Editor’s note: This post was originally published on 12/1/17 and has been updated for accuracy and comprehension.
There are lots of ways you can create content to promote your business and your products/services. You can blog, create podcasts, use social media – the list is endless.
The real question, though, is how do you create content that really sells?
Successful content can mean different things depending on what you need it to do.
A winning post is one that gets readers talking and engaging.
Content can also convince the reader to buy, whether your primary customers are consumers or businesses.
Whatever you want from the audience, this guide gives you eight great tips that will help you create content that converts.
First things first – you'll need a good title in order to catch the reader's attention.
Use your title to address a problem your audience is having, and show that you have the answer.
Also, ensure that your content relates to the title. If it doesn't, your readers are going to move on.
It's been proven that 70% of Facebook users only read the headline of an article before clicking away.
For example, look at the title to this post: “8 Tips For Creating Compelling Content That Converts.”
It lays out exactly what this post will help you with, how many tips you'll find and addresses an issue that you're dealing with – converting content.
Remember that readers will scan your content.
This means you should put the most important information that you’re sharing front and center.
You can even put your main point in the very first sentence.
This is called the inverted pyramid method of writing.
Put your most critical points first and add in the less essential content afterward.
For example, in a product description, start off with the greatest benefit.
If you're selling a solar USB charger, you can say, “Charges in only 30 minutes!” as your first sentence.
Every single part of your website needs to be proofread carefully before it goes online.
For instance, errors on your landing page can put readers off before they've gone any further.
“It can't be overstated how important proofreading is,” says content expert David Gillian at Academized. “If you don't do it, you look sloppy, which is the last thing you want. Good proofreading takes time, but it will pay off in increased readership and sales.”
Make it a habit to check any new content before it goes live, and you’ll see more of your content converting.
Anyone who's watched an infomercial will know exactly how this works.
You want your customers to be nodding along with you, as they would if listening to an expert.
If you can demonstrate proof and expertise, you’ll convince your audience to trust you.
One way you can do this is by telling stories or showing empathy.
Any indication that you understand your audience’s plight will go a long way.
After all, you wouldn't want to buy from someone who doesn't have the expertise you need, right?
Another good way of doing this is to share any qualifications or awards you have on your site.
If you display them alongside your expert writing, readers will be able to see you know what you're talking about.
Video is becoming more and more important when it comes to content creation.
And the good news is, there are a ton of ways to use video to drive conversions.
Here are just a few.
Jargon and fancy words may look impressive to you when you're writing, but to your readers they're nothing more than a barrier.
We call this the “curse of knowledge.”
Using jargon can cost you money in the long run, as readers don't feel clued in.
You want to use simpler words, as they'll lower the barrier to entry to your content.
Keep the jargon out, too. If a reader doesn't understand what you're saying, they're not going to stick around.
No matter what you're writing about, you want to encourage your readers to take action on it.
A call to action will show readers what they need to do next, whether that's download your ebook, buy your product, or simply share the content with others.
A simple statement such as “Click SHARE if this blog was helpful to you” can be enough to get your customer to react in the way you want and increase traffic.
Try some of these online tools to add finesse to your writing and polish up your copy.
These tips and tools will go a long way in helping you develop content that converts and make your efforts pay off.
After all, the desired end result is to create copy that convinces your audience to buy.
Mary Walton is an editor at Essay Roo, Australian writing service (read Essay Roo review). Also, she is a content manager at UK Essay Writing Service, website that helps British students excel in education.