How To Write Content That Helps In Conversions?
Jan 7, 2019

Keynotes from the article:

  • The importance of content marketing in the digital world
  • Evolution of content marketing over the years
  • Steps to writing content that converts
  • How to seal the deal and convert readers into customers!

Content marketing is the strategic process of creating awareness among the targeted audience about a product or service. It distributes relevant and valuable content to attract and retain a targeted audience.

Content marketing has gained a lot of popularity in 2018 and will continue to grow in 2019 as well. It has become a plus point for both customers as well as organizations. People have found an easier way to know about brands and firms are entering new markets through content marketing. It not only helps in gaining the trust of the audience but also helps in attracting new customers. Neglecting content marketing is much riskier than investing in it.

The following reasons show the importance of content marketing:

  1. Quick penetration in a new market.
  2. Customer understanding.
  3. Market competition.

 

QUICK PENETRATION IN A NEW MARKET:

A company has a higher chance of penetrating into a new market or attracting more customers if it is active on social media and is using the content marketing strategy. Customers need something different every day. It will be easier for a company in penetrating the market if it is producing relevant, unique, and attractive content for its targeted audience.

Content marketing is three times more powerful in generating customers than a traditional marketing method. 

UNDERSTANDING CUSTOMER’S NEEDS AND DEMANDS:

It helps in understanding the customer’s needs and demands. Marketers get a lot of benefit by tracking the most successful content. The videos being browsed the most, the responses on posts, the blog posts that are being shared, and the eBooks that the people download serve as powerful information for businesses.  It helps in creating better market segments and developing ideas for satisfying their needs and demands.

MARKET COMPETITION AND HOW TO USE IT:

Content marketing is proving to be a very powerful tool in communicating with the targeted audience an identifying their needs and demands. Marketers of majority brands have started using this strategy, and it is necessary for all other marketers to use this strategy. Competition is increasing every day in the market. To remain and stand out in the market, content marketing is a necessity for all business. If your competitor is already having a handsome number of followers and is successful in making videos for its targeted audience, you need to focus on your marketing strategies as well.

Now the question arises that how will a marketer convert a customer?

Converting a customer means to set your brand image in the mind of customers in a way that the brand becomes the priority and preference of the customer. There are many ways of doing so, but the most important steps to follow are:

  1. Use emotions
  2. Use questions, facts, and numbers
  3. Customer’s perspective
  4. How will your product/service make life easier?
  5. Powerful CTA

 

1. USE EMOTIONS TO SPEAK TO THE READERS:

The most important or easiest way to convert the customer’s mind is using emotional words. Our society is full of very emotional and enthusiastic people. Any ad or post that has an emotional aspect will easily penetrate the customer’s mind.

2.USE QUESTIONS, FACTS, AND NUMBERS TO CONVINCE READERS:

Facts and figures are always attractive to the people. They are easily convinced to believe something that has numbers in it or has facts to support the content. Be questionable to the audience. For example, a marketer can ask a simple question which has an obvious answer like “What will you do if the product/service you purchase is not of good quality?” using this strategy will help you easily attract more customers and even retaining the existing customers.

3. WRITING FROM CUSTOMER’S PERSPECTIVE:

As a marketer, you must be aware of the customer’s needs and demands. While writing the content, you must keep the customer’s perspective in mind. Be easy with your language and write content that will is easy for the customers to understand. Your content should reflect the customer’s opinion about products/ service.

A marketer can also pinpoint the weak areas of your targeted audience. It might sound insensitive but doing this is also effective in converting the customers. You can ask questions to the relevant weakness, and they could be more interested in your offerings.

4. HOW WILL THE PRODUCT/SERVICE MAKE LIFE EASIER?

This is another useful technique which attracts people. While introducing a new product or engaging the existing product with the customers, mention all the benefits the product will provide the customers. With the advancement in technology, customers want products or services that can make their life easier. State all the points by which your product/ service will introduce ease in the life of targeted audience.

5. POWERFUL CTA RESULTING IN SALE:

CTA refers to call to actions. Don’t forget to end your content with the ‘right’ call to action. ‘Right’ CTA means to leave the customer in a little bit anxious to further investigate your product or service. Your content might only enable the customers to save your page and come back to it some other time. A right CTA will provoke the customers to search for your product/ service immediately.

Other than all the above-stated techniques, you can also add urgency to your content. For example, you can add a time limit and say “avail it before it ends” or anything that reflects a shortage of time. If you are a product seller, you can also introduce attractive deals with informative content and to make it more appealing, add a time limit. You can also give advice in your content and genuine reasons for the success of your business.

Content marketing is growing with time. Businesses are now focusing on hiring content writers and bloggers to engage with the audience. As a marketer, you should also start focusing on content writing because it is an easier and more effective way of setting the brand image in the mind of customers.

Be relevant to your content. Do not share plagiarized content. It only destroys the brand image. Be innovative with your content and engage with your audience regularly.