How do you create content that converts?

Setting targets for creative writing provides a solid base for fruitful output. Ascertaining the purpose of each element allows them to cohere with the aimed conclusion. These various applications benefit from the clear and concentrated nature of SMART objectives. Objectives shape the direction of content generation, determining its form, atmosphere, and distinctive appeal, ensuring achievement across all content platforms.

Conversion is usually a goal for content that's meant to be read by prospects currently looking to buy. So a good way to make sure this happens is to create content that matches that intent. For instance, you sell tech for the logistics industry, an article titled "How the Model XYZ Benefits Logistics" is a good way to get started. But divining intent is the hard part. Hopefully these people are already following your blog or are on your email list.

When defining objectives - the first step should be defining the brand's goals. Does our content strategy want to focus on: - new customer acquisition - customer retention - brand awareness - conversion rates The target audience is getting smarter now, they know when they are being marketed to - so it is essential to ensure that our content pillar & objectives don't come across as too salesy. Instead a better way to move forward after objectives are finalised is to personalize the content strategy in a way that it stands out from the competition instead of following the herd & yet also focuses on the solution part of things rather than just saying 'how XYZ can solve __' tell them 'how to solve __' - this helps you build trust and loyalty.

While personas, customer journey maps, surveys, and analytics provide essential insights, they can sometimes limit us to surface-level characteristics. To truly resonate, we must venture into the realm of empathy, grasping not only the "what" but also the "why." Do this by: actively listening to social conversations diving into online communities conducting in-depth qualitative research. It's about tapping into the heartbeat of your audience - your sales team can help. The goal isn't just to know your audience, but to empathize with them – to feel their struggles, dreams, & curiosities. This ensures that ur strategy isn't just consumed but embraced, forming lasting connections & transforming passive consumers into active brand advocates.

Today, knowing your audience isn’t as straightforward as narrowing down on the demographics. With a lot of competition, plenty of choices for the buyer and an info-loaded environment, being laser-targeted on your audience is key to create hyper-personalised content. Surveys and customer/user interviews are one of the best ways to narrow down on who your audience, what motivates them to seek a solution for the problem you solve, what are their trigger points, where/how do they look for the solution and so on. Since products have started becoming commoditised, differentiation can only be achieved when you speak to your audience’s mindset, understanding which requires consistent investment as well.

Understanding your audience is paramount for content creation. Without knowing your readers, conversion is challenging. Discover the distinct regions of difficulty or inclination that are critical to understanding human behavior. Leverage these techniques to gather detailed information and group it based on relevant factors. Design content to resonate with their concerns and present actionable ideas. Connecting with the audience is key to impactful content.

In my marketing role, I leverage data from Google Analytics, Facebook Ads, and PPC to unearth the perfect audience. With Analytics, I segment users and track their journey, focusing on high-conversion sources. On Facebook, custom and lookalike audiences take center stage, along with precise demographic targeting. In PPC, I dive into keyword analysis and ad scheduling, optimizing for the right locations. It's all about data-driven precision, ensuring our campaigns strike a chord with the ideal audience for maximum impact. This approach is accessible to anyone with a website that's been utilizing Google Analytics, Google Ads, and a Facebook Pixel for at least a year.

Being a writer, I recognize the importance of tailoring my content distribution strategies. Every platform has its unique constraints regarding content. Match your aims with the tastes of your viewership to choose the best content. To learn about product features, visit YouTube or specialized landing pages; for guidance, explore blogs or newsletters; to build a community, leverage social media or online forums. Channel personalization fosters successful target market connection.

The choice of channels is indeed a critical decision - because at the end of the day - not every channel will be suitable for your brand. Sentiment and behavioral analysis can assist in making this choice. While Cross-channel synergy paints a holistic picture, guiding audiences cohesively through their journey - it is essential to focus on user behaviors to ensure you don't waste your resources and have a strategy for targeted engagement on select platforms because precision > presence at the end. In essence, channel selection isn't a solo; it's a synchronized dance that adapts to your audience's tune. Imagine your strategy as an integrated symphony, each channel harmonizing to create an immersive experience, leaving a lasting impact.

One of the biggest mistakes is chasing trends...blogs, forums, newsletters, Facebook, Instagram, TikTok... There's always a new trend to follow, but let's forget about trends for a moment. Instead, focus on thoroughly researching and understanding your successful competitors. In e-commerce, it's not just about likes and views, it's about sales. Successful competition isn't the one with the most likes but the one that generates the most profit by year-end. Once you've dissected your competition's approach, understanding their motivations, strategies, and execution, you'll be equipped to craft a strategy that aligns with your unique brand voice.

