How do you write engaging and persuasive content that converts your SEO visitors into leads and customers?

Once you know what people are searching for related to your products, you know what content you need to create to serve those users and get your brand in front of them. If you have a topic in mind, keyword research can also help you steer your content more SEO-oriented. Tools like Ahrefs, Semrush, and Moz can help you identify keywords you should go after. Or determine a keyword’s difficulty level based on the results you see Googling it. 1. The more results you see, the more competitive the keyword is and the harder it’ll be to rank for. 2. If you see ads at the top of the search results, it means that keyword is hard to rank for. 3. If you see Reddit/Quora results on the first page, that’s probably not a very competitive keyword

Customer and product research is the foundation for high-converting content. Here’s how I do it: - Talk to sales and ask questions (e.g. which customers were the easiest to close, which customers were you able to sell additional products to, which have the lowest support headache) - Talk to CS and ask questions (e.g. how do customers use our product, what KPI’s does it help them achieve) - Talk to the product team and get a step by step breakdown of how the product/ service works and start connecting features to pain points. - Find high-intent keywords to create content around - Use the same pain points I learned from CS in my content - Tell stories, create scenarios and position my product/service as the solution.

Once you have identified your audience, make sure you are talking to them directly to engage them in their reading. Ask them questions about their pains and explain how they can find a solution to their problem. The more you make a connection with them, higher are the chances they will develop a connection with your brand and want to know more. Depending if your content is targeted for cold or warm leads, chose call-to-actions that will make sense for your audience at their buying stage in your lead journey. Don't try to skip steps; content marketing is all about regular touchpoints to build trust!

People are more likely to click on a headline than to linger on a page or website. The other two are irrelevant without a strong headline. Analyze your headlines. Make use of everything. Questions. Emojis. concise form. in length. Use strong, emotive words. A hook.

This is a foundational step to creating persuasive content. Especially in the SAAS space where I'm most exposed. The goal is to be able to address all pain points and hesitations. Here's how we do it, we create content briefs, in the briefs: Add a table with two columns: - first for all possible pain points. - second is the matching features and benefits of your SAAS product that address those pain points. With all these laid out, your output will feel very personalized to the point that your content speaks at a personal level.

You don’t want to call your free report: How to Make Men Want You. You want to name it: Make Him Beg to Be Your Boyfriend in Six Simple Steps. Here are 3 Headline Essentials 1. You need a Headline that grabs them and practically forces them to read your material 2. Numbers Would you rather read... ‘5 things you must know before hiring a wedding planner’ or 'Some helpful information about hiring a wedding planner’? The answer should be obvious. 3. Format It doesn’t matter what industry you’re in, this is cut and paste: “Shocking reporting reveals the 5 things you must know about X.” - Plus create irresistible intrigue with attention-grabbing or sensational language

Headlines make people click, content makes people stay, consistency makes people trust. Without a good headline, the other two don’t matter. Test your headlines. Use all the things. Questions. Emojis. Short form. Long form. Use power words, emotional word. A hook.

It's a very noisy space out there. How will you stand out from the crowd? Write attention "GRABBING" headline! Yes, you've read it right, stop playing it safe. But make sure, when you grab attention - you follow up with value. If you don't, you're just gonna bounce people off.

Your approach here would depend on whether your content is targeting a general topic (such as men's sneakers) or a more niche/long-tail topic (such as black Nike SB sneakers for men). For the former, you can make long-form content, break it up into sections, and target long tail keywords with your heading tags. For the former, you can go in-depth into that particular keyword and address it from multiple angles. You should also consider what type of copy you are writing for. Are you just writing a blog or are you doing eCommerce product descriptions? Either way, you should give the reader a reason to continue reading with each sentence and each line you provide, giving them a clear call to action at the end.

This is directly tied up with knowing your audience. Again, in SAAS, you have to position yourself as the solution. Being able to match your product as a valuable solution that solves relevant problems for your target audience is the key. Quick tip though: - Don't run around the bush. - Don't use too many flowery words. - Keep it straightforward. - Web Content is not an essay.

Linking content on your page to other trusted sources across the web will improve your search visibility. Publish quality content using consistent keywords across your site. Slow page loading speed makes people lose interest and negatively impacts search rankings.

Trust comes with providing value, consistently. Credibility comes with following through on both actions and knowledge. Both take time, effort and honesty.

There's no better way to do this than to provide "Case Studies". Back up your solution with proven results. When creating content, make sure you leverage internal linking between complimentary pages. Example: If you are writing an article about "Saas Marketing", it makes sense to share a case study on how you helped "XXX Company" grow from Zero to Hero with "XXX Saas Marketing Strategy". You can also use benchmark data or statistic pages, include relevant statistics to build trust and credibility.

For very focused sales copy give the reader repeated opportunities to click to buy, using the same repeated language for clarity. Make sure where you link to is only one click away from the basket/moment of purchase. Don't offer places to go for more info and therefore take away from the buying opportunity until right at the end. If you are further up the funnel, need to create a relationship or expect further clicks to info needed before purchase, insert internal links to different parts of your site and be sure that those pages have links to purchase.

Keep it simple! More often than not, we leave our readers confused by the end of the content with having multiple CTA's. In terms of design, CTA should also be able to stand-out from the page. Most people will not read what you have written in the "Final Thoughts Section" - others may already be converted even after reading the introduction of your content, so make sure your CTA is clear, concise, and will stand-out.

Conversion rate optimization (CRO) is an adjacent discipline to SEO. Due to the nature of its complexity, this is usually handled by a designated CRO specialist or an outside agency.

Setup tracking parameters for all components before launch to properly measure performance. Post-launch, periodically monitor data analytics and make sure to have a dedicated team allocated to address any issues promptly. When conducting A/B tests, it's best to limit the number of variables to 1-2 per test for more effective analysis and actionable insights.

Consider the product-led content approach. It means creating content where your product is an integral part that solves your audience's problem. To do this, first, you need to know your product (use cases, features, profiles, benefits, etc.) very well. Then, you need to consider solving the users' problem by showing how your product will help in that process. In fact, consider adding product videos, GIFs, and images that show your product features in action. This way, your readers will get to know your product and also encourage them to try your product.

You would hardly find a customer who became a lead by just reading one article or seeing one piece of content. People are busy and see a lot of ads each day. If you are not going to be consistent, don't start content marketing. Your average lead would probably have seen at least 25 pieces of content from you. Consistency is the greatest hack in content marketing. Showing up multiple times on the same platform, saying the same things to the same people.