“If only I could get more people to my site, they’d see how cool we are.”
Great, but it’s not just about getting the traffic, but keeping it. So, how do you do it?
One way to succeed big time is by creating some really, really good content marketing.
That’s awesome, right? But now you’re wondering, “How do I do that?”
I’ve got you covered with some inspiration.
There are a bunch of companies who are getting content marketing right, from brand new startups to tried and true giants who only get better and adapt to it over time.
To get your juices flowing and tweak your brain with some perspective, let’s look at these companies who are dominating the content marketing arena.
And since you want to know how to do it, too, we’ll take a look at the end on how you can use what they’re doing right to help you create what makes the most sense for your own business. I’m using an 8-point system upon which I’ve based why these particular companies are masters at content. We’ll dive in to all that later.
Ready? Let’s go. I’ve divided up the fifteen winning brands into seven segments of categories. Then, keep reading for the 8 points that make all these brands stand out. Enjoy!
I. The “Taste” Makers: More Than Just Another Drink or Meal
1. Coca-Cola
On the face of it, it’s just soda pop, but this iconic brand has positioned itself to be synonymous with emotion. Their content is vivid and fresh, and they’ve figured out how to stay current yet nostalgic at the same time. Creating a feeling of inclusion and diversity is key for them, because they clearly understand their consumer is everywhere. On their site, they post a lot of content about current events (especially sports), which further appeals to and brings in current readers and consumers by their interests.
And by pushing a feeling of comeraderie, it makes you genuinely believe the way to someone’s heart is through sharing a Coke and a smile. To still be able to evoke that sense with your content after 130 years is pretty stellar.
On Twitter, they pull in celebrities to talk about why they love Coca-Cola, making them even more relatable to “today’s” market.
2. Red Bull
“Red Bull gives you wings,” and they definitely ensure their content drives that home. This energy drink has become the gold standard by which all others compare, and for good reason. Their marketing has been pushing their extreme sports/lifestyle tone since day one and has continued that intensity even they’ve grown.
One thing they win at online that you might not have known about is in interactive cartoon collections. It’s some of the most creative stuff I’ve ever seen, and solidifies that content marketing is done very well when you bring in custom artist illustrations (I do this quite a lot to make a good point, see my copyrighting vs. copywriting cartoon here). Check it out at My Wings and Flying Planet – be sure you have a few minutes before you click. 😉
And, they show the deep global roots of their product in The Red Bulletin.
3. Whole Foods
Whole Foods is touted as “America’s healthiest grocery store” for a reason. This brand truly wins at everything. Not only are they known for their name, but they’re known for their mission, purpose, and values–which they convey excellently online. One way they win (out of many) is by putting emphasis on the consumer.
“Your Stories” is a featured tab on their home page, right next to Our Stories; and it goes to an Instagram feed where anyone posting with the hashtag #foods4thought can be featured. Good move, Whole Foods, good move.
II. Fresh, New Stories with a Colorful Edge
1. Poo~Pourri
You already know how much we lovethis adorable site. They call their visitors Poo Pals, have an Alice in Wonderland meets every iconic music video theme ever intro that will make you blush, giggle and dance, and a slogan that touches on hidden concerns.
But what makes them queens of content marketing is how in your face they are with what their product is in a way that makes you feel like they don’t just know you, but get you. And it’s pretty. Their entire site—how they present the product, the fonts they use, and the colors they’ve chosen—is beautifully whimsical. Even their social media icons are uniquely them.
2. Squatty Potty
“Healthy colon, happy life” sums it up in one wonderful slogan for this creative company. One way they absolutely win is the clarification of exactly how the product works on their home page.
Oh, and their superbly creative YouTube video story that involved a prince, rainbow ice cream, and a pooping unicorn that won with 24 million views to date. (Involve all those protagonists in a story, and you can’t help but win.)
(And all evidence to the contrary, we promise we’re not obsessed with bum issues.) However, when someone takes on a subject matter that is so uncomfortable in a way that makes you readily embrace it, you’ve got to sit up and notice. Or squat, in this case. Different from the cute Poo~Pourri, Squatty Potty gives a medical reason for their product, but in a way that’s so relatable, you can’t resist it. No bells, no whistles, just straightforward yet creatively crafted content.
III. The Movers: Cars Taken to a New Level
6. Subaru
Subaru tapped into the depth of why you want a car that runs well like no one else did. They’ve done a great job of creating content that marries the durability of their product with the emotional resonance that creates.
Turning a car into a friend as opposed to a status symbol isn’t new, but how they do that and continue to play on that feeling to keep you coming back for more is a winning combination.
7. Mini Cooper
When you think Mini Cooper, you’re thinking something cute to zip around in and they know that. So they’ve created content marketing to change that perception. Their campaign “Those Who Defy Labels Define Themselves” is a great tool to give them a more serious tone while maintaining their aspirational feel.
