Introduction
Creating content is an easy task, given today’s widespread digital connectivity and accessibility. Moreover, anybody can type a quick blog article or a social media post about the product they are marketing and selling. But the real challenge arises when you successfully get the user to take a desired action, i.e., buying a product or joining your email list. In digital marketing lingo, this is known as a “Conversion Event”.
Furthermore, transforming your content from mere text to a conversion machine first and foremost requires you to understand your target audience by knowing what your audience is seeking online, what strikes a chord with them, and specifically addressing their needs are crucial parts of content strategy. Mentioned below are some tips you can use to create content that converts:
- 1. Know Your Audience
Great content starts with extensive audience research. The more you know about your product market, the better you will be able to live up to the expectations of your audience. According to a report by Semrush titled “What Factors Lead to Success in Content Marketing?”, audience research is a top factor in content marketing that converts:
| Researching Our Audience | 47% |
|---|---|
| Search Engine Optimization | 46% |
| Publishing More Content, Increasing Posting Frequency | 45% |
| Improving the Value & Quality of Our Content | 44% |
| Updating & Repurposing Existing Content | 42% |
| Analyzing Our Competitors | 41% |
| Creating More Video/Visual Content | 40% |
| Collaborating With Other Teams (Example: Sales or Product) | 38% |
| Website Optimization | 34% |
| Diversification/Publishing New Content Types | 24% |
3 pointers that contribute to audience research are as follows:
- ‣ Customer’s Pain Points: You can customize your message and provide pertinent solutions with this information. Suppose your clients struggle to discover a mattress that doesn’t hurt their backs or necks. In this case, the content of your website can focus on the various kinds of mattresses available and how to pick one that provides both support and comfort.
- ‣ Speak from the Customer’s POV: To make sure your message is understood as intended, write in a tone and manner that appeals to your audience. For instance, you can use distinct keywords for each consumer segment if you’re targeting both young adults and elders. Among other things, take into account their age, level of education, and specific demands.
- ‣ Understand Customer’s Needs & Expectations: Your content should provide value at each touchpoint and appeal to various client categories. Going back to the earlier example, the demands of young adults differ from those of a person in their late 50s or early 60s. When purchasing shoes, a 20-year-old customer can prioritize style over functionality. In contrast, older folks can value comfort over style.
- 2. Web Analytics
- Numerous sources, including your website, social media accounts, and email marketing efforts, provide customer data. You may understand and turn this data into insights that can be put to use with the aid of web analytics tools.
Here are some other resources for gathering web analytics data:
- ⁍ Have one-on-one conversations with your clients: Ask for fifteen minutes to speak with your consumers via email. For every consumer segment, compile a list of pertinent questions.
- ⁍ Distribute a survey: Use online surveys to learn more about the expectations, pain points, and likes and dislikes of your customers.
- ⁍ Work together with your customer service and sales teams: Talk to your customer service and sales representatives, as well as individuals who deal with customers daily, to find out what issues, queries, or trends purchasers have in common.
- 3. User Personas
If you are a business owner, you already know who your ideal client is. You can then develop user personas and carry out additional research. These are imaginary figures that stand in for various clientele.
You may determine and rank the features and advantages that your clients value most with the use of user personas. By identifying gaps in the consumer journey, these buyer profiles facilitate content optimization.
- 4. Knowing About the Buying Cycle
You may start to comprehend the processes your clients take to decide what to buy once you know who they are.
Create a buyer journey map that includes every step from early awareness to conversion.
Here’s how to go about creating a buying cycle:
- ⁍ A Timeline on Customer’s Journey: Divide the timeline into different stages – awareness, consideration, and decision.
- ⁍ Understand Their Content Preferences: When writing your copy, consider the kinds of content that they find engaging, amusing, or helpful.
- ⁍ Lookout for Touchpoints: Track how your audience interacts with your content using web analytics, then modify your approach as necessary. For instance, you would know to invest in content for Facebook and LinkedIn if the majority of your clients find your products there.
Conclusion
Although there are more strategies for creating a piece of content that converts, the above-mentioned pointers are some of the most important pointers that can help you create highly compelling content. Now you know how to create high-quality content for your readers and keep them coming back for more. However, copywriting and content marketing require ongoing work, and there’s always room for improvement.
