In the digital age, the journey from initial interest to final purchase has become more complex, with customers interacting with a multitude of digital touchpoints before making a decision. According to a study by Google, customers engage with an average of 20 touch points BEFORE they purchase, underscoring the importance of a robust digital presence.

[SKIP TO THE BOTTOM FOR 30 CONTENT IDEAS TO HELP YOU THINK OUTSIDE THE BOX]

Building trust online is key, and content plays a critical role in establishing that trust by providing valuable, relevant information that guides potential customers toward a purchase.

Businesses that leverage content effectively are not only able to capture attention but also foster engagement and ultimately drive revenue. Companies like HubSpot and Salesforce have built extensive content libraries filled with guides, case studies, and white papers, offering solutions to common problems and positioning themselves as industry authorities. E-commerce brands like Warby Parker use interactive quizzes to guide customers through the process of selecting the right product, while popular blogs such as BuzzFeed use entertaining and shareable content to attract and retain large audiences.

Content can be a powerful conversion tool when implemented strategically. From informative blog posts that educate and inspire to engaging quizzes that help customers find the right product, content can build credibility, encourage interaction, and ultimately lead to increased revenue for small businesses. In this blog, we'll explore various ways to drive revenue using content and how you can apply these strategies to your small business to create a more effective and profitable online presence.

MY FAVOURITE RULE FOR CONTENT STRATEGIES

Your content should solve a problem your audience has.

Your content should NOT be relentlessly promoting your brand.

I know what you’re thinking… "But if I’m meant to be driving revenue through my content, how can I do this without mentioning my brand/product/service?"

Let me explain.

The key is balance. If your content is 70-90% focused on helping your audience and solving their problems, you earn their trust. They see you as a resource, not just a sales pitch. This trust leads to a relationship, and relationships lead to revenue. So, you can totally drive revenue without constantly talking about yourself. Just keep the promotional stuff to about 10-30% and focus on giving your audience something valuable. It's that simple.

Content is like a Swiss army knife for your business—versatile, powerful, and ready for any challenge. It can help you reach customers, build relationships, and ultimately drive revenue. Let's dive into some fun and friendly ways content can work its magic for you!

Evolving Content as Customers Move Down the Funnel

As customers get to know your business, the content you share should evolve along with them. Think of it like a first date—you don't start by asking someone to move in! Here's how to keep it smooth:

• Top of the Funnel (TOFU): At the start, focus on light and engaging content like blog posts, social media updates, and videos. It's all about introducing your brand and sparking interest.

• Middle of the Funnel (MOFU): Now that you have their attention, offer more detailed content like whitepapers, case studies, and guides. This is where you start showing off your expertise and helping them solve problems.

• Bottom of the Funnel (BOFU): Seal the deal- use testimonials, product comparisons, and free trials to encourage conversions and build trust.

Lead Magnets and Freebies

Everyone loves free stuff, right? Lead magnets are fantastic for building email lists and turning casual visitors into potential customers. Check out these ideas:

• eBooks and Checklists: Give away something useful in exchange for an email address. It's a win-win!

• Templates and Free Courses: Offer resources that help solve a problem or teach something new.

• Free Trials and Samples: Let customers experience your product or service firsthand to build confidence.

Packing Intellectual Property into Offers

Do you have valuable knowledge or expertise? Package it into a premium offer! This is perfect for consultants, coaches, and educators. Here are some ideas:

• Online Courses and Masterclasses: Create in-depth learning experiences that customers are willing to pay for.

• Paid Webinars and Workshops: Share your expertise in a way that's interactive and engaging.

Newsletters Are Back

Newsletters are like the old-school cool of content marketing—they're back in style and people love them. Here's why they're awesome:

• Regular Communication: Stay in touch with your audience and keep them engaged.

• Direct Promotion: Share exclusive offers, new products, or events directly in their inbox.

• Relationship Building: Create a sense of community and keep your brand top of mind.

E-commerce Campaigns That Rock

If you're in e-commerce, content is your best friend. Use it to drive sales and create buzz. Here's how to make it work:

• User-Generated Content: Share customer reviews and testimonials to build credibility.

• Product-Focused Content: Create detailed product descriptions, how-to guides, and video demos.

• Seasonal Promotions: Launch campaigns around holidays or special events to generate excitement.

With these fun and friendly content strategies, you'll be on your way to driving revenue and building lasting relationships with your customers. Content can be a game-changer for your small business, so get creative and start making an impact!