How to Write Content that Increases Conversions
Are you getting the most out of your content? When it comes to tracking real data and conversions, you are most likely focusing on bounce rates or shopping cart abandonment, but do you know how your content marketing strategy affects your conversion rate? Content has an impact on virtually every aspect of your brand, both online and offline, and can help your conversion rate if you’re providing consumers with interesting and valuable information. Below are five ways to increase conversions and make sure your content is effective while maximizing your ROI.
Content that promotes conversation is frequent in social media, but it shouldn’t stop there. Develop a comments section on each blog, video or other piece of content that encourages readers to post their thoughts and potentially share your content to other sites or social profiles. You can do this by posing questions at the end of your content, making sure your contact information is clearly visible or inviting guest bloggers and influencers to join your conversation, allowing you to reach a larger audience. By encouraging conversations and interaction, you are helping to drive traffic, and therefore, increase conversions.
Use Customer Feedback
Content has to be useful in order to be effective. When you’re creating content, you want to make sure you’re providing your readers with information or tools they need. The best way to do this is to utilize customer feedback and comments to find out what type of content they are looking for. You could also review old blog posts to determine which posts received the most views, comments or shares, as this will give you a good idea of what type of information people are seeking. Be sure to tailor your future content around those topics that seem to be the most popular and talked about.
Be an Expert
Establishing yourself as an authority in your industry can drastically increase conversions, and relevant, useful content is a major part to achieving this. Prospective customers want to make sure they are putting their money toward a product or service that is reputable, and to drive them to do so, you have to convince them that your content is worth their time and attention. There are many ways to establish your brand as an authority through content marketing. Conducting webinars, making tutorial videos, publishing how-to guides and writing powerful case studies are all effective tactics that build your brand’s authority and expertise.
Call to Action
This may seem obvious, but a conversion usually doesn’t happen without a call to action first. If you want your content to increase conversions, you need to make sure you’re including a call to action that directs the reader to do something. Whether it’s a link to a specific page, a subscription to your e-book or a free product or trial, make sure your content encourages some type of action. Even if your content is exactly what they’re looking for, it may not help your conversion rate if there is no way for them to respond to it.
Promote Your Content
It isn’t always easy coming up with brand new ideas for content that is compelling and unique. Fortunately, your conversions don’t rely on content creation as much as you may think. Make no mistake, content creation is crucial to a successful content marketing strategy; however, it shouldn’t be where all of your time and resources go if you want to increase brand awareness and conversions. Instead of posting new content back-to-back, focus on promoting what you’ve already published by sending out newsletters, sharing content on social media or posting on other platforms that can maximize your reach.
Increase Conversions with Strategic Marketing
These five tips make for a good starting point, but every business is different and has its own set of goals. At Strategic Marketing, we create content for clients across many different industries and have a wealth of experience in developing strategies that not only increase brand awareness, but help to boost sales as well. If you’re ready to get the most out of your content, contact us today!