It’s sleek and beautifully created, using personal stories and the very opposite of “stereotyping” (rather, what we all have in common) to build a relationship with their consumers. It’s not just about a “car” anymore.
IV. The Shakers: Brawn with Heart
8. NFL
These guys are one of the best examples ever of understanding your consumer and keeping them engaged. While other league sites definitely get their fans, the NFL has a way of staying dynamic and vibrant even in the off-season. With up-to-the-minute stats, live highlights, fun games at NFL Rush and more, you’re immersed in football and everything that stands for. Besides all the sports glamor, they even run some donation campaigns for great charities that help combat hunger in other countries.
Their approach is very rah-rah, which completely reflects the whole of what they embody, and it is carried through even when they are presenting their community involvement. That consistency goes a long way towards establishing and maintaining a strong relationship with their consumers.
9. Nike
This is one of those companies that have engaged their core consumers so well and consistently for so long, it’s imperative to bring them up. They follow a formula that’s as simple as possible: know your customer and reach them. Period.
They’ve reacted to the desire for sustainability, concerns about childhood obesity and fair treatment of their craftspeople by creating a link to Nike Better World, which outlines their efforts to address all of that in an active, realistic way. Their content marketing goes beyond their “Just Do It” catchphrase, while all the while making you feel you can.
V. The People Pleasers: Your Style, Your Way
10. The Land of Nod
“Design for kids and people who used to be kids.” It’s on the homepage and you believe it, because they show it. The Land of Nod doesn’t belabor their obvious adorableness by being overwhelmingly earnest and nuanced. Their goal is to sell that “handmade with love” feeling, so they let the product talk for itself as well as highlighting their artists with a “nodcast” on their Nod Network to support what they know their consumers want.
11. Free People
Can you say visual? Add to that the beautiful boho style Free People is known for, and you have their entire basis of online presence. Their site is 100% visual–and it’s stunning.
A flowing, beautiful product is Free People’s trademark and it’s reflected in their content. From how they present their fonts to their photos and everything in between, the whole Boho Chic style is presented for your full immersion. There is a consistent prompting for viral sharing so that all of their customers feel they have a voice and content is consistently updated to reflect how on trend and in the moment they are.
VI. The Perception Changers: Taking the Everyday to the Next Level
12. Saveur
This magazine giant of the culinary world has mastered embracing the net to give a broader perspective on how to engage with food. It’s visually stimulating and delves into how to create true dining experiences in a way that shows they clearly know their readers/consumers well. They’re ahead of the curve more so than a lot of print mags: they’ve figured out how to keep their ink-on-paper magazine relevant by bridging the two beautifully with an entire online portal called Magazines, where you can browse each issue.
13. Stouffer’s
Frozen food has come a long way, but Stouffer’s doesn’t sit back on their laurels. They were one of the first to create a different perspective on what to do with and what to expect from your frozen entrees and their content marketing clearly reflects that. It doesn’t focus on the convenience their products afford, but the different ways to enjoy their food to make a difference in your life. And their site makes you salivate–don’t look below if you’re hungry.
The flow, the look and the feel all draw you in and makes you forget that this is just a bunch of stuff you’ll find in your grocer’s freezer while still appealing to the simplicity their customers seek.
14. Blue Apron
Cooking’s a chore for a lot of people. As much as they wish they could have a home cooked meal, they simply don’t like doing it. Blue Apron has figured out how to change your mind about that, and their content marketing is as simple and natural as their products. From the moment you get on their site, you’re met with a video explaining how all of this works and you get engaged instantly: the tagline itself defines very well what you’re about to watch.
It makes you feel comfortable even if you don’t normally cook. While they certainly aren’t the only service like this, they’ve created a way of engaging their consumers that pulls you in and keeps you there.
VII. The Unavoidable: Making a Must Easy
15. TurboTax
Death and taxes are inevitable, but if you have to endure the tedium of the second, finding a business that presents its content in a way that makes you want to do them is pretty freaking awesome. Intuit Turbo Tax has figured out a way to get you in and out as quickly as possible while also making you feel like you know what you’re doing. They’ve also created some pretty cool tools that keep it from feeling so sterile with colorful icons, straightforward instructions and interesting links. There are contests, information on how to throw Turbo Tax Parties and more. You can also access their YouTube channel, which runs very funny and completely relatable commercials that basically talk you off the ledge of filing taxes. All of this is created to assure you that Turbo Tax gets you and will be so user friendly, you wouldn’t want to go anywhere else, and it works.
One simple way that Turbo Tax wins in their online presence is simply how well they’ve defined their product as soon as you land on your home page–they guarantee your tax returns, with a picture of a woman actually seeing her tax returns in dollar amounts. Talk about visually showing your product value!
