Creating great content is not all that hard but drafting a content that converts readers into customers and customers into brand advocates is quite challenging. If your aim is to create a content purely for marketing purposes, simply shift your focus towards your readers. How much ever you try to market a content that is not reader-oriented, your efforts will fail you drastically. So following are few points that you need to keep in mind before drafting your content.
Understand and Identify your Audience:
Firstly, research and know your audience well. Once you have understood your audience better, then you will never run out of topics for your content. Find out where your audience hangs out (social media/forums) and try to understand their needs and queries. Make sure your content resolves their doubts and enhance their understanding of the niche. Do not focus merely on the conversion rate rather make it a learning experience for your readers through the content that you produce. When you concentrate more on creating a content that is purely reader-oriented, increased conversion rates will automatically fall in place. You will not only gain more conversions, but your readers will end up as advocates for your brand.
Do not focus only on Conversions:
Acquiring increased conversion rate is simply not enough. You need to work beyond it to sustain as an authority in your niche. While working on your content, do not write for the sake of better conversion rates. Concentrate on giving the best out of your content to your readers. As a result, you will produce exactly what your reader wants, thereby build enough trust that’s required to convert your readers into advocates for your brand. Targeting increased conversion rates is good but what you really need is to convince your readers to become spokespersons for your brand’s product or service.
Build a Concrete Trust:
Compose a content that’ll reflect you as an authority in your niche. However, you need to create content once in awhile so that you have a repository of content that will make readers come back for more info and knowledge. Using customer testimonials within your content is one way to build that trust in your readers. Besides, you can also create case studies where you can clearly talk about how you redeemed a site that was penalized or how you optimized a site that had lost its position in the search results and the similar. Also, support your content with the help of proven data and stats. More than building trust, maintaining that trust is of paramount importance.
Readability and shareability of the content are also very crucial for the success of your content among readers. Use different fonts for your subheads and main text area; never miss out on the images as well. You can even convert important facts into an image so that it’s highlighted to the readers. Create infographics, insert pie charts if you’re dealing with data-oriented content and please ensure that you don’t make your content look boring. Say if you are converting your content into an infographic, you are increasing the chances for the content to get shared on social media platforms.
Set an Optimistic Tone:
It’s highly important that you set and maintain a positive tone all along your content. Don’t sound harsh by plainly marketing your product or service to readers. Let your content instill a positive vibe and hope within your readers. For instance, let’s assume that you’re are targeting a group of audience who have been hit by, say, one of the Google penalties, you should still sound optimistic and ensure that the lost traffic and position in the SERPs can be regained.
Let your content inventory house varied types of content that caters to the different needs of every reader. Never forget to add call-to-actions within your content and ask them to sign up for newsletters. Give them takeaways for newsletter signups and once you have a good number of readers who have signed up for your newsletters, start building a rapport with them and gain more customers and advocates for you brand.