You can’t deny the fact- that content marketing is about making money if we confront the facts without hiding our eyes. We create content to enhance the weight of our wallets, whether it’s for SEO, brand exposure, or lead generation (or those of the businesses for which we work).
Tips to Create Content that Converts:
So, what can we do to improve this situation? Is there anything we can do to create content that converts? Find out the tips to help in creating conversion content.
#1 Find Your Audience:
When you know who you’re attempting to reach and what their needs are, creating content becomes much more effective and resourceful. If I were a digital marketer, for example, and I wanted to assist businesses and brands create more helpful content for their consumers and businesses, I’d publish an article about how to write content that converts, right? (Place a wink emoticon here.)
To develop content that converts, you must first understand the type of user or client you’re targeting, their specific needs, how your business or product can help them, and why you’re a better alternative than the competition. After that, decide what the content’s overarching aim is. Is it your intention for them to watch a video? Do you want to sign up for an event? Do you want to buy something or get a service?
#2 Use Emotion to Motivate
I’m sure we’re all sick of hearing, “Use emotion when writing content,” so I’m not going to say it (though it’s true and gets to the heart of conversion writing…).
“Use emotion to motivate,” I’ll say instead because it’s more precise and thus more valuable. It turns out that the purpose of effective content isn’t to make someone experience any old feeling. The goal is to inspire someone to want something. When it comes to evoking desire, there are a few ways that perform better than others.
Peer pressure:
In today’s socially conscious online world, knowing that other people are going through the same things you are, are doing things you aren’t or are “liking” things you should be aware of is a potent marketing tool.
Self-Improvement:
People want to be the greatest at what they do, therefore they strive to improve themselves. As a result, consider structuring your material as “10 Things You Don’t Know About…”, “Things You Missed About…”, or “Ways to Make You Awesome at…”
Fear of being left out:
Fear is a powerful motivation in advertising and marketing, particularly the fear of missing out on an opportunity. Fear instills a thirst for knowledge, mysteries, and loopholes. Take, for example, the success of blog pieces like “How I Increased Page Conversions by 250 Percent and Drove $500,000 in Revenue!” in capturing your attention.
#3 Add Urgency
Time or availability constraints. Dread of being left out. These aren’t just things to consider when creating online ads, landing pages, or marketing emails but they’re things you should be doing all over the place.
If you’re going to charge for a webinar, conference, eBook, or study, for example, make it free for the first 100 people who supply an email address. This will raise the estimated worth of the piece of content (at least in the long run) and enhance the chances of the first 100 spots going viral quickly. Even with your blog post, you should use urgency to elicit interaction (even if the urgency isn’t real).
Here are some examples of blog titles that demonstrate what I’m talking about:
- Before It’s Gone: The Facebook Loophole That Increased Organic Reach by 330 Percent
- Today, 23 strategies can help you convert leads into customers.
- “Avoid These 9 Email Marketing Mistakes Right Now”
#4 Increase the relevance of your content.
One of the most overused statements in our industry is “write for your reader.” However, this does not negate the fact that it is accurate and necessary when writing to increase conversions. Only when you create content that appeals to your reader’s interests, concerns, and issues will you achieve a conversion.
This is how it works:
Segmenting your audience:
You may need to exclude some of your readers to speak with others “one-on-one.” Consider generating sector-specific eBooks (which are also great for segmenting leads) that walk you through a certain strategy with sector-specific examples.
When it comes to varying levels of experience, make sure to cover all the bases:
One out of every five blog pieces should be produced for sophisticated readers, according to experts. Because I propose writing theme-based content that can be put into an email-gated eBook, this is the case. Yes, this excludes readers, but it also makes a connection with a different segment of your audience more intimate and individualized, which they will like.
Ensure that your content is grounded in reality:
It’s not just about focusing on your audience when it comes to keeping your content relevant; it’s also about focusing on the world beyond your company domain. Holidays, seasons, sporting events, and everything else your reader could be thinking about in their real (offline) lives should all be considered. Not only does it boost the likelihood of involvement, but it also makes your company appear more approachable (increasing potential trust and, thus, chances of a sale).
#5 Reduce anxiety levels.
Are you dependable? Why should someone follow your advice or, more crucially, trust you enough to buy or download anything you recommend?
The reader’s uneasiness is reduced by great content. Not simply by informing them about a topic that concerns them, but also by persuading them that the words they’re reading are coming from a reliable, knowledgeable person who understands their needs and desires. Within the sales funnel (of which content marketing is an important aspect), trust is a key factor that is only growing. People don’t trust salespeople anymore (well, not fully), and they certainly don’t trust your CEO (if they even know who he or she is).
Here’s how to make content that conveys trustworthiness:
Empathize rather than sympathize:
Put yourself in the shoes of your reader. What are their problems? Have you had similar problems? Describe how you dealt with the problems they’re having. Perhaps you could mention (subtly) how your company’s tools, product, or services assisted you (or a current customer) in resolving comparable issues.
