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Creating Content that Converts – Tips to Take Your Content Marketing Game to the Next Level

June 27, 2021 by admin in Events

The marketing spend of businesses on content has been increasing consistently year on year. This is especially true post-Covid, as more and more businesses have realized the importance of establishing an online presence.

In fact, it’s being touted that companies should spend 25% to 30% of their marketing budget on content. After all, content marketing can generate up to 3 times the leads as that of outbound marketing while costing 62% less.

No this brings with it its own set of challenges. Anyone can churn out content and put it up online. However, if that content isn’t created with the purpose of driving conversions, whether that is garnering leads or sales, it is worthless.

So, if you’re wondering why uploading pages and pages of content hasn’t gotten you any boost in sales – well, the answer is simple. You haven’t thought out all the factors that turn casual readers into customers or clients.

So let’s begin this journey and analyze conversion friendly content, with examples and tips to help you along the way.

Introducing the LIFT Model

Before we get to writing content that converts, let’s discuss a methodology that I feel should be at the forefront of your content marketing strategy i.e. the LIFT model.

This model has an overarching input on driving content in the right direction and will remain a central theme as we take a deep dive into this subject.

The LIFT Model, in short, helps propel your value proposition with the assistance of Urgency, Relevance, and Clarity. Any Distraction or Anxiety will decrease or nullify the effect. Let’s dissect the idea to fully understand how it works.

Value Proposition

Central to the LIFT model, the value proposition is the reason customers choose your product or service. Mathematically, it’s the benefits customers perceive from getting your product minus the perceived costs. Aim to maximize your benefits and minimize costs – your conversion rate’s success relies on it.

Relevance

Be the solution to your visitors’ woes. If your site is visited by someone who does not find a solution based on the link they clicked on to get to your page, they’ll bounce within seconds.

Clarity

The phrase, ‘less is more’ best fits the concept of clarity. Your content and design should be easy on the eyes; it should be easily comprehendible. A mix of text combined with great visuals does the trick. Make your point clearly, don’t beat around the bush.

Anxiety

Put your visitors at ease with your brand. Prove your credibility with sources, awards, testimonials, and certificates. Let them know they are in trustworthy hands. This is not just important for users but also search engine algorithms.

Distraction

A lot of content marketers struggle with finding a balance in their content. How much is too much? It doesn’t always make sense to generalize ideas to attract a wider audience. While it’s tempting to have your visitors learn about all your offerings, displaying too much at the same time only overwhelms them.

Urgency

You can tempt your visitors to make decisions based on your tone, limited time offers, or statements such as ‘while stocks last’. They may bring their own urgency to the table, for example, around Mother’s Day – you can expect people looking for gifts. Use it to your advantage to speed up conversions.

Using these elements as our base, let’s move on to our 4 tips to create converting content