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In this article I will be discussing the task of creating content and the fact it can be tedious. But the SERP’s won’t care neither will those prospects you intend to snag. In this article, you’ll find 9 easy steps to create content that converts in droves, fatigue or no fatigue.
There’s no bigger cliché in the industry than the saying “content is king”. But You and I know that this is not always so. Lack of time, fatigue and the need to make regular posts may mean you find yourself settling for “iffy” content on more than one occasion. Yet, if you want to create content that converts like crazy, every time, you know “well-enough” just won’t do.
Although this survey by CMI showed that 42% of B2B marketers and 48% of B2C marketers now publish content more than once a week, it’s up for question how much of that converts well.
As data from Search Engine Watch already indicates, the answer to that is most likely: Not very much. They found that 32% of marketers have issues with consistently churning out attention-grabbing content.
Quite simply, not all content is created equal.
But in the super competitive world that marketers exist in, even a tiny detail can make all the difference.
So you know, deep down within you, that you cannot afford to go with that post. You know that something just doesn’t feel right about it. But you’re also tired from doing it over and over. You have looked at it from several angles, but you just don’t know how to make it better.
What you face is the struggle that all content marketers have to go through every time they get set up to write new content. Yet, it should not always be this difficult.
Most of content marketing is about doing what has been proven to work. So you’re not exactly starting from scratch. It’s mostly about learning the tricks and adapting them to good use again and again.
When the going gets tough, you don’t need to rough it and push along. Instead, what you need to do is whip out your content marketing bible, and refer to some timely verses.
We know you want to create content that converts in droves every time. So we decided to create this guide to help you focus your energies on the marketing aspects that will get you the content you want. Let’s dive in.
Your playbook on how to create content that converts
One of the hardest parts of creating viral content (or any content for that matter) is figuring out where to start. But since you already know that content marketing is mostly repeat success, all you have to do is repeat. It’s about finding what works and doing it again and again until you find something that works better.
These 9 proven steps will lead you through exactly what you need to do to create content that is on flames.
Step 1: Find out what your audience
All successful businesses are set up to cater to a need. You found a niche where you can provide relevant and useful input, that’s why you exist. Basically, your business strategy starts and ends with your audience.
If you want to create content that will drag them onto your site and keep them there, you have to start with them. What are they doing? What do they want? What interests them at the moment? These are the considerations that should guide where you start from. It has been proven to work too, with 62% of people reporting that they feel good when they have custom content delivered to them.
Get on to your Google Search Console to find out what keywords people are using to find information on your site. You can use WooRank’sSERP Checker to determine which of those keywords has enough volume to bother targeting. Check what your competition is doing too and what is trending out there. Google Adwords Keyword Planner is very useful here.
Step 2: Find ideas that are proven to work
Remember, content marketing is mostly repeat business. So, chances are excellent someone else has done something like or very similar to the content you want to create. Find the best of the bunch and study them to see how you can use their structure.
One platform, IntelliResponse, adopted this strategy and used some ideas from their competitors in 2010 to create high value content. This alone helped them increase their site traffic by 4000%. Their lead generation was also up by 100%, with monthly leads from paid ads increasing to 35%, up from 5% two years before then.
Great places to find ideas include Buzzsumo and Issuu.com. You can learn from content that has been used to great effect anywhere else. Look at it critically and determine where you can adapt to what you want to achieve.
Step 3: Collect the data and statistics that will back your content
High value content is rich and full of information that is relevant to your audience. You need long form content that is packed full of exactly what they need to read on the subject. If your audience cannot find the value in your content, and quick at that, chances are excellent that they’ll bounce.
According to the Nielsen Norman Group, on average, your website visitors will only read around 20% of the content on your web page. If your content is thin and irrelevant or inadequate for your audience, they will bounce pretty quickly.
The best way to show them you have exactly what they came for is to back it all up with key industry statistics. Use infographics, images, numbers and any other thing that communicates the authority behind your post. That’s what sets you apart from the last website they bounced from.
Step 4: Craft a catchy headline
This hardly needs to be said, but it is absolutely integral to your viral content checklist.
According to A Day in the Internet, 2 million blog posts and 864,000 hours of video is created every day. Take into account the 294 billion emails that are sent every day and you understand why you have to stand out.
Your headline is the first, and sometimes, only chance, you will get to make an impression on your audience. If it’s a bad impression, you won’t even have a chance to make amends. Data shows that 80% of people never make it past your headline. Only 2 out of 10 will actually read the rest of the content.
Thankfully, you don’t have to do it all on your own. Buzzsumo is a great place to go and find headlines that you can adapt. Focus on the headlines that got the most shares and bend them to your own needs. When you’re done with crafting the headline, you can feed it into CoSchedule to analyze it and make sure you’re on point. If you’re using lists, odd numbers are your best bet. They’re proven to content at a rate 20% higher than even numbers.
Step 5: Build some trust
How will your readers be convinced you have their best interests at heart if they don’t trust you? One thing is certainly sure. If they don’t trust you, they will not buy what you’re selling.
A great way to build trust is to empathize with the reader. Put yourself in their own shoes and imagine how you would feel and what you would want to hear if you had that issue. Then tell them exactly what you would want to hear in the same situation.
When you’re doing this, it’s important to affect a tone that is as natural as possible. Write to them as if you were having a conversation, in the same room. This makes it easier for them to trust you, because they can sense that you’re not being false.
Step 6: Deliver on your promise
It would be a waste to build up all that trust and then leave them hanging with a scant 500-word post that barely covers what your title promised. Avoid this at all costs. If you betray your visitors’ trust even once, they may never come back.
As you craft each line of your content, keep in mind that the goal is to get them to the next sentence and the next after that, all the way to the end. This is why you cannot afford to put irrelevant stuff in your content.
Let every sentence actively add something to the value proposition you have revealed in the title of your post. This way, you’re already leading your readers down the sales funnel towards your end game.
Step 7: Make it readable
On average, web visitors spend less than 15 seconds on one page. Now, when you have only 15 seconds to make an impact on a visitor and convert them into a raving fan, it is suicidal to go with paragraphs of dense content.
Since 75% of web users scan, rather than read, your content should be perfectly easy to scan through.
Your writing should have few sentences per paragraph, between two and three. Your sentences too should be short, no more than 1 line long. Having content such as this ensures that people can absorb what you’re saying very quickly and you have a much higher chance of snagging their attention before they bounce.
Hemingway App is a very good option for your readability. It is a free app that analyzes your content and makes sure it is readable.
Step 8: Make it look good
Before your content can speak for itself, the manner with which you present it will speak a thousand words. Make sure they’re speaking the right words. If they don’t, you have a much higher chance of a bounce.
Data reveals that web visitors form their opinion about a website within the first half second of landing on it. At least 95% of that opinion will be based on how your site looks to them. So, strive for a visually appealing presentation.
Use images with your content too. Your visitors are 80% more likely to read your content if it has appealing visuals.
Step 9: Add a compelling call to action
Never end without an appropriate call to action. If you leave out the call to action, then you leave your article only half-finished. It’s like having an animated conversation with an increasingly convinced person and then leaving right when you almost had them.
Your call to action is simply an invitation to your reader to do something you specifically want them to do. It could be to read the next part in the series or download a free ebook.
Create content that converts every time!
Now that you have this complete guide, you can create the viral content you desire every single time.
Remember that the key to success in content marketing lies mostly in repeating what works. So keep track of what you’re doing and note what works for you. Then do some more of that.
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If you have any questions about this article, please get in among the comments. It’d be great to hear from you. And if what you need is a bit more bespoke, please get on touch with me. Let’s start a conversation.
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