Content marketing is without a doubt a powerful tool for growing your business. According to Demandleads, the cost of content marketing is 62% less than traditional marketing, and it generates about three times more leads. Another study by Abberden shows that conversion rates for content marketing adopters are roughly 6 times greater than for non-adopters (2.9 percent vs. 0.5 percent).
The stats above prove that content marketing pays off big time. However, without a good understanding of how to create content that converts, you'll create buckets of content with no commensurate result.
Guess what? Here are some proven strategies to consistently produce high-converting content.
Ready? Let's get started!
What is Conversion?
The overall success criteria for most B2B or B2C firms are usually related to increased lead generation or direct sales . Lead creation is said to be the most crucial goal for 85% of marketers. Your content may rank well, but that does not guarantee that it will generate the desired traffic and leads.
Conversion occurs when a website visitor completes a desired goal, such as making a purchase, subscribing to a newsletter, or filling out a form.
How do you measure blog conversion?
Here are some variables to consider when evaluating how effective your content is at generating leads:
Click-through rates (CTRs): This can assist you to figure out how well your blog articles and other types of content are generating and converting leads.
Conversions: This metric reveals which parts of your content are most effective at converting qualified leads into paying customers. The conversion rate helps you to analyse what's working in your content strategy.
For example, if you created a blog post and 2000 unique visitors visited your page while 200 of them filled out the signup form with their email address, your conversion rate is 10%.
Average Close Rate: The average close rate is the rate at which your leads are converted into revenue. Divide the total number of sales closed by the total number of leads produced to get this metric.
Average Close Rate = Total Number of Sales ÷ Number of Leads
You can use Google Analytics to get a great estimate. Google Analytics metric displays the percentage of website visitors that took the requested action, such as subscribing to a newsletter. It will make it easy for you to keep track of the conversion rate of your targets frequently.
11 Ways To Increase Blog Conversion
# 1- Understand Your Target Audience
It's critical to know who your audience is and what they're looking for before you start writing. The accurate definition of your target audience will give you a clear insight into content ideas that will meet their needs and the best channels for promotion.
A lot of the time we build out these amazing buyer personas and believe we know the needs of our audience. In the end, this might just be a wild guess that does not fit into the content needs of the audience.
Understanding your audience is the first step in writing blog posts that convert. If you want to entice readers to take action, you need to know exactly what they're looking for. Research your major target client and figure out what their goals are, what their needs are, and how you can assist them in achieving those goals.
You can create a poll or ask your email subscribers strategic questions like:
- What was the most beneficial post you read recently on our website?
- What are the most common topics you read about in the industry?
- Which bloggers are some of your favorites?
Also check your blog comments, forums like Quora , Reddit , Answer the Public , LinkedIn groups , and other industry communities to know what your target audience is asking. A good understanding of your audiences' needs will give you a clear view of what your organization needs to be writing about.
If the blog is regularly updated with content that resonates with your audience , it can become a reference in your industry, and attract new clients.
It's also critical that you keep track of how many daily, weekly, and monthly visitors your website receives from a blog post. Tools like SEMRush and Google Analytics will help you monitor crucial website metrics like monthly traffic volume over time, traffic distribution by nation, and the keywords that drive the most traffic, among other things. These tools are also great to benchmark the keywords and content that your competitors are ranking for.
Developing a content strategy based on an understanding of your target audience will not only increase leads but will also increase sales for brands
# 2- Perform Keyword Research
Keyword research is used by savvy content marketers to determine what themes to write about and what words to use when writing. Effective keyword research targets the search intent and interest of the reader.
There are several excellent, comprehensive keyword research guidelines.
In general, you should take the following steps:
- Make a list of terms to use as seed keywords: Research brand terms, audience terms, product terms, and competitors terms to create your seed keywords.
- Expand your list using keyword research tools: Ubersuggest is a great tool to analyze the statistics of your keywords such as monthly search volume, SEO difficulty, paid difficulty, and cost per click.
- Fine-tune your list with competitor research: As stated earlier, SpyFu and SEMRush are great tools to benchmark your competitors' websites. Analyzing your competitors' websites can disclose a wealth of information, including: the most popular articles among your competitors, which keywords do your competitors rank for? which channels do they use to get the most traffic?
- Google Autocomplete and Keyword Finder and are also great to expand your keyword list with long-tail keywords.
This data can be utilized to foster your content marketing strategy, link building, keyword research, and other aspects of your business.
# 3- Analyze What's Ranking
Before you start writing the blog post outline, conduct a quick search for similar content on the same subject.
There is no shortage of content on ANY topic on the internet - your goal should be to generate the best piece of content for the searcher's intent. So the first step is to take a look at the posts that are already performing well and create the best version.
Simply go to Google and type in your primary keyword. Open up a few of the top 10 results that look the most interesting. Put these ranking posts and the viral (BuzzSumo) ones in a document analyze the following:
- Content Types: (walk-through, list, interview, case study, etc.)
- Do they have authoritative stats?
- Are there lots of good examples?
- Are there actionable steps?
- How's the structure and design feel?
Do this to figure out what they're doing right - and what how you can write a better content than what exists.
# 4- Hook with the Headlines
Create unique headlines that will evoke emotions in your readers and make your content marketing efforts stand out in blogging communities and search engine results pages (SERPs). Studies show that a user's focus on a website lasts about 5.59 seconds , therefore brands only have a little time to attract and hold the customer's interest. Another study revealed that 80% of people never go past the headline, with only people reading the body of your article.
A great headline will achieve the following:
- Give you a higher chance of ranking for the keyword you choose
- Get you more clicks on search engines.
- Captivate your readers right away to encourage them to continue reading and take action.
