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The Best Content Marketing Strategies We've Seen Drive Sales
Content marketing is one of those terms that gets thrown around so often that it starts to lose all meaning. Everyone’s ‘doing content,’ ‘making content,’ or ‘posting content’ whether it’s a blog, a podcast, a carousel on Instagram, or an overly enthusiastic LinkedIn post.
But here’s the thing: not all content drives sales. A lot of it doesn’t. It might get likes, shares, or an emoji-fied comment from your best friend pretending to be a customer, but if it’s not nudging people towards a buying decision, then it’s practically noise.
We’ve seen a lot of content strategies over the years. Some were wildly creative, some refreshingly simple, and a few honestly deserved a standing ovation. So, in the spirit of sharing what actually works, here are the best content marketing strategies we’ve seen that genuinely deserve a mention.
1. The ‘Solve a Real Problem’ Blog Strategy
This sounds basic, but it’s one of the most underused approaches. Brands that consistently create blog content that directly solves their customers’ real-life problems tend to build trust quickly, and that trust often leads to sales. We’re not talking about vague how-tos. We mean specific, genuinely helpful pieces that help people figure something out. Think: ‘How to Choose the Right Mattress if You’re a Side Sleeper,’ or ‘What to Do When Your Roof Starts Leaking During a Storm.’
These aren’t just good for SEO — they also position your brand as the one with answers, not just the one trying to sell you something. When done well, these blogs feel like advice from someone who gets it. And that’s exactly what builds credibility.
2. Product-Led Storytelling
This one’s clever. Instead of listing product features and hoping someone bites, the best brands we’ve seen tell a story — but with the product baked into it naturally.
Take a company that sells hiking gear. Rather than shouting about the technical specs of their new jacket, they might share a blog post titled ‘72 Hours in Snowdonia: What I Packed, What I Regretted, and What I’d Never Leave Behind Again.’ The jacket appears in the story, worn, tested, and appreciated in context.
This type of content for businesses is subtle but powerful. It shows the product being used without turning the piece into a sales pitch. It gives the reader value, builds a connection, and quietly answers the question: ‘Is this right for me?’
3. Evergreen Content That Stays Fresh
Some of the best-performing content isn’t trendy at all — it’s timeless. Guides, explainers, checklists and how-tos that stay relevant long after publication are incredibly effective. But here’s what the best marketers do differently: they keep them updated.
It’s no use having a ‘2021 Guide to Email Marketing’ still ranking in 2024 if half the platforms no longer exist. Refreshing content once or twice a year tells Google (and your readers) that you’re active, accurate and still in the game — all of which count when someone’s trying to decide whether to trust you with their money.
4. Videos That Feel Like You're Talking With Friends
We’ve seen a massive rise in video content, and for good reason. But the content that performs isn’t overly polished or packed with buzzwords. It’s the content that feels like a friendly demo — no industry gibberish, no palaver, just showing how something works with your Instagram, Facebook and TikTok followers.
Whether a step-by-step walkthrough, a BTS look, or someone casually explaining a concept while using your product, this content humanises the brand and challenges buyer hesitation (in a nice way, of course). The best ones are clear, authentic, and even a little imperfect.
5. Customer-Led Content
You can talk about your product all day, but it won’t hit home the way it does when a real person tells their story. The most effective brands involve their customers in the content process — whether through written testimonials, video case studies, or simple before-and-after shots.
This isn’t just about proof. It’s about relatability. When a potential customer sees someone like them getting results, they’re more likely to take the next step.
We’ve seen a ‘customer spotlight’ series work especially well. It is not just a five-star review pasted into a Canva graphic but also a short story or interview with context. How did they find the brand, what problem did they have, how did they use the product or service, and what happened next? This form of content builds trust. And trust, more often than not, drives sales.
6. The ‘Try Before You Buy’ Approach… With Content
Here’s a smart one: offering something genuinely useful for free, no strings attached, but with a clear link to your paid product or service.
Let’s say you run a finance consultancy. A downloadable budget tracker built in Excel isn’t just helpful; it positions you as an expert. And when someone realises they need more than a spreadsheet to manage their finances, who do you think they’ll come to?
This strategy works brilliantly with checklists, templates, cheat sheets and quick-start guides. Give people a small win for free, and you’ll often be their first port of call when they’re ready to spend.
7. FAQ Content That's Worth Reading
Too many FAQ pages are built solely to tick boxes. The innovative brands turn them into full-blown content hubs.
Instead of answering ‘Do you ship internationally?’ with a dry yes or no, the best strategies use those questions as launchpads for proper content. It could become a blog post on how shipping works, how long it takes, what to expect, and how your business handles returns.
This improves the customer experience, feeds your SEO, reduces support queries, and makes you look like you care enough to explain things properly. Win-win-win.
Good Content = Better Communication
One simple idea is at the heart of all the best content marketing strategies we’ve seen: Be useful. Be relevant. Be interesting.
Whether you’re telling a story, solving a problem, or giving people a taste of what you do, your content should help. Content marketing isn’t about flooding the internet. It’s about understanding your audience, offering real value, and doing it consistently. If you get that right, the sales won’t be far behind.
If you need professional guidance, why not partner with The Good Marketer? From content marketing for small businesses to full-scale strategy, we’ll help your brand become a confident, consistent communicator. Get in touch today!