Marketers leverage content for a number of reasons, from increasing website traffic to increasing brand awareness and generating engagement.
Yet one of the main reasons is, quite simply, to obtain more of their audience to convert into customers. However , that’s easier said than done, especially in a very crowded marketplace where it seems (and rightly so) like there’s a sea of content to compete with.
So , how do you write articles that converts?
How can you get people to take action after reading your content?
And ultimately, how can you generate a positive ROI out of your content marketing strategy?
In this article, discover 7 essential here are some tips to assure you write content that converts:
Step 1 : Know your audience
Are you writing content material for your audience, based on their own needs and wants? Or are you writing content based on what you think they need and want?
Because there’s a huge difference between the two and it is so easy to forego this particular important step when creating content material.
Great content – that converts – needs to:
- Target a very specific viewers
- Solve a common problem or pain point of your target audience
- Provide real value for your readers by giving them a remedy to their problem (I understand, we hear this on a regular basis – and yet, there’s still so much bad content out there that provides no value whatsoever… just content for the sake of content material! )
But in purchase to know what your audiences’ problems, needs and desires are, you need to first understand this audience in greater detail:
- What typical problems they encounter
- What frustrates them
- What will get them excited and happy
Because once you get to know them and have a clear idea of what they want to know and learn, you are able to create content specifically aiimed at them.
For example , Neil Patel is truly a master at this; you can clearly see that this individual knows exactly who his market is and what their problems are and he quickly tackles them within his articles:
In this blog , for example , he starts off with a question that will drives emotion and contact information a very specific pain point of his audience: being unable to rank for a key phrase, despite all their efforts.
Then he proceeds to give them tips and strategies that will assist achieve those results.
So , your goal as a content material marketer is to find out what issues and pain points your audience has – then, you can use that to create effective content that helps them attain the results they want and therefore:
- Increase trust in your brand name
- Give visitors a reason to come back to you for further content
- Give them a reason to subscribe to your publication and engage with you on other channels as well
- And ultimately, give them a reason to convert
Step 2: It’s all within the headline
You’ve probably heard this time and time again – but your headlines are so incredibly important, it bears repeating.
After all, it’s as simple as this: if your heading isn’t getting people’s attention and interest, then they are not going to read it. And when they’re not going to read it, then you’re not going to raise your conversions either.
So , don’t leave your headline as an afterthought because it has a substantial impact on your click-through rate and traffic, as well as on your own conversion rate.
Follow these guidelines to help you write more effective headlines that will convert (i. e. get people to read through your content):
- Ensure it’s very clear what the content is about so that readers understand exactly what they’d get out of reading it
- Use numbers in your headlines: Studies show that numbers are incredibly powerful and can help you create more clicks and visitors. Here’s a list of the most effective numbers to use in your head lines, as found by Buzzsumo in their study of 100 million headlines (spoiler: ten is by far the most popular! ):
- Use emotional headlines where relevant; they will too can drive a lot of visitors and engagement. They do not work in all situations, but where possible, use psychological phrases in headlines to operate a vehicle emotional responses; for example , within the same study from Buzzsumo, they found that phrases like “tears of joy”, “make you cry” plus “shocked to see” often generate more interactions
- Focus on one of your audiences’ problems: Remember the Neil Patel example from previously? Just like your content should solve one of your audiences’ problems, your headlines should also make it clear what problem that specific bit of content will help with.
Step 3: Learn to structure your content and increase readability
Whilst online content has certainly improved a lot over the last few years, I still often observe content that’s simply not readable enough – even if the details provided in them is good.
The simple truth is, it’s not just about providing value; it’s also about creating content that’s easy to read by means of and makes you want to continue reading.
Considering that, here is a checklist to use every time you write content, in order to increase its readability:
- Use the introduction to relate to your reader’s problems and clearly explain what the content material is about and what they’ll step out of it.
