Content marketing–think of it as the popular neighbor who throws the block party of the year. And by the way, they’re a party planner.

“Oh, you loved the party? Well, I happen to be a party planner. Here’s my number if you ever need me!”

See how unsuspecting that was? That’s what makes content marketing stand apart from “traditional.” It entices you, making you feel special to be a part of.

​“Traditional” marketing can interrupt and push. In contrast, content marketing typically waits for permission and offers value without being sales-pitchy. Compel your target audience using content marketing to help you learn how to sell your digital products.

Digital products are intangible (not physical) items that customers download or access online. They include music, videos, e-books, classes, software, and more. The great thing about digital products is that customers can gain instant access to them after purchase–no waiting on mail delivery–which is perfect for how fast-paced we’ve become.

Selling digital products, customers don’t pass by your storefront or stop in to visit. Your ideal customer isn’t passing your product around for word-of-mouth advertising.

​You exist in the ether and need your ideal customer to find you. Creating valuable content that aligns with your digital offer is one way to do that. Content marketing strategies like this can bring advantages to the table like:

Content can improve your search engine optimization (SEO). More potential customers find you when they type keywords and phrases into their favorite search engine while searching for someone like you. The better your SEO, the higher your rank on the search engine results page (SERP), and the more likely a customer will find you.

Valuable, high-quality content (posts on social media, blogs, vlogs, etc.) can attract potential customers actively researching terms related to what you sell. Regularly posted content can increase your website’s organic traffic, brand visibility, and leads.

You created your digital product to meet a need or solve a problem. Content marketing speaks to your audience’s pain points. You get to demonstrate your product’s solution. Your valuable information can help set you up as an industry expert and can assist your trustworthiness.

You have an automatic trust barrier to overcome when customers can’t physically look at or touch your product. Creating quality content can establish you as someone they know and can trust. Once a person trusts you, they are more likely to buy from you.

Your job isn’t finished after a customer purchases from you once. You want to build lifetime value through repeat purchases and upsells that increase cart value. Regularly sharing relevant content keeps your brand name at the top of your customer’s minds for repeat buying, good reviews, and word-of-mouth advertising, which translates to long-term success.

You must publish new content regularly for it to have the ability to pay off. Having a consistent posting schedule can increase the effectiveness of your content.

You can even recycle older copy (as long as you don’t copy and paste), giving it new life and purpose. Updating older content makes it relevant again as industries and approaches change. Use older content as an opportunity to take a historically winning formula and give it a more timely and relevant context.

​Use the following ideas as jumping-off points.

Describe your product. What is it, and what’s its use? How do people benefit from this? How many uses does it have? How does it compare to similar products? How long has it existed?

Give a brief look at what your customer can expect from your product–its look and use.

Potential customers are often curious about the “what’s in it for me” aspect before purchasing. Let them know how they stand to benefit from solving a problem with this product. They may not even have realized there was a problem. Can they save time or money? Can they make money? Can they make life easier?

Testimonials, reviews, and ratings help alleviate your potential customer’s fear that they are the guinea pig in your experiment. Once they see others have used your product and are satisfied, they’re much more likely to purchase.

Show them how to work it and that it works! You show off your product and present use cases while giving your target audience something that sticks out in their minds.

Highlight current pains and how your product could improve their life once they know or use ‘this.’

Share valuable content, such as updates, product launches, and special offers, to help engage with subscribers, customers, and potential leads to assist sales.

Create informative literature that discusses the problems your digital product solves. It can boost your use of keywords, which makes you more visible.

Share content, engage with potential customers, and promote your digital products on the social media outlets your target audience frequents. Visual forms like Instagram, TikTok, and Pinterest can help you show off your digital products.

Create content that allows you to demo your digital product. Consider creating tutorials related to your industry. Visual content is a highly effective means of connecting and informing.

E-books and whitepapers go deeper into topics relating to your digital product. As a bonus, you can also use these as lead magnets to help grow your email subscriber list and pull more quality candidates into your funnel.

Your website has a lot going on; potential customers could easily get distracted and leave without converting. Instead, direct your audience to a landing page. There, you can foster a focused approach to dispel common (and limiting) beliefs or purchasing objections. You can also showcase your social proof all on the same page with your clear call to action. Landing pages can help increase the conversion rates of your offer or conversion action.

If you’ve been wondering how to market digital products online most effectively, content marketing may be the avenue for you. However, you need to publish valuable content consistently to inform and educate your audience. When done correctly, content marketing can:

How you create and distribute content can help build consumer confidence in your offer or conversion action. Intent, value, approach, and consistency are key drivers to help marketers fine-tune their messaging and figure out what potential customers respond to best.