While photos and videos are more effective at attracting the consumer’s eye these days, content still reigns as king in the world of inbound marketing. In 1996, Microsoft co-founder and billionaire Bill Gates said “Content is where I expect much of the real money will be made on the Internet.” Turns out Bill was right, and content is key to attracting customers and increasing conversion.
Check out these five easy ways to improve content and experience an uptick in conversion!
1. Get right to the point
Consumers no longer have the time or patience to read through long paragraphs of text, which is why scannable content performs well. Keep messages short and sweet, and get straight to the point. This is particularly important in email marketing. Say what you mean so potential customers understand what you can deliver as a business.
2. Give customers what they want
What type of information do your customers want? Do they ask the same questions about your products and services? When curating content, take the needs and wants of your customers into consideration, then write accordingly. For example, if you run a cosmetic surgery clinic and patients repeatedly inquire about the difference between liposuction and tummy tuck surgery, publish and promote content that explains the difference between both procedures.
3. Tell readers what to do
All content should end with a call-to-action so readers know what to do next. This is one of the most effective ways to increase conversion through content. Your call-to-action can be a text link that takes customers to a free e-book download, or a banner that allows them to sign up for a free consultation. Alternatively, try to get readers to engage with your site using the comments section, which helps drive traffic to the site and increase engagement. For example, if posting recipes for a health or weight-loss website, ask readers about the types of ingredient substitutions they make to improve the recipe’s nutritional value.
4. Keep content clear and concise
Content marketing isn’t the time or place to impress readers with your extensive vocabulary and college thesis writing skills. Content must be clear and easy to understand so target customers can convert into leads. Read content out loud before publishing to make sure it sounds good to the ear, and review for typos and grammatical errors.
5. Be conversational
Content that sounds personable and conversational is a million times more appealing than dry, boring, stuffy content that reads like a legal dissertation. When writing content for your site, pretend like you’re having an in-person conversation with your target audience. This writing style resonates with potential customers, and keeps them engaged with your website. The more engaged your readers are, the higher your conversion numbers.
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