How to Create Content that Converts
Experiencing low conversions even after spending time and money on content creation is a problem for almost every other content marketer. Undoubtedly, digital marketing is becoming competitive with each passing day.
So how are some brands able to benefit from the same platform?
One big reason is an inappropriate content development strategy. We need to create a cohesive plan for content production. The plan should systematically address the elements needed to convert visitors.
Knowing it will help you grow your business like never before.
The points mentioned below will share this strategy with you. Keep reading to polish your content development tactics:
Dive Deep to Understand your Audience
In order for your content to be useful, it must always address the audience’s pain points. Therefore, invest time in researching your audience. Try to understand what they want to learn and what is their current knowledge about it.
Also, check out their demographics and educational level. It will help you in using appropriate vocabulary and examples.
For instance, if your audience wants to learn about digital marketing, narrow your research to know their exact skill level and target market.
Are they beginners, or do they already know the basics of digital marketing? Do they prefer to learn about digital marketing as a whole? Or is there a desire for specific types of marketing, such as omnichannel marketing, mobile marketing, and social media marketing?
Research their issues comprehensively. For example, find out why they struggle with digital media marketing. Are they finding it difficult to engage with prospects, or do they not know how to follow current trends?
Dig Out Proven Content Ideas
You can choose a topic that will work well once you are aware of the issues that your target audience is facing.
One smart way to select the best topic is to find out which ones are already performing well in an online arena. Following are some of the tools to help you with keyword research.
- SEMrush
- UberSuggest
- Keyword.io
- BuzzSumo
- HubSpot
After picking the most relevant topic, try to tweak the headline. Copying the exact title is plagiarism, which is a bad practice. And readers might realize that you have stolen the idea from other blogs.
For instance, you can change “How to Increase Search Engine Rank” to “10 Tips for Increasing Search Engine Rank.”
Also, consider the following points to create compelling headliners:
- Use the numbers “Best 15 Websites for Digital Marketing.”
- Add power words to trigger emotion “5 Surprising Ways to Boost Sales.”
- Keep it short but clear “Top 10 Tactics to Boost Conversions.”
- Ask questions “How to Become a Pro in Facebook Marketing?”
Create multiple headlines and use tools like VWO for testing. The test will let you know which headline will work better.
Structure Content with a Conversational Tone
The art of writing is to create interest for the readers. Try to write in a conversational tone. Additionally, consider how your target audience speaks.
For instance, American English is a bit different from British English. If your potential customers speak American English, you need to use spellings and vocabulary accordingly.
Besides this, maintain flow in your content by connecting each paragraph with the former one. Try to use simple language and commonly used words.
If you are writing a blog post, here is how you can break your writing piece:
Introduction
Tell readers about the significance of the topic. Also, share the benefits that they gain after reading the post. Try to keep the introduction short and exciting. An introduction of 50-70 words is enough in a 1000-word blog post.
Main body
Make sure to split this part into several subheadings. Additionally, use bullets and try to keep the sentences short. Avoid unnecessary words and write as if you are talking to a friend. It will make you write in a freestyle where you will use easy-to-understand vocabulary.
Conclusion
The concluding paragraph depends on your topic. Try to present a solution in this section if it’s a question. Likewise, if it is about tips and tricks, try to wrap up all of them in a few sentences. Apart from it, try to ask a question and motivate readers to take action.
Go on an Extra Mile to Create Outstanding Content
Never write just for the sake of creating content. Instead, try going the extra mile to make your content stand out. Here are some tips for it:
Express Urgency
Creating a sense of urgency is another way of boosting conversions. For instance, in a landing page or an email marketing newsletter, you can show urgency by using an active word. Some common examples are:
1- Book today
2- Start now
3- See options instantly
Show Scarcity
Another way to attract the audience is to trigger their FOMO (Fear of Missing Out). When discounted things are in limited quantities, people fear losing the opportunity. Therefore, brands often reveal about going out of stock. For instance, on a page showing a discount offer, you can write only 10 remaining out of 50.
Share Researches
Statistics are always helpful in adding weight to your content. People might not believe what you say. But when they observe the studies in your content, they get an idea about your grip on the topic. Use magazines, journal articles, research papers, and Google books to find accurate data.
Create Content Interest through Visuals
As per Forbes, 65% of humans prefer visuals for learning. That is why incorporating visual content in your write-ups is essential.
Eye-catching photos create an interesting appeal to your content. You can add relevant pictures to give examples. For instance, sharing shots of room decor is important to explain the various types of indoor home decor.
Thankfully, you also don’t have to invest in professional or custom photographs to convey your message. Many platforms provide free or affordable high-resolution images, and you can easily utilize them to illustrate your content.
Likewise, try to create short videos. Various video editing tools are present to help you out. They help in explaining critical things within minutes. Life is busy, and visitors prefer watching videos to save time. For instance, a video can quickly explain how to assemble a toy car, compared with written text.
Another popular way is to take screenshots to build credibility. Or go for infographics if you have complex information to explain. They serve as a visual presentation of your content and make data easy to understand. Maps, pie charts, and flowcharts are the various forms of infographics. Apart from it, GIFs can add a touch of humor to boost engagement.
Include CTAs
Another key thing to remember is to add CTAs. Some readers don’t know what to do after going through the post. You need to let them know where to click to keep them connected.
The art of writing CTAs lies in blending them within the content. If you don’t focus on this aspect, your content will look spammy.
Here are a few good examples for you:
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Never Forget to Proofread & Format Your Content
Put yourself in the reader’s shoes and go through the content in detail. We all make mistakes, so be prepared to pick up your blunders. But feel happy as this last step is giving you a chance to improve.
New ideas, examples, and sentences might come into your mind. If they fit well into the subject, don’t hesitate to make amendments. All you need is polished content that can provide a solution to the readers.
And focus on the formatting too. Poorly formatted write-ups might not convert visitors as they show a lack of seriousness in your work. There should be a difference between headings, subheadings, and points. Likewise, a distance should be present between paragraphs, and font size must be easily readable.
In short, try your best to create a presentable piece of writing.
Final Words
Hopefully, the above techniques will help you create a writing piece that can increase conversions. Read each point carefully and try to tweak your content writing strategy.
Give time and stay persistent with your efforts.
Soon you will notice a positive result!