Here’s a great example from Backlinko , a blog that generates huge amounts associated with traffic and often gets these coveted Google first page rankings:
- Use short sentences and paragraphs, as well as bullet points and lists:
Keep in mind that people are reading your content on little screens, while on-the-go as well as while being distracted simply by other tabs, social media plus notifications. If you want people to read through your content, then make it easy for them; and there’s nothing easy about reading long, chunky paragraphs. Remember the Backlinko example above: it perfectly shows what your content need to look like – clean, simple, well-structured and easy to read.
- Break down your content with subheadings: Always use subheadings throughout your articles. It makes it so much easier to read and skim through.
- Use a lot more visuals throughout your content: Visual content – such as screenshots, photos, videos, GIFs and so forth – makes it easier to read and provides good “breaks” in your content.
- Avoid using jargon: Always use language that your audience will understand.
Step 4: Write more customized content
Another important step in increasing your conversions from content would be to write more personalized articles for different members of your market.
It’s important to remember that, what ever your niche, your viewers is not one unified bulk of people with the same questions, needs and wants.
So , if you want to increase conversions, then you need to write targeted articles for all of these audience sections, focusing on their needs and pain points.
Action 5: Include interactive elements in your content
Interactive content has come a long way in recent years, getting highly accessible to marketing experts and businesses too. Plus research shows that it can also be an incredibly powerful tool for your online marketing strategy.
In fact , interactive content produces double the engagement compared to regular static content.
And when people engage actively with your content, that’s great news for your business: it means they’re investing more time on your site, that will they’re likely to come back for further content and last but not least, it may increase your conversions from content.
There are numerous types of interactive content that make your content better and much more engaging. Here are some of the most popular types that you can try today:
- Mini-games: Research shows that they are some of the most effective forms of interactive content in the awareness/discovery phase
- Interactive infographics: Infographics are still extremely popular forms of content, but you can get them to even better and more engaging by making them interactive
- Interactive calculators: Calculators are usually particularly great in some circumstances because they also provide value; for example , in a blog about maximizing conversion rates, I included this easy-to-use interactive conversion rate calculator to both increase engagement and give readers some thing more and exciting:
- Quizzes and forms: Include relevant quizzes and polls within your content to obtain readers to engage and keep reading the rest of your content
Step 6: Include content improvements to generate more leads
A simple “trick” to increase lead generation from your articles is to consist of content upgrades. It’s most likely one of the most effective ways to grow your email list quickly.
However, what exactly is a content upgrade?
It’s a lead magnets created specifically for a blog post or piece of content.
And what this implies is that you’re essentially developing highly-targeted lead magnets.
Also because they’re so well-targeted, it indicates that readers are more likely to opt-in.
For example , if you were reading through a guide on how to rank first page in search results, then you’d probably be very thinking about getting a checklist with all the actions you need to take to optimize your articles and achieve the top rating.
Here are some of the best-performing varieties of upgrades you can include in your content:
- PDF versions of the content (particularly for high-value, long pieces of content, for example how-to guides)
- Cheat sheets
- Situation studies
Phase 7: Track and determine your results consistently to increase your conversion rate
In order to increase your conversions from your content material, you need to closely track your articles marketing results so that you can realize:
- Which content produces the most conversions
- What types of content generate the most conversions (listicles, how-to manuals, content with interactive content therefore on)
- What common traits there are between your best performing pieces of articles
- Which head lines get the most clicks and traffic
- Which content doesn’t generate enough results
You can find all this out by using your web analytics.
But in order to track your own conversions from content, you should set up transformation goals in Google Analytics ; you can find them in the Administrative section, under the View line.
From there, simply follow the directions provided to finish setting up your own goals:
But first, you also need to consider what constitutes as a conversion: from the apparent ones, such as buying your own product, or making a booking, to other, more complex conversions, for example visiting your contact web page, looking for one of your store areas, watching a video, visiting the landing page, and so on.
The conversion goals in Google Analytics are often customizable so you’ll have the ability to track any conversions that matter to you. Then, as soon as set up, you’ll be able to observe which content generates conversion rates and which doesn’t.
Writing content for the sake of this – a. k. a. filler content – can not get you the results you want plus need.
Instead, you need to generate carefully-crafted content that’s extremely targeted and offers huge worth.
That’s how you grow your visitors, engagement, and perhaps most importantly, conversion rates.