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How to generate more conversions through your content

Nov 27, 2019 12:52:25 PM

A strong content strategy is made up of many different components, and it can be difficult to know where you really need to focus your attention. Why is content so important to a business’ success? 

Content not only helps you build trust and connect with your target audience, but also acts as a fuel for your other marketing efforts. It’s the base upon which you promote your business online, so it’s essential to give it the attention it deserves. By adding the right components to your content marketing, you can grow your business’s recognition, authority, and ultimately, your revenue.

Businesses that are using the content the right way are seeing 6x higher conversion rates. According to Dan Shewan from WordStream content marketing has an average 2.9% conversion rate compared to 0.5% for those not implementing a content strategy.

Wondering how you can generate more conversions through your content? Let me share with you ten things you should be doing today!

1. Create 10x content

You hear it all the time – creating amazing content is key to driving leads and conversions. What exactly does that mean?

According to Rand Fishkin from Moz, it’s all about creating what he dubbed “10x content.” In a nutshell, this means creating content that’s 10 times better than anything out there on the subject you’re writing.

How exactly do you make your content better?

Typically, when you research a topic to find an answer or solution to a problem, you come across content that’s regurgitated. They’re short in length and cover the exact same things everyone else does. In other words, when you read one, you have read them all.

You don’t want your content to be like this. So what can you do?

To prevent falling into the web of regurgitated content, you need to do careful research. See what’s written on the web on the topic you’re covering. What do they say and, more importantly, what don’t they say?

Taking your content a step further to provide additional content no one’s delivering is key. With proper research, you can beef up your content so that it's filled with actionable advice not found anywhere else. This means your content will come out 3x or even 4x as long as the skimpy 500-word pieces scattered throughout the blogosphere.

Here’s a quick checklist for 10x content (aim for at least 4):

  • Has great format, layout, etc. for a positive user experience.
  • Creates joy, awe, inspiration, or other emotions that evoke action.
  • Delivers quality, useful, engaging, interesting, information.
  • Offers a different spin and scope on the topic covered.
  • Gets a lot of shares on social media, blogs, etc.
  • Offers a comprehensive answer to a problem, as well as resources and actionable advice.

At the end of the day, it’s about packing in as much value as you possibly can into a 1,700-2,500 word blog post.

Create 10x content

2. Optimize for search engines AND users

Don’t make the same mistake countless other site owners make. If you’re only focusing on optimization techniques for search engines, then you're only doing half the job. While SEO is critical to getting your content found, it won’t necessarily attract or retain your core audience. Why?

Because you may be focusing on keywords that are high-volume for general searchers, not your target customer. When you’re optimizing with your target audience in mind, you research keywords that match their intent. This can be the difference between attracting leads that convert and attracting visitors that don’t.

Besides optimizing your site with the right keywords, you need content that can also relate, engage, and add value for your intended audience. You can do this with the 10x content we talked about.

3. Craft headlines that get clicks

The title of your blog posts is the key to driving attention and interest. If it doesn’t deliver on these, then your content will more than likely get overlooked.

Think of social media – the posts that get clicked on have great headlines that get users to click on them. This goes for both video and text content.

To give a little perspective on the importance of your headline:

  • A whopping 80% of folks will see your headline.
  • Only 20% will take the time to read your content.

What this says is that only 20% of headlines are evoking emotion and getting those clicks. But how do you go about creating a great title for your blogs?

Here’s a quick checklist:

  • Contains 62 characters or less (any longer and it’ll be cut off in search engines).
  • Uses specific numbers and data.
  • Offers a solution to a problem using words like tips, lessons, ideas, ways, secrets, etc.
  • Contains specific wording like “for beginners” and “from scratch”.
  • Creates a sense of urgency and scarcity.
  • Uses power words like “quick”, “easy:, ”now”, and “revolutionary”.

This isn’t an all-inclusive list but should give you a head start on improving your content headlines.

4. Include actionable tips

Each piece of content you create should do more than tell people the methods for overcoming their issues. It should go deeper by providing actionable tips. This way, when people leave your blog post, they have an action plan.

For instance, if you’re sharing information about pest control – why not include actionable tips for preventing roaches and mice? This is valuable to the user even though at the moment they have an infestation and require your services.

At least this way, they know what to do to prevent it from happening again in the future. It’s a win-win. Don’t be afraid of sharing your industry knowledge.

In most cases, customers would rather hire a professional to do it rather than doing it themselves. The purpose of sharing knowledge is to demonstrate your expertise and authority. In the end, you’ll gain the trust of your visitors and potentially earn their business.

