If you’re a small business owner, you’re probably juggling a lot—managing operations, serving customers, and of course, trying to grow your sales. Amidst all of this, content creation might feel like just another thing on your to-do list. But here’s the kicker: content isn’t just “nice to have.” It’s a powerful tool that can help you boost your sales.
In this article, I want to break down how creating and sharing valuable content can actually lead to more sales for your business. I’ll show you how content drives customer interest, builds trust, and ultimately gets people to buy from you—without the need for cold calls. Yeah, I’m saying content can do the hard selling for you.. Let’s dive in.
What is Content, and Why Should You Care?
Okay. Okay. I’m not trying to dumb things down. I really just want to make sure we’re clear on language before we proceed. So, if the next section is super basic for you, bear with me.
When we talk about “content,” we’re referring to blog posts, videos, social media updates, email newsletters, how-to guides, whitepapers, original research, customer testimonials. All the things. Essentially, it’s any form of information you create and share that helps your audience better understand who you are, what you offer, and why they should buy from you. Here’s something I want you to remember about content – it’s performative, meaning it’s created for a purpose and it always has a job to do.
So, why should you care? Because content:
- Attracts potential customers who are searching for solutions to their problems.
- Builds trust and credibility by positioning your business as an expert in your field.
- Helps people make buying decisions by answering their questions and easing their concerns.
By creating the right kind of content, you’re essentially laying down breadcrumbs that lead potential customers right to your business—and ultimately, to a purchase.
How Content Marketing Helps Attract More Customers
One of the biggest challenges small businesses face is simply getting noticed. The good news? Content helps you show up where your customers are already looking: online. Whether someone is Googling solutions to a problem or scrolling through social media, your content can be the thing that grabs their attention.
Here’s how it works:
- Search Engine Optimization (SEO): When you create helpful blog posts, how-to guides, or videos, you have the opportunity to rank (i.e. show up) on search engines like Google. If someone searches for a question like “how do I fix my car’s AC?” and your business has an article explaining it, guess what? You’ve just brought a potential customer to your site. Research shows that 88% of B2B marketers rely on content to engage their audience and rank in search results.
- Social Media Visibility: Engaging social media posts and videos can showcase your expertise, products, or services. They help you reach a broader audience, get people talking, and generate interest around your business. 72% of adults use social media platforms regularly, which makes it an excellent place to promote content.
- Content on Your Website: Your website isn’t just a place for your contact info—it’s an opportunity to educate your audience. The more helpful, relevant content you publish (blog posts, case studies, etc.), the more likely people are to find your business when they’re researching.
The more places your content appears, the more opportunities you have to get in front of potential buyers. And if your content is helpful? Even better. People will start to see your business as the go-to resource.
Between 2018 and mid-2024, I headed up the content team at a marketing agency, which meant I oversaw our branded channels, one of which was our company blog. I always say my claim to fame is turning any company blog into an industry publication. But that claim stems from a conversation I had with a journalist who frequently visited and referenced our website in her own work as a writer. “I didn’t even know this was a marketing agency!” she said. “I thought this was a publication.”
Bittersweet compliment. On the one hand, “Thanks!” On the other hand, it was my job to make us famous, so I had to recalibrate and focus a bit more on opportunities to boost our visibility. But this incident speaks to the importance of strong content.
In the years that I managed the company blog, we were cited in everything from medical journals, to Rolling Stone, to Pepsi’s blog. And a host of marketing publications found value in the content we published.
Cool story, Sorilbran. How does that translate to sales? Well, about half of all the sales we closed were with clients who’d found us by searching topics online. Tens of millions of dollars in revenue were the direct result of content.
Content Builds Trust and Credibility (Which Leads to Sales)
People don’t buy from businesses they don’t trust. In fact, in today’s market, customers are doing more research than ever before they make a purchase decision. They want to know that they’re making the right choice, and content is what helps you build that trust.
- Educational Content: Blog posts, FAQs, and how-to videos show that you know your stuff. By answering common questions or providing solutions, you’re showing potential customers that your business has the knowledge and expertise they’re looking for.
- Case Studies and Testimonials: Sharing success stories and customer testimonials adds social proof, which is crucial in building credibility. If potential customers can see how others have benefitted from your products or services, they’re more likely to trust that you can help them too. In fact, 79% of people trust customer testimonials as much as personal recommendations.
- Consistent Engagement: Regularly posting content, whether it’s on your blog or social media, keeps your business top-of-mind. It also shows that you’re actively engaged with your audience, which makes you more approachable and trustworthy.
Content allows you to nurture relationships with potential customers before they ever talk to a salesperson. By the time they’re ready to buy, they already trust you and see your business as the best solution to their problem.
How Content (and Content Marketing) Helps Close the Deal
While content is great for attracting attention and building trust, it can also play a pivotal role in actually closing the sale.
- Answering Objections: When potential customers are on the fence about making a purchase, they usually have questions or concerns. Creating content like comparison guides, product FAQs, or “how it works” videos can help answer these objections. You’re addressing their doubts directly and giving them the confidence they need to move forward.
- Nurturing Leads: Content, especially through email marketing, is one of the best ways to nurture leads. Let’s say someone subscribes to your newsletter but isn’t ready to buy yet. You can send them valuable content—product demos, case studies, or special offers—that keeps them engaged and moving toward a purchase decision. 47% of buyers view 3-5 pieces of content before engaging with a sales representative.
- Calls to Action: Every piece of content you create should encourage the next step, whether it’s reading more articles, signing up for a newsletter, or making a purchase. Calls to action (CTAs) can gently nudge people along the buying journey, eventually leading them to pull the trigger on a sale.
Why Content Is a Long-Term Sales Tool
Content isn’t a “quick win” strategy, but it pays off in a big way over time. Once your content is out there—whether it’s a blog post, an instructional video, or a social media post—it continues to work for you long after you’ve hit publish.
- Evergreen Content: This is content that stays relevant over time, like a “how-to” guide or industry best practices. It continues to drive traffic and generate interest, months or even years after it was created.
- SEO Benefits: The more high-quality content you publish, the better your chances of ranking higher in search results. Higher rankings mean more organic traffic, which leads to more sales opportunities. In fact, 70% of marketers say that SEO drives more sales than paid advertising. And in my experience, leads derived from your SEO efforts are typically better quality leads.
Content works like a silent salesperson—it’s always there, providing valuable information, answering questions, and helping potential customers make informed decisions.
Here’s Why a Small Business – *ahem,* YOUR Small Business Should Invest in Content
Now that you know how content can help boost your sales, the next step is figuring out how to create it consistently. That’s where many small businesses run into a challenge—creating valuable content takes time and expertise.
Investing in content creation services can save you time while ensuring that your content is optimized for sales. Professional content creators can help you:
- Develop a content strategy that aligns with your business goals.
- Produce high-quality content that resonates with your audience.
- Maintain consistency, so your audience always knows where to find you.
In the end, content isn’t just about publishing blog posts or videos—it’s about building relationships that lead to more sales.
Final Thoughts
Content is a powerful tool for small businesses looking to grow sales. It attracts new customers, builds trust, nurtures leads, and helps close deals. By investing in quality content and using it strategically, your business can create a steady stream of new sales opportunities.
If you’re ready to start using content to boost your sales, but don’t have the time to do it yourself, consider working with content creation experts who can take your strategy to the next level. With the right content, you can transform your small business into a sales-generating machine.
