Some people have trouble thinking about content marketing without getting mixed up with sales content. Sales content is content used for selling your service or your product to your audience and goes on a sales page, a brochure, and an advertisement.
Marketing content is more about your vision, your brand, your perspective, and you, but from the customer’s perspective and their pain points. Even though there is this distinction, it’s very subtle. After all, content marketing can also be persuasive copy. But it’s not directly persuasive like the sales copy. Sales copy says, “Buy this.” Content marketing copy simply describes the problem and the solution without the hard sale.
Content marketing content allows your customers to learn more about you and your offers, while developing trust in you. This is common knowledge for most marketers, but it’s hard sometimes to put your mindset in the right frame of reference when creating marketing content versus sales content.
The elements of effective sales content include amazing visuals, a unique selling point, a powerful story, solutions that make sense, plus proof along with a clear call to action. Marketing content, on the other hand, consists of educational articles, eBooks, videos, and so forth, focused on information and education and not directly selling. Having said that, there can be a cross-over.
- Competitor Research and Analysis – This type of content is really sales content, but most people like to include this type of content within their content marketing efforts. Nothing wrong with that because the more data you can display, the better.
- Case Studies – This is an overview of a customer who followed your advice and how it turned out for them. This is a great informational piece of content that is useful for content marketing as well as sales content, and often appears within a sales page.
- Testimonials – Including testimonials is a type of sales content that you can include in your content marketing creatively, such as by creating memes with the testimonial or linking to relevant blog posts.
- eBooks and White Papers – These are almost exclusively content that you will use within your content marketing efforts to educate and inform, but the white paper also persuades and can be used in sales copy too.
- Social Media Content – The blurbs you create to promote the content you publish, regardless of the type of content, is important. This is genuine content marketing and is the key to getting the word out.
- Onboarding Content – The content you send your list members or new customers the moment they sign up is considered onboarding content. It is an essential type of content marketing that informs, educates, and seeks to engage with your ideal customers on their terms.
When you are creating content for marketing, you really don’t have to worry too much about differentiating the sales content versus the marketing content, because using techniques from both is an excellent way to make your content more effective.