5. Write to answer questions

Here’s a new trick content marketers are using to help build visibility for their site. You know that answer box that shows up in Google when you type in a specific question?

This answer box is a gold mine for sites that can develop content in a question and answer format. This will allow search engine bots to crawl your page and pull answers to place in the search results.

If your content is chosen, it’ll help boost your visibility. You can easily jump up from the bottom of the first page to the top.

Remember, the answer box shows up ahead of the search results, which makes it even better than the #1 spot.

Write to answer questions

6. Get your sources and reporting straight

Your credibility is on the line each time you write and publish a piece of content. If you’re delivering newsworthy content to your audience, then it’s imperative that you go the extra mile to confirm the information you share.

You don’t want to base your blog post on one article you read. And if it’s the only source, then make it known where you got your information. Getting your information wrong can hurt your reputation.

The same goes with citing data. Be sure to link to the source – preferably a credible source. Wikipedia isn’t considered reputable because it’s a public resource that anyone can manipulate.

There have been several incidents where incorrect data and hoaxes were published on Wikipedia. As a rule of thumb, you should aim for sites that have .edu, .gov, or .org at the end.

But you can still find some .com sites that are reputable that you can cite information from. Just research your industry to find the best sources.

7. Encourage readers to comment and share

You know you’ve done a great job on your content if you’re getting readers to share and comment on your post. The content you write should be thought-provoking to invite users to leave their own stories, tips, and ideas.

And if it’s that inspirational or information-packed, it’ll also get a number of shares. Just be sure to include social share buttons on each post to make this possible.

Some of the ways you can engage your readers is to:

  • Leave questions at the end of your posts
  • Tell stories to get users to tell their own
  • Ask users to give feedback or their own insights
  • Include a call to action (sign up, comment, call)

The topic of your posts will also play a role here. If you’re writing on things that users find important, then they’re more likely to invest time in leaving a comment and sharing.

Encourage readers to comment and share

8. Deliver quality content consistently

It’s exciting when you finally publish a post that boosts traffic and engagement with your blog. But what happens after those users leave your site?

When they return, are they going to find similar content with high-quality, actionable, and engaging content? Consistency is key if you’re trying to position your brand as a leader in your industry.

Once visitors know they can count on fresh content being posted throughout the week, they’re bound to return to check-in all on their own.

And this is how you can boost both your rate of new visitors and returning visitors. You can put together a content schedule to ensure you have weeks, if not months, worth of content lined up.

9. Auditing your content regularly

It’s important to regularly audit your web content. This includes reviewing how much traffic it generates and whether it converts.

This will give you the data you need to identify which topics are the most popular and what your audience is looking for from your brand.

You can also learn why your content isn’t ranking high in the search engines. An audit will tell you which keywords are high-performing and which aren’t. And by high-performing, we mean getting ranked, as well as generating targeted traffic.

Again, it doesn’t make sense to have thousands of visitors from people who aren’t looking to buy your product or service.

10. Craft content around the buyer’s journey

It’s great that you’ve done your research and have a list of topics surrounding the questions your core audience has. But this focuses on the first stage of the buyer’s journey – the awareness phase.

What do they do after learning all they can about a problem they’re having?

If you’re not generating content that helps clients throughout the other phases of the buyer’s journey, then your conversions will suffer. It’s essential to create content for all three stages:

  • Awareness: The buyer realizes they have a problem.
  • Consideration: The buyer defines their problem and researches options to solve it.
  • Decision: The buyer chooses a solution.

After the Awareness stage, now buyers have defined their needs and are considering available options. They are still evaluating potential opportunities, comparing prices, and determining which are most likely to be able to fulfill their need. In this stage, the most relevant types of content include Comparison paper and articles, expert guides, podcasts, Case studies, and videos. 

And finally, the Decision stage, this is the point at which buyers will choose which product to purchase. As they may gather information to reinforce their preferred option, conto can no be more brand-specific, highlighting your unique value proposition and competitive advantages. In this stage, we should include vendor and product comparisons, product literature and demonstrations, case studies, testimonials, and product reviews.

Craft content around the buyer’s journey

Developing a content strategy that grows your business

You can see how comprehensive a content marketing strategy must be with these 10 tips. Developing a content strategy on your own can be difficult and executing one can be time-consuming.

As you start developing and implementing a content strategy, your content will have an impact on what your customers think. Without having such an impact, no company or organization can succeed. Whatever your organization wants to achieve will not happen without influencing your customers or users.

Are you ready to generate more conversions through your content?

Leave a comment below with your thoughts, questions, and expert tips. 

We will love the opportunity to connect with you via Zoom video to talk about what's working well at your company relating to growth for sales, marketing, service, people and technology. 

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