Creating content is easier than before, but creating great content is just as difficult as it used to be. Of course, there is a solution to this problem, so in this article, you will learn how to write content that converts in seven easy steps.
1. Craft a Catchy Title
The first thing that your readers see is the title of your article or blog post. This means that you must make it catchy and attention-grabbing so that your audience doesn’t miss it in the mass of other content they see every day.
The title is perhaps the most important element of your content as the engagement you get directly depends on how effective your title is. If the title doesn’t capture the attention of your readers, they will simply scroll past (which happens most of the time).
You have to pay attention to such characteristics of your title in order to make it catchy:
- Type of Headline: Titles that have a question in them, a how-to sentence or a list convert better than other types of headlines. So, obviously, it is advised that you use such a title.
- Word Choice: Your title must have the right word balance. If it has a good balance between the number of nouns, adjectives, and verbs, it will be more effective.
- Character Length: Your title must not be too long or too short. It has to be easily readable and has to fit the limits of the headline visibility in Google search results.
Try to focus on the essence of your content when creating your title. It has to get right to the point and intrigue the readers. You should have a question without giving away the answers. But this doesn’t mean that the title itself must always be in the form of a question – the point is to raise the topic without providing the details.
A good idea would be to subvert the readers’ expectations and write a title with unconventional wording. Think of how you can make it more engaging rather than sounding bland and uninteresting. Sometimes ordinary titles can work and should be used, but they often become so regular that they lose any uniqueness to them.
Always keep in mind that your title is the smaller first hook before you get to the introduction where you will place the second bigger hook. Nonetheless, the impact of your title must be big enough to persuade the person reading it to click.
2. Add Urgency and Improve Relevancy
Adding urgency will make your content seem more important and improving the relevancy will show your audience that they really need to read your article. The fear of missing out always works well in such situations.
There are two ways you can limit your offer:
- Time: The time is running out and the special offer will only be available for this short period of time.
- Availability: There is a limited number of available products, so not everyone will get one and they have to hurry to receive the offer.
Implementing this technique across all of your channels will be more effective and will yield better results. For example, you can use in your online ads, marketing emails, and landing pages as well as in your blog and social media posts.
If you are about to start selling a product or services, it is definitely a good idea to offer it for free to the first 100 or 200 people. In return, you could ask for their email in order to build your email list for your email marketing campaign.
For example, if you are planning to charge something for your upcoming webinar, e-book, or podcast, you could offer that for free. Alternatively, consider hosting a giveaway with your newest product or an in-person event where you give out your product for free to participants but attendance costs a fee.
Include this sense of urgency into your content and don’t forget about the relevancy. You must write the content that your audience will want to read. Otherwise, nobody will be interested. Write for your readers and you will find them.
The trick here is to do your research beforehand and determine what truly interests your audience. Then segment it and decide how often you will be creating content specifically for each segment. Maybe you can even combine the separate requirements for each group and create mixed content relevant for your entire audience and maybe even people beyond that.
At the same time, it is essential to keep in mind the experience level of your audience. If your content is hard to read for them or requires extensive knowledge to be understood, maybe you should reevaluate your choices.
3. Motivate With Emotion
Writing with emotion is absolutely necessary, but motivating your readers with emotion is even more so. Your aim should be to encourage and inspire your audience to desire something. They have to feel like they got something new from your article but also that they want to know more or get more value after that (from you).
There are several effective ways you can motivate your audience with emotion:
- Peer Pressure: Peer pressure may seem like a dirty trick, but it actually isn’t. Basically, it is the same as boasting about how many satisfied customers you have or how many products you sold in order to lure in new customers. People are extremely conscious nowadays with the online world of social media allowing you to see what everyone else is doing. You can use that to stimulate your potential customers to convert.
- Fear of Missing Out: As mentioned above, the fear of missing out can be a powerful tool for marketing your brand and your products through your content. You can use it almost anywhere to capture the attention of your audience and dramatically increase your sales.
- Self-Improvement: The majority of our planet’s population wants to improve themselves in some way. This is why self-care and self-improvement guides and tutorials are so popular. People want to become better and want to be the best at what they already know to do. So if you can teach them something they don’t know yet, they will be very interested in it. You can also combine that with the fear of missing out and create content that has a title along the lines of “Things You Didn’t Know About X”.
4. Increase Clarity and Add Another Voice
Another thing you should do to improve your content and make readers convert is to increase clarity and add another voice. Being straightforward and clear will help you establish a better connection, provide value, and “speak” the language your audience speaks.
Your aim is to communicate with your audience. If you can’t do that, you will not get conversions. This is why it is so important to use the language your audience will understand. The words and phrases you use must bring value to your potential customers.
You not only have to inform your readers about the facts and your opinion. You have to write the content that benefits them if you want them to convert. Instead of simply discussing the latest news in the industry, try to find some piece of information and turn it into a helpful guide, tutorial, or list. This way, your content will both inform and be beneficial for your audience.
Think of it this way:
- Introduce your topic. This should be done both in the title and in the introduction.
- Use easy-to-understand language to explain the topic in more detail.
- Include an explanation of how it affects and influences your reader.
- Write about your recommendations in the form of a bullet-point list or check-boxes.
