10 Tips for Creating Content That Converts -Strategies for 2020

10 Tips for Creating Content That Converts -Strategies for 2020

Why do businesses/brands write content ? There could be several answers for this. Brands would say we write content to tell our brand story. Some others would say to give more information to our consumers. Some would say to build relationships. Whether for SEO, brand awareness, or lead generation, ultimately we are creating content to grow the company

So once we understand the ultimate goal everything we create becomes target oriented

So how do we do we write content that will ultimately lead to conversion ?

What are the strategies that we could employ in creating content that will specifically encourage a purchase or conversion?

In this article Digitalscool hopes to help you with 10 strategies that have been proven to increase engagement and conversion

1. Use emotion to desire

Use emotions adequately to your benefit. The goal here is not to write any emotional article.

,“Use emotion to desire,” which is more goal oriented and therefore more useful. The goal of writing good content is not, it turns out, to encourage audience to feel any sort of emotion that has no relation to what the brand is trying to convey . The goal is to encourage someone to desire.To know that they are lacking something which the brand is here to fulfil

  • Peer pressure: In today’s ever growing socially-conscious world, knowing that other people are experiencing the same things you are, are engaging in things that you are not, or are liking and sharing things you should be aware of( trendy ) is an amazingly powerful marketing technique that can be exploited by a brand
  • Self-improvement: People want to be the best at what they do. As a result, try framing your content in terms of, “5 Things you Don’t Know About…“, “How to be more …” or “Ways to Make You Great at…“.
  • Fear of missing out: Fear is advertising and marketing’s great motivator — particularly the fear of missing out on an opportunity. Fear is a driving force for desire, secrets, or longings. Consider the success of blog articles like, “How I Increased Conversions by 250% and Drove Rs 100,000 in revenue!” . Dont you think your audience would be interested?

Optimising your copy like you would a landing page

2. Add sense of urgency

Add a sense of urgency while writing content. Show a sense of Limitation on time or availability.Drive fear of missing out. This is not just a tactic that can be used for your marketing material, e mails or promotional activities.For example, if you’re going to charge anything for your upcoming course or event, it is advisable to make it free for the first 50-100 people . It is important to collect their email address. This will indirectly increase the value of the piece of content eventually

In all your promotional activities related to the event, induce a sense of urgency or a limited time . Bring out content or blogs that drive this tone

Here are a few blog titles that show what I’m talking about:

  • Limited time offer: The Secrets That Increases Facebook Organic Reach
  • The 10 HacksThat Can Turn Leads Into Customers now
  • Avoid Making These 10 SEO Mistakes Now

3. Increase the relevancy 

Before you start writing anything, it is necessary to first understanding who your readers are?What are their interests, behaviours , and demographics. Bring out content that appeals to this group. Research about their needs , concerns and interests

  • Target audience segmentation: This may seem odd, but it is recommended to seclude a part of the audience and write content specifically to a narrow group of people to have a one to one sort of discussion. You could create several groups of target audience and write separate content that appeals to each group!
  • Once you have done your research and segmented the audience half your work is done. Target specifically the niche audience group now like you are talking directly to them
  • Keep your content real and relevant: It is important to not only write content totally focused on your audience ,but also keep it relevant to the events happening around us. It is recommended to address holidays, sporting events, and anything else your reader could possibly be thinking about in their day to day life that is relatable. This increases the chance of engagement. It also increases how relatable and human your brand is. The audiences will always have your brand in mind when they decide to go for the related service/product

4.  Involve the team

Always write clear direct content . This helps in communicating what your brand stands for. Always write simple honest content that will be understood by your entire audience. If your content comprises of words after words of your own ideologies and opinions, this is not a content that will help in conversion. When you decide on a topic to write and have narrowed down your audience do not just write what you think is right . It is good to have a discussion with the team to get varied opinions , ideas and opinions on the topic

This is because we need to write content that converts! In order to write content that increases awareness of your brand, you need to write such that you give some value to your reader rather than content that simply informs them

This is a checklist that could be of help to you while writing content

  • Introduction of the topic
  • Explain it in clear and direct manner
  • Let them know how this will add value to them
  • Compile a list of all your recommendations on the benefit of reading and engaging with your article
  • Discuss why this content will be of use to them in the future
  • At the end provide a Call to Action

5. Build Trust

How to come across as trustworthy? You write recommendations. But why will your readers think they should buy something you recommend?

