How do you create content that converts?

1 Know your audience

The first step to creating content that converts is to know your audience. You need to understand who they are, what they want, what they need, what they struggle with, and what they aspire to. You need to create buyer personas, conduct market research, and analyze your existing data to get a clear picture of your ideal customer. This will help you create content that resonates with them, speaks to their pain points, and offers them solutions.

2 Define your goals

The second step to creating content that converts is to define your goals. You need to know what you want to achieve with your content, and how you will measure your success. You need to align your content goals with your business objectives, and identify the key performance indicators (KPIs) that will track your progress. For example, if your goal is to generate more leads, you might use metrics such as email subscribers, form submissions, downloads, or calls.

3 Choose your format

The third step to creating content that converts is to choose your format. You need to decide what type of content you will create, and how you will deliver it to your audience. You need to consider the preferences and behaviors of your audience, the stage of the buyer's journey they are in, and the resources and tools you have available. For example, you might create blog posts, ebooks, videos, podcasts, webinars, or infographics, depending on your audience and your goal.

4 Craft your message

The fourth step to creating content that converts is to craft your message. You need to write compelling headlines, introductions, body copy, and calls to action that capture the attention, interest, desire, and action of your audience. You need to use clear and concise language, storytelling techniques, emotional triggers, and social proof to persuade and influence your audience. You need to address their objections, benefits, and urgency, and guide them towards the next step.

5 Optimize your content

The fifth step to creating content that converts is to optimize your content. You need to make sure that your content is easy to find, read, share, and act on. You need to use SEO best practices, such as keywords, meta tags, headings, links, and images, to improve your visibility and ranking on search engines. You need to use design elements, such as layout, colors, fonts, and visuals, to enhance your readability and appeal. You need to use social media buttons, email opt-ins, landing pages, and lead magnets, to increase your reach and conversion.

6 Test and improve your content

The sixth and final step to creating content that converts is to test and improve your content. You need to monitor and analyze your results, and use feedback and data to identify what works and what doesn't. You need to use tools such as Google Analytics, A/B testing, surveys, and heat maps, to measure and improve your performance. You need to experiment with different variables, such as headlines, images, formats, and offers, to optimize your content and achieve your goals.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?