Don’t let your content be drowned out by the competition. Here’s the simple method to creating compelling content that engages and converts your customers.
Ever written content that falls completely flat?
Frustrating, isn’t it? You spend so long crafting what you think is an insanely useful article only for it to be forever lost to the archives of the internet.
The problem many face is standing out from the cacophony of other online voices. Your direct competitors, indirect competitors and companies far outside your sphere of influence are filling your prospects’ email inboxes, news feeds and social media walls full of content.
It’s a wonder any single piece of content ever gets read! The question is, how can you make sure your content is amongst those that make an impact?
The first step? Well that’s obvious. If you want to produce content that resonates with your audience you need to put them first. Research their problems, questions and find out what it is they want to read.
Once you’ve got a good handle on what it is your audience wants, you need to develop a solid content marketing plan that addresses the overlap between audience needs and the service you offer. Basically, figuring out how you can help solve their problems.
This is the approach content marketing success hinges upon. Using audience needs to devise your content strategy is proven to increase the effectiveness and reduce the challenges in implementing a successful campaign.
But it’s also only a framework. The real magic happens when you turn your content strategy framework into kick-ass content and here’s an easy way to do just that.
Treat Your Content as if it’s a Landing Page or Sales Letter
Ever heard of the L.I.F.T model?
It’s a model with the primary goal of increasing the conversion rate of landing pages.
But the effectiveness of this model isn’t limited only to landing pages. In fact, the points and actions it outlines are incredibly useful when creating any content that aims to convert.
Add a little urgency
Urgency is rocket fuel for purchase decisions and is a well known tactic for increasing conversions on landing pages and eCommerce sites.
But how does it apply to content?
Let’s first look at headlines. Headline importance is not to be underestimated. A good headline increases CTR and gives you a better chance of turning that visitor into a paying customer.
Urgency is a great way to increase the effectiveness of your headlines by playing on the fear of missing out and the desire to take immediate action. Urgency in headlines can be achieved in two ways.
- Action needs to be taken today
- X Steps to Increase your Conversion Rates, Today!
- Stop Making These Marketing Mistakes Now
- Only XX Seats/Products Left. Why You Need to Grab Them
- Immediate action needed to rectify specific problem (If you don’t fix X, then Y will happen)
- Google’s Changed its Algorithm Again! Are Your ready?
- 9 Writing Mistakes That Cost Me. How Many Are You Making?
You can also add a little urgency to your CTAs. If you want to grow your email list quickly, consider adding a more traditional urgency element to your CTAs.
Something along the lines of the below should work well as long as it builds on your main body content.
- Free e-book (priced at £9.99) for the first 100 new signups!
- Download our free white paper to learn an extra X tips to increase conversions today.
Why should your audience trust you?
Chances are the majority of your audience doesn’t know you from Adam. Asking them to trust your product recommendations or to pay for services offered without first building trust is a sure way to fail.
High-converting content manages to build trust and reduce anxiety on two fronts. By educating your audience with information that’s credible. Here’s how that’s achieved:
- Secure comments/interviews with respected industry pros
- If you’ve not yet reached a level of notoriety in your industry, find someone who has and use their reputation to show your credibility.
- Empathise with your audience
- Prospects want to feel as though you know their problems. Put yourself in their shoes and explain how you’ve managed to solve the biggest problems they face.
- Utilise storytelling elements
- Storytelling has long been a foundation for relationship building. In marketing, it shows your audience you’re a real person and not some faceless entity who’s mindlessly churning out content in an effort to increase sales.
One page, one purpose. That’s the golden rule of landing page optimisation.
That same rule applies to your content. Content that tries to tackle overly broad subject matter or multiple problems is confusing. It won’t help your audience and it definitely won’t help you hit your KPIs.
Content should only ever address a single problem. Everything that is written on that page should only pertain to that problem and how you can help your audience solve it.
Check any popular piece of content and you’ll notice that, whilst it may cover many different methodologies, they’re all focused on solving one specific problem.
Keep it relevant
At the start of this article I opened with a statement. Knowing your prospect’s problems and needs is the first step you need to take in order to make an impact.
Understanding your audience is the fundamental base for all conversion optimisation campaigns.
If you don’t understand your audience, then you’re not going to be able to help them.
However, this is a far more detailed issue than simply identifying the largest segment of your audience. Targeted content isn’t about creating a one size fits all article. It’s about producing content that’s specific to the needs of your different segments and their position in your wider funnel.
Segmenting your audience based on demographic differences is only the first step. You need to understand the different problems of each segment so that you can properly target your content to their needs.
Yes this means that some content will go over the heads of certain segments, but it will convert at a much higher rate for those segments it does apply to.
Content marketing can’t please all of the people all of the time. For a more effective campaign you’re going to have to create content that speaks to some, but ignores others.
A lack of clarity impedes your audience’s ability to understand.
You could have spent weeks figuring out the topics your audience will find most useful only to come unstuck when they can’t understand what it is you’re trying to say.
Writing for clarity means you have to eliminate the fluff. No powdery phrases, no overlong sentences and no confusing jargon. Explaining it in the simplest of terms not only helps audience members understand, but also demonstrates that you have true mastery over the topic.
When writing for clarity remember these three key actions.
- Start with a plan that maps the journey from problem to solution
- Explain the problem and why it’s a problem
- Use concise, simple language and cut any useless fluff
What it all comes down to
The need to create content that addresses your audience’s needs is nothing new. The challenge has always lay in making your problem solving narrative compelling and engaging.
Sure there are plenty of different ways to achieve this. Some even offer benefits in the realm of SEO and SMO, but as online marketers we’re primarily concerned with increasing conversions.
That’s why adapting a model proven to increase landing page conversions is the perfect method for optimising your online content as well.
Content isn’t just a way to increase your online presence or SERP ranking. When well written, online content can be all your prospects need to see to believe in you, your brand and your products.
Take a note from the best landing page optimisation specialists and utilise their proven method in optimising your content.