Websites that use content marketing get 6x higher conversions and sales than those who don't (OneSpot, 2015).

That content can sell ...

... not just as entertainment, guides, or information.

If used properly as a marketing medium, then - like the number above - sales will increase dramatically.

Is that true?

Not necessarily.

In practice, there are also those who do not feel the benefits. Many.

Already creating content, visitors arrive, but it turns out that sales remain just like that. This is what often happens.

Not the wrong system,

But the content is wrong ...

Because your content is not able to sell.

In this article you will learn why people don't buy from you, and how to create content that is able to sell.

Why don't they buy from you?
There are various reasons, of course.

Let's discuss some of them without seeing whether the product / service sold is feasible or not. And only in terms of content.

This is important:

To create content that can increase sales, you must really understand what makes website visitors decide not to buy.

3 this is the main reason ...

... all three are obstacles that you must destroy one by one before the visitor wants to turn into a customer.

1. Because of not believing yet
Online and offline, people will not buy from sellers who are not trusted.

But there are differences.

When offline, we can see directly. The seller has a physical store and he can immediately show what is being sold before your eyes.

Not so online.

Everyone can create websites, even scammers.

But it's still trivial ...

Convincing others that we are not fraudsters is easy.

The problem is, even though you are already perceived as not a fraud they are not necessarily willing to buy. You must be able to get trust as the best.

So, 2 stages.

That's why to get the trust of others you need extra effort compared to offline sales.

Fortunately, content marketing (the right one) can be the solution. Will be explained further below.

2. Not on target
This is the most common mistake made by digital marketing practitioners.

As experienced by Groove.

Groove is a help desk software. So their target market should be entrepreneurs who have problems with customer service matters.

Well, the problem is that their blog used to only discuss business development:

Business growth blog
Even though it's the same about business, but people looking for business development information don't need their software.

So that the content is unable to increase conversions.

Though the quality of the content they make is extraordinary. I myself also subscribe to the blog ... even though there is no intention to use the software.

Therefore, they then create a special category discussing customer service.

Customer service blog
After the launch of this blog, their conversion increased dramatically. Revenue for each content published on the blog reaches $ 1,657.25.

3. Visitors are still in a passive condition
Objects in a state of silence will remain silent, unless there is a force that changes them.

That's part of the legal sound of 1 Newton.

Interestingly, humans are like that.

When in a passive condition, we will continue to be passive ... until something makes us active.

People who are browsing on the brain internet are passive. Read articles, see pictures, watch videos, open new tabs - then close.

Not moving.

So, the content we make must be able to make them move.

Otherwise they will remain passive.

Make content that is able to sell
Before continuing, I suggest you read this series of content marketing guides.

There are 2 main functions of content in online marketing:

1) Bring in visitors, and 2) increase sales.

The first is still easy ...

... provided the content is interesting, visitors will come after the content is promoted.

But the second needs extra attention.

In online sales, we must pass through the 3 obstacles mentioned earlier. Because of that, content that is just "interesting" doesn't necessarily increase sales.

Here are some things that must be considered:

1. Provide content for each stage in the sales funnel
A sales funnel or sometimes called a marketing funnel is every step that every person passes before deciding to make a purchase.

Let's look back at the sales / marketing funnel picture:

Marketing funnel
If you search on the internet, each website will display sales funnel images that are different from each other. Even so, the point is the same.

In general there are 3 parts:

TOFU (Top of the funnel): Awareness
MOFU (Middle of the funnel): Consideration / Evaluation
BOFU (Bottom of the funnel): Purchase
The top, middle and bottom.

Before someone decides to buy, everyone will pass through these parts.

First, they will be aware of the problem. Then weigh the options. Finally, decide to buy.


Content for each section is not the same.

2 things that often happen are just focusing on the upper funnel (TOFU) and only making content for the lower funnel (BOFU).

As a result…

1. Focus on TOFU - traffic is a lot but unable to sell

2. Focus on BOFU - it's hard to get traffic and loyal readers

Therefore there must be a balance.

To understand what content must be provided for each section, this is a brief explanation:

TOFU - the top of the funnel
The content in this section is content that can be enjoyed by the public ... because the goal is to bring traffic.

For example, you sell weight loss supplements.

The content in this section does NOT explain the advantages of the product you are selling. Not discussing and promoting products.

Instead, give exercise or diet guidelines to lose weight.

Another example, if you sell a house.

TOFU content contains a guide to buying the right house, choosing the right location, photos of home designs, and so on. Content that will be sought by those who want to buy a house.

So, once again ... TOFU content must be enjoyed even by those who currently do not want to buy directly.

MOFU - the center of the funnel
In this stage, prospective buyers in the process of comparing between solutions one and other solutions to their problems.

So the topic for MOFU content is deeper.

