Turning content into conversions: Can it be done?

There’s a wealth of evidence out there to back the claim that content marketing is definitely worth it, as this infographic shows. However, whilst all businesses should be upping their content marketing efforts ‘because you’re worth it’, far too many of you are still reluctant to commit to a long-term strategy.

Brands often expect to see significant results within a month or two. In reality, content marketing normally takes more like 6 to 12 months to really show signs of paying off.

Not only that, some brands also have a far too narrow view of what content marketing is. Or they see it as a completely separate entity from other aspects of marketing and don’t exploit the fact that content can be a tool for conversions too.

If, as research shows, content marketing generates 3 x more leads than ‘traditional’ outbound marketing – and costs less – surely it’s time for businesses to realise that turning content into conversions can be done?

Here’s how you do it.

Content creation should be at the forefront at what you do

Often the focus for brands is on landing page design, email funnels and the like. Content is seen as the poor relation, and some businesses opt to spend as little as possible by outsourcing cheap writers to create content. This will rarely, if ever, result in quality content being produced.

If you want your business to stand out against the competition and to be able to convince and persuade leads, anything less than quality content simply won’t cut it.

Cutting corners or trying to do things on the cheap never amounts to a successful strategy.

You need to create the right content

If you are producing content regularly and consistently, it’s easy to think that your business is doing all it needs to. Of course, this couldn’t be further from the truth - especially if that content isn’t the right content for your audience.

There’s a real difference between producing content that is all vaguely connected with your business and its offering and content that really connects with and addresses the pain points of your prospects.

Figuring out what the problems are that your prospective customers are facing is half the battle won when it comes to improving your conversion rate.

The second half of the battle is convincing people that you have the solution to their problem.

This is why crafting quality content that is totally tuned into customers’ needs is so important.

Great content needs to be seen

Great content is not actually that great if nobody sees it. Creating a well-written blog post – even if it is honed-in on your customer pain points – is not content marketing… unless you promote it so that your audience can see it. No piece of content works in isolation. It needs to be integral to a content marketing strategy.

If you want the whole kit and kaboodle, you need want no more.Get in touch to discover how you can have great blog content, great social media content and a great content marketing strategy all working together to grow your business.