The lack of a well-rounded content strategy could crumble your entire digital marketing plan. All investments you may have made in creating the website or running ads go down the drain when the content fails to serve value.
According to eMarketer, 60% of marketing professionals create at least one piece of content daily. This tells us that one should be dedicated to content creation efforts to reap the rewards in the longer run. Robbie Richards is an inspiration for many marketers. Without any connections and budget, he grew his traffic to 272% in 30 days!
All he had to do was find the right audience and create content that would enrich their intellect.
This example directs us toward the key point – content should be built around a purpose. It should provide comprehensive information and enable the readers to understand how their troubles will be resolved.
If your content is all over the place and you are looking for ways to add life, this is the right place. Below, we have discussed the tips you can follow to create content that converts.
Have a look!
1. Conduct Detailed Keyword Research to Understand the Target Audience
Keyword research is the foundation to ensure you create blogs and copies that convert well. Before you finalize the topics for your articles, you should determine the phrases your prospects are looking for when searching for services similar to yours.
Providing all answers to the customers on the same web page becomes your competitive advantage. Visitors spend more time reading these pages, which becomes favorable for SEO. Ultimately, this boosts your website’s rank on Google.
SEO has proven to bring 1000% times more traffic than organic social media. And a huge share of clicks is made on results shown on the first page of Google. You can get significant results by optimizing your content according to keyword research.
2. Create Specific Content Marketing Goals
Content marketing aims to grab potential customers’ attention and create positive relations with them by providing information that resolves their troubles. Each business should create content according to its unique niche.
Your content goals should be SMART (Specific, Measurable, Aspirational, Timely, and Relevant). Adhering to these requirements will allow the marketing team to build relevant content. It must be emphasized that both the marketing and sales department must unanimously agree on the overall goals. If the business aims to increase the conversion rate, it should focus on the specific rate they consider successfully.
Examples of specific conversion-oriented goals are:
- Grow the email list by 10%
- Achieve a conversion rate of more than 5%
- Improve customer retention rate by 20%
The goals should be realistic and provide directions to the entire workforce.
3. Focus on Exciting Storytelling to Persuade the Prospects
Storytelling is an important social media content pillar in content marketing. It makes the content more engaging and compelling, unlike market communication which revolves around facts and figures.
Human brains are wired to connect more with stories. They empathize with the characters and react to a narrative. Therefore, a clever technique of delivering the marketing message wrapped in an enticing narrative is termed “storytelling.”
Disney isn’t the new name in storytelling. This ad for Disneyland Paris reveals the brand’s fantastic storytelling skills. They embedded the same technique across their web content, which managed to grab the public attention.
Stories help to eliminate the monotony and grab interest. They don’t sound like a broken record. Instead, they hook the readers from the initial point, pique their interest at the climax, and enable them to learn about the outcomes.
Besides being easy to retain, research has proven that stories cause oxytocin release, which triggers customers’ attitudes, decisions, and behaviors.
4. Appeal to the Human Side of the Readers
Humanizing the content is more crucial now than ever. In this era of fast-paced social media, you don’t want to demonstrate your brand as a faceless corporate robot. Your brand should be portrayed as a warm, friendly face that welcomes people with open arms. Give readers genuine and authentic advice with which they can establish a connection through your content.
Humanizing the content is not a one-size-fits-all approach because what works for Mercedes-Benz will not work for Audi or Volkswagen. Though they belong to the same field, the auto giants cater to different population segments.
Visuals play an essential role in creating a positive brand perception. As we all know, sight is the strongest human sense, and integrating high-quality images can help you connect authentically with the audience.
You can hire a professional photographer to take custom pictures of the workforce or access stock image libraries to find relevant pictures for your brand. Another way is to post pictures of your employees working behind the scenes to give an optimistic outlook. Take Hubspot’s Facebook page as an example. They have included several albums to show their company culture and team events.
Vividly illustrated humanized content reaches across cyberspace and touches the readers, drawing them towards the brand.
5. Diversify the Type of Content You Produce
Blog posts are a standard content type utilized by companies. The research and writing phase takes some time, but they capture the visitors’ attention and compel them to convert. However, the written word loses its excitement when it is against visuals. Hence, reaching out for other forms of content is a good idea to appeal to multiple customer segments.
You can use the current research and blog posts to create photos and videos for other digital platforms. Or you can also seek the help of a creative writing team to write ebooks and white papers following long-form blog posts.
Parting Notes
Content marketing is a proven and pretty powerful strategy to reach new customers and retain old ones. We hope the above tips will inspire you to tweak your content strategy.
Remember that content that is not valuable will fail to strike the right chords. And while you are researching to find helpful content, you should learn ways to make the content more engaging.
Combined, you can anticipate the conversion rate reaching the skies with all these factors!