Our main goal at this stage is to introduce that there are solutions that are easier to solve their problems.

And you are the solution they want.

For example:

To lose weight, they do not need to exercise half dead or super tight diet. With the help of the products we sell, the process becomes easier.

So, we introduce an added value.

Compared to traditional solutions or other solutions, the products / services that you offer have added value that interests them.

To be clearer, here are some examples of the types of content:

Case studies of those who have used your product / service
Statistics / data / facts
Comparison, advantages and disadvantages
FAQ, frequently asked questions
Product demo video
Review / testimonial
Buyer's guide - guide in choosing the right product
These are just a few, and not all of them can be applied to every type of business.

Content for MOFU is educational but also persuasive.

BOFU - the bottom of the funnel
The last stage, when someone is ready to make a purchase.

They have been educated with the existing problems and the right solutions. They are already interested in you.

But there is still one more obstacle that prevents them from making a purchase.

Fear, or uncertainty.

That's why the BOFU content is 100% persuasive, for example:

Free consultation
Trial / demo / sample
How to make a purchase
Discounts or bonuses
The end goal is feeling confident.

2. Identify real problems to be resolved
Any good content will be useless if the contents do not solve the problem from the reader to the end.

Let's remember again ...

What makes someone want to make a purchase?

Because they have a problem.

But, this is the most important, making a purchase is the last option. If they can't solve the problem themselves.

This means:

You will not be able to influence other people to buy if you have not already told them to spend money to buy.

This is especially if the general public has not been educated with your business.


For example, we sell alkaline water.

He said, this water can be an antioxidant, to detox, to stay young, etc. [1]

(One of the most well-known brands in Indonesia, Kangen Water, maybe someone has ever heard?)

But most people don't know about this product.

Well, if you sell this product online ...

... Will you create content about:

Definition & benefits of products, types, manufacturing processes, etc., or
How to prevent cancer, cleanse the body's toxins, how to be youthful, etc.
The first?

Okay, by creating the first content we will get visitors in the form of people who are ready to buy the product.


The amount is small.

Because not many know and understand about the product. So most will be "ignorant" when reading content like that.

Compare with the second.

Those who need information like that are MUCH more.

Comparison of 2 types of content
Even though currently they don't know about the product, but through the content you can introduce it as a solution.

Because they have a problem that we can solve with the product.

That's why TOFU content must solve real problems.

3. Pay attention to the relevance between content and products / services sold
This is like the problem faced by Groove.

At first their content was not able to produce positive results because what was discussed in the content was not relevant to what was sold.

This is the question of one of the PIM readers:

Reader questions relevance of the article
For example, if you sell office equipment, but the content is published about traveling. Will the result be the same?

It must be different!

Look ...

We want to bring visitors, but not just any visitors. But those who have problems that are relevant to what we sell.

If you provide travel content, people who come are people who want to travel. Not need office equipment.

As a result, sales have not increased at all.

Makes sense right?

Content in content marketing is not just "just there", but must be directed to our main goal. Whether it's sales or something else.

The solution: for a persona buyer
This is the solution for numbers 2 and 3 above.

So that the content we make really resolves the problem. And so that the content is right on target to people who have the potential to buy from us.

Talk to the right person
Is that a persona buyer?

An ideal picture of our ideal buyer. What kind of person will potentially buy from you.

So for example, if you sell office equipment, then one of the persona buyers is a new businessman who has just opened an office.

Do not stop there…

... we still need to analyze more about their profiles, their problems, and others.

Everything is explained further in this content marketing strategy guide.

In the end, the content we make must focus on what problems faced by the persona buyer. Thus marketing and sales are on target.

4. Create practical content, easy to practice content
Try to imagine:

You're shopping at Hypermart or another supermarket ...

... then there is a salesman who offers a brand of frozen food. The salesman practices how easy the cooking process is, after that you are welcome to try.

There must be a desire to buy.

This is because we have already shown the "benefits" that we will receive.

It's like that if it's offline.

The problem is, when they are buying online you cannot practice directly. Unless you can give a trial / demo to prospective buyers.

That's why we need this practical content.

Meaning: the content in the form of a guide that can be directly practiced by the reader and directly provides positive benefits for them.

(Be careful, practical doesn't mean simple or simple)

The best type for this purpose is a guide, not information or news ... not just reading.

This is the reason:

Such content can solve 2 problems at once.

First, they will "move" from passive to active.

Remember 3 reasons why someone did not buy? Especially the third.

In general, people on the internet are still passive. So when it was offered to buy they did not immediately buy.

When they finish reading the content, they are still passive.

Read ordinary content
Practical content can be a driving force.

They don't think the content is just content anymore because they can do something afterwards.

There is something more important,

If the content you provide can directly benefit the reader, then in an instant you become a trusted figure.

