How to Create High-Converting Content

May 25, 2017
Posted in Journal
May 25, 2017 O2O Pro Management

As a content marketer, your job is to use content to sell something – whether it’s a product, service, or message. Maybe you’re already driving sufficient conversions. But do you really want to settle for sufficient?

There are many ways to improve your content marketing, and double or even triple your conversion rates. Today, let’s focus on the most important aspect of content marketing – your content. Here are five ways to create high-converting content to boost your conversions.

  1. Write a killer headline

Your headline is the first thing readers notice about your blog post or landing page content. Whether or not the headline captivates them will likely determine if they continue reading the content, or bounce.

Although different variations of headlines work, there are some common elements in successful headlines. HubSpot and Outbrain conducted a study of 150,000 article headlines and discovered:

  • Headlines with eight words performed the best in click-through rates.
  • Headlines containing a colon or a hyphen performed 9% better than those without.
  • Odd numbers in list posts have a click-through rate 20% higher than even-number lists.
  • Ending a headline with a question mark results in a higher click-through rate than using an exclamation point or a full stop.

You can use these common characteristics of successful headlines as the foundation for writing killer headlines that convert. Clearly explain what the content is about in a few words, and if it needs a little bit more detail, include a short explainer after a colon or hyphen. And when creating a list post, keep it to an odd number.

  1. Intrigue readers with your intro

Your headline should attract readers, and your intro should intrigue them enough to make them stay. It should make them want to read more. In other words, your headline is the bait, and your intro is the hook.

For blog posts, the first three to four sentences are the intro. It needs to be to the point and should clearly explain how readers can benefit from the post. Otherwise, why should they keep reading?

In the case of landing pages, the subhead acts as the intro and is equally important for intriguing and converting your audience. The subhead should highlight the main benefits, preferably with bullet points so the information is easier to scan and process.

  1. Don’t forget to add visuals

Adding visual elements to your text content can make a huge difference in performance. It attracts and engages your readers, while adding more substance to your content. It also is an excellent way to break up longer pieces of text, making your content easier to scan and understand.

A study conducted by Chute and Digiday noted that 20.3% of marketers found visual content to be three times more effective than text content. And another 19.5% found it to be four times more effective.

What makes the best kinds of visuals largely depends on the type of content you’re creating. Here are five types of visual content that can help you increase conversions:

  • Original graphics
  • Charts and graphs
  • Screenshots
  • Infographics
  • Videos
  1. Use an easy-to-read format

Another important factor that influences your content’s ability to convert is the format. You may have plenty of useful tips and information that your readers would appreciate. But writing about them in huge chunks of text doesn’t make it easy for people to read and process. That kind of format can hurt your conversion rate, as people may be unable to understand what you’re trying to say.

Here’s what you can do to make your content more reader friendly:

  • Break up blocks of text into shorter paragraphs with a maximum of five to six lines.
  • Use bullet points wherever applicable to highlight key points.
  • Add other elements like visuals to illustrate your points and break up text blocks.
  • Include subheads whenever appropriate to make your content easier to read.
  1. Create a compelling Call To Action

Your call to action (CTA) should convince people to take a desired action. Maybe your CTA is at the end of a blog post, urging people to subscribe to your newsletter or download your latest e-book. Or maybe it’s a CTA on your landing page for a product or service you’re offering. Even your video content needs a CTA to drive conversions.

Whatever the case, you need to make sure your CTA copy compels people to convert. Here are a few basic tips:

  • Clearly explain what you want people to do. The idea is to get people to take action. Make your CTA actionable by beginning the sentence with a verb. For example, “Get your free guide now,” or “Start saving today.”
  • Be brief and to the point. If you include a CTA at the end of a blog post, you can write a full sentence. For a landing page, limit the CTA to five to six words.
  • Focus on what they’re going to get or how they’ll benefit from the action.
  • Create urgency with words like “now,” “instant,” or “today.”
  • Create exclusivity using words like “custom” or “exclusive.”
  • Highlight benefits with words like “free” or “save.”

While it may not be possible to use all of these tips in one CTA, you can create variations of your CTA copy. Then run an A/B test to see which drives more conversions.

These are some of the most effective ways to create high-converting content. You may be a novice content marketer or an expert just looking to expand your knowledge. Either way, these easy and effective tips can help you improve your content to boost conversions.

Source: Content Marketing Institute