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10 Tips for Creating Content that Converts


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Whether for SEO, brand awareness, or lead generation, ultimately we are creating content to increase the weight of our wallets (or those of the businesses for which we work).

So how do we do that better? Are there ways we can be creating content that specifically encourages a purchase or conversion?

In this presentation I hope to answer that question with a 10-point “Yes!” I’ll address the 10 approaches you can use to increase conversions when creating content or writing copy.

Published in: Marketing, Business, Technology
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10 Tips for Creating Content that Converts

  1. 1. 10 Tips for Creating Content That Converts w
  2. 2. Use Emotion to Motivate The goal of writing good content is not, it turns out, to encourage someone to feel any old emotion. The goal is to encourage someone to desire. Here are a few emotions that motivate: ● Peer pressure: Peer pressure can be an incredibly powerful marketing force. ● Self-improvement: People want to be the best at what they do. ● Fear of missing out: Fear is advertising and marketing’s great motivator. Fear elicits a desire for insight, secrets, or loopholes.
  3. 3. Add Urgency Creating urgency isn’t just something you need to be implementing in your online ads, landing pages, and marketing emails. They’re factors you need to be implementing across the board. Here are a few blog titles that show what I’m talking about: ● “Before It Closes: The Loophole That Increases Facebook Organic Reach by 330 Percent” ● “The 23 Strategies That Can Turn Leads Into Customers, Today” ● “Stop Making These 9 Email Marketing Mistakes Now”
  4. 4. Increase the Relevancy When creating content, only when that content genuinely appeals to the needs, concerns, and issues of your reader will you end up with a conversion. ● Segmenting your audience: Sometimes you need to exclude part of your readership to speak “one-on-one” with another part. ● Cover your bases: Write for different experience levels ● Root your content in reality: Keeping your content relevant is not only about focusing on your audience, it’s also about focusing on the world outside your business domain.
  5. 5. Increase the Clarity In order to write content that increases awareness of your brand, you need to write content that benefits your reader, rather than content that simply informs them. Here’s how to increase clarity: ● Introduce your topic. ● Explain it in simple language. ● Explain how it affects your reader. ● Explain your recommendations on how to approach, or benefit from the issue. ● Discuss how you think this issue will affect your reader in the future. ● Provide relevant email-gated content
  6. 6. Reduce Anxiety Great content reduces the anxiety of the reader - not just by educating them but by convincing them that the words they’re reading come from a credible source who understands them. Here’s how to reduce anxiety: ● Empathize, don’t just sympathize: Put yourself in your reader’s shoes. ● Tell a story: Show you’re more than a robot ● Show yourself: Feature a headshot or brief author bio at the bottom or side of your blog. ● Don’t be afraid to show your personality
  7. 7. Eliminate Distractions Content should be focused on a single “ask,” rather than multiple requests all at once. Just as with landing pages, you’ll increase conversions by guiding readers and keeping them from getting sidetracked along the way. Any link that sends a reader to an unrelated, un- optimized blog article is a waste of effort.
  8. 8. Add Another Voice Your readers, blog subscribers, and half-nurtured leads are far more likely to be convinced of your business’ legitimacy if they see you associating with someone they recognize. Here’s what I recommend: ● Push for a podcast, interview, or webinar with a well-known influencer. ● Give a well-known influencer access to your tool or product for free in return for an honest testimonial or, better yet, a how-to guide. ● Try to interest well-known businesses in co-authoring an eBook.
  9. 9. Poke the Pressure Points If you know your niche market’s primary pain points, don’ t be afraid to push buttons that will make your audience more aware of them. Here’s how it might look: “Half of all CMOs have said they are unable to measure their social media ROI. Are you one of them? Are you pouring time, energy, and resources into social without a clue as to how it’s benefiting your business? Are you paying a social media manager $55,000 a year and are at a loss as to whether it’s worth it?“
  10. 10. Give Advice, Not Pitches If your entire content stream is promotional, no one will trust what you say. But if 90% of your content stream is educational and related to solving the problems of your readers, those readers or leads are more likely to believe you Not only will this decrease the chance that people will get get scared away by your spammy content, but it also increases the likelihood that they’ll share your genuinely advantageous product info.
  11. 11. Close with the RIGHT CTA Your content’s CTA makes the difference between someone deciding they’d like to become an email subscriber, and someone deciding to simply bookmark your page for later perusal.. Here are a few suggestions: ● “For more on [your subject], check out my new comprehensive eBook!“ ● “If you’re interested in [your subject], I’ll be diving into the nitty gritty in this week’s podcast. Spots are limited, so sign up now!“ ● “What are the obstacles stopping you from achieving your marketing goals? Book a time with me now and we’ll talk it all through!”
  12. 12. Thank you for viewing! Wishpond One Easy Tool for All of Your Online Marketing create online ads, contests, landing pages & email automation campaigns Did you like this presentation? Check out for more! w