In the digital space, there are plenty of areas calling out for your attention. Whether it be improving or getting a new website design, SEO or having a presence on social media – all these investments ultimately help generate more sales for your business. BUT this wouldn’t be the case if it weren’t for the content included as part of these services.
Even the content marketing institute agrees that ‘marketing is impossible without great content’.
So how does quality content generate conversions? Let us explain…
What is Content?
Well, let’s start by defining exactly what content is.
In a digital marketing sense, content can include any material online that a person sees, reads or hears that is relevant, entertaining or valuable to them. In most cases that content is created with the ultimate purpose of pushing people through the sales funnel and towards a conversion or another business goal.
Content can include but is not limited to –
- Website pages
- Social media posts
- Case studies
Now you know what content is, let’s get into how content helps with conversions.
Give Them What They Want
Consider this. When you land on a website, what’s the first thing you do?
Other than taking in and judging the overall look and design of the website, you start reading the content to find the information you are searching for. With this in mind, the content writer needs to make sure that the page a person lands on has the information they expect to find on it.
If they do find the information they’re after, they’re more likely to look around your website to weigh up your business, and subsequently read more content in the process. If they like what they read and see, and you are offering what they’re looking for, there’s a high chance they’ll make a purchase. Simple as that!
Getting the Balance Right
While putting content on your website may seem simple enough, getting the content right is a delicate balance. Too much information and they’ll get information overload and have a hard time finding what they’re looking for. Too little and you’re not adequately selling yourself to the reader. A good content writer knows how to get that balance right to help push those website visitors through the sales funnel and convert them into customers.
Unique Tone of Voice
Every business wants to stand out and seem unique from the competition, but if there’s barely anything differentiating your business from your rivals, having a unique tone of voice can be a great way to make your business stand out. If your competitors often use a stuffy and professional tone in their content, your business may prefer to take a more casual and light-hearted approach. Defining this tone of voice is a great way to establish the type of personality and brand image you want to display too.
Content That Resonates
Stale content that only provides the bare facts and information won’t resonate with your audience. To create content that really connects with people, a content writer will address the needs and wants of your target market and show how your business can meet those needs.
To do that, the ideal target audience must be determined first and the content has to be written in a way that talks to them specifically. By highlighting and addressing the pain points of your customers in the content, it shows that your business gets them, and you have exactly what they’re looking for. Remember, it’s about what you can do for them, not what they can buy from you.
Layout & Readability Matters
It’s one thing to put the right information on your website, social posts and promotions, but it’s quite another to lay it out in a way that captures attention and makes the content easy to read.
People don’t want to read huge paragraphs of text. You need to break it down for them, so they can read the bits they care about and skim past the rest. Making content easier to read can include the following –
- Shorter paragraphs
- Dot points
- High key lines of text in bold
- Break text up with images
Call to Actions
For landing pages or sales heavy posts, a perfectly pointed and well-written call to action is a must. While call to action buttons directing to an enquiry form or the contact us page are necessary, additional text to further entice them to click that button helps too.
When writing your call to action text, you need to determine what exactly you want people to do after looking at your landing page or promotion. Here are some examples –
- Buy now
- Contact us
- Fill in an enquiry form
- Email us
- Place an order
- View another page / blog
You should also be thinking about the sales process within your business. Do you prefer phone or email enquiries? What can a person expect when they make a call? When someone submits an enquiry form, how soon will they hear back from you?
Essentially, you need to be equipped to handle the type of enquiry you’re asking for, and you need to explain to your customer what process they need to follow to purchase your products or services.
Even if a customer is interested in buying from your business, they’ll be turned off straight away if they don’t know how to make a purchase. For most online retail stores, this should be straightforward, but for other service-based businesses, you need to make sure the purchase process is as clear as day.
When you have high quality, relevant and valuable content on your website, Google sits up and pays attention too. It’s no secret that content is a key factor for SEO, so if your content hits the right keywords and keeps visitors interested enough to stay on the website longer, you’re likely to see your rankings increase – thus driving even more leads to your website.
Get On The Content Train
Want to see the difference well-written content can make to your business? Turn to professionals like us to take care of it for you. At KDM, content is at the core of what we do, so call us on 1300 596 636 for a chat or head to our contact page to submit an enquiry form.