Content creation is hard enough without worrying about how its going to convert to sales, but it’s a necessity if you’re going to compete online. When you’re creating content, consider these 5 categories: writing, visuals, social media, call to action, and consulting if you want to maximize your overall profits and reach your goals online.
We reached out to business experts that can offer their experiences and tips on these subjects, and how they can help your content creation get to the next level.
Create Writing That Helps People
The words you choose to use for your marketing are crucial. You need them to be precise, engaging, interesting and informative. Keywords to help build your SEO are also an important factor in your writing. Below are some top marketing professionals tips on how to best write your content to convert it into sales.
1. Write as if you were in conversation with your audience
“I’ve found that when trying to engage people with your writing, you just need to communicate with them as you would if you were talking to them. No unnecessary, lengthy words. No complex sentence structures. Just provide the information/opinion in the same way as you’d say it!”
-Aaron Watts of Converted
2. Simplify your writing style
“Because you’re the expert, you have incredible knowledge of your industry, your products, and services, and terminology. (In most cases) if you want your potential customer to understand that you understand their pain, you will need to write on their level. And just when you thought your content is simple enough, simplify it again.
In our real estate example, you may be tempted to use acronyms like SRES, NAR, CRB or CLHMS instead of Senior Real Estate Specialist, National Association of Realtors, Certified Real Estate Broker or Certified Luxury Home Marketing Specialist when detailing what makes a qualified real estate agent. However, you’re speaking at a higher level (generally) than your average home buyer speaks.”
-Brian Colling, CEO of Colling Media
3. Create Strong Headlines
“One of the best ways to create better content is to write headlines that grab your reader’s attention. Try to remember the 4 u’s: uniqueness, urgency, ultra specific and usefulness.”
Lindsey Havens of Phish Labs
4. Focus on Keyword Intent
“While it is important to create content that focuses on certain organic keywords (to earn more search traffic from Google), many companies forget that keyword intent is just as important as the actual keyword. Keyword intent is what the user is looking for when he or she makes a search. For example, companies should not write editorial content that targets a commercial “sales” term.
A user searching for “red shoes delivered” wants to see a list of red shoes to purchase and does not want to read an article about red shoes. A great strategy when putting together a content campaign is to create a list of keywords to target and identify what stage of the sales funnel a user would be if they search for that term. A marketing team can then write copy to answer any questions a user at that stage of the funnel would have and help increase conversions on the website!”
Jacob Dayan of Community Tax
Make it Visually Appealing
The visuals throughout your content creation process are just as important as the words you use. Many readers or viewers are just going to skim your content, and they’ll likely only remember your visuals. Whether it be a relevant image, infographic, video, try to make sure that whoever comes across your marketing will want to learn more based off of the visual.
5. Create an infographic that stands out
“Keyword research has been essential for us to determine what content our audience wants to read. For example, we took a product, micro-inverters, and turned it into an engaging infographic about solar inverters (check it out here). We received a 2.56% CTR in one month from posting.”
Anna Crowe of Firesnap, Inc
6. Make it pretty
“Focus on the visual aesthetics of the text – Layout and presentation is arguably just as important as actual content. A giant block of text is hardly inviting and many people won’t even bother. Arrange content in the form of lists, steps, or short paragraphs that is visually appealing and easy to skim in order to boost content views, which in turn boosts sales.”
Jameson Slattery of Global Marketing
7. Consumers love video
“Simple written texts in the content of website when clubbed with resourceful information and videos help to fascinate lots of viewers. Lots of viewers prefer to have video display over simple and boring diction. In this way, the customer feels a personalized connection with the company and understands better what intellect a company is delivering to them. ”
Rohit Bisht of XenelSoft Technologies
Social Media & Other Customer Interactions
Facebook, Snapchat, your business blog, Instagram, Twitter, and videos are all outlets to engage with your potential and current consumers. Content creation on any of these platforms can help create a familiarity between them and your brand. The engagement becomes personal and interactive as they can comment, share, like, listen to, read, save, click, and so much more.
There are other ways to interact with your customers by using their testimonials, engaging them in a webinar, create a tool that would be useful in using your product or service. Get creative and find the right outlet for your company. Make sure your content creation strategy stays relevant and interesting within all of these mediums.
8. Tagging Customers
“At my car dealership, one of the easiest ways we get sales is through Facebook. When we sell a car, we post that person’s picture on Facebook. We tag that person in the picture, and they generally Like, Share, or Comment on that picture. Their friends see this interaction as they scroll through their feed, and they stop and look.
I can’t tell you how many people will say that they looked online or came into the dealership because their friend or family member’s picture popped up online. The best part is, we don’t have to pay a dime for it! I think involving customers in a business social media account is an easy way to make more sales happen, especially if you get a customer who becomes an advocate and a raving fan.”
Anthony Curren of Rick Curren Auto Sales
9. Be consistent on social media
“I post primarily on Facebook, Instagram and Snapchat.. More recently I have started integrating a blog and Twitter. Posting daily 1-3 times a day consistently with valuable information or tips for people, high quality pictures, posts with call to action for the audience, Live videos, ENGAGE with others, and message and collect data and phone numbers. I study these platforms, I see what other big influencers are doing and I try to integrate these many ideas into my own content.”
