8 Ways to Create Content That Drives Conversions
Creating content that drives conversions takes a sometimes complicated content approach that includes audience insights, strategic planning, creative execution, and ongoing content generation. That may sound like a lot of work but there’s no better way to elevate content from simple information to engaging communications that compel your market to take the next step. Here are 8 ways to help you plan and create content that drives conversions.
1. Research Your Target Market
2. Define Clear Objectives
3. Create Compelling Visuals
4. Create Persuasive Copy
5. Optimize for Search Engines
6. Offer Value-Driven Content
7. Foster Engagement and Interactivity
8. Leverage Social Proof
1. Research Your Target Market
Any successful content strategy requires an in-depth understanding of your audience. For the best results, research should be thorough. Identify the specifics that motivate target consumers to look for solutions to whatever need they may have (the “pain point”).
Demographic data: Conduct surveys, analyze census data, and utilize corporate or free market research reports. Use a platform like SurveyMonkey to generate questionnaires and other research materials.
Psychographic insights: Conduct focus groups, interviews, and monitor social media to see what social and psychological factors may influence your potential customers.
Behavioral patterns: Track website analytics, which are often available through whatever platform you use for hosting (i.e. Squarespace or WordPress) and analyze purchase histories and user interactions.
2. Define Clear Objectives
Before you can create content that drives conversions, you’ll need to articulate the purpose of your efforts. Your strategy should always align with your specific conversion goals. Here’s a list of common content objectives with the best practices for each.
Drive Sales: Implement targeted email campaigns featuring personalized product recommendations and exclusive offers to prompt direct purchase action.
Generate Leads: Develop high-value gated content assets and promote them across channels to incentivize users to provide contact information, nurturing them into qualified leads. For instance, ask for your target’s email address for access to an eBook or offer.
Increase Brand Awareness: Launch engaging social media campaigns centered around user-generated content to foster community participation and amplify brand visibility.
3. Create Compelling Visuals
Macy Gray by Pierpont Creative’s Guy Brooksbank (@brooksbankphoto)
The right visuals capture attention and convey messages effectively. You’ll need to use only brand-consistent, high-quality images, infographics, and videos to enhance the appeal of your content.
Hire a professional photographer to take high-quality, branded photos of your products or services.
Make sure that all of your key visuals drive customers to a place where you have action-based content, like an offer or coordinating products or services.
Experiment with different colors and fonts to see what overall scheme works for your brand. Use a professional graphic designer or free online tools to design logos, website, and marketing graphics.
4. Craft Persuasive Copy
Quality written content has the power to sway opinions, evoke emotions, and prompt action. Craft persuasive copy that drives conversions by speaking directly to your audience, addressing their pain points and offering compelling solutions. Employ storytelling techniques to weave narratives that resonate with your audience on a deeper level, fostering an emotional connection that motivates them to convert.
Highlight the benefits of your products or services in a style that reflects your brand aesthetic, sensibility, and ethos.
Use storytelling to make your message more engaging. For example, an About Us page is a great place to tell the story of how your business came to be.
Test different versions of your message to see what resonates best. You don’t necessarily need costly professional A/B testing; check out tools online that help you learn to do the job yourself.
5. Optimize for Search Engines
Enhance the discoverability of your content by optimizing it for search engines. Conduct research to identify relevant search terms and integrate them strategically into your content. Optimize meta tags, headings, and alt text to improve visibility in search engine results. This will drive organic traffic to your website and is a great way to achieve the sort of content that drives conversions.
Incorporate relevant search terms naturally throughout your content while maintaining readability and coherence.
Optimize meta tags, headings, and image alt attributes with relevant search terms. Regularly monitor and fix broken links.
Build high-quality links to your site from others: Focus on acquiring backlinks from reputable and relevant websites within your industry or niche.
6. Offer Value-Driven Content
Content that drives conversions will offer inherent value to the lives of your audience. Provide actionable insights, practical tips, and informative resources that empower your audience to make informed decisions. Position your brand as a trusted authority in your niche, fostering trust and credibility.
Share helpful information or how-to guides related to your industry.
Offer discounts or special promotions to your email subscribers.
Use personalization to make your content more relevant to your audience.
7. Foster Engagement and Interactivity
Engage your audience through interactive content experiences that encourage participation and foster a sense of immersion. Polls, quizzes, surveys, and interactive widgets grab attention and provide insights into the preferences of your audience.
Host interactive webinars to gather real-time feedback and foster community engagement.
Offer virtual product demos with clickable hotspots and 3D experiences to deepen user understanding.
Gamify learning modules with quizzes and challenges, rewarding users with points and badges to enhance engagement.
8. Leverage Social Proof
Take advantage of the persuasive power of social proof to instill confidence and trust in your audience. Showcase customer testimonials, reviews, case studies, and user-generated content that highlight the positive experiences of satisfied customers.
Feature authentic customer testimonials and reviews prominently on your website and social media channels to build credibility.
Create compelling case studies that demonstrate how your products or services have solved specific problems or achieved measurable results for previous clients.
Encourage user-generated content such as customer photos, videos, or success stories, providing proof of their effectiveness.
If you’re just starting out or haven’t achieved the results you’re looking for, Pierpont Creative can develop a personal content strategy that resonates with your audience. We also offer quality, results-driven copywriting, photography, and graphic design to best create content that drives conversions. Whether you have a new or established brand, we make sure that your unique voice is heard in the right places, by the right consumers. Get in touch now for our Fall package discounts, running through November. Call or text (561) 501-1276 to get your business noticed.
