Whether you’re a business owner, budding entrepreneur, or a curious blogger just getting started, everyone needs to know how to create content that converts. It is a great way to give your brand exposure, foster a better relationship with your target audience, and generate more leads for your business. But how do you create high-converting content? Where do you even start? In this article, you will learn what valuable content is, how to create high-converting content and social media content that converts, and learn a few additional tips to really make yours stand out above the rest!
What is High-Converting Content?
High-converting content is made to persuade your target audience to purchase a product or service or buy into a brand. It’s words that sell, plain and simple. But you have to remember that it must also provide valuable information, not fluff. This is so you can gain the trust of your readers. Great content will also drive immense traffic to your site or sales page, resulting in a high chance of leads. This makes it a valuable skill for anyone to learn, especially if you’re a business owner or are building your personal brand. And since it is something you can learn and do on your own, it can also be one of the most inexpensive ways to market yourself.
Creating content that converts means it is both search engine optimized and valuable. This will give you an edge over your competition and cultivate a following—both of which are necessary to sustain your business.
What is Social Media Content?
Whereas your traditional form of content may be longer and found on a blog or website, social media content is copy found on social media channels, such as Facebook, LinkedIn, or Instagram. And social media content that converts is copy written through these channels that sell!
So How Do I Begin?
You may be completely sold now on high converting content creation. After all, there are so many benefits and virtually no downsides, you would be crazy not to! But the question now is how do you begin? In the following sections, we will go through the process step by step.
Step One: Brainstorm Content Ideas
If you already have a business or brand, coming up with content ideas should come more easily. You will want to make content that does not sell your products or services outright, but provide your readers valuable information surrounding it. Making your articles all about pitching your product is not how you create content that converts as it doesn’t build trust with your clients. When you provide value, your audience will begin to see you as someone reliable in the field, which will then lead to conversions.
For instance, if you are selling dental care products, you will most likely want to write informative pieces about what your consumer may need in toothpaste or mouthwash. You may also want to write about the best things to do to keep those pearly whites clean and what the latest and greatest products are within the field. All of this would be informative, help your reader take better care of their dental hygiene, and foster trust in you. And again, this trust can lead to sales when executed well. This can mean including links in the article to your products or leaving a relevant call-to-action at the bottom of your articles.
Step Two: Craft a Catchy Headline
One of the most important parts of creating convertible content is the headline. Your headline must catch the attention of the reader. If they don’t, your otherwise brilliantly written article will not be read at all. So to avoid having your efforts wasted, you will want to write a killer headline.
There are many ways to write one, so you’ll never be limited creatively; but a good headline will resonate with your target audience’s emotions. For instance, sticking with the dental hygiene example, perhaps you know that your audience has trouble finding the right kind of toothbrush. An article you can write is “How to Find the Perfect Toothbrush,” “5 Things That Your Toothbrush Needs,” or some variation of the two. This will catch their attention because you are tapping into their frustrations when buying these products and also providing them with the necessary information to help them make the best choice. Some other tips of writing a good headline include:
- Quantifying a list
- Proposing a question
- Using emotionally charged words
- Appealing directly to the reader with “you” in the title
Step Three: Write with Purpose
After you’ve come up with the headline, it’s time to craft the actual article. Falling in line with what I said before, you want to create valuable content; otherwise, your readers will see right through it. This means adding information or providing insight into a product or industry that will help your target audience make better decisions. As for what your target audience might be looking for, you will want to do market research to be able to craft the most relevant articles. In addition, you will want to look at other blogs or sites that have similar material. You can see what your competitors are writing about, and then differentiate yourself. Your article should also be well-written and organized with headers and subheads to increase its readability.
And last but not least, you must have a call to action at the end. The call-to-action will depend on what your purpose is. Do you want the article to go viral? Do you want to get people to sign up for your email newsletter? Is it to get them to buy something? Make sure the ending statement corresponds with your goals.
Step Four: Optimize Your Content for Search Engines
With all that being said, another component that should not be ignored is if it’s written for search engine optimization. This means that your content is written in such a way that search engines like Google, Bing, or Yahoo will recognize your content as valuable and rank it higher on the search results pages.
There are many ways to optimize your content for search engines, as well as for specific types of SEO, which can include local or on-page SEO. Some ways to do this are to identify certain keywords that are commonly used to search for the type of information you want to provide. You can find keywords using Google Trends, looking at the related search results at the bottom of the page, or utilizing Google Ads Keyword Planner. Another way to make sure you’re getting the most use out of your keywords is to be strategic with them. That means putting certain ones in the H1 or H2 tag, so the search engine will pick up on it.
But some general guidelines are that:
- Keywords should be sprinkled throughout the article
- Overuse of keywords should be avoided
- Internal and external links should be used
- Optimal length for long form content falls at around 1500 words
- A call-to-action should be at the bottom
- It can be shared easily
Step Five: Post and Share Your Content
After careful review, you are now ready to share it with the world! Make sure you put it up on your website and promote it through various other channels as well, like through social media. Speaking of which…
How to Write Social Media Content That Converts
One article will not be enough to fortify your online presence. Another way to supplement your main blog or website is by creating content on social media. You can write original pieces for your various channels. But, an easier way to produce more quality content than writing a new article is to repurpose it. This means taking a snippet from your main article and turning them into their own little blogs. This will save you time since social media content tends to be a lot shorter and limited.
One key difference between blog writing and social media content creation is that each avenue will have a different demographic. For instance, millennials and older generations tend to use Facebook, while platforms like Instagram are popular with Gen-Z. So when writing for social media, it is important that you keep the demographic in mind. Another thing to keep in mind is your content strategy and the times at which you post. For each platform, you will want to be consistent in your posting. It’s also important to publish your content at the time when your audience is most active. This will ensure your social media content will have a higher chance of converting!
FAQs about Creating Converting Content
- How do you write powerful content that attracts clients?
- What is high-converting content?
- What are the necessary elements of content that converts?
- How do I create social media content that converts?
- Does a blog help convert potential customers?
Bonus Tips to Remember When Creating High-Converting Content
Now that you know how to create content that converts, here are a few additional tips for creating high-converting content to make sure your content stays fresh and appealing.
- Include an eye-catching image for the thumb nail and to break up the text in an aesthetic way
- Ensure that your article is updated regularly when new information comes out
- Use strong or powerful words to denote more emotion e.g. instead of “great” use “amazing”
- Write your article so that it has an easy-to-follow format
- For social media content, it could be beneficial to tag influencers
- Likewise for posts, always include relevant links to your own website and to external sources
If you’re still having trouble, or your content isn’t leading to conversions, it might be time to consult digital marketing professionals, like SEO Design Chicago.