You probably heard the expression that content is king. That is true to an extent. SEO and other digital campaigns heavily rely on content. However, the Internet is today flooded with content, so in other to attract and convert your audience, the content needs to be extraordinary. This doesn’t mean extraordinary as in a school viewpoint. Rather, the content can be grammatically wrong yet still engage and convert well. The importance is in relevance, creating decision and advising rather than pitching.
Emotion creates decisions
When you have your readers in the net, you want them to make the right decision by performing a specific action on your webpage. The decision convincing should be well-planned and shouldn’t be too pushed to the reader so he don’t get away frightened.
A great way to drive your audience into decision making is by speaking about how your offer can solve their problems, rather than explaining how the offer is better than its competitors or has taken long time to develop. See it from the customer’s perspective. When the customer got his concerns answered, he’ll be more interested in what you got to offer.
People are driven by emotions. In content creation, emotions can be used to get attention and to create motivation. The attention part is commonly used, with controversial titles. Motivation is a bit harder to create, but can provide great conversions if successfully used. Motivation will change the audience’s desire and make them perform something favoring both you and your customer.
Motivation in content can be done with
- Peer pressure (people don’t want to miss out what other people like)
- Urgency to buy (limited time forces a buy decision)
- Reducing anxiety (making the customer feel safe)
Relevance to the audience
The expression “write for your reader” is an evergreen expression, but it is as actual today as when it was originally said. The first step of creating a relevant content marketing campaign is to identify your audience, and then segment these into different groups.
The segmentation makes it easier for you to create content that is even more specific to the reader. The segmentation can be done by using e-book, blog post titles that only attracts specific interests. A common segmentation is to sort on experience. I recommend that every fifth blog post is addressed to advanced readers.
Don’t pitch, give advice
The days of promotional advertisement are long gone. The railroad billboards don’t convert nearly as well as a well-planned tutorial about a problem, with advice that the problem can be even easier solved using a specific product. Today’s Internet users, especially Twitter users, prefer to discover products rather than being forced into buying a product. This makes the audience feel smart and independent.
Creating helpful articles that answers to the audiences concern does not only make the customer feel safe choosing your company and reduces customer support but also increases the likelihood that your content will be shared in social media.
Close with a call-to-action
Even though the article and the content itself should be purely helpful, and that you shouldn’t try to push your readers, you can still end with a friendly call-to-action. One way to get conversions is through mentioning legitimate reasons why your product would fit for the audience’s specific needs. You can also promote your business in sidebars and banners, thought you should be careful not overdoing it.