Lauren Russell of Florida Girl in an Investor’s World
10. A blog answering FAQ’s
“A great way to create content that converts is to answer FAQs in long-form content. If you get a lot of potential customers asking the same questions over and over, create a blog answering those questions in detail. Most likely these people are searching online for the answer first and not finding it.”
Ben Johnson of HA Digital Marketing
“Provide examples, testimonials, and case studies. People love facts and proof. If possible, include them in a great story. Establish trust with your reader. Trust with you as the writer, as well as confidence about the product/company you are writing on. If you reader does not trust you, they are not going to buy your product.”
Bradley Shaw of SEO Expert
12. Use webinars to gain consumer participation
“Use a customer-focused webinar to generate new leads.In order to convert stubborn potential customers, host a live Q&A webinar. Not only do webinars allow for interaction with potential customers, it also allows for a brand’s voice to be heard on a more engaging platform. Many companies think that webinars are too costly, however, due to services such as Wistia’s Soapbox and Facebook Live, along with other live-streaming platforms, it has never been easier to create videos.
To ensure that the right type of content is being used, find out what kind of topics they would like to see covered and to gauge the interest(if any) that they have in your brands products/services.”
Tracy Julien of Guided Choice
13. Create a buyers guide
“From my experience, the best content is long-form balanced buying advice, that closely relates to the products you are selling. For example, if you are a furniture retailer, then a guide on how to lay out your bedroom to create a perfect environment to sleep or a guide on how to set up the perfect movie room will provide you with solid organic traffic from search engines.
Create good content for social media channels, great newsletter content and also content you can hand out in your physical store to prospective customers. Buying guides demonstrate you have a deep knowledge of your specific market and earn buyer trust far better than overtly pushing individual products.”
Ben Cope of The Content Works
Include a Call to Action in Your Content Creation Process
Marketing pieces should have a clear CTA: click here, call now, buy here, etc. What is it that you want your viewer to do? Provide the easiest pathway to the sale. Give your audience another reason to click on your ad, go to your website, visit your store, call your company than just to make a purchase. Offer a coupon, discount, and perhaps limit the availability of those incentives.
14. End with a call to action
“Any content creation must include a call to action at the end. In some instances, it may seem obvious to you, but you must add in clear steps that the customer can or will take to generate the sale.”
Carly Fauth of Money Crashers
15. Use of Gated Content
“When creating content, specifically in a blog setting, make sure your CTAs are clear enough to convert to a sale. For example, gated content is a great way to collect information and nurture a possible customer. However, sometimes your reader is ready to buy. Consider testing out CTAs that direct your customer to buy today or sign up for a free trial. Sometimes gated content can distract from the intent to actually buy!”
Caileen Kehayas of Proven
16. Provide Discounts
“You can offer some discount coupons with your content which will definitely attract the viewers to get more interested in your business on which your content has been published. You discount coupons or offers must draw the attention of the viewers so that the viewers want to get the service or product from you.”
Andrei Vasilescu of Don’t Pay Full
17. Urgency is key
“Create a sense of urgency– Even if there is no real urgency, phrase content in a way that makes people subconsciously want to take action. For example, provide an incentive for the first 100 people that purchase a product or sign up for an event.
Not only will people take action quicker than they would have otherwise, but it will also increase the assumed value of whatever is being sold. Even if there is no time or number limit, use keywords such as “today,” “now,” “before,” and “immediately” to make people fear that they will miss out if they don’t take action right away.”
Jameson Slattery of Global Marketing
Consult and Teach
Think of yourself as a mentor or a teacher, instead than a salesman. Be the person others would want to consult for tips and advice about your services. When you aren’t too pushy, and more focused on helping, sales will only follow.
18. Focus on Features
“The #1 way to craft content that supports your sales efforts is to focus on the solutions and results that your product or service delivers. While it may be tempting to emphasize the wonderful things that you want to say about your company, instead, emphasize the things that your prospective customers/clients need to hear in order to capture their attention.
Sharing details of how your product or service can make them money, save them money, improve their self esteem (B2C) or enhance their marketplace image (B2B) is the way to achieve this goal.”
Rafe Gomez of VC Inc. Marketing
19. Be informative
“Specificity – Businesses need to provide detailed content about their services, especially for the niche(s) that they serve. The more information provided, the more you will be viewed as an expert on the topic by both users and search engines.”
Scott Holstein Computrols
20. Show value and your expertise
“Providing users with value up front which will increase their likelihood of conversion. You need to build a relationship with prospects and give away some of your best content so that they can truly view you as an expert whose products or services can help them.”
Britney Schroeder of Power Digital Marketing
“The goal isn’t to be salesy. It’s actually quite the opposite. You’ll need to be forthright about your approach and not overly promotional. Aim to inform and educate, not directly sell. People appreciate honesty, not sales pitches.”
Pierre de Braux of Spiralytics
The Smart Hack: Content Creation
When it comes to your content creation process, put your best foot forward. Collaborate with your best writers, graphic designers, social media experts, product developers and sales team to create the best content that converts. Constantly educate yourself and your team to help the innovation process so you can engage your audiences into the action of buying your product or service.