A presentation from Birmingham's Tech Wednesday about the value of content, and how you need to make sure your messaging is defined by research. Avoid jargon, and increase conversions!

1. Creating content that
converts
Ria Blagburn
Content and Marketing Specialist
@riaface

2. The goal
Convert visitors into customers

3. The problem
- Too many sites favour jargon over clarity
- Potential customers are alienated
- Sales will go to your competitors
- You need to present a solution to their problem

4. Get your message straight
- Spend time on market research
- Identify your target market
- Find out what their problem is
- Create messaging that addresses this problem
- What superpowers can you give your customers?
- Brand guidelines and assets help you stay on-message

5. Catch them before they hit your site
- Start with your search results - meta title and description
- Think like a customer - what is their problem?
- Give people a reason to click through - provide a solution

6. Which site would you visit?

7. Convert them on-site
- Use your core message prominently
- Grab the attention of your prospective customers
- Avoid huge paragraphs of text
- Talk about your product in terms of how it benefits the customer
- Speak their language
- Increase trust with testimonials and case studies

8. What does this
even mean?

9. Calls to action that make people act

10. Why does this happen?
- Everyone can write
- BUT not everyone can write web content
- Content is as important as design and dev
- Don’t assume you can do it
- Hire a professional!

11. Don’t make content an afterthought
Invest in good content, and your website will
be your best salesperson by a country mile

12. Thanks for listening!
Ria Blagburn
riablagburn.com
@riaface