“How to” content attracts the most attention on the web. Write a lot of it, especially around issues your potential customers are dealing with. Give them actionable information and step by step advice where possible. Write the painful details and second guess where they will get stuck and over explain the answer. Show pictures where possible to illustrate the solution.
Why does “how-to” content work in content marketing?
People are looking to solve problems and to educate themselves. If you provide them with step by step information that helps them resolve an issue that they are struggling with then you are going to become valuable to them and they will return. Over time your expertise will become invaluable and they will return again and again. This breeds trust in your and your brand. And it will eventually lead to a sale.