Gain New Customers and Revenue with High-Converting Content
Seven Easy Steps for Producing High-Converting Content
You have probably heard the phrase, “content is king.” However, when I present my content marketing workshop, I tell attendees that quality content is king. This quality content should not only be original and engaging, but also high-converting. High-converting content is created with your prospects in mind. In this blog, discover the steps to producing high-converting content that will help to turn your prospects into revenue generating customers.
Seven Steps for High-Converting Content Success
Writing high-converting content has changed over the last 10 years; therefore, it is key to always look for opportunities to improve your strategies. Below are seven steps, which will help you to produce high-converting content.
1. Define Your Target Audience
Before you can start writing your amazing, high-converting content, you need to understand who your target audience is. Start by asking yourself the following questions:
- Where can you find your target audience?
- What are their pain points?
- What motivates them?
Gathering data to answer the above questions will take some legwork and time, but it is achievable with the steps below:
- Keep on top of your company’s social media presence as well as investigate different social media platforms and online communities or groups where they are most active. You can read what they are commenting on or saying.
- Ask leads gathered at trade shows or from website lead generation forms if they are willing to answer a short survey. In exchange, provide a small token of appreciation for their valuable time.
- Next, investigate your competition. You can learn a lot from their online activities as well as what customers are posting about them. Check out their online reviews on Yelp and Google.
2. Select Keywords
To reach your target audience you must incorporate keywords that they use when searching online for answers. If you just started writing content for your target audience, it is best to use long-tail keywords. Long-tail keywords are low-volume keywords that are less competitive. Their monthly searches are usually between 200 to 1,000. They will give you the best chance at ranking for keywords and having your content seen by your target audience. To help determine the keywords to use, tools, such as Semrush, will provide you the best options to incorporate in your high-converting content.
3. Write a Headline Your Target Audience Can’t Resist
Your headline is the first piece of content that is read. On average, 80% of your readers never make it past the headline; therefore, it is critical to write a captivating title. Headlines can vary, but as you can see from the chart below there are certain types that are more popular.
Even small changes such as using an odd versus an even number in your headline will help to produce high-converting content. You can also use Headline Analyzer, which is a tool that reviews, makes recommendations, and rates headlines based on data. It will guide you in selecting the headline that will perform the best. There is a free version as well as a more powerful paid subscription option.
4. Shine with Your Content
If your headline grabbed your prospect’s attention, be sure that your introduction makes you shine as well. For blog posts, your introduction should be three to five sentences, which clearly articulate how readers will benefit from reading further.
The following paragraphs in any piece of high-converting content should be written with the goal of building trust and proving your expertise. A case study is a longer and more labor-intensive type of content. However, the extra effort is well worth it. It is excellent for educating prospects about your company’s solutions while building trust. In fact, salespeople claim it is the most useful type of content for turning a prospect into a customer.
5. Grab Your Prospect’s Attention with Visuals
Visual elements are key to high-converting content. They engage readers and help to break up long chunks of text. Visuals are almost as important as the content’s headline. However, the visuals must be compelling, relevant, and high-quality. These visuals may include not only photos, but also charts, infographics, and videos. In fact, studies show that 85 percent of millennials who watched a video about a product or service subsequently bought it.
6. Create a Compelling Call-to-Action
Your call-to-action (CTA) needs to convince a prospect to become a customer. It should clearly explain the action you would like the person to take. The CTA should start with a verb such as “Receive free shipping on orders over $50”. Depending upon the type of content a CTA represents, it can be a detailed sentence or just a few words.
7. Track Content Performance
Finally, you will be able to create more high-converting content moving forward if you know what is working well. With Google Analytics 4, you can track conversions on your website per specific goals you establish. Examples of conversions may include newsletter sign-ups, completed forms for demos or consultations, or free trials of your product. Also, you can track how the prospect arrived on your conversion page. The user may have come from a social media company page or through organic search.
Boost Conversions Starting Today
Content takes a lot of effort to produce so it is key that you spend that time wisely. The complex process of creating high-converting content can be made easier by implementing these effective tips.
The diamonddog Marketing team has experience creating all types of high-converting content, from blogs and articles to case studies and white papers. If you would like to outsource any of your content creation, please feel free to contact us. We would be more than happy to help you produce high-converting content.
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