10 tips for creating content that converts
Post on 17-Oct-2014
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10 Tips for Creating Content
That Converts
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Use Emotion to MotivateThe goal of writing good
content is not, it turns out, to encourage someone to feel any old emotion. The goal is to
encourage someone to desire.
Here are a few emotions that motivate:
● Peer pressure: Peer pressure can be an
incredibly powerful marketing force.
● Self-improvement: People want to be
the best at what they do.
● Fear of missing out: Fear is advertising
and marketing’s great motivator. Fear
elicits a desire for insight, secrets, or
loopholes.
Add UrgencyCreating urgency isn’t just
something you need to be implementing in your online ads, landing pages, and marketing emails. They’re factors you need to be implementing across the board.
Here are a few blog titles that show what I’m talking about:
● “Before It Closes: The Loophole
That Increases Facebook Organic
Reach by 330 Percent”
● “The 23 Strategies That Can Turn
Leads Into Customers, Today”
● “Stop Making These 9 Email
Marketing Mistakes Now”
Increase the RelevancyWhen creating content, only
when that content genuinely appeals to the needs, concerns, and issues of your reader will you end up with a conversion.
● Segmenting your audience: Sometimes you
need to exclude part of your readership to
speak “one-on-one” with another part.
● Cover your bases: Write for different
experience levels
● Root your content in reality: Keeping your
content relevant is not only about focusing
on your audience, it’s also about focusing on
the world outside your business domain.
Increase the ClarityIn order to write content
that increases awareness of your brand, you need to write content that benefits your reader, rather than content that simply informs them.
Here’s how to increase clarity:● Introduce your topic.
● Explain it in simple language.
● Explain how it affects your reader.
● Explain your recommendations on how
to approach, or benefit from the issue.
● Discuss how you think this issue will
affect your reader in the future.
● Provide relevant email-gated content
Reduce AnxietyGreat content reduces the
anxiety of the reader - not just by educating them but by convincing them that the words they’re reading come from a credible source who understands them.
Here’s how to reduce anxiety:● Empathize, don’t just sympathize: Put
yourself in your reader’s shoes.
● Tell a story: Show you’re more than a
robot
● Show yourself: Feature a headshot or
brief author bio at the bottom or side of
your blog.
● Don’t be afraid to show your personality
Eliminate DistractionsContent should be focused on
a single “ask,” rather than multiple requests all at once. Just as with landing pages, you’ll increase conversions by guiding readers and keeping them from getting sidetracked
along the way.Any link that sends a
reader to an unrelated, un-optimized blog article is a waste of effort.
Add Another VoiceYour readers, blog
subscribers, and half-nurtured leads are far more likely to be convinced of your business’ legitimacy if they see you associating with someone they recognize.
Here’s what I recommend:● Push for a podcast, interview, or webinar
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, better yet, a
how-to guide.
● Try to interest well-known businesses in
co-authoring an eBook.
Poke the Pressure PointsIf you know your niche
market’s primary pain points, don’t be afraid to push buttons that will make your audience more aware of them.
Here’s how it might look:“Half of all CMOs have said they
are unable to measure their social media ROI. Are you one of them? Are you pouring time, energy, and resources into social without a clue as to how it’s benefiting your business? Are you paying a social media manager $55,000 a year and are at a loss as to whether it’s worth it?“
Give Advice, Not PitchesIf your entire content stream
is promotional, no one will trust what you say. But if 90% of your content stream is educational and related to solving the problems of your readers, those readers or leads
are more likely to believe youNot only will this decrease
the chance that people will get get scared away by your spammy content, but it also increases the likelihood that they’ll share your genuinely advantageous product info.
Close with the RIGHT CTAYour content’s CTA makes
the difference between someone deciding they’d like to become an email subscriber, and someone deciding to simply bookmark your page for later perusal..
Here are a few suggestions:● “For more on [your subject], check out my
new comprehensive eBook!“
● “If you’re interested in [your subject], I’ll
be diving into the nitty gritty in this
week’s podcast. Spots are limited, so sign
up now!“
● “What are the obstacles stopping you
from achieving your marketing goals?
Book a time with me now and we’ll talk
it all through!”
Thank you for viewing!
Wishpond
One Easy Tool for All of Your Online Marketing
create online ads, contests, landing pages & email automation campaigns
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Check out blog.wishpond.com for more!
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