Practicing practical content
For example, because I provide marketing guidelines, readers who feel this content is useful will assume that I am a marketing expert. So if I open a marketing service, other people will be more confident to buy (compared to no content at all).

So when creating content, don't explain "What" but "How".

5. Give something that is exchanged for something
Confusing the language ...

I'll explain the background first.

Dr. Robert Cialdini, an expert in psychology and marketing, in his book "Influence: The Psychology of Persuasion" states there are 6 principles that can be used to influence others to take action.

Further about the six principles can be read in this free PDF (2MB).
These principles are often applied by sales and marketing people.

2 of which we will use.

The first is Commitment & Consistency.

In essence, people will be more likely to commit to greater commitment if they have agreed with a smaller commitment beforehand.

Taking money, making a purchase, that's a big commitment.

Even though we want to sell with content. Reading content from a website does not require commitment, right? They don't need any effort.

So there's a big gap here.

Gap in content marketing
Between content that is without commitment and purchases that are of great commitment.

So from that, just content is not enough to influence them to buy.

We need something in between.

Small commitment
Examples of small commitments can be one of:

Register email
Give a telephone number
Create a free account
Or else ... depends on your type of business.

But how do they want to be willing to give one of them?

For this reason we use one principle of persuasion again:


Other people will tend to give something to us if we give them something first. For example, if we help someone, that person will feel obligated to reciprocate.

Therefore we must give them first.

For example:

Demo / trial / sample
Instead they will be more willing to give this small commitment to you.

Examples of the application can be seen on this website.

I put an email registration form in several places. You must also have seen some of them.

One type is a popup screen, this is the conversion ratio:

Popup conversion ratio
Between 4.39% to 8.94%.

Not very bad indeed, but let's look at one more type:

Content upgrade
Here I promise a bonus file when the reader enters his email address. The conversion ratio is like this:

Content upgrade conversion ratio
From 5% to 15%. Almost 2x.

By giving something, other people will be more likely to be willing to give us something.

6. Do email marketing

This is the continuation of number 5 above.

We have got "something" from them. Email, telephone number, BBM PIN, LINE username, or whatever ... should be contacted.

So don't have to email.

(Although those who have tried definitely agree that email is by far the most practical)

The important thing is we must be able to reach them.

And of course it doesn't stop there. It's useless to get contact but not followed up.

But it's not that easy, after getting the e-mail, we don't spam sales directly to their inbox.

Like this the most common mistakes:

Provide free exchanged e-mail or other contacts
Then have a 1000s email list
Sent "email blast" that offers products
Report as spam ... finished
This is a big mistake.

Look, if you want to sell successfully online - then you have to reduce the process of selling it. No one likes people who always tell them to open their wallets.

... except when they are ready to buy.

So from that your main task is to condition them to be ready to buy.


Earlier we talked about sales funnel. There are TOFU, MOFU, and BOFU.

The content published on the website is mostly TOFU, the main purpose is to bring traffic. Whereas in email marketing, what we give to the audience is the content of MOFU and BOFU.

The process that is followed by a prospective buyer
Back to the example, for a website that sells weight loss supplements ...

... like this about the process:

Go to the website> read "how to lose weight"> register an email to get a bonus> go to the product page> go to case study content, testimonials, or FAQ> get a discount coupon> make a purchase.

Ideally like that.

But often the process stops in the middle.

So that's why we need their email, so we can remind them again to continue the process.

7. Perform content analysis
If you already have the content,

Does the content succeed in generating sales?

Is this content useless?

Or is it bad?

We will not know if we do not analyze.

Not assuming ...

... but real data.

So from that we need to do content analysis.

Make sure which content gives the best results, which ones are useless, and which ones actually have bad consequences. Then from the results you will know what content should be made in the future.

Because this topic itself is long enough to discuss, please read the content analysis guide.

Where to start?
That is the seventh thing you need to pay attention to to make content that is able to sell along with examples of the process.

If you read up to this point, you mean:

Don't have content, just want to start
Already have content but not yet effective
For type 2, please analyze the existing content, then remove all poorly performing content. But there is no need to delete it if you are not willing.

After that, including those of you who are type-1, please start from:

Stage 1: Create practical content. Use the KTP method as a guide if you want to create quality content. Also read the guide to choosing this content topic.

Make sure the content is in TOFU (the top of the funnel).

Stage 2: Provide "something" that you can give content readers to get their email. Read this list building guide.

Stage 3: Promote practical content that was just created.

Stage 4: After having traffic and email lists, start pushing towards purchasing by promoting MOFU and BOFU content (middle and bottom funnel) to them.

After that, do analysis, which content does not give positive results.

Finally, in addition, learn Copywriting techniques to find out how to make writing that is able to sell.


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