Creating Content That Converts

Content can be a fantastic tool when it comes to engaging your audience and promoting your business. But it’s not as simple as just putting text on your website.
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Creating Content That Converts

Content can be a fantastic tool when it comes to engaging your audience and promoting your business. But it’s not as simple as just putting text on your website. The content you create is one of the most important parts of your digital marketing strategy, so you have to ensure that you get it right! From website copy to blogs and social media posts, content is a great way to get your brand out there and interact with potential customers.

Perhaps the main thing to remember is that it’s all about quality. Just because it’s a cliche doesn’t make it less true – you need quality over quantity. If you’re able to create content that really resonates with your audience, they will hopefully share this content, and your reach will widen. The idea is that you’ll be starting a ripple effect – though it rarely works as effectively as you might like!

No matter how outstanding your content is, if you’re not reaching a large audience in the first instance, you probably won’t make much of an impact. So you need to pair your content strategy with SEO in order to give yourself the best chance of success.

Content and SEO

When it comes to content creation and SEO, it’s rather chicken and egg. Can you rank highly in search engines without great content? Is content considered outstanding if it’s not picked up in Google’s algorithms? Essentially, you need to effectively combine these forces in order to attract new customers and increase conversions. 

With SEO, the sites that Google and other search engines deem most relevant will often be down to the inclusion of specific keywords. For instance, if an individual is looking to buy painting supplies, and your website mentions ‘paint’, ‘paintbrushes’, and ‘painting’, search engines will probably find your site relevant! As keywords are not the only factor at play, you won’t shoot to the top of Google rankings, but it will certainly help. 

You should also pay attention to backlinks when writing content, especially if you’re guest blogging. If a lot of pages are pointing to your website as an authority on a topic, Google will assume the same thing. And if your content is engaging and shareable, other sites will reference back to your page!

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Showstopping Headline

To create content that converts well, let’s start with the basics. Your headline is what will draw people in, so you need to give this some thought. This headline needs to effectively tell readers what the rest of the content is about, in just a few words. There are a few common tips when it comes to writing a great headline, which we have listed below:

  • Keep it Short: Studies have shown that the best headline length is around seven words, which themselves shouldn’t be too long
  • Use Numbers: There’s a reason there are loads of guides listing the ‘Top 5’ or ‘Best 10’ things – having a firm number attracts readers
  • Pose Questions: Starting your headline with words like ‘how’, ‘why’, or ‘what’ should mean the reader wants to learn more
  • Power Words: Certain words tend to attract more viewers – things that really pack a punch, like ‘now’ or ‘free’

Obviously you need to keep the title relevant! Although ‘How to Get 5 Free Amazon Vouchers’ meets all the rules above, and would be a great headline, if your page is actually about savings and pensions, you’re going to end up with a lot of disappointed viewers. 

Once you’ve crafted a brilliant headline, and enticed readers to view your page, you need to follow this up with an interesting intro. This should include at least a few of the keywords you’re hoping to rank for, and needs to be informative but still encourage people to continue reading.

Looks Do Matter

In terms of audience engagement and conversion rates, visuals can make a big difference. And not just images either. Depending on what you’re promoting, there are various types of visual content you can add to your site, such as:

  • Eye-catching photos and graphics 
  • Informative infographics, charts and graphs 
  • Engaging videos
  • Helpful screenshots of steps and processes 

Some studies have shown that an article featuring a visual every hundred words or so, compared to an article with no images, can get up to double the amount of shares. That’s certainly something to bear in mind when you’re publishing content! 

Think About Format

How your site looks won’t just come down to the visuals you include. The way you format the page and think about white space will also have an impact on audience engagement. If you just have one big block of text, most people will find that more difficult to read. Try to split your content up using subheadings where possible, and include bullet points too. 

Another common technique is to include a summary box, or something similar, in your content. That way if people don’t have time to read the whole article, or want a better idea of what it’s about, they can simply refer to that. And if you’ve written a long guide, you may even wish to consider adding a contents section.

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What is Your Call To Action (CTA)?

Even if your content is incredibly engaging, it still needs to perform a purpose. Whether you’re trying to get people to convert immediately or are looking to build a larger audience for your newsletters, you need to make the CTA obvious. You’ve probably already made the benefits of your call to action clear in the rest of the content, but it’s often helpful to reiterate these advantages. 

You can add a sense of urgency to your CTA by including time limits for special offers. Or if you’re trying to market something a little more niche, it may be a good idea to make your product or service seem exclusive. Whatever words you use, your call to action needs to be concise and clear. 

Overall, creating content that can convert leads is about engaging your audience, with interesting text, appealing visuals, and a clear call to action. And with Google’s new Page Experience update, how you interact with your audience is more important than ever. If you’d like further tips on how to create outstanding content, don’t hesitate to get in touch!