How Much Sales Can Content Marketing Handle?

In our current blog series, we delve into the topic of Content Marketing. Because since early 2013 at the latest, everyone has been talking about user-centric, high-quality content. It sounds quite simple too: From push to pull! The motto is to provide content with added value that meets the needs of those who are meant to find it. In short: Content must be delivered for which there is a demand among customers and potential recipients. Primarily via search engines and based on referral marketing, to strengthen one's own reputation and build trust.

Anyone who produces content that is then shared and distributed clearly has an advantage. Of course, further company objectives include increasing sales, acquiring new customers, and after-sales management. Unfortunately, these latter goals are too often prioritised, and consequently, the content strategy often fails.

It’s not all about sales…

In his article How to do Content Marketing right, Greg Satell raises an interesting question: Is the focus in Content Marketing perhaps too strongly on generating short-term attention and promoting sales? After all, marketers and sales professionals think in terms of targets. Once one target is reached, the next must be aimed for.

Content Marketing is not purely situated in marketing or sales, nor in PR or other disciplines, but operates across all of them. A 2013 study by Linkbird on "Content Marketing in SEO" showed that increasing sales, at 28%, was only the third most important goal in Content Marketing. The primary goals were lead generation (31%) and branding (28%). Yet, many fall into the short-term sales trap.

Content Marketing – quo vadis?

Relying on traditional sales methods in digital communication is a wasted effort. The chances are slim if you hope for long-term lead generation through a targeted marketing action. It is often overlooked that Content Marketing is not a campaign, but an ongoing process. The past has already clearly shown with SEO and Social Media Marketing that not every new trend that sweeps through the digital landscape automatically increases sales figures. The subsequent lament and question of why the planned "strategy" isn't working then quickly set in.

Of course, sales-promoting marketing actions can still exist, provided they are not confused with a stringent strategy. A clear distinction regarding goals and measures is required in advance. Why should companies still take the time for a sophisticated content strategy? Because you can no longer entice customers with bland advertising messages.