This is a strategy we recommend you use in your content. You need to convince and emphasise that the reader is writing an article written by a trusted and experienced source whose words are reliable.Content that reduces the anxiety of the reader is highly sort after. The content does look informative but it is necessary to emphasise that you are trustworthy and an expert in your field

Before a person makes a decision to purchase , trust plays the biggest factor. As human beings we have stopped trusting other unknown human beings. This is where the content of a brand comes in to rescue. Build the trust in your reader. Show them that your brand is made up people just like them.

Here’s how creating content that communicates trust works:

  • One tip is to research on what questions and concerns your customers are having. Propose how this concern was addressed and a solution found by your brand.
  • Tell a brand story: Show you are more than a robot by using anecdotes, humour, and analogies when creating content. Show the human side of your brand into your blog content by sharing personal experiences your audience can relate to.
  • Put up the author’s photo and a brief bio. This way the readers tend to trust more
  • Add Emotion: Your readers are human beings after all

6. Focus

Always focus and write. Address a single issue or concern of your potential audience.Do not distract them with too many things. Your main aim is to get them to take action. Usually SEO experts recommend using a lot of internal links in a blog. When your reader clicks on the link, they are led away from your page. When this happens too many times, you are driving your audience away from the call to action. But according to us, if your article is driving your readers to a less optimised article, it is only increasing distractions

7. Collaborations & Co branding

It has been found that when readers associate with brands that are associated with bigger influencers, they are convinced faster leading to fast conversions

Get hold of a podcast or interview with a well-known influencer

Give a well-known influencer access to your tool or product for free in return for an honest testimonial or endorsement

Another strategy that can be utilised is to collaborate. Bring your content together with another well known brand and co create content to increase engagement

This kind of collaborations and relationships are awesome for increasing brand awareness and should be nurtured carefully.

But we would like to warn here that these co branding activities need to handled with utmost care . Neither too much nor too little

8. Target pain points

Research on the pain points of consumers in your industry: Once you know the pain points, utilize this to your benefit. “

Consider this example. “ More than 75% Indian companies are not measuring the ROI of their social media campaigns 20% are doing it wrong!”

This definitely is a question in the minds of most companies. Now you have their attention. Write about how your brand solves this problem . Either you have an effective ROI measuring tool or you have a social media course to teach these measuring strategies

9. Give information ,don’t sell

If your entire content is promotional, no one will trust what you say. But if most of your content stream is educational, informative, and related to solving the problems of your readers or leads, those readers or leads are far more likely to believe you when you say, “By the way, just would like to mention here this product we developed makes this whole process really easy.”

You must be wondering what is the benifit of putting all the long hours of research and time on giving people information while all you tell about your own product is a single line!Use all your other strategies indirectly for marketing but don’t do it within your articles.

And, in those banners and Call to action that you include make sure you always give direct and genuine reasons why your brand is able to actually benefit the readers

How is viral content generated? why will genuine readers share spammy articles?If they find the article informative they will share it

10. Don’t forget to add call to action

It is necessary to add the final call to action so if your readers are convinced they can directly take the required action on your page. Content to conversion

Conclusion

Digitalscool strives to help its readers to become better content creators. We have tried to compile these 10 tips to help you come up with an effective content strategy.

If you wish to get more details please get in touch vivek@digitalscool today

Snippet

Why do businesses/brands write content ? There could be several answers for this. Brands would say we write content to tell our brand story. Some others would say to give more information to our consumers. Some would say to build relationships. Whether for SEO, brand awareness, or lead generation, ultimately we are creating content to grow the company

So once we understand the ultimate goal everything we create becomes target oriented

So how do we do we write content that will ultimately lead to conversion ?

Gist

If your entire content is promotional, no one will trust what you say. But if most of your content stream is educational, informative, and related to solving the problems of your readers or leads, those readers or leads are far more likely to believe you when you say, “By the way, just would like to mention here this product we developed makes this whole process really easy.”

You must be wondering what is the benifit of putting all the long hours of research and time on giving people information while all you tell about your own product is a single line!Use all your other strategies indirectly for marketing but don’t do it within your articles.

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