How To Create Content That Converts
The traditional marketing strategy has long been gone. The usage of print and broadcast channels like TVs and radio has been dead for decades. When the internet took over the world, it brought about a mass technological transformation worldwide. Its influence made a thorough change in every organization and industry, including the world of business and marketing.
A successful marketing strategy is behind every successful business or enterprise. These two different categories go hand in hand to thrive. The explosive impact of the internet paved the way for the debut of digital marketing. Digital transformation is the new clamor of the modern marketing strategy.
Digital marketing is a way to market your products or service by using the internet and other electronic devices. Digital marketing is a broad subject that encompasses many things. It has several working branches and one of those is content marketing.
Content marketing is an important ingredient of a victorious marketing strategy. It is beyond the purpose of just filling your website’s pages. It is not just a way to incorporate keywords and rank higher in the SERPs.
What is Content Marketing?
Content marketing is a modern marketing approach designed to create and distribute valuable and relevant content or information. It is focused on attracting and gaining loyal customers to build a relationship of trust with them—eventually increasing a business’ income and profit.
Instead of spamming emails and messages to hundreds of people every day, why not focus on the creation of useful content. Contents that relate to your customers rather than advertising your products and services.
Content marketing includes educational videos and articles, relevant blog posts, vlogs, ebooks, and webinars. These should not be a product or service-specific information. Your content should aim to educate and provide accurate information that helps people. In doing so, you will create a strong bond between your brand and your audience. Earn their trust and loyalty. Earn authority and credibility. Soon enough you will turn these “audience” into “potential buyers” and “loyal brand ambassadors”
How to create content that converts?
1. Use and add emotion
Customers crave emotions. They want a brand that they can relate to and have a real connection with. According to science, people respond to emotion first, above all things. Emotion is a major driver of why people “share” or “like” certain posts and contents. It is the backbone of viral videos and articles that you see on social media.
Creating content that emanates emotion reels people in. For example, a motivational post that brings the feeling of happiness is likely to be shared by users to spread the positivity and joy that they felt.
Whether it is happiness, sadness, or anger, emotion builds connection. It makes a brand more real and humane. It creates a sense of trust that attracts potential customers and buyers.
2. Make it relevant and appealing
Create content that appeals and relates to your audience, not your product. Avoid making content that only features your product and services. Customers tend to run off at the first sign of a pitch sale.
Make your content appealing by incorporating real testimonials. Tell true stories related to your brand. Show your stand on real-life issues and problems. Spread awareness on relevant topics that your audiences are engaging in.
So make sure to fill your platforms with relevant and relatable contents that engage readers. Once they discover how amazing your contents are, then they will also discover how cool your products and services are.
3. Work with influencers and social figures
Aside from celebrities, social media influencers are the new talk of the town. They have different social media platforms with millions of followers. They already have a built-in influence and trust from the public that can benefit your brand.
Find an influencer that has the same pool of audience that your product wants. Do your research and make sure to work with an influencer with the same vision and voice as your brand.
4. Create an attractive headline
We know you are tired of hearing this content marketing advice but it is one that works. Headlines are the first thing that people look to before reading an article or playing a video. Your title and headline should pique the interest of your audience, making her want to read the next sentences of your content.
5. Add urgency and importance
Almost everyone is scared to feel left out of something important. Create a sense of urgency email contents, online ads, and website pages. Before doing so, establish the value and importance of your product or service. Make a clear and direct statement on how they will benefit your audience.
Then add urgency like “free samples until 9 pm” or “50 percent less for the first 100 customers”. Nobody wants to miss out on an important resource. But, be careful not to overdo your urgent statements. Unclear and vague ones produce negative effects.
6. Create a conversational tone
Famous authors have said it over and over again, “Write like you talk”. Articles that contain heavy words and technical terms will bore a prospective customer.
Create content that is easy to read, as if chatting with a friend. A conversational tone allows you to express yourself and put your heart into what you are writing. But, do not forget to still make it relevant and valuable by backing it with credible sources and statistics.
Also, present your content in a readable and attractive way. Include visually-pleasing infographics, typography, and images. Make use of subheaders, lists, and bullet points.
7. Review and update your content
The internet changes and moves rapidly. Every day, millions of marketing contents are published on the internet. You need to keep up and always be on the loop. What your audience wants today, may not be the same next week.
Update your content regularly. Stay relevant by being updated on what your audience is looking for. Review your old contents and make sure that they are still relevant today. If not, you can tweak, edit, or replace it with something up-to-date.