Creating Content that Converts

Increasing conversion rates on your website begins with great content. Now, there isn’t a magic formula for going viral and becoming a multimillion-dollar company overnight, but there are strategic steps you can take and tactics you can use to improve your content. Plus, you will have the ability to drive more traffic to your website and social media platforms as a result. 98% of marketing teams say written content is the most commonly used, however, 1 in 3 marketers say the content they produce is not effective. Whether you are considering incorporating SMS text, revamping your blog, or joining Tik Tok, we’ve got you covered when it comes to helping you create quality content.

Blog Posts?

When it comes to crafting blog posts that convert, it all starts with the headline. You need to stand out in the millions of search results on the web, so your headline has to be eye-catching and unique. According to experts, headlines that contain 10-13 words perform better than shorter headlines. In fact, they perform 2x better than concise headlines! If you don’t hook the reader right away, they will just keep scrolling. For blog posts and other content where you need a featured image, make sure to use a high-resolution image that has a clear connection to the topic you are writing about.

Another key factor in the success of your blog posts is credibility. Focus on being a credible source and your consumers trusting you. This goes hand in hand with relevancy. Make sure you are writing blog posts on topics that are relevant to your audience. If the topics you are writing about have nothing to do with your business or niche, your audience won’t connect with them, and therefore will not continue to read your posts. In fact, 44% of users say trustworthiness is a key point of emphasis in the reading said posts.?

Social Media Posts/Content

Creating content for social media platforms is not as simple as just posting a high-quality image to your feed once a week. Trends are constantly changing and the platforms are constantly updating their features and algorithms. In order to be top of mind to your audience, you need to post often and hop on current trends. This is especially key on social media platforms like Tik Tok and Instagram. Now, how often should you post? Well, most businesses post 3-4 times per week. This is frequent enough to stay on your audience's minds without boring them or overwhelming them with too much content.??

Similar to blog posts, your brand voice should be present and consistent on your social media posts, across all platforms your brand is present on. Get creative with your captions and hashtags, but make sure you don’t go overboard, or your audience may be turned off by your content.?

If you are serious about content marketing, you must incorporate video content. Video is the way of the future and 86% of businesses in 2021 reported using it as a marketing tool. Furthermore, users are leaning more towards video for everything, from learning new skills to entertainment. In fact, while 70% of consumers choose to read articles as their main form of information consumption, 4x more than that prefer video.?

Landing Pages?

Landing pages need to follow a consistent brand voice, just like any other piece of content. However, the format and design need to be cohesive as well. Be sure to keep the language you use accessible and concise for the ease of the reader. If you flood these pages with technical language and complex terms, potential customers and clients will likely not feel up to snuff and click off of your pages.?

Also, make sure that your website is optimized for mobile, as the number of users exploring and searching via mobile devices only keeps growing. Plus, just 50% of landing pages are optimized for mobile, so if yours is, you have a much better chance of converting.?

When writing the copy for your landing pages, make sure to stick to just one offer per page, any more than that could turn away potential customers or clients. Experts have found that incorporating more than one offer on a single landing page can hinder conversions by up to 266%. If you bombard users with offer after offer, your copy will come across as promotional rather than informative.?

Furthermore, if you have the capacity to, add videos to your website’s landing pages. Just by adding video content, you can boost your conversions by 86%. So, simply by writing copy with a consistent brand voice, maintaining a rule of only one offer per landing page, and adding video content where you can, odds are you can boost conversion rates on your landing page tremendously!

Email Marketing?

You’ve heard countless times that “email marketing is dead,” but that could not be further from the truth! As reported, 78% of marketers have seen an increase in engagement with their email campaigns in 2021. Now, that is some serious growth! Furthermore, the global market for email marketing is projected to reach $17.9 billion by 2027.?

When crafting your email marketing campaigns, it is important to keep a few things in mind. When it comes to subject lines and preview lines, keep the copy concise and encourage consumers to complete whatever your CTA (call to action) is for that specific email sequence. As for the main offer section, stick to the basics of the offer. If you flood their inbox with excess copy, odds are your audience will tune you out. So, the moral of the story is to keep it short, sweet, and engaging! This will keep customers coming back and will most likely increase the open rate on your emails.?

SMS Marketing?

As far as copy for email & SMS texts, keep the writing urgent so that consumers are encouraged to make a purchase or enter a loop by giving you their email address, etc. You have probably heard the success that brands are having with SMS text campaigns, and the facts just don’t lie. The clickthrough rate for these campaigns is 9.18% higher than every other digital channel. Specifically, when compared to email marketing, SMS has a 98% open rate!?

When creating your content, make sure to stick to relevant topics for your audience, be authentic, and post consistently. Also, be sure to have a brand voice that is unique and consistent across all channels. If you get overwhelmed by the number of channels you are on and the sheer volume of content that needs to be created, try repurposing content across multiple platforms. For example, if you create a gift guide, write a blog post, and then use that content to create Instagram posts, Reels, Tik Toks, etc. This way, you are getting the most out of your content and your time! Furthermore, focus on being a credible source for your audience and gaining their trust. Be authentic and your audience will find you. 44% of consumers of B2B content say that the trustworthiness of the business creating the content is even more important to them than the quality of the content.?

Content marketing is such a lucrative aspect of business and it adds so much value to your audience’s lives! Compared to other tactics, content marketing costs 62% less, yet generates 3x the leads. Now, if that doesn’t convince you to take content marketing seriously, I don’t know what will! What types of content does your business produce??