Content marketing can serve many purposes. In different scenarios, brands can use it to build up their reputations, broadly introduce new ranges, or establish their expertise. But what if your goal is simply to convert, and you only want to take a direct route? In that situation, you can focus on conversion-led content marketing. All that matters is how it hits your sales.
Because there are so many possible creative options for content (particularly digital content which is now the most influential type), your campaign goal needs to inform your tactics. For example, there’s little sense in getting mired in minor technical details if you’re trying to offer a broad-strokes message to an unfamiliar audience.
In this piece, we’re going to look at 5 essential ingredients for content marketing aimed squarely at bringing in conversions as effectively and efficiently as possible. Let’s get started:
In truth, this should be a top priority for content across the board, but things aren’t so simple. Mobile browsers have become excellent at adapting even content aimed at desktop views, and the huge increase in screen size over the last decade (phone screens between 6” and 7” are completely normal now) has ensured that many outdated sites can still work on phones.
If someone opens up some content because they’re looking for some information, then bad formatting — provided it doesn’t outright obscure what they’re looking for — probably won’t push them away. But if the goal of the content is to sell them on something, then mediocre design won’t be good enough. Aesthetics matter in the sales world. If you want your sales pitches to convince lucrative mobile shoppers, you need them to look great.
Digital copywriting is far more important than it’s often given credit for — especially in the retail world where price and service are assumed to be the two vital factors. In truth, even when we aren’t consciously aware of it, our opinions are affected heavily by the quality of what we read. If one site offers Product X at Price Y with a plain and dry description, and another site offers the same deal but with an engaging and informative description, the latter will get more interest.
It also reflects poorly on the professionalism of a company when it puts its name behind weak or even bad content. It isn’t even hard to reach decent quality standards: you can use templates to guide the process, and bring in freelance copywriters if necessary (they aren’t hard to find). Everyone can tell to some extent when content has been rushed or put together by someone with limited writing skills — and how are you supposed to trust that a product will be high-quality when the language used to describe it is distinctly amateurish?
Strong and clear CTAs
CTAs, or calls to action, are vital parts of conversion-led content. Your content in general should persuade them that they want whatever you’re offering, but you then need to turn that interest into action, and that won’t happen if you don’t give them the opportunity. Imagine entering a store, having the clerk convince you to buy flowers for your partner, but then not actually being offered any flowers. You’d be incredibly confused.
Your CTAs are links (usually buttons) leading directly to conversion, and they need to be prominent and unmistakable. Think of how the classic vibrant button saying “BUY NOW” stands out on the page. The contrast is obvious. You also need your CTAs to be clear, though. What do I mean by that? Well, “BUY NOW” is fine on a product page, but in a piece of content marketing it would be too vague. Tie each CTA into what’s on offer. If it’s a toolkit, then “ORDER YOUR TOOLKIT” should be perfectly adequate.
Careful topic targeting
When conversions are on the line, you need to get specific with your content targeting. Articles and blog posts aimed at steadily building up a brand don’t need to do anything special. They can build around generic topics, offering thin commentary and mentioning the brand almost incidentally. After all, the goal is only to get people thinking about it.
Conversion-led content puts everything on the line. Get it right, and you’ll make sales. Get it wrong, and you’ll sour people on whatever you’re offering. This means that matching your content topics to your target prospects is absolutely essential. The more valuable the reader finds your content, the more likely they’ll be to find it convincing.
The point of a piece of conversion-led content is to drive conversions (obviously), so if it fails in that mission then it amounts to a waste of time. This is important to remember because good content marketing requires steady refinement: you’re unlikely to nail every element from the outset, so you must review each piece and make suitable adjustments to your method.
You can’t usefully review your content if you’re not accurately tracking its results, though. Not only do you need to know when it drives conversions (each piece needs a unique identifier that filters through to the end), but you also need to know when it produces associated value (a piece of conversion-led content that doesn’t produce any conversions can still be useful if it drives a lot of relevant traffic, because the fault could lie with the product page).
Each of these elements is extremely important for conversion-led marketing content, and it’s vital that you put in the time to cover all your bases. Nail the targeting, execution, and tracking, and you’ll be on track to getting the results you need.