Your Content Marketing Barometer: An 8-Point Win System
Each of these companies hits the 8-point system I’ve set (read below) as our barometer. That means that for your business to win with content marketing, you also have to be able to create something that will hit those on the head. And this (drum roll, please) is how you do that: 1. Readable
Your copy needs to be clearly written, reflect the tone of your company and convey your theme. 2. Visual
People are visual beings, and offering eye-grabbing graphics will keep them engaged and wanting more. 3. Radical
Even if you’ve discovered something unique and new to sell or offer, you want to stand out as much as possible while doing it, so think out of the box and take leaps people will notice. 4. Shareable
Offer content that provokes conversation and prompts consumers to forward and share it in any number of ways. 5. Findable
Make sure your site is easy to navigate so that those nuggets you’ve created to get some buzz aren’t so hard to find you’ll lose visitors. 6. Actionable
The point of content marketing is to market your service or product and that means you want to have calls to action to get people to do that, but be careful not to hard sell. 7. Understandable
This covers a multitude of things from stringing your thoughts together in a way that makes sense to clearly conveying what your company stands for and is offering. 8. Accessible
Your content marketing should be something people can relate to so they don’t feel spoken down to or excluded.
Conclusion
Nailing your content marketing not only gets people coming back to your site, but staying and sharing.
When there’s enough buzz, things will start to take off and you’ll feel the benefits.
I know that creating great content marketing takes some finessing, and no one expects you to be an expert on your own. Check out our content strategy services and get a feel for how, with a little help, you can push your content into the upper echelons. Know a brand that’s inspired your content marketing to take the next level? Share in the comments!
Creating content that converts is something every single website and business owner wants. You want people to come to your site, read your content, and click links to buy services or products. However, you might find it difficult to create content that converts your visitors into leads. I want to share some excellent ways that you can ensure you get great content that will convert your readers into clients, as well as keeping them for the long-term. Let’s take a look at the various aspects of content and specific points within each that can help you craft expert content that helps to generate leads.
I. Blogging
Blogging is an important aspect of any online campaign because it can bring in visitors and convert them quickly. You need to make sure you add a blog to your website to help generate engagement with your client base, as well as creating something that directs people to the rest of your site. You can do a number of things with a blog, and I am going to look at some of the elements you need to consider when blogging.
1. Use WordPress Only for Blogging. WordPress is a great blogging tool that can help you get some powerful results. There are many reasons why I think this is the best to use for your blogging needs. Some of the reasons are that it is SEO friendly, you can have a great blog design, and WordPress has been around long enough to be a trusted blogging resource. I would suggest using WordPress only for your blogging purposes, but you can use it for your static website, as well. They have a great selection of SEO plugins that help you get the most out of your blog, and so much more. Take a look at their blog platform to see just how easy it is to use and which aspects will benefit your business’s site.
2. Optimize Every Single Post. When you use WordPress, make sure that you optimize every post. WordPress makes it easy for blogs to be optimized to their fullest potential, and you need to take advantage of that. In order to get great optimization, do keyword research and use your low competition keywords in your posts. Make sure you optimize any and every image you use and select a good link name to use for the blog. How can you optimize every single aspect of a blog post with WordPress? I am going to look at that in my next point.
3. Use SEO Plugins On WordPress. As I mentioned earlier, one of the best parts of WordPress is the ability to use SEO plugins to optimize your blog further. There are several great plugins out there, but you need to choose the ones that will benefit you the most. WP Beginner highlights some of the latest SEO plugins you can use such as WordPress SEO by Yoast, SEMRush, and Google Keyword Planner. Take a look at the others listed to find some that can help your blog! You can also choose other plugins that aren’t specifically for SEO; just choose wisely and only choose the ones that will help your site and blog.
4. Use Big, Awesome, Colorful Adjectives in Your Headers. Your headlines and headers are crucial to convincing people to click and read through your blogs. When you create headlines or headers, make sure that you use amazing adjectives that capture attention. As you can see, I used a few in this header, illustrating how powerful, excellent adjectives can make a header. If you are trying to come up with great headlines or headers, you can follow a few suggestions of some of the hottest headlines out there to get started.
5. Use Action Words in Your Headers. Action words in headers are just as important as colorful adjectives because they convince readers to do something as they read. You can use action words in all of your headers, or you can wait until you create your call to action. Whichever way you choose, just keep in mind that you need to convince people to do something more than just reading your post. You can also do a mix of action words in a few headers throughout your blog and at the end for your call to action, which can be quite powerful.
