How to Create a Content Strategy That Actually Drives Sales

Content marketing is more than just posting on social media or writing blog posts. If you want your content to actually generate sales, you need a strategic approach - one that aligns with your business goals, speaks to your ideal customers, and leads them down the path to purchase.

In this guide, we’ll walk through how to create a sales content strategy that not only attracts attention but also converts that attention into revenue.

Step 1: Define Your Goals and Metrics

Before diving into content creation, you need to be crystal clear on why you’re creating content in the first place. Without well-defined goals, your efforts can feel scattered, and you might end up producing content that doesn’t support your business objectives.

Start by asking yourself:

✅ What is the primary goal of my content?

• Brand awareness → Are you looking to get your business in front of more people and establish yourself as an authority?

• Lead generation → Do you want to attract potential customers and capture their contact information?

• Customer nurturing → Are you focusing on engaging and educating existing leads to move them closer to a purchase?

• Direct sales → Do you need content that drives immediate conversions and revenue?

✅ How will I measure success? Your goals need clear, trackable metrics so you can determine what’s working and what needs adjustment. Examples include:

• Website traffic → Are more people visiting your site after engaging with your content?

• Lead conversions → Are visitors signing up for your lead magnet, newsletter, or free trial?

• Engagement rates → Are your social media posts receiving likes, shares, and comments?

• Sales revenue → Is your content directly influencing purchases?

Why setting clear goals matters:

📌 It ensures that every blog post, email, or social media update serves a purpose.

📌 It helps you create targeted content that speaks to your audience’s needs.

📌 It allows you to measure results and refine your strategy for better performance over time.

Example:

❌ “We want to create content to grow our business.” (Too vague)

✅ “We want to generate 200 new email subscribers in the next three months by offering a free guide on [topic] and promoting it through social media and blog content.” (Specific and measurable)

When you define your goals upfront, you create focused, strategic content that drives real business growth instead of just filling up space online.

---

Step 2: Understand Your Ideal Customer

Creating content that resonates starts with a deep understanding of your audience. If you don’t know who you’re speaking to, your messaging will feel generic and won’t connect.

Great content isn’t about what you want to say - it’s about what your audience needs to hear.

1. Define Your Ideal Customer Personas

A customer persona is a detailed profile of your ideal customer. This goes beyond simple demographics like age and location - it includes their pain points, goals, motivations, and buying behavior.

Ask yourself:

✅ Who are they? (Age, gender, location, job, income level)

✅ What challenges do they face? (What problems are they trying to solve?)

✅ What motivates them? (Are they looking for convenience, affordability, status, or expertise?)

✅ What objections might they have? (What concerns stop them from buying?)

📌 Example:A business coach targeting solopreneurs might define their ideal customer as:"A 35-year-old female entrepreneur who is overwhelmed by marketing and struggles to generate consistent leads. She wants expert guidance but is hesitant to invest because she’s unsure about ROI."

2. Map Their Buyer’s Journey

Your ideal customer goes through three key stages before making a purchase:

1️⃣ Awareness Stage – They realise they have a problem but may not know the solution yet

.🡆 Example question: “Why isn’t my website bringing in leads?”

🡆 Best content: Blog posts, social media tips, educational videos.

2️⃣ Consideration Stage – They’re actively researching solutions.

🡆 Example question: “Should I hire a copywriter or try to write my website myself?”

🡆 Best content: Case studies, how-to guides, webinars, email sequences.

3️⃣ Decision Stage – They’re ready to make a purchase.

🡆 Example question: “Is this the right copywriting service for me?”

🡆 Best content: Testimonials, pricing breakdowns, service pages, sales pages.

By matching your content to each stage, you guide potential customers toward a decision naturally and effectively.

3. Find Out Where They Spend Time Online

Not all content types work for every audience. You need to create content in the formats they prefer and on the platforms they use.

✅ Do they prefer long-form blog posts or quick social media updates?

✅ Are they active on LinkedIn, Instagram, or Facebook?

✅ Do they engage with video content, podcasts, or emails?

Example: A busy CEO might not have time for long blogs but could listen to a 5-minute podcast on their commute. A Gen Z entrepreneur might prefer short-form Instagram Reels or TikToks over lengthy PDFs.

📌 The takeaway:Understanding your ideal customer ensures that your content feels relevant and helpful - not just noise. The more you know about their challenges, decision-making process, and content preferences, the more likely you are to create content that builds trust, drives engagement, and converts into sales.

---

Step 3: Map Out Your Buyer’s Journey

Not all potential customers are ready to buy the moment they discover your brand. Some are just starting their research, while others are actively comparing options before making a decision.

That’s why you need content that supports buyers at every stage of their journey, guiding them from awareness to purchase.

