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Content Creation That CONVERTS? Here’s How It’s Done

Ogno Content Creation That Converts

Content creation is great for attracting people to your website and keeping your audience engaged. But site traffic and social media likes are vanity metrics if your content doesn’t generate real business results through conversions.

Effective content creation convinces visitors to take action and convert into leads and customers.

This article will explore 7 ways you can make your content more compelling and boost your conversion rate.

The Importance of High-Quality Content Creation

High-quality content marketing is integral to inbound marketing. When you publish content targeted to your customers’ needs, you attract the right people to your website. You can answer common questions about your products and services, forge a connection with prospects, and nurture leads through the buyer’s journey.

In today’s competitive digital landscape, people expect brands to provide high-quality content. When it comes to conversions, content generates 3x as many leads as outbound marketing.

7 Content Creation Tips

Use Emotion

Emotion is key to effective content creation. When you get your audience to feel an emotion, it’s easier to establish a connection and get your audience to take action. The key emotion you want to target is desire.

This can be achieved through several tactics:

Fear of Missing Out (FOMO)

You can encourage clicks and conversions by using FOMO in your headlines, CTAs, and opt-in forms.

Self-Improvement

Many people read content because they want to be better at something or to achieve a goal. So when you provide content that helps them to achieve their goals, you get their attention.

Add Urgency

When there’s limited availability or something is in high demand, it creates an urgency that encourages people to act now out of the fear of missing out later.

Know Your Reader

It’s an old rule that you’ve doubtless heard before, but it’s shocking how many marketers overlook this vital step in content creation. Knowing your audience helps you to create content that is super-relevant to the needs of the reader.

When creating content, follow these steps:

  1. Segment Your Audience

Segmenting your audience allows you to create content targeted to your buyer personas’ specific needs. For example, if you sell a B2B product, you can create unique content for the C-Suite, the end-user, and the technical director. All of these personas influence purchasing decisions.

  1. Cover Your Bases When It Comes To Different Experience Levels

Your audience will have different levels of experience and knowledge on the topics you discuss in your content. Make sure you cater to these different audiences with your content creation.

  1. Get Inspiration Outside of the Business World

When you know the interests of your buyer personas, you can take inspiration from a wider range of sources and take a unique angle that appeals to your audience segments.

Clarity

If your content is hard to understand, you’ll fail to convert visitors. On the other hand, if your content is easy to read, structured, and clear, it’s much easier for the reader to engage and convert.

You can increase clarity in your content creation by using the following structure:

  • Introduce your topic
  • Explain it in easy-to-understand language
  • Why should the reader care?
  • What are your recommendations? Are you capable of solving this problem? (CTA here)
  • What will happen if the reader does/doesn’t take action?
  • Closing thoughts + CTA

Write a Killer Headline

The headline is one of the most important parts of your content. It’s the deciding factor in whether a user decides to read your content or not. If your headline is poor, it doesn’t matter how good the rest of your content is; you won’t get any clicks or conversions.

You can improve your headline by including:

  • 7 words+
  • Numbers
  • Active verbs
  • Concise language
  • Blend of familiar and unexpected words
  • A clear benefit

There are also some great tools to help with headline optimization like CoSchedule Headline Analyzer:

Screenshot from CoSchedule Headline Analyzer

The tool rates your headline out of 100 and provides recommendations to make it more compelling.

Your Headline Is the Bait, but Your Intro Is the Hook

If your introduction doesn’t inspire your readers to scroll down, they’ll go back to the search results, and they won’t engage with the rest of your content or click on your CTA.

You can make your introduction more compelling by:

  • Highlighting a common pain point
  • Telling your readers how they will benefit
  • Posing a question
  • Being confrontational

Don’t Forget the Visuals

Visual elements can make a big difference to the performance of your content. According to Search Engine Journal, content with compelling visual elements get 94% more page views than text-only content.

So how many images should you include?

A recent study suggests that more images typically result in better content performance.

graph displaying differences in performance between bloggers depending on how many images they include in a typical post

Image Source

Only 3% of marketers use 10+ images per blog post, but they are 2.5x more likely to get “strong results.”

Types of visuals to include:

  • Original graphics
  • Charts and graphs
  • Screenshots
  • Infographics
  • Videos

Visual elements make it easy for readers to scan and understand your content. When they understand your message, they’re more likely to convert.

Create a Convincing CTA

Your CTA is the most crucial element on the page for conversions. It’s true for landing pages and for your content pages. You can boost conversions by matching the CTA offer to the stage of the buyer’s journey you are targeting with your content.

Here’s an example from the Asana blog with a CTA pop-up encouraging readers to subscribe:

Example of a compelling CTA encouraging readers to subscribe to a service

Whatever the action you want readers to take, your CTA needs to be compelling.

Conversion Boosting CTA Tips:

  • Make it actionable (explain clearly what you want people to do)
  • Short and concise
  • Sell the benefit
  • Create urgency
  • Create exclusivity
  • Use power words such as “free” or “save”

Once you have 2-3 CTAs, use A/B testing to find out which resonates best with your audience and gets more conversions. Testing and continual learning are vital for conversion rate optimization.

Convert Your Blog Readers into Leads and Customers

All marketing should drive tangible business results. Content is no exception. Using the above tips, you should be able to get more out of your existing posts and keep your new content creation focused on conversions.

Is your content getting the attention and conversions it deserves?

If you need some help creating a content marketing strategy that generates more leads and sales, schedule a free consultation with Ogno today.

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