Your content might be the most entertaining, inspiring, helpful, or insightful content in the world and be full of high-quality information.
BUT, if it’s not actually converting, then what good is it?
Good content WILL help you increase your engagement and traffic. But how do you use your content to increase your customer retention and acquisition??
If you’re looking to find the proper steps to apply to your content marketing to ensure you’re publishing content that works and that your audience can’t resist, check out our top tips below.
Understand Your Target Market
Before jumping in to change your content strategy or re-write every blog article on your website or re-record every video, you first want to understand your target audience. Are you writing the information for them based on what you assume they want or need from your business or what they actually want and need?
When you’re trying to create good content that will convert, you need to figure out your specific target audience, the pain point or common problems for this audience, and some type of value or solution to solve their problems.
If you’re not providing a valuable takeaway or steps for your customer to take to improve or fix the issue presented, you’re not going to be able to convert many customers from your article.
To understand what your audience is looking for, you need to understand who they are a bit deeper.
First, have an idea of their demographics. Are they a certain race, age, or gender? What problems do they frequently encounter? What makes them happy or excited? What frustrates them?
When you understand what your audience is looking for and what they want to learn, it’s easier to create content that is specifically targeted to them. Remember to end your solutions with some type of call to action.
Format Your Content Properly
One of the most important ways to create content that converts is to create readable content with structure. You can find plenty of content on the internet providing essential information but in an unreadable way.
Customers need content that makes them want to continue reading or listening and is easy to follow along.
When creating your content, try to format it in this way:
- Use the introduction to be clear about what you’re going to discuss, how it impacts them, and a solution or freebie they’ll receive from reading.
- Break up your paragraphs on the page, either with headings or by beginning a new paragraph.
Remember that most of the population is trying to read your content on a small screen while being distracted by other information, Notifications, or social media, so it’s essential to keep their attention through proper formatting.
- Use visuals to keep the attention of your audience. While it’s great to use text to describe a service or business, it’s even better to post GIFs, videos, photos, or screenshots. It helps to break the content and make it simpler to read.
- Use easy to understand language instead of trying to use high-level terminology. No one wants to feel like they can’t understand what they’re reading or listening to. Make your content accessible by using language your audience will understand.
- Use attention-grabbing headlines. If you’re not able to get your audience’s attention through the title of your content, they’re not going to take the time to read your information, which means you won’t create conversions from your content. By taking the time to make eye-catching headlines that demonstrate what they’re about to learn, you’ll be able to improve your conversion rate.
While you may use the occasional infographic, video, or photo in your content, you might not be strategic with your visual content and be missing out on the power of relevant and captivating visuals.
Try to find ways to use visuals to tell your brand’s story instead of throwing more visual content into your posts without background content. You’ll want only to use videos and high-quality images for your content. While this might seem difficult if you don’t have a big budget for graphic design or video production, the more quality you put into your visuals, the better presented your brand will look online.
Adding visuals into your content doesn’t need to be pricey. You can use discounted or free resources such as subscription services or free image editing software to help you create quality content.
Measure and Track Content Consistently
If you’re not tracking your content marketing results, it’s hard to know if you’re headed in the right direction to gain client conversions.
By closely following your content analytics, you’ll be able to understand what type of content your audience enjoys the most, which content attracts the most conversions, what isn’t bringing enough traffic, what headlines motivate your audience, and any common traits between your high-performing content pieces.
Using this information can help you create better content that your audience actually wants instead of what you think they want. You may be surprised by what type of content resonates the most with your ideal clients.
Create Content That Converts
When you’re writing content to fill up your blog page or recording videos to share on your social media, you’re not going to obtain the results you need and want to create converting content without any intention or drive behind it.
Instead, take the time to create specially crafted content that offers value and is targeted towards your specific ideal audience. This will help grow your engagement, traffic, and, most importantly, your conversion.