5 Ways to Write Content that Converts
As you scroll through another article on the internet, it may seem that writing quality content is easy! After all, anyone can write. Most beginners whip up a combination of smart-sounding words and assume that the text will convey subject superiority and knowledge. However, creating content that converts potentials into customers is more than a showboating exercise. Quality copywriting is subtle, informative, and insightful. It engages with audiences in a relatable tone of voice and is built through a well-executed digital content strategy.
If you’re looking to boost your content writing game and convert larger percentages of your audience into customers, listed below are five ways to do it right.
1. Know your audience
Dotcom business executive Seth Godin famously said, “everyone is not your customer.” Giving uninterested people (even) the most fascinating of facts is like talking to a brick wall. The same concept applies to content writing and copywriting. If you want your content to have maximum conversion—the kind that keeps your sales funnel full of potential—you need to target the correct audiences.
Before starting with your content writing, segment your audience according to where they are in the buyer’s journey. Next, research the market for the kind of subjects that attract different customer personas and build your content around the topics or trends that resonate with specific segments. People are much more likely to click on content that is attractive and relevant to their wants and needs. It’s important to remember that if you’re writing to gain more traffic:
- Create content that sheds light on the common pain points of your targeted audience to gain their attention.
- Give your readers valuable information. No one has an unlimited attention span, so make content attractive, concise, and relevant.
2. Focus on your headline
To create content that converts, you must start at the top! Every expert copywriter knows the power-punching potential of a good headline. Put all your effort into creating an attractive headline for a blog post or email campaign and see the difference in the click-through volume. Listed below are some quick tips to creating an effective headline:
- Use emotion in your headlines. Make your audience feel that you understand exactly what they want. Phrase your headline as a question or a beginning to a guide.
- Make it crisp and clear. The less effort it takes for the reader to know what the content is about, the more incentivised they will be to read it.
- Use numbers and stats. Easy to consume information is always a plus.
3. Structure your content
People tend to run away from writing that requires too much mental work. Smooth, flowing, and easy-to-read vocabulary have a higher chance of your reader scrolling to the end of the content. To ensure that your audience stays with you and responds to a call to action:
- Use common vocabulary that is easy to understand
- Short and precise sentences work best
- The introduction of your content should have a summary of what the reader is going to head into
- Divide your content into different sections with subheadings and use visual representation where possible
It is human nature to relate to information that has a personal touch. To ensure you are writing content that converts, try customising your content writing by sharing relatable and informative experiences with the reader.
4. Make it interactive
Interactive content is a useful tool in driving customer conversions. An interactive piece, such as a poll, multiple-choice options, or quick Q & A, can generate double the engagement. It also ensures a higher chance of people revisiting your page. Consider some of the following failsafe content writing tips that can help you increase customer engagement:
- Interactive infographics never fail. Even by themselves, infographics are an easy way to consume information. They increase the view rate by 94% and produce 180% more engagement with audiences.
- Polls, questions, and quizzes can take your content even further. They make readers feel welcomed and show that you are curious to know more about them. Repeat interactions over content build trust that encourages higher conversions.
5. Track the progress of your content
It’s essential to keep a close eye on the results of your content marketing efforts to ensure that you are creating content that converts. How much reach does your content have? How many visits and click-throughs has it accomplished? Understanding customer interaction and behaviour will help you create even better content to drive more conversions.
Get in touch to find out how we can help you write valuable, engaging, and informative content that converts.