Here’s how to align your content with each stage of the buyer’s journey:

1. Awareness Stage (Attracting New Leads)

At this stage, your audience is just realising they have a problem or need. They’re not looking for a sales pitch yet - they’re looking for information, insights, and solutions. Your goal is to educate and attract them with valuable, problem-solving content.

🔹 Best content types:

✅ Blog posts & educational articles – Answer common questions and establish authority.

✅ SEO-optimised content – Ensure your website ranks for search queries related to your industry.

✅ Social media posts – Share bite-sized insights, quick tips, and relatable content.

✅ Infographics & short-form videos – Make complex topics easy to understand and shareable.

📌 Example: If you’re a marketing consultant, you could create a blog post titled "5 Reasons Your Website Isn't Generating Leads (And How to Fix It)" to attract business owners struggling with conversions.

2. Consideration Stage (Building Trust and Interest)

Now that potential buyers are aware of their problem, they start actively researching solutions. At this point, they’re considering different options - including your competitors. Your goal is to build trust, position yourself as the best choice, and nurture their interest.

🔹 Best content types:

✅ In-depth guides, case studies, & whitepapers – Show expertise and provide deeper insights.

✅ Webinars & live Q&A sessions – Engage potential buyers and answer their specific questions.

✅ Email sequences & lead magnets – Offer valuable content (like checklists or eBooks) in exchange for their email, so you can stay in touch and nurture the relationship.

📌 Example: If you’re a business coach, you might send an email sequence explaining how your coaching framework has helped others achieve success, including a case study showing a client’s before-and-after results.

3. Decision Stage (Converting Leads into Customers)

By this stage, your audience is ready to buy - but they may still have doubts or need a final push to commit. Your content should remove hesitation, showcase results, and make taking action easy.

🔹 Best content types:

✅ Testimonials, reviews, & success stories – Provide real-world proof that your product or service delivers results.

✅ Sales pages & persuasive CTAs – Clearly outline benefits, pricing, and next steps.

✅ Special offers & product demonstrations – Create urgency and give them a reason to act now.

📌 Example: A copywriting service could feature a testimonial like, "Since updating my website copy, my sales have doubled!" alongside a limited-time offer: "Book your website copy audit today and get a free strategy call!"

Why Mapping the Buyer’s Journey Matters

A well-structured content strategy ensures that your audience moves smoothly from discovering your brand to making a purchase. If you only create awareness-stage content, you’ll attract visitors who never convert. If you focus only on sales content, you’ll miss the chance to nurture leads who aren’t ready to buy yet.

By providing the right content at the right time, you build trust, increase engagement, and ultimately turn more leads into loyal customers.

---

Step 4: Choose the Right Content Formats and Platforms

Creating great content is only part of the equation - you also need to deliver it where your audience is most active and engaged. The right content format can make all the difference in how effectively you capture attention, build trust, and drive conversions.

When choosing your content formats and platforms, consider:

✅ What types of content your audience prefers (Do they read blogs, watch videos, listen to podcasts?)

✅ Where they spend time online (Are they on LinkedIn, Instagram, or YouTube?)

✅ What you can consistently create (Choose formats that align with your skills and resources.)

Here’s a breakdown of different content types and when to use them:

1. Blogs & SEO (Search Engine Optimization)

📌 Best for: Building long-term visibility, establishing authority, and driving organic traffic

✅ Helps your website rank on Google, bringing in visitors consistently over time

✅ Ideal for answering industry-specific questions and educating potential customers

✅ Works well when combined with social media promotion and email marketing

💡 Example: If you’re a business coach, a blog post titled "How to Price Your Services Without Undervaluing Yourself" can attract search traffic and position you as an expert.

2. Video Content

📌 Best for: Engagement, storytelling, and social media growth

✅ People consume video more than any other content type

✅ Great for product demos, behind-the-scenes insights, and customer testimonials

✅ Short-form videos (Reels, TikToks, Shorts) are highly shareable and great for brand visibility

💡 Example: A fitness coach could create a quick Instagram Reel demonstrating three easy exercises for beginners to attract followers and start building relationships.

3. Email Marketing

📌 Best for: Nurturing leads, personalising communication, and increasing conversions

✅ One of the highest ROI marketing channels

✅ Helps build relationships with your audience over time

✅ Great for sending exclusive content, offers, and automated follow-ups

💡 Example: If you sell digital products, you could create an email sequence that educates new subscribers on how your solution solves their problem, leading to a final sales pitch.

4. Social Media

📌 Best for: Quick, interactive content that builds brand awareness and community

✅ Ideal for starting conversations and engaging with potential customers in real time

✅ Helps humanise your brand through stories, behind-the-scenes content, and customer interactions

✅ Each platform has a unique audience - Instagram is great for visuals, LinkedIn for professional insights, and Twitter for quick updates

💡 Example: A brand strategist might post carousel graphics on Instagram breaking down "3 Mistakes That Hurt Your Brand Positioning" to educate and engage their audience.

