An Exercise in Subtlety
Home Business Magazine|Fall 2020
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.


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.

Whether long or short form, blogs with some authoritative or expert opinion behind them have become a crucial element of the conversion pipeline. Say a customer is looking to research the best multi-purpose DIY tool. A comparison blog listing a number of different available tools or highlighting one particular industry leader is a great way to not only promote the product but consequently the brand associated with it and writing about it. Writing about the qualities of your own products in a blog may sound shameless self-promotion, but it’s an effective way of communicating key traits about your products.

One of the most important things to consider when writing blog posts is the format. Certain types of content will serve particular aims better. Listicles, for example, are great ways to address lots of different products and work well for customers who want options. This is particularly effective for seasonal gift guides.

Long-form, authoritative content can also help your brand and people within it as thought leaders on certain topics, which can enhance the effectiveness of product content down the line. This type of blogging helps to build a relationship with the audience.

When creating informational content always make sure there is a clear conversion purpose. Calls to action throughout the article are a must. It’s not enough to keep the audience on that blog; you have to be able to move your audience throughout your website and onto product pages.



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Fall 2020