Optimize Content for Better Conversions
This article was published on September 6, 2024
Categorized in: Content
When it comes to digital marketing, every piece of the puzzle should be created consciously. However, when it comes to content, we often see a lack of strategy – meaning that people tend to choose topics randomly and post whatever they want whenever the mood strikes. Content should be treated as a foundational item, yet when it gets treated this way, it’s anything but that.
There are a few things to keep in mind when creating a content marketing strategy. This first one is somewhat obvious – you need to choose topics that will help you meet your goals, connect with your audience, and align with your sales cycle. The second isn’t as obvious but it’s just as important – that is, the way you compose the content matters. It needs to be written with conversions in mind. Here are some tips on how to do just that:
Really Get to Know the Audience
If you get to know your audience, it will be much easier for you to compose the rest of the conversion elements. Every decision you make related to writing and structuring the content, will be affected by this knowledge. Your audience will also affect your tone of voice, how you compose your headings and subheadings, and more.
How do you get to know your audience? Well, this should be done at the very beginning stages of composing your overall digital marketing strategy. Analyze data, ask your existing customers, get insights by analyzing the competition, and more. There’s a lot that goes into this part, and the process will also vary according to the industry and the nature of your business.
Establish the Structural Elements of the Content
Every part of the structure of your pieces should be consciously established. All of these elements work together to create a piece of content that has excellent conversion elements. Here are some things to keep in mind:
- Headline. There’s a lot that goes into creating a good headline. It should be composed to attract your audience while also being descriptive. Think of it as a mini summary of the piece itself. It shouldn’t be vague. You’re much better off saying “4 Strategies on How to Write Great Headlines for Conversions” vs “Your Headlines Need Work” … The first one is compelling, clickable, and describes what the article would be about.
- Subheadings. Just as the headline needs to summarize what the content will be about; the subheadings do the same thing for the content it sits on top of. In the article example above, each of the subheadings should be one of the strategies, and there should be four total subheadings. The reason you want to do it this way is to make the article scannable. People need to see what it’s about.
- Introduction. Conversion is also tied to the introduction. A good introduction sets the stage and establishes why someone might care about the content. Most people read the introduction in its entirely before deciding if they’ll read more. It needs to be solid.
- Conclusion. These days, the conclusion is treated as an afterthought. It shouldn’t. It should wrap things up and make the article feel complete. Readers should feel as if the loop is closed.
Maximize Conversions by Writing a Solid Article
It may seem like a lot of work to create an article in this way. Yet, it’s important to do simply because it maximizes conversions. The ultimate goal is to attract your audience, make them stay long enough to read, or at least skim the article, and then walk away feeling that you created value for them. From there, this is how it will help your business and how the content will convert.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is a digital marketing expert and President of Brick Marketing. With 25+ years experience, he specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
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