4 Content Marketing Tips for Optimizing Conversions
What is the point of your content marketing strategy?
That is a question every marketer asks themselves before they dive into creating a strategy – you’ve done it countless times too.
Do you want to increase visibility and create recognition value?
Do you want to work on your brand image?
But your ultimate aim is not just to encourage people to consume and engage with the content (although that is a VERY important part of the process). What you want is to encourage people to take action.
In other words, you want them to convert.
And this is where your expertise as a content marketer comes into the picture.
If you have been having trouble with this lately, fret not – you’ve landed on just the right page. We’re going to share tried-and-tested content marketing tips for optimizing conversions.
- Find out where you stand!
- Choose your content type wisely
- Let your competitors help
- Literally ask them to convert!
- Let’s look at this with an example.
- What are you doing wrong?
- Here is what you need to do
Find out where you stand!
We’ve said it before and we’ll say it again: the first step in creating a strategy, no matter what it is for, is to get a bearing on your current position.
If you don’t know where you stand, how will you know which direction is the right one for you and what steps to take next?
So it is decided: you need to monitor your conversion rate before you can figure out how to improve it.
How do you do that?
In today’s day and age, you have no reason to worry – there is a tool for everything. And conversion rate monitoring is no different.
Here are some of the tools you can use:
a. Google Analytics
You probably saw this one coming – it is one of the best tools you can use to track your conversions.
This is probably another one that you have heard of in the past, if not used it. It is a paid tool but it makes the process a lot easier for small to medium-sized businesses.
This tool also allows you to record and analyze all the courses of action your consumers take with ease.
If you want more options to try and choose from, check this list out and take your pick based on your unique requirements:
Choose your content type wisely
There is content that results in high conversion rates. And then there is content that doesn’t encourage your readers to take action at all.
You, understandably, want to go with the former.
But how do you decide which type of content to go for?
Well, first of all, the analysis you just conducted in the previous step is going to come in handy here. Why? You will get an idea of the content your consumers enjoy more than others.
This is the key. THIS must remain a part of your strategy. You can innovate and try to do new things within that content type but stick to it!
Well, you need to take a general look at the kinds of content that encourage conversions. If they help other businesses, they are likely going to help yours too.
That said, you do not need to choose content that goes well with your brand image and persona. But more on that later.
First, let’s look at some conversion-boosting content types:
According to the Lead Generation to Increase Conversions survey results, there are seven types of content that encourage consumers to take action. Here they are, along with their respective customer conversion rate:
- Research reports – 46%
- Video/motion graphics – 44%
- Social media content – 42%
- Webinars/webcasts – 40%
- Website articles/blogs – 31%
- Case studies/white papers – 30%
- Infographics – 17%
Needless to say, there is quite the blend of content here.
Coming back to our earlier point, while it is highly encouraged that you include these content types in your strategy, you do need to keep your particular brand, the products and services it offers, and your target audience in mind.
Keep in mind that you want to
The content should be fresh, relevant, useful, and unique. The remaining decisions are for you to make. How can you ensure the ‘three E’s,’ ultimately encouraging a potential customer to convert?
Only you can make an informed choice.
Let your competitors help
Why would your competitors help?
They won’t – but an analysis of their content marketing efforts will!
There are a couple of reasons why you want to look at what your competitors are doing.
Here are some questions to ask:
a. What are they doing right?
If your competitor’s content is getting engagement and contributing to an increase in their conversion rate, they are doing something right. While you don’t want to follow them or copy their content in any way, determining what content type works best for their audience (and hence yours) is not a bad idea.
b. How can I remain different?
By seeing what the competition is doing, you make sure that your content is different – and definitely better. It should be more engaging, more thought-provoking, more valuable. Everything, from the topics you cover to the way you cover them, should be better.
While these two points seem to contradict each other, they work hand in hand. You can get an idea of the kind of content or platform that may work better for you but the content itself should be one-of-a-kind!
Literally ask them to convert!
One of the biggest mistakes many people make is to underestimate the power of the CTA button or the call-to-action.
Your content may be great.
You may have chosen the best platform to reach your audience.
You may have been innovative, creative, unbeatable.
But if, after convincing the individual consuming the content to take action, you don’t actually provide them with a WAY to take action, your efforts will go to waste.
For the most part, you want your content efforts to be subtle – you don’t want to indulge in the in-your-face marketing that irritates your consumers and drives them away – the exact opposite of what you are trying to achieve.
But you need to give them an easy way to take the action you have convinced them to take – it is the only logical next step. And that is what an effective CTA button achieves.
Let’s look at this with an example.
You provide cybersecurity consultation and have opted for email marketing to get more leads. You build up the fear and tell the reader that you can help.
And then you say goodbye.
Or you have a boring, dull CTA.
Or you have a good one but too early in the email, where it makes no sense.
What are you doing wrong?
The reader moved from the awareness to the interest phase but their interest went to waste because they weren’t guided to the next step – the conversion step.
The journey, thus, was rendered useless.
So, how can you fix this?
Here is what you need to do
- Ensure that the CTA directs the user to take action (E.g., ‘Sign up today!’ or ‘Get started now’)
- Design the CTA to be bold and attractive.
- Write interactive and creative copy for the CTA.
- Place it where it fits, where it’ll attract the greatest amount of attention, and where it is the logical ‘next step.’
- Have multiple CTA’s within the same piece of content (although this does depend on length, types, and other factors).
- Make sure the CTA stands out from the rest of the content.
Want to learn more about what makes the CTA more likely to drive conversions?
Give this very useful blog post a read:
We have found these four content marketing tips for optimizing conversions so useful that we use them in our daily operations without fail.
And let us tell you, we see results.
Try them out and let us know how helpful they were for you!