- Provide your thoughts on how it will affect your audience in the future and offer relevant content as a call to action at the end of your article.
Keep in mind that you should also add a different voice to your content. If you have someone else more experienced or respected supporting your claims, you will be more likely to persuade your audience that you are right. This, in turn, will lead to them converting. The Word Point can provide a great translation and editing service with your content. However, personalizing content is the best way to ensure that the different types of content that you create find the right destination.
Adding a voice can be done in several ways:
- You can connect with influencers in your industry. After that, you can host a podcast or a webinar with them, take an interview from them, co-author an e-book together, or give them your toll for free and ask for a testimonial in return.
- You can ask your customers for feedback on your particular tool that you will be writing about. Then, include these testimonials in your content as social proof.
- You can quote industry professionals talking about the problems you discuss in your content. Just remember to use this appropriately.
5. Make It Easy To Read
This should come as no surprise to anyone who has ever written anything. Making your content easy to read will make more people want to read your content. Moreover, you must make your content scannable as most people either skim or scan it rather than actually reading it. Here are some tips to follow to make your content easy to read:
- Short Sentences: Short sentences are a lot easier to read. Instead of using complicated clauses, try to stick to a simpler structure. By using shorter sentences you will also make your readability score better. The readability score shows how much knowledge or prior education your reader must have in order to understand your content. Of course, the smaller it is the better. However, that doesn’t mean you must make your writing kindergarten-level.
- Short Paragraphs: Short paragraphs are much better than huge blocks of text. Don’t forget that you are not writing a newspaper column but an article to be published online. Content on the World Wide Web is known to be much easier to read with smaller paragraphs for easy scanning. However, you must not forget that “small paragraphs” does not mean making every sentence a different paragraph. That is simply annoying. Include from three to four sentences in each paragraph though.
- Sections: Once your content is already divided into paragraphs, you can go even further and separate it into sections. This will not only help you be more organized and remember every piece of information you wanted to mention but will also allow your readers to navigate your article better. Sections will usually subtopics of a single big topic you are talking about.
- Headings: Headings are directly related to sections as they are basically the ones separating your text into sections. Great headings are the ones that are as powerful as your title. This is why it is so important to spend time on them as well. Headings can also be numbered if you are writing a how-to or a step-by-step guide or tutorial.
- Bullet Points: Bullet-point lists are perfect for making your content even more scannable. If you have a list of tips you want to structure and highlight someway, a bullet-point list will work best for it. Just like the sections in your article, a bullet-point list helps you organize and structure your thoughts in a way that will be more memorable.
- Numbered Lists: Numbered lists are similar to bullet-point lists but they have slightly different functions. While bullet points allow you to include tips, numbered lists work best for mini step-by-step guides within your article. It’s like a small tutorial inside a bigger how-to.
6. Eliminate Distractions and Reduce Anxiety
People want to feel safe whatever they are doing. This is why eliminating distractions and reducing anxiety can dramatically increase the possibility of your readers converting. You must connect with your audience. Here are some things to keep in mind when writing your content:
- Focus on one “ask” rather than a variety of requests. You don’t want your readers to get sidetracked. Your aim is to guide them along the path you want them to take, so being focused on one thing is crucial.
- Don’t use too many links. It can be great for search engine optimization, but it’s not that good for your audience. These links can distract your readers and your conversion rates will falter. They will leave before even getting to your call to action.
- You can reuse your old statistics and infographics or even new ones from your e-books or emails. This will help you create better content and will drive more traffic to different pages generating more leads.
- Convince your audience that the words coming from you can be trusted. You must appear as a credible source not only educating your readers but also by showing that you are reliable and experiences.
- Put yourself into your readers’ shoes and think of what issues they may encounter. It’s not just about sympathizing with them but also about empathizing. Try to solve their problems with the help of your products or services but do it subtly.
- To be trusted even more, you must show that you are an actual human being writing the article. This is why including an author bio at the end works so well. Make sure that it has a picture of yourself as well as a few facts.
- Express your emotions whenever possible. You will sound less like a robot and more like a human. After all, we all get happy, frustrated, sad, discouraged, and so on. Humor works well too.
7. End with a Call to Action
Last and most important, you must have a strong conclusion and end with a call to action. The CTA is a part of your conclusion so you must never neglect it and remember that the former and the latter influence each other directly.
A good, strong conclusion will summarize everything you’ve talked about in your article in a few sentences. The structure is similar to the introduction, but you can include the answer to the question you asked or the problem you solved.
At the very end of your conclusion must be your CTA or call to action. This is when you straightforwardly tell your audience what you want them to do. Of course, some CTAs can be not as direct, but they might not work as well in those cases.
Depending on the action you want your readers to complete, your call to actions will vary. For instance, if you want them to subscribe to your email list, including a simple subscription form at the end of every article may be enough. However, if you want them to purchase something, the task may be harder to achieve.
Remember that you must offer something valuable and relevant to your reader. Otherwise, your call to action will not work. For example, if your audience just read an article from you about social media marketing, offer them a free guide on how to get started with social media in exchange for their email. It’s relevant and valuable to your potential customers.
All in all, creating great content that converts and sells is possible as long as you follow some simple rules. Read this article again and use the tips in it as well as avoid common mistakes to make the most out of your content.
Article source: Frank Hamilton