt method of getting ideas and important product features across without lecturing the audience. If you’re a creative enterprise looking to do something unique, it’s one of the best avenues to approach to sell your products.

Infographics
As touched upon in regards to video content, visuals make it easier to get complicated ideas across. There is no truer way to do this than with infographics.

Traditionally used to communicate theories and data, infographics are a subtle way to tie in products with informative content focused on studies and research. They allow you to address a theory, present the data, and offer products as a solution to the problem.

Infographics make data easy to digest for even the most uninformed audiences. These images are like blogs distilled into bright, colorful formats. They allow you to put prominence on particular issues, without having to completely restructure your blog or break with typical video format conventions. It’s a much more appealing way to present ideas that will feel like a much-needed break after an hour trawling through walls of text.

Podcasts
Once marked as a niche or alternative to the mainstream, new media innovations have exploded into popular culture. Podcasts, in particular, have gone from largely independently produced enterprises appealing to small audiences to some of the most regularly consumed media on the planet, spawning hit series and production companies developed entirely with producing podcasts in mind.

Podcasts are a unique form of content, as they act less as a crucial part of the conversion pipeline and more as a seed that plants in the heads of their audience. You’re not looking to sell the person on the product then and there, but rather to make them aware of your brand and align the product with a perception of quality.

Tips for optimizing your content
Optimized content doesn’t come naturally; it’s a skill you have to learn. To create the kind of content that entertains to the point where audiences want to invest in a product, you need to adhere to certain principles of the web and add your own spark.

Learning about the principles of writing for the web should be your first step to optimizing content. Headings, short paragraphs, and a writing style that can be skimmed for key information are essential for making sure consumers get the most out of your content before moving further into the sales channel.

Most crucially, you should aim to build around keywords associated with your brand and products. Incorporating the right keywords will dramatically improve your visibility in search results, boosting your website ranking and giving you the appearance of an authority on the subject. In terms of content creation, keywords give you an anchor to build your piece around, giving it something to tie back to that you know there is tangible interest in online.

Informational content might not feel as natural a method of selling a product as slapping a discount on it or upping your ad spend. However, it is a great way to both inform and entertain audiences in a manner that helps them understand the product and not feel like they’re being pressured to buy.