Make up a story:
When developing content, use anecdotes, interesting metaphors, and analogies to show you’re more than a robot. By discussing personal events that your audience may relate to- you can incorporate your real life into your blog content.
Demonstrate:
At the bottom or side of your blog, provide a headshot or a small author bio. Request comments and be willing to answer queries.
Don’t be scared to display emotion or express frustration:
Put this to the test (and keep in mind your content-creating persona).
#6 Remove all potential sources of distraction.
Rather than addressing many requests at once, content should be centered on a single “ask.” You’ll increase conversions by guiding readers down the path you want them to take and keeping them from getting sidetracked along the way, much as you did with landing pages.
The most common occurrence of this problem is in link building within the content. While blogs with a lot of links are good for SEO, they might hurt conversion rates because visitors will leave your page before they get to your main call to action.
It’s excellent to reuse statistics from your infographics, eBooks, and other email-gated content because you’re doing something right if you’re directing blog traffic toward becoming a lead. However, any link that directs a reader to an unrelated, non-“optimized” blog piece is a waste of time in my opinion (and I welcome any comments that this may create).
#7 Add another voice, endorsement, or testimonial
It’s not uncommon in my industry (B2B and software as a service) for companies to deal with well-known brands while their own is still relatively unknown. It’s also not uncommon for skilled content marketers to contact industry influencers on a personal level as they attempt to become influencers themselves.
If this is the case for you or your company, you must seize the opportunity. If your readers, blog subscribers, and half-nurtured leads see you associating with someone they recognize, they are considerably more inclined to believe in the validity of your company.
You can do the following things;
- Encourage a well-known influencer to participate in a podcast, interview, or webinar (after you woo them for a while).
- Give a well-known influencer free access to your tool or product in exchange for an honest endorsement or testimonial (or, better yet, a how-to guide).
- Try to persuade well-known companies to collaborate on an eBook. This is what John Jantsch refers to as “co-branded content.”
These types of interactions and partnerships are fantastic for raising brand awareness and should be fostered properly. However, don’t strive to build so many relationships that you can’t keep them all. Influencer relationships are similar to caring for a plant: if you don’t water it for long enough, it will die of thirst. However, if you give them too much water, their health will suffer just as much as if you give them too little.
#8 Poke the pressure points
This is one you’ll want to test thoroughly, but it’s worth a shot: If you have a good understanding of your niche market’s main pain points, don’t be hesitant to push buttons that will make your audience more aware of them as well.
Questions like:
Half of all CMOS say they can’t measure the return on their social media investments. Is it possible that you’re one of them? Are you putting time, energy, and resources into social media with no idea how it’s helping your company? Are you paying a social media manager $55,000 per year and unsure if it’s worthwhile?”
These types of questions (the ones your readers may be avoiding asking themselves) can stimulate your readers’ interest while also increasing their desire for any solution you may offer. Does your tool assess the ROI of social more accurately? Or are you offering an eBook with advice on how to assess the efficacy of social media?
#9 Give Advices
No one will believe you if your whole content is promotional. If 90% of your content is instructional, helpful, or fixes the problems of your readers- they are more likely to believe you when you say- “Oh, and, truly, this product we made makes this whole process incredibly easy.”
#10 Have a Discussion
We have an intrinsic desire to connect with other people as humans. We’re sociable creatures that enjoy forming bonds and finding common ground that makes us feel “something,” whatever that something maybe. It’s the same with content marketing: it’s about connecting with and empathizing with your audience, and it’s about giving them actual answers and solutions to their problems. You’re not writing for everyone in content marketing; you’re writing for the people with whom you want to build a strong relationship.
Listening is the greatest way to approach a conversational topic. Start conducting surveys of your consumers or clients, participate in industry forums, respond to inquiries, follow up with new customers, and monitor your (and your competitors’) social media platforms. Then, in your content, use what you’ve heard to demonstrate that you’re paying attention and empathizing.
Write about the issues that your audience is facing, the answers, and how you can assist them. Pretend you’re discussing your issue with your friends or family. Instead of speaking at your audience, converse with them. Be human and make a connection.
Takeaway:
Remember that giving real and relevant value is the purpose of developing content that converts. The content you publish should have a purpose, and that purpose should be to match your business goals with the goals of your target audience. This will result in a more engaging website experience, which will enhance conversions through your content and provide a better brand experience for your target audience.
Every piece of content should have a desire at its core: for you to deliver value and for your audience to feel redeemed for trusting your content and converting. Don’t disappoint them. Give them a reason to change their minds. Don’t know how to create content that converts? For the most excellent results, hire a professional digital marketing agency! The best digital marketing agency has professionals who follow content marketing strategies to offer top-notch outcomes.
