Creating Content That Converts

Most businesses now accept that they need to create content as part of their digital marketing strategy, but how do you create content that converts? Content that drives sales, sign ups, and engagement is key to driving return on investment from your content marketing, and here’s how to get started.

Respect Your Audience

This is a great tip for your content creation. If you respect the audience that you are talking to and show that in your content they will have more respect for your messaging. This helps a great deal in taking your audience on a journey with your content that may end up with them moving into your sales pipeline.

Starting from a position of respect will help in your efforts - it will ensure that you don’t start ramming promotional content down your audiences throats and keep things within the right kind of tone setting.

Your Positioning

In our experience, the ideal is to position yourself or your brand as a thought leader. Create interesting content that expands your audience’s knowledge, and be open in explaining what your sources were and how your audience can re-create the data or example that you are sharing.

You need to appear knowledgeable, but also approachable. You need your readers to see you as someone they would want to work with or purchase from as they learn that you are an expert, however you need to write in a friendly way that encourages participation and future contact.

Your Call To Action

Try to include a call to action within each of your blog posts. Start by deciding what you want your audience to do from reading your post. It may be a soft call to action such as a social share or to go and read another blog post on your site that complements the piece. Alternatively, it may be a call to action that encourages an email sign up, product trial, or that offers a special deal.

By creating a full strategy detailing what you want your audience to do from each piece of content that you create, you are able to manage the success of each post based on your goals. On top of this, you will start to write your piece with a slightly different thought process. Instead of creating content for contents sake, you will tailor your writing in a subtle way to try to lead the reader along the journey that you want to get your desired outcome.

Content Strategy

All of the above plays into your content strategy. At Datify, we believe in putting data at the heart of your content marketing strategy, but all of the above also plays into your overall plan. Your content strategy is what will really define if your content converts or not. Having a defined plan that details the types of content you will be creating, how they will be written, where they will be placed, and the format they will take is all crucial to ensure success.

Plan the journey that you intend to take your readers on, both at an article level, and at a higher level based on content flow and how you direct their attention over time. Have multiple conversion paths and content engagement paths that may lead to different, but complementary goals.

Summary

In summary, planning your content, thinking about your positioning, having a call to action strategy, and having respect for your audience at all times will give you a much better chance of creating content that converts for the long term.

Talking of call to actions and content that converts, why not learn more about our content marketing services by selecting cotnetn marketing from the navigation above.