5. Webinars & Podcasts

📌 Best for: Positioning yourself as an expert and providing in-depth value

✅ Perfect for long-form content and deeper audience engagement

✅ Webinars allow for real-time interaction, while podcasts are great for ongoing education

✅ Builds trust and credibility by showcasing expertise

💡 Example: A financial planner could host a webinar on "How to Save for Retirement Without Feeling Overwhelmed", using it to generate leads for a paid service.

How to Choose the Right Formats for Your Business

You don’t need to be everywhere at once. Instead, choose 2-3 core content types based on:

✔️ What your audience engages with the most

✔️ What you can create consistently without burnout

✔️ What aligns with your brand’s strengths

For example:

🔹 If you enjoy writing and want long-term traffic → Focus on blogs and SEO

🔹 If you love being on camera and want instant engagement → Prioritise video and social media

🔹 If you want a direct, high-converting channel → Build an email list and nurture leads through email marketing

By focusing on a few key content types, you’ll maximise impact without spreading yourself too thin.

---

Step 5: Optimise for Conversions

Creating content is just the first step - turning that content into sales is where the magic happens. If your audience engages with your content but doesn’t take action, your strategy needs fine-tuning.

Here’s how to make every piece of content work harder for your business:

1. Include Clear Calls-to-Action (CTAs)

Every blog, social post, email, and video should guide your audience toward the next step.

Be specific and action-driven:

🚫 “Click here” → ✅ “Download your free guide”

🚫 “Learn more” → ✅ “Get expert tips to grow your business”

🚫 “Sign up” → ✅ “Book your free strategy session”

💡 Example: A service-based business can end blog posts with “Book a free 15-minute consultation to see how we can help you scale.”

2. Use Lead Magnets to Build Your Email List

One of the best ways to turn content into leads is by offering something valuable in exchange for an email address.

✅ Free guides & checklists

✅ Exclusive training or mini-courses

✅ Webinars or free trials

💡 Example: Download "5 Messaging Mistakes That Are Costing You Customers - And How to Fix Them" and start converting more leads today! 👇

3. Personalise Your Messaging

Not all leads are the same, so tailor content based on your audience’s needs and stage in the buyer’s journey.

✔️ Send different email sequences to new subscribers vs. warm leads

✔️ Use dynamic website content to show relevant offers based on behaviour

✔️ Offer different lead magnets for different audience segments

💡 Example: If someone reads your blog on “How to Write a Killer Sales Page,” send a follow-up email with a sales page template to help them take action.

4. Retarget Interested Leads with Ads

Most visitors won’t convert the first time they see your content. Use retargeting ads to stay top of mind and bring them back.

✔️ Show ads to people who visited your website but didn’t sign up

✔️ Target those who engaged with your social posts or watched a certain percentage of your videos

✔️ Use dynamic product ads for people who viewed specific offers

💡 Example: If someone reads your blog post but doesn’t download your lead magnet, show them an ad with a “Get Your Free Guide” offer.

---

Step 6: Track, Analyse, and Adjust

Your content strategy isn’t something you set and forget - it should evolve based on real data. Consistently measure performance to see what’s working and where you need to improve.

1. Monitor Engagement Metrics

• Likes, shares, and comments (shows how engaging your content is)

• Average time on page (indicates if people are reading your content)

• Bounce rate (tells you if visitors leave quickly without taking action)

2. Track Conversion Metrics

• Email sign-ups and form submissions (how well your lead magnets perform)

• Sales and revenue (ultimate indicators of success)

• Click-through rates on CTAs (shows if people are taking action)

💡 Example: If a blog post gets high traffic but few conversions, tweak the CTA placement, wording, or lead magnet offer.

3. Identify Your Best Traffic Sources

• Where are your highest-converting leads coming from?

• Which social platforms bring in the most engaged visitors?

• Are paid ads delivering a strong return on investment?

  
  

💡 Example: If LinkedIn brings in high-quality leads but Instagram drives low engagement, focus more effort on LinkedIn.

---

Content That Drives Revenue

A successful sales content strategy isn’t just about posting more - it’s about posting with purpose.

By:

✅ Understanding your audience’s needs

✅ Mapping out content for every stage of the buyer’s journey

✅ Optimising for conversions with strong CTAs & lead magnets

✅ Continuously analysing and adjusting based on data

…you can turn content into a powerful revenue driver for your business.

---

Want to fix the messaging mistakes that are costing you customers?

Don’t let unclear or ineffective messaging cost you customers.

Download my free guide:

"5 Messaging Mistakes That Are Costing You Customers - And How to Fix Them,"

and learn:

✅ The 5 biggest messaging mistakes businesses make

✅ Simple, actionable ways to fix them

✅ How to connect with your ideal customers and start seeing real results

Grab your free copy below and start turning more visitors into paying customers!