When it comes to content, it should be intent-focused, easy-to-read and SEO-friendly. Writing content full of alien words often makes the reader lose their interest in the middle, leading to poor engagement and a low-conversion rate.

Crafting compelling content isn't just about conveying information; it's about orchestrating an immersive experience that resonates, engages, and guides your audience through out their journey. Holistic storytelling ensures all your pieces are interconnected and foster a sense of anticipation whilst keeping the reader engaged. Plus, tapping into cognitive biases can be helpful e.g. add social proof. Emotion also plays a great role in humanizing your brand and helping the readers connect better with it. Empathy and humor are the best combo to experiment with. Moreover, with interactive formats and multisensory elements, you breathe life into your content strategy, leaving an indelible imprint on your audience's consciousness.

Content optimization doesn't always take the front seat - it really depends on the outcome we want. There was a time it was more about creating search engine-focused content but with Googles latest updates - the world is finally at a place where we are targeting human-first content. Authenticity and value is what drives results now. Yes, working on metas is important and UX experience should be on our priority list but this evolution marks a pivotal shift, reminding us that content optimization is not a static formula but an adaptable strategy that keeps pace with the dynamic interplay between technology and human connection.

Before working on content optimization, we need to understand whether we want to optimize it for SEO or conversion. While content optimization for SEO requires keyword research, descriptions, titles, meta titles and backlinks, optimizing content for conversion requires a product-led approach.

If the goal is conversion, this content doesn't always need to be SEO-focused. Lower funnel content isn't about awareness. And few people may be searching for content specific to your products.

There's more to content optimization than SEO and UX. Or should I say SEO and UX now have new parameters for optimization. In 2023, you also need to optimize your content for AI and accessibility. It's not enough to have the right keywords, page speed, user experience etc., you also need: - structured content - a deep insight of user intent/search intent - content optimized for voice search - mobile optimization - higher EAT And so much more.

Here's my short eCommerce content optimization checklist: - Install and track your website analytics. - Feature user reviews for trust-building - Clear CTAs - Keyword Research - Optimize for search engines - Technical SEO - Craft persuasive product descriptions - Top-notch images and videos. - Keep content updated and relevant. - Invest in site architecture Track performance and make data-driven improvements. For example, if a product page performs exceptionally well, focus on promoting similar products and optimizing other pages accordingly. Content optimization is an ongoing process, and data-driven learning is key to success.

Measuring CTA click rates is key. Not everyone who shows interest converts, so monitor these metrics. Examples include "Subscribe" or "Add to Cart." To boost conversion: - Set clear goals (e.g., sign-ups, downloads). - Use tracking tools like Google Analytics. - A/B test to refine content. - Optimize pages for smoother conversions. - Create tailored, engaging content. - Leverage social proof (reviews, ratings). - Continuously monitor and adapt for better conversion rates.

We all need to understand that when it comes to creating content focused on conversion, conversion does not happen in one go. Marketers need to layer or funnel their content types into different categories such as top of the funnel, middle of the funnel, and bottom of the funnel. The bottom cannot exist without the top and the middle. You need to first warm up your prospects with educational and thought leadership content. Once this is done using top of the funnel and middle of the funnel content, that's when you funnel prospects into bottom of the funnel content. Examples of bottom of the funnel content that will help in conversion include customer story videos, case studies, product comparisons, pricing pages, etc.

Don't make every piece of content about conversion. This makes your brand look needy and used-car salesy. Awareness content that doesn't target prospects currently looking to buy always doesn't need to convert. Sometimes following you on social media or subscribing to your blog is enough.

If nothing else, just focus on getting your point across with minimum fuss. Provide massive value to your readers for content, and focus on the benefits for the copy. Do it without boring the pants off the person reading your stuff. One of the ways to do that is by avoiding unnecessary words or complex sentences that go over your readers head. ??Try reading things out loud.?? Does what you've written sound natural, or does it sound like a stuffy college thesis? If it sounds like writing, REWRITE IT. Or take the easy way out and save time and money(in the long run) and get a professional (koff koff..like me) write your content and copy for you.

Drawing from my experiences, I emphasize the immense value of your visitors' site search queries. They articulate their needs, so attentive listening is key. My actionable tips: 1. Consistently analyze search queries to pinpoint customer preferences. For instance, if "sneakers" is a top search, it reveals what customers seek. 2. Personally conduct searches, especially for new products, to ensure search suggestions and results align with customer expectations. 3. Leverage search data to shape merchandising, promotions, and product strategies. If "organic skincare" is popular, create targeted campaigns. Respond to these cues for increased conversions and profits. Your visitors offer invaluable guidance – heed it wisely.