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 with them. 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 click away.
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” 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, so you need to put the most important information that you have front and center.
The best way to do this is to put the most important point of your content in the very first sentence.
This is called the inverted pyramid method of writing. You put your most important points first, and add in the less important information afterward.
For example, in a product description, you want to put the most important benefit first. If you're selling a solar USB charger, for example, 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.
If there are errors on your landing page, for example, it 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 will convince your audience to trust you.
You can do this by telling stories or showing empathy with your audience.
Any proof that shows that you know what you're talking about 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, along with your expert writing, readers will be able to see you really 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:
Now that you have the tips to write good content under your belt, you'll need some tools that will help with the process. Try some of these tools to finesse your writing skills and polish up your copy:
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 lose 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, then 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 need them to react and increase traffic.
These tips and tools will go a long way to helping you develop content that converts and make your efforts pay off. After all, the end result it to create content that convinces your audience to buy.
What tips have you tried to maximize your content conversion?
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, a website that helps British students excel in education.