Writing really great content that CONVERTS! Let’s explore this .
Content that Converts:
I get it- truly I do. You work hard to research, create, design, share, then FINALLY- market content that is fresh and relavent to your niche and small business. But sometimes it just feels like you are missing the point or arent sure what the point is at all because you’re just an ungodly form of exhausted.
You likely ask yourself “where am I going wrong?” or thinking “maybe I am just not cut out for this mess”.
No! I empatically assure you, NO! Reject that idea because you absolutely are cut out for it and you can learn to get the right, which right= actually profitable, content tailored to the business you have or want to have.
But, first we must break it down and ask ourselves a few questions:
Is your content optimized to turn viewers into buyers?
If not, you’ll get tons of people to read, share, and comment on your content… but it won’t add any tangible profit nor ROI. If you are actually committed to launching or growing your business in the unique way that content marketing operates as, you must provide an experience.
An experience of course means being entertaining enough to hook new Followers, but optimized enough to maintain a reason to invest time into this marketing method.You’ve probably heard the phrase “content that converts”? So many times you are over it.
But, what exactly do we mean by conversion?
Simply, I am referring to content that takes website visitors from “just looking” to “sold” with time-proven principles.
Don’t worry, we won’t be changing your whole content strategy
You probably already know a compelling headline can attract more readers (and therefore more customers). But, did you know experts believe you have five seconds (or less) to capture your reader’s attention when they land on your site?
If you don’t grab their attention, you risk them leaving, wandering around the Internet, finding someone else, and completely forgetting about your business.
Luckily this problem has an easy solution:
Whenever you have a headline you know could be better, try testing out the 4 U’s. The 4 U’s (coined by AWAIOnline.com
) are urgency, usefulness, uniqueness, and ultra specific.
What does that mean?
Writing conversationally means that you research your target market to learn how they speak. Then, incorporate what you learn into your copy.
Also, forget how you learned to write in English class and write like you’re talking to a friend instead. Specifically don’t write like a corporation or lawyer. You want to be your readers’ ally and friend—someone who is there to help them.
Here’s a great example of a conversational headline that grabs your attention:
Finally, when writing conversationally, write like you’re talking to one person at a time. Use the word “you” naturally to connect with
A call to action
is simply asking your reader to do something. Basically, they came to your website, your headline grabbed their attention, they read through your conversational copy, and now they’re at the end…
What should they do?
Well, if you don’t make a suggestion, they probably won’t do anything. Most readers won’t sign up for your e-newsletter, follow you on Facebook, or “comment below” on their own.
You must take the initiative and ask them for what you want.
But, keep in mind, calls to action in your content should not be hard sells. Save the “Buy Now” pitches for your sales pages.
In content, like articles and blog posts, here are some call to action ideas:
What’s your opinion about X? Comment below to join the discussion.
Online users are busier than ever. If your copy isn’t easy to read, they’ll easily get distracted and leave. After all, they have everything from social media to work-related emails crossing their screen (and mind).
79% of website visitors scan each new page they come across to see if it’s relevant to them.
To get the most out of the copy you put on the web, make it easy:
I’m personally guilty of getting off on a tangent, both in real conversations and in my writing. Luckily, when writing, I have the opportunity to delete anything “extra” befor I hit “Publish.” You should too or your audience will lose interest.
For each piece of content you write, be sure to stick to only ONE point, ONE position, and ONE idea for each piece of content you create. For instance, in the example below, the main focus seems to be teamwork:
What other direct response principles have you used in your content strategy?