In a word: yes!

Most marketers struggle with this one, wondering if they should load content up with hints about their products, or thinking about name-dropping all their services in a final paragraph. But that’s not the right approach.

To be clear, content isn’t a direct sales tactic in itself. It’s the ultimate sales tactic by default. That’s because content adds value for your audience – and grows said audience too.

Say you sell sporting goods. Then you should be producing content offering advice on fitness, health and performance and so on. Your content is published on your site and social media channels, for example, so readers will always be clear on what you’re selling.

Add enough value with your content and many will naturally go from your article, video or infographic direct to your product pages. Now, that’s how content sells.