Superb content is the driving force behind every winning marketing campaign.
Even the most brilliant strategy supported by the most advanced marketing technology will fall short of achieving your goals if your content isn’t optimized for conversions.
Yet, all too often, content marketers fail to differentiate between content created for the sake of filling a page and purposeful content designed to increase conversion rates.
A central challenge to effective content creation is that content quality is inherently subjective, and therefore notoriously difficult to measure.
How can we tell with any degree of certainty which words, colloquialisms, turns of phrase, or contentions are the most compelling and will have the most impact on your target audience?
In the absence of precise measurement tools, marketers might be tempted to assume that all content – as long as it’s relatively well-written and on topic – is created equal.
Unfortunately, this complacency leads to less than optimal content marketing decisions that stifle conversion rates.
To help you navigate the world of content marketing, here are nine tips that will elevate your conversion-boosting content.
1. Know Your Audience
Knowing your audience is a prerequisite to every marketing campaign.
And maybe because this immutable marketing law has been ingrained in the marketer’s mind for so long, too many content marketers take it for granted.
Others fail to appreciate that different target audience segments respond to different content differently.
Let’s say you sell professional baking tools, and your target audience consists of two primary segments: baking enthusiasts and professional bakers.
You might be tempted to write the same article touting the benefits of your baking tools for both segments. But then you wouldn’t be writing content optimized for conversions.
- The amateur baker will likely want to hear more about how reliable and easy-to-use your baking products are.
- Whereas the experienced professional baker might be more interested in technical features that speak to how advanced or versatile your products are compared to the competition.
The area of expertise is another good criterion for content segmentation.
- If you’re selling software to hospitals, you may want to create content emphasizing the product’s finance features when targeting hospital administrators, CFOs, and other C-suite professionals.
- But when targeting marketing and customer service professionals, you can focus on the CRM component of your software.
Both audience segments are interested in the same product, but your content should be tailored to each group’s unique needs, interests, or goals.
2. Follow Online & Offline Trends
The best way to get your content seen by as many people as possible is to ride whatever big trend is popular – as long as it’s relevant.
Many companies boost their social media presence by commenting on current events, especially on Twitter, but you can take it even further and integrate the trend in an article or post.
Take every opportunity to make your brand part of the conversation, but make sure to avoid tackling any controversial topics or messages that would come across as tone-deaf.
Most consumers think companies’ sole goal is to make money, so adopting an overly preachy tone (e.g., Gilette’s “We Believe” ad) might attract ridicule.
3. Focus on Titles
The title is the most important element of your content when it comes to catching readers’ attention.
Not only should the title be catchy and intriguing, but it should also accurately reflect the article’s central theme in a way that optimizes click-through rates.
It’s no wonder many writers spend a significant amount of time poring over different title versions.
So how do you write a CTR boosting title? Here are some quick tips:
- Use numbers and statistics whenever possible.
- Inform the reader, but don’t give away everything.
- (e.g., “Ever Wondered How Many People Actually Read Marketing Emails?” instead of “20% of People Actually Read Marketing Emails”)
- Use a headline analyzer like CoSchedule to check how your title fares in terms of length, word choice, and other key variables.
- Resist the temptation of clickbait – it may garner a large number of clicks, but it will only damage your credibility; you need to find the right balance between intriguing and obnoxious.
- (e.g., “Ever Wondered How Many People Actually Read Marketing Emails?” is fine; however, “You’ll Never Guess How Many People Actually Read Emails – The Figure Will Shock You” is tacky and counterproductive.)
4. Don’t Focus on Selling All the Time
Nothing takes you out of an insightful read like a sales pitch or excessive promotional links. When users come to your site, they want value, not ads.
Granted, there’s nothing wrong with mentioning your products or services if they are relevant to the topic – even independent influencers sprinkle affiliate links in their posts.
But keep in mind that consumers might find affiliate links off-putting. – Read more