When you visit an online store, do you look for a company blog? Most people do. In fact, a surprising 77% of internet users read blog posts. It’s not hard to see why people feel this way. There’s often a wealth of value jam-packed in our favorite blogs.

Users can find exclusive promotions, meaningful content, and learn more about your business all by reading your company blog. Creating excellent content for your website, also known as content marketing, is a great way to improve sales.

Business owners need to consistently provide their customers with extra value through their blog if they want to build their brand. Consumers are no longer looking for a simple product transaction where they give you their debit card number, and you mail them a product. Instead, folks are looking for longer, personalized experiences.

Today we are going to show you why writing great content for your website is key to your success, and how writing about your industry will inevitably lead to new sales.

Let’s get started!

Boost Customer Retention

Customer retention is the ability to keep a consumer engaged with a brand through a pre-determined time. All business offers different products and services, as a result, customer lifecycles can vary. For example, a marketing SaaS provider would have a longer customer retention period than a brand that sells shoes.

Both software providers and eCommerce business owners can use their blog to keep customers engaged in their brand. You’ll notice that some people spend money on your website, but never get the maximum value for their investment.

This is known as a customer experience gap, and it can affect the perception existing customers have of your brand, which ultimately impacts the opinions of new customers. You can close success gaps and boost retention by publishing blog content that answers the most common questions pertaining to your industry and your products.

So the owner of a lead generation SaaS would publish posts that talk about the value of email marketing and how-to guides explaining how to use their software to accomplish specific tasks. Now users can get answers to essential questions, which leads to a stronger retention rate and more sales.

Build Trust with Your Audience

Aside from boosting retention, excellent content can help you establish trust with your audience. Building rapport with your audience is a great way to ensure that existing customers come back for repeat purchases, and new visitors are willing to commit to your brand.

Imagine going to a website that’s supposed to specialize in digital marketing, and you land on their blog page, and it becomes clear — these people don’t know the first thing about marketing. Would you still want to buy the company’s product after reading their blog? We bet the answer is no.

Your blog can help you keep readers engaged in your business and industry, all while building trust. People are more likely to shop with brands that show they know their stuff. If you’re published detailed, thoughtful, and educational content, people will continue to land on your site.

If you want to add another level of engagement, include a comments section at the bottom of each post. This feature will give users a chance to talk to each other about the topic discussed, and you can chime in and engage with your audience.

Secure More Qualified Leads

You need to do more than nail customer support and ramp up your marketing if you want your content to help you get more sales. The first step to getting sales is to show your target audience content that addresses their pain points or help them reach a goal.

When writing content for your blog, think carefully about the struggles customers are likely facing in your industry. For instance, an online pet supplier might focus on buying products that are tested and deemed safe for animals. Why? Simply put, there are a lot of questionable pet products on the market. As a result, tested, reliable products are more likely to attract people that need pet supplies.

By focusing on pain points and helping users reach their goals through your content, you’re ensuring that new subscribers and customers see the benefits you’re offering. As a result, qualified leads are more likely to subscribe because your content touches on the topics that matter most to them.

Promote Organic Traffic

Finally, writing good blog content can help improve your SEO ranking and improve conversions. Google looks at a variety of factors when determining where a website should rank on Google. In fact, the algorithm looks at over 200 metrics. Out of the long list of SEO metrics, quality content is towards the top.

Ranking on the first page of Google means you’ve proven yourself as a prominent figure with valuable information on your website. But the benefits don’t end there. Consumers are more likely to pick your posts over paid traffic, even though the advertisements are above your site.

Believe it or not, between 70-80% of searchers ignore paid ads in favor of organic content when using Google. In other words, writing high-quality content can help you rank for your keywords, which leads to more website traffic. The more people visiting and engaging with your site, the higher in the search rankings your website will appear.

You can use your content to boost your SEO score by including keywords in your content, interlinking relevant posts, and filling in backend keyword data so Google bots can easily crawl and rank your site.


There you have it! Here are 4 reasons why great content leads to more sales. The growth of your business is dependant on the products you sell, your customer support, and the content your team creates. If you short yourself in these areas, you could see a negative impact on your conversions and traffic.

But if you actively work on fine-tuning customer support and your products, while creating helpful and engaging blog content, you will see a significant boost in sales and engagement.

Stay Connected

Join over 100,000 of your peers and receive our weekly newsletter which features the top trends, news and expert analysis to help keep you ahead of the curve.

Get the best of B2C in your inbox:

Subscribe to our newsletter

B2C Webcasts

Our next webcast will be announced soon

Explore Our OnDemand Library ›