Content Marketing March 6th, 2019
When you read content on the internet, do you go through just anything? Would you read everything that you find?
No, right? This means that there must be some things that matter. As a content creator, you need to take care of those things that would make you read.
If your blog posts are not taking much of visitor’s time and they are not converting to leads, your content probably lacks something that persuades them. Try creating compelling content and pay attention to little things that might work for you.
We’ll explore seven things in this article that are likely to be the key to conversion if you think your content is already exceptional.
Let’s get started!
The audience is the most vital element of your creation. If you are creating tons of content without any significant amount of reach or result, all the money and time that you’ve invested is in vain.
You should be well aware of your audience. Study them first, before you study your material and create content. After that, create the content in such a way so that your target audience is served well. You cannot have the same kind of material for all; you want to have tailored content for specific audiences.
Determine your target audience, create content that answers their queries and makes them feel your content is designed for them. Research the eagerness and awareness level of your audience; audiences can be on different awareness levels such as – unaware, problem aware, solution aware, etc. Decide which type of audience you want to target. Audiences want to feel important, so develop content that makes them feel that they are.
Ambiguity is something you cannot afford. Your content should be explicit enough to answer the queries of the audiences; it should be clear where the readers will stand if they apply all that you mentioned in your writing. You are making mistakes if your content is thin, weak and unclear; you cannot expect it to convert as people will hardly pay attention to it.
You can make analogies to create clear and easy to understand content. Analogies can also help increase readability. If you explain something comparing it to an existing example and include pictures, it’ll help get your message across to readers.
Conveying your message using storytelling is one of the most effective ways to reach people better. Stories are interesting to read and generally, they get more attention and make things more accessible both to explain and understand. Readers often get bored while reading boring blocks of content and many of them leave mid-way. However, stories can pique their interest and make them stay a little longer.
Similar to storytelling, case studies are also an intriguing approach to creating content. While explaining something, include an example that studies a case of a well-known company in that arena. For example, mentioning how Amazon reached the level they are now can help illustrate e-commerce business solutions.
If you can make an emotional connection between the customer and the product or service, conversions are likely to increase. More often, emotions, not logic drive purchases. You can present a product or service and mention hundreds of features, but it will only work best when you can bring feeling into it.
Emotion motivates people more than anything else. Logics may convince people that the product is necessary or it serves a purpose, but emotion creates a sense of urgency; people engage in purchasing when they feel that.
In order for your content to reach people, it needs to be optimized. Your title and headings are critical in this; draft an enticing title and make sure it conveys the message about your content that the visitor is going to spend time on, says Tim Dugan, founder of webservicesct.com.
Try inserting some keywords throughout the content including in the title and heading tags. In addition, use long tail keywords to increase your chances.
We all know calls-to-action are helpful and enhance user experience. “Start your free trial now,” “Subscribe,” and other such CTAs allow companies to enable their offer right away, and guide the customer towards converting.
An excellent place to use a CTA is at the end of your content. After going through all of your content, if the reader is convinced to convert, a CTA is the last push they’ll need — and it’ll provide all the information they need to convert. CTAs must be straightforward, persuasive, motivating and speak to the readers.
It is better to use CTA at the end, but if you have invoked emotion elsewhere in your content that may convert, you can use it there as well.
I would say this is the most important one to increase conversions. Put yourself in the reader’s shoes and judge your content. Would you buy it? If the answer is no, then you cannot expect others to. Make the necessary corrections and bring changes.
Your introduction and conclusion are as important as your core body content. Appropriate introduction creates an excellent first impression. Conclusions help readers understand where they stand and what they are to do after going through your content. It passes a final verdict.
Ask yourself, does your content serve the purpose it is written for? Does it create a sense of urgency? If not, you might want to make some changes.
Try including stats and quotes from credible sources so that it becomes more authoritative to visitors, and write an actionable copy.
Make your content scannable; break into small chunks or paragraphs, and use bullets if you can. This increases the readability to a great extent, since people often ignore long content with no breaks. Make sure the structure of your content is such that it doesn’t create a negative impression at first glance.
These are small little things people tend to ignore, but taking note of them when creating content can result in heightened quality and increase revenue.
So, all the little things need to be taken care of. Try these and keep testing your content by assuming the role of the reader. While some things may not work for you the first time, take a step back and adjust your strategy and expectations. Be patient and keep trying!