Looking at what's already ranking is a good approach to get a sense of what kind of headline your audience wants to click. Look up your goal keyword on Google and see what comes up on the first page. Are there any obvious patterns? How could you possibly stand out from the crowd?
Powerful headlines have power verbs, odd numbers (if it's a listicle), and short sentences. For Example:
- 7 Smart Tweaks to Reduce Bounce Rate Fast
- The Only 5 Strategies that can boost your Email Conversion Today
- 9 Best Kept Secrets of Real Estate Marketing
- Instagram Ads vs. TikTok Ads: Which is Best for Your Conversion?
# 5- Write Great Content; Provide Value
The average blog post reader stays on the page for just 15 seconds, that's how long you have to catch their attention.
That's why you should make your blog post's introduction as captivating as possible. Don't make the rookie error of being too dry or academic in your first paragraph. Make your presentation exciting and appealing. By hinting at what's to come, draw readers in and offer them a reason to keep reading.
Providing value to your audience is the most effective strategy to enhance conversions. The aim is to write for your target audience, whether it comes in the form of fresh ideas, compelling use-cases, or even comprehensive research.
Yes, algorithms are important. And your blog entries must be optimized. However, if you're not solving a problem for your clients, you're unlikely to notice a boost in conversions. Address your reader directly, use first- and second-person pronouns, and add some personality to your writing.
Also, appeal to logic by ensuring that you sound knowledgeable about the subject you're writing about. Do your homework and create the greatest, most helpful, accurate, and complete blog post possible on the subject.
The readers who are looking for a solution to a problem are more likely to be willing to pay for that solution, which is why emotional selling converts so effectively.
It's also important because if you have a strong emotional connection with your customers, you're more than simply a business to them. This will not only increase the reader's engagement but will also establish you as a thought leader on the subject. Make sure your post satisfies the reader's search intent as much as possible.
The idea is to gain your reader's trust and create a relationship with them as they read so that they're ready to convert when you strike them with a CTA. And the higher the quality of your content, the more likely you are to gain their trust. Neil Patel talks more about that in this video:
The goal of content creation is to create a bond with your current audience. This content would strengthen the brand, highlight the product's worth, and open up new possibilities
# 6- Use Visual Elements
You must keep in mind that people glance through the contents of a blog article before determining whether or not to read it. Adding visual components is the most effective strategy to reduce bounce rates and keep visitors engaged.
You could consider making a brief video on the theme of the blog post or sharing an influencer's video. Videos convert better, keep readers engaged, and help them remember 95% of the content compared to 10% when they read it in text. This is because human beings are more visually oriented.
Some visuals that can be used in a blog include stock images, animated videos, video customer reviews, and storytelling-based lessons. In addition, use charts and graphs and screenshots to verify facts.
Infographics are also a very great tool in content creation. According to the Content Marketing Institute, Infographics have been widely used among B2B marketers in the last 4 years with a current usage rate of 67%.You can repurpose your old blog content into infographics. Infographics are very engaging and have a high potential to increase conversions.
There are several other visual components you can include in your blogs, such as fascinating GIFs or click-to-Tweet images used by Content Marketing Institute .
Nobody enjoys looking at large walls of text. The rule is to keep readers engaged by dividing up the page into easily consumable sections that are easy to skim.To increase readability employ the following:
- Short paragraphs (2-3 lines)
- Bullet points, numbered lists, and illustrations
- Many Subheadings (H2 and H3)
- Check for spelling and grammatical errors with Grammarly and read it aloud to make sure it flows well.
You could also employ a readability test tool. Using this readability tool you will be able to figure out how technical your post is and whether or not it needs to be simplified. Enter a URL into this tool, and it will tell you how tough the language on that page is, as well as what level of comprehension and understanding specific individuals will have of what you're writing.
Now is your moment to use a Call-to-Action to highlight your products or services. The effectiveness of your call to action is one of the primary metrics to gauge the success of your blogging activities. An effective CTA will help you not only nurture prospects but also drive immediate conversion.
Your CTAs should be clear, noticeable but not overbearing. You can use banners, pop-up lead gathering forms, anchor text, and other methods to include CTAs in your content. A Kentico survey found that consumers generally trust content marketing material, but the minute you try to push a sale, that trust plummets. So you have to avoid being "too salesy" while pushing your CTAs
You could apply the following in your CTAs:
- Email Subscription Button
- A "Get a Quote", "Contact us" or "Sign Up" button.
- A downloadable ebook that is comparable to the article but focuses on the topic in greater depth.
- A tempting offer, such as giving your offers at a discounted price.
- A free webinar
#9- Social Share Button
Social media is a great tool to drive traffic and conversions for your business. A social share button at the end of your blog content is a beautiful way to go about this. People love to share great content with their clique, so they can become the evangelists of your brand which in turn generates more exposure and traffic to your website.
Add social sharing buttons to each post to make it easy for your readers (and to encourage them) to share your blog content. You can utilize floating bars or set them at the top, bottom, or both sides of the post, in line with the post.
#10- An Exit Pop up
Implementing a well-designed exit-intent pop-up to present your visitors with an ebook or a unique offer in return for an email address is an excellent way to gain conversions. You could ask the reader to download a comprehensive guide, case study, or book a product demo. The exit pop-up page button is a great strategy to grow your email list.
It's not the end of the world if your blog readers don't convert the first time. Remarketing gives you a second shot to convert your readers. Simply set up retargeting using solutions like Google Adwords or ReTargeter, and users will be added to your remarketing list every time they visit your blog page. You can then send them retargeting ads as they browse social media or visit other websites.
Don't forget that the excellent comprehension of your target audience is critical to the success of your content conversion efforts. You can profit from years of experience in audience analysis and conversion skills with the help of professional content and copywriters.