Every business, regardless of niche, will struggle to stay afloat if the content it distributes is of no value. Focused content is key for generating leads and converting them into valuable, long-term customers. With some guidance, attracting and retaining customers is possible.
What is content marketing and why is it important?
Content marketing is a specific type of marketing that involves developing and publishing content for a certain type of audience. What type of audience you choose to engage will depend entirely on your niche. For example, if you run a business that sells car parts, your attention should be focused on petrolheads, car collectors, auto repair specialists — you get the picture.
The problem that many business owners face is understanding exactly what is required to drive customer action. As a result of this, time will be wasted distributing content that does not convert, nor evoke emotion among readers. Consider integrating storytelling into your content marketing approach, in addition to relevant information, as a way of targeting your audience in the best way possible.
Maximizing Conversion Rates by Curating Relevant Content for Your Audience
Balancing content and marketing is no easy feat and may require a helping hand. Nonetheless, you can learn how to create and repurpose relevant content that will translate to higher conversion rates if you aware of some psychological tricks. From using emotions to drive conversions to creating a sense of urgency, there are plenty of ways to captivate readers and turn them into loyal customers.
Below, I have selected some of the main elements required for high-converting content:
- Make the First Few Moments Count — Text content does not grasp attention quite as well as visual content does. This is not to say that you cannot beguile your audience with a compelling opening phrase, fact or statistic. If you plan on boosting conversion rates using visual content, create an opening that instantly encapsulates what it is you are trying to promote, be it a product or service. The first 8–10 seconds of a video will be the most important. If it’s boring, your viewers will go elsewhere.
- Paint a Picture with Words — Not all of us are natural born writers. If you lack the Shakespeare within, you might need to hire a content curator, better known as a copywriter or freelance writer. Someone who provides these services can optimize your content to make it search-engine friendly. What’s more, they will be able to write in a way that spurs imaginative images inside the mind of whoever is reading the content.
- Integrate Visual Elements — You can do this in many ways, such as with short videos, infographics, screenshots, charts and graphs. Content can also be included in an motion graphics video like those created by squareship, which is a brilliant way of simplifying a complex subject. Keep it simple and minimize jargon to ensure you get the message across properly.
- Create Value-Oriented Content — Research is absolutely necessary to create content that makes the reader/viewer want to follow through to the sales funnel. Since this is the ultimate goal, you must be on top of your game in terms of industry happenings. What’s hot in your industry right now? Can you help the potential customer in some way? If so, how? Think about these things to stimulate creative thinking when deciding on a topic. The headline is perhaps the most important part, so choose this wisely too.
- Offer an Option to Test the Waters — People always appreciate a freebie and if you can do this for your customers, you can build trust and loyalty, which will translate to higher conversion rates. Invite your readers/viewers to sign up for a free newsletter or present them with an opportunity to test the product/service for a limited amount of time. Remember to do this at the end of the piece of focused content, however. Avoid being overly salesy, as this can put people off.
- Ask the Reader Questions — Engagement is the key to success when it comes to developing a business. Treat your audience like friends. Ask them about their lifestyle, what their hobbies are, where they work, etc. Personalize the questions according to your target market. For example, a skincare brand might ask potential customers about their daily skincare routine and what skin problems they face. The brand can then maintain communication by responding with an offer to try their products.
- Reference an Industry Authority Figure — Let your audience know that you are serious about what you do. Interview an authority figure who is well-known in your industry or simply reference them in the content. This is a sure-fire way to catch people’s attention and influence buying behavior.
Consistency is Key and Content is King
It is easy to represent your brand using content, as long as you are consistent in your content marketing efforts. Google is a big fan of quality content, so avoid filling blog pages and websites with unnecessary ‘fluff’. Focus on power words that really stand out to the reader and encourage them to follow through to the sales page, or whatever it is you are promoting.
You might consider hiring a content writer who can curate the content on your behalf. This will free up valuable time and enable you to focus on other business duties. Alternatively, delegate content creation duties to specific members of staff. Utilize handy tools like Grammarly and Plagiarism Detector. Monitor the impact your content is having on traffic levels, sales and ROI by using Simply Measured, Sprout Social or a tool like Google Analytics.