An Exercise in Subtlety

How Your Business Can Use Informational Content to Sell Your Products

- Laura May

Selling products is an exercise in subtlety. You can’t shout a person into making a purchase, nor can you scare them or trick them. More often than not, a successful sale is the result of the subtle use of informational content — pieces of content that have been designed to offer an answer to a specifically searched question or query that just so happen to promote a product as the perfect solution to a problem.

This isn’t something particularly new. There has always been advertising based around the concept of introducing a problem and providing a product as a solution. However, as the internet grows, new forms and the creative expression of creators have led to new and innovative ways of selling products through informative content.

By looking at a number of different types of informational content, we’ll discuss how your business can use it to promote and sell products to inquisitive audiences.

Blogs

The beauty of blogging is the versatility of the format. Blogging can be anything from on-page content on a company website to affiliate marketing material on an independent, home-business platform run by respected experts.

Framing your written content around a question can be one of the best ways to attract readers looking for a quick answer, who will then be more inclined to read the article for detail, leaving them susceptible to content advertising. Expanding your understanding of search intent and what people are thinking when they type a question into Google is crucial for achieving these aims.