A successful content marketing campaign has one essential ingredient: strong and compelling conversion-oriented content. It moves audiences and gets them to take action.
The big question mark that then arises is how?
How can you be better at writing a copy that attracts and engages new and potential customers?
Creating content that converts isn’t just about filling up the space with text. Engaging content speaks directly to the audience, addresses their pain points, and makes them take action. The main goal is to turn them into loyal customers.
That’s why in this blog, we’ll go through content marketing tips for writing engaging content that can convert into sales.
These tips will not only show you how to write compelling copy but will also help you understand how to do content marketing that truly shows real results. Let’s get started.
How To Create Content That Converts?
As you already know, the main purpose of the writing content is to encourage visitors to take action, for example, making a purchase, signing up for newsletters, or requesting a demo.
However, content that converts doesn’t happen by accident. It takes strategy, knowledge of the audience, and a way to clearly convey your message. In the following points, you’ll find six content marketing ideas for small businesses that you’ll definitely need to follow to turn clicks into customers:
1. Know Your Target Audience
Before you begin writing any form of content, you need to know who your target audience is. Even if you write unique, engaging, and great content, your content marketing campaign will not succeed unless you know who you are writing for. After all, you will be writing for the audience and not just your brand.
To identify your target audience, you can create a buyer persona. It’s like a semi-fictional way to imagine a company’s ideal customer based on the research and data.
This way, you can know your ideal customers, their needs, and the problems they face. Once you have a buyer persona, you will be able to write content that is engaging, focused on customers’ needs, and can convert into sales.
But how can you identify topics that your audience is most interested in sharing and discussing? Well, to find out what truly matters to them, you can:
- Use social media insights to see what your audience is engaging with.
- Analyse your competitor’s content to spot gaps and opportunities.
- Explore tools like Google Trends, BuzzSumo, or AnswerThePublic to find trending topics and common questions.
- Conduct surveys and polls to hear directly from your audience.
The more you know about your audience, the more precisely you can base your content creation on them, making your whole content marketing strategy more effective.
2. Use Keywords Based on Your Audience’s Search Intent
Massive traffic on your site means nothing if it’s not the desired traffic, and people are not taking the actions you want them to take.
If you want your copy to perform better and attract the right traffic, target the right keywords. Understand how your target audience is searching and which keywords they’re using.
You can perform keyword research by using SEMrush, Ahrefs, or any other keyword research tool of your choice. Look for what your ideal customers are looking for. Once you get your main keyword, put it in the Google Trends search box.
It will give you a better idea of the existing demand for your keyword. Based on your research, produce content that your target audience needs the most.
3. Craft Compelling Headlines
Whether a reader will go through your piece of content or not highly depends on the headlines. They are the make-or-break element of any content. If your headline makes people want to click to read more, they’re more likely to subscribe and read the content you want to offer.
You can write a power-packed, compelling headline that makes people want to read your content more by accurately telling readers what they’re in for if they keep reading. It will set up realistic expectations for the content and help you build trust with the reader.
Tips you can use for creating compelling headlines
- Create numbered list headlines: Grab attention by using numbers to promise specific value. For example, “7 Proven Ways to Boost Your Email Open Rates”
- Include between 5-9 words in your headlines – Keep headlines between 5–9 words for better clarity and click-through. For example, “How to Create Content That Converts”
- Add power words: Use emotional or persuasive words like “amazing”, “best-selling”, “unique”, “exclusive”, etc. For example, “10 Exclusive Strategies for Small Business Growth”
4. Use Images for Added Impact
We are a visually oriented society, and we process images much faster than text. In fact, content with images gets 94% more views than the general text-only content. Visual information can hold people’s attention for a longer time.
That’s why it is best to use attractive images in your content whenever possible. It will help boost engagement, conversions, and the number of social media shares of your content.
You can put relevant images in your content that add context and illustrate your points. It will not only make your content more interesting but also increase the chances that your readers will remember it. But don’t just add meaningless images just for the sake of it. Add photos and infographics that go well with your content and convey your message.
5. Add Testimonials
Testimonials lend credibility to the work that you do and build trust among your customers. For example, if you’re giving information about a service or a product, you can add testimonials that mention its features or benefits.
They are a great way to ease the doubts of hesitant customers and give them the social proof that the services or products you are offering are worth purchasing. Positive testimonials can even help convince other potential customers to make more informed decisions when getting a product or service.
People will tend to weigh the opinion of authorities more highly than others. They seem to be like social proof based on their power, status, or variety‐seeking expertise. Take advantage of this persuasion approach by asking an industry leader or authority figure who has used your service or products in the past to provide a testimonial.
6. Create Persuasive CTAs
Whenever users visit your site, you want them to take some specific actions. Whether it’s signing up for a free trial, watching a video, subscribing to a blog, or buying a product, it can be anything.
Your readers need just a little push to take that desirable action, and CTAs or Call to Action buttons are just that push. Be clear and direct in your CTAs and clearly convey to your visitors what you want them to do after they’re done reading.
When you craft your CTA, take time to write a strong, compelling, and clickable CTA that grabs the reader’s attention.
For that you can try to use persuasive words like “now,” “instant,” or “today” to create urgency in the visitor’s mind.
Here are some examples of CTAs that you can use:
- Get your free guide now.
- Start saving today.
- Get started instantly.
- Download your free checklist today.
Conclusion
Writing conversion-oriented content can be challenging even for experienced writers.
However, by following these best content marketing strategies, you can create content that engages readers and increases conversions.
If you want more engagement, higher conversions, and better sales, then it’s time to invest in expert content writing services from a leading content marketing agency.
