Before discussing what helps content convert, let’s determine what conversion means. Conversion is when a customer or potential customer takes an action on your website. A sale is not the only action that constitutes conversion. It can also apply to lead generation or nurturing, creating brand awareness or submitting a form.
Content can be created in such a way that helps drive conversion. Whether you’re creating a piece of content yourself or benchmarking what your competitors are doing, here are 3 tips to help you pick out what drives conversion.
1. Who is the audience?
Who are the individuals or groups targeted by the offer? These people are your buyer personas and will play a key role in a lot of your marketing efforts. Developing detailed profiles for each of your personas using the questions in this blog post will help ensure the content is conversion driving. The more detailed the personas are, the more likely the offer will have a high conversion rate.
2. What are their pain points?
Part of your buyer persona profiling exercise will help you uncover what your audience’s pain points are. What are they looking for? What are they struggling with? Why are they seeking your help? Diving into how these pain points affect the persona’s feelings is a great way to create a relationship with your potential customers and potentially increase repeat business.
3. Does the offer or solution address that pain point?
Now that you know what the offer needs to address, you’re well on your way to creating content that drives your persona to convert on your particular behavior. Content that is pain point-focused rather than product or brand-focused will likely increase the likelihood of conversion.
4. How is the content delivered?
In addition to pain-point-meeting content, the delivery of the offer must also match the persona’s preference. Providing an ebook to a persona who prefers to receive information from social networks will not encourage conversion.
5. What’s worked in the past?
If it ain’t broke, don’t fix it. Take a look at what content has worked or had a high conversion rate in the past. Repurposing that content by switching up the format and cross-promoting is a great way to maintain a high conversion rate. If a prior blog post generated high traffic, try using the same topic for a free information guide or white paper.
What steps have you taken to create conversion driving content? Share your best practices in the comments below!