Your content is a huge part of your marketing strategy, so you need to make sure that it’s impressive and stands out from your competition. In this blog, we’re letting you know how to get your content to convert.
What is content?
Content includes a range of elements, from text to graphics and videos. This means the scope of content is very broad, and there are lots of aspects that you can experiment with to see how you can leverage the best results.
Every business should have a content marketing strategy in place, as it can help you drive traffic to your website and increase sales. There are so many aspects of content marketing that you can consider, and here are just a few.
- Website content – blog content, videos, etc.
- SEO content strategy – this will help you appear higher in the search engine results pages
- Social media
- PPC advertising
- Email marketing
You might not choose to focus on all of these aspects of digital marketing, but it’s a good idea to research how they may help you reach your desired audience. Some of these elements will work better for you than others.
Planning your content marketing strategy
Your content marketing strategy should be planned out in advance. However, you must also ensure that you remain flexible with it. For example, if an event occurs or if an update means a topic is best postponed, flexibility means it can be.
Many people can struggle to come up with content ideas, but there are likely many aspects of your business that you could focus on. It’s helpful to focus on the benefits of your product or service rather than its features. People want to know how your company can help them to solve a common problem.
How to create content that converts
Get to know your audience
If you’re an established business, you should have a good idea of who your target audience is. If you’re just starting out, then you may need to complete a bit of research. Social media is a good way to get to know your audience. Why not use Instagram stories for polls and more? This will help to guide you to create high-converting content.
Once you’ve established your audience, you need to consider the kinds of problems they may face and how your product or service can help them with the problem. You will likely find that your target audience begins to interact with your brand more, which increases brand recognition and means that they are more likely to use your business in the future. You should create compelling content that focuses on your target audience’s pain points.
Write content that stands out
Completing competitor research can be helpful, but ultimately, you need to stand out, which means creating different content compared to your competitors. Here are some of the aspects you need to consider to make your content stand out. Read our blog on the importance of creating different content.
- Compelling headlines
- Use power words to gain the reader’s attention
- Visually appealing images/graphics – visual content is particularly important when writing content for a social media post.
- Colour scheme
- Layout
Make sure that your content is clear and provides value to your target audience. You can improve clarity by adding elements such as call to actions. These are used to show your audience where you want them to go next and what action they should take.
You’ll need to conduct keyword research to help you create valuable content that converts. You can use these keywords within a blog post or social media posts.
Make it personal
Personalised content is becoming increasingly popular, which means you need to start using it. Email marketing is a great way to deliver personalised content to your audience, but you can also deliver it through other methods.
As we said previously, you need to focus on your audience’s needs and their pain points. This will allow you to adjust your content and make it more personal. Sharing personalised content means that you can increase brand awareness and loyalty.
Interact with your audience
Interacting with your audience has many benefits, such as helping you to get to know them and keeping them engaged. Those who remain engaged with your brand are more likely to remember that you’re there when they require your products or services. This highlights the importance of selling the benefits of your product and not just its features.
Social media platforms have made it very easy for brands to interact through stories and now polls within posts.
Understand the buyer’s journey
The buying cycle has five stages, and it’s a good idea to use a range of content to target each of these stages. Here are the stages and a brief description of what they mean.
- Need recognition – this involves recognising the need for a product or service and is the beginning of the search.
- Information search – Consumers will conduct research into what they need. They may read reviews, seek recommendations, complete searches and more to find information.
- Evaluation – at this stage, individuals will assess the options available to them in detail. Benefits such as free delivery or trials may help at this stage. You can easily create content that highlights these benefits.
- Purchase decision – this is where the individual makes the decision.
- Post-purchase – At this stage, you could encourage the consumer to leave a review so that you can increase the social proof associated with your product.
It’s not usually possible to target every stage of the buying cycle with one type of content, so you need to be open to using different types. Creating content that converts can be tricky, but it makes it easier when you understand when to target people. Read our blog on targeting users at different stages.
Track web analytics
Your analytics are very important, and you can access these on many platforms. You should take the time to look into these often so that you can identify if any changes are necessary and which types of content work well. Google Analytics is a great way to determine how your audience interacts with each web page. Social media platforms are a good way to drive website traffic and generate leads. Looking into social media engagement can also help you to create high-converting content.
There you have it, some simple ways to get your content to convert. Working on a content marketing strategy takes time, so we’re here to take the pressure off you. We can support you with a high-quality content marketing strategy to help you convert potential customers into loyal customers. Want more information? Contact us – our team will be happy to help.