6. Do a Controversial Blog Every Now and Then. Get your readers to sign up for something or go to a page by sharing a similar hatred or anger for something. Humanity is interesting and weird, isn’t it? We tend to do more when we connect with something, and many times that can be something we all feel strongly about and stand against. For example, how many people were willing to do whatever it took to stop the process of major corporations being able to take over the Internet? Several people and it was something that made all Internet users quite angry. When something like Net Neutrality comes up, you can use that as a way to write a blog and get people to act, no matter what the item is. You can also utilize trends like #WheresNatasha or other trends that have people angry or upset about something.
7. Do an Occasional Blog that Revolves Around Humor. Along with focusing on a controversy, focusing on humor is another way to get people to open up their wallets and buy your product. People love to laugh, and if you can make them laugh they will be more willing to buy items or services from you. Always make sure you are following some basic guidelines for using humor in your blog to ensure you have an impactful piece. A few things to remember are to be respectful, know your audience, and stay true to your specific brand. Once you incorporate humor, you will start to see many of your visitors starting to turn into leads.
8. Write Fun, Exciting Blogs On Seasonal Topics. When you sit down to plan out your content strategy, make sure that you look at holidays, the seasons, and any other seasonal items. Why? Because seasonal content can provide you with great inspiration for more blog posts. You don’t just have to stick with writing the typical Christmas or Thanksgiving posts, but can write on something like seasonal fails (burnt food, terrible presents, and more) or family or friend memories. Try to write your seasonal content with a fun, fresh voice without coming across sales-like to make the posts even more powerful.
9. Post a Recap Blog from an Event (and Add Photos!). Did you just have a fun event for your business? Then post a recap blog and add photos! This gives a great “behind the scenes” look at your business while giving people something to connect with. Your clients are more likely to feel a relationship with you and your business if you include them in things like your events, even if it wasn’t for clients. Your blog provides you with the unique chance to do this, and you can even use it to promote future events for your clients.
10. Use Customer Questions for Blog Inspiration. If you are looking for great blog content that can help promote a relationship and convert visitors, then utilize customer questions for blog posts. This is a great way to answer common questions while maintaining and building relationships with your clients. You can even host a monthly event where people submit their questions and you answer a handful every week, providing people with the information they want to see.
11. Write News Pieces on Your Blog. A great way to create content that converts is to start writing news pieces along with your other content. This helps you craft timely pieces that focus on trends within your industry, and offers value to your readers. You can easily find news topics in your industry by finding and following industry leaders who will post about similar topics and ideas. Always make sure you do your research and give excellent citations when creating news pieces to help make it trustworthy and set you apart as an expert in your field.
12. Do Not Hesitate to Get a Copyeditor. Every writer, no matter how skilled, needs a copyeditor. Copyeditors can read over your written material to make sure there aren’t any grammatical or spelling errors, that your pieces flow well, and that they make sense. Chances are if you simply write a blog piece and post it without editing, you are posting something with errors. We all make errors when writing, and it is hard to spot every single one with your own eye. A copyeditor can spot that, and he or she will help make your blog or web content top quality. This will help make readers trust your business more, and it will definitely make Google happy.
II. Social Media
The next aspect of content marketing is that of social media. It is just as important as your blog because it helps you connect individually with clients. It also opens up a new engagement method and gives you a great way to promote the blogs you’ve been writing. Let’s look at different aspects of social media that you should keep in mind when aiming to convert with your content.
13. Be on Facebook and Write For Facebook. Facebook is still a great social media channel to be part of, regardless of what you might be hearing. It can help convert many visitors into leads, and helps you stay in contact with your clients. With its constant evolving and improving, Facebook provides you with many great chances to reach out to your audience. Just how can you use Facebook for the best? There are many great tips out there and a few are:
Always share links on Facebook, especially if you are linking to your website or blog. Facebook’s design for links helps to showcase images, giving people visual content with a link to click on.
Create a post that is powerful in just a few characters. While you don’t have the limitation you do on Twitter, people have a higher likelihood of reading your Facebook post if it is short and to the point.
It’s good to post your Facebook content during non-peak times, giving your post a chance to be seen and not lost in a sea of other posts.
Have a consistent sharing strategy and plan for Facebook, and all of your social media channels.
Use hashtags on Facebook to reach more people. Many people don’t realize that Facebook hashtags do actually work, and hashtags are no longer just limited to Twitter.
When you create Facebook content, make sure you know your audience through research. Once you do, you can use Facebook’s targeting capabilities to select the various people who you want your ads and posts to reach. Vertical Response’s blog gives a great look at just how to do this to improve your Facebook posts.
14. Be on Twitter and Write for Twitter. Twitter is a great social channel and is one of the busiest channels right now. There are millions of people worldwide tweeting about their favorite shows, movies, and world events, and they could be your audience. You need to get on the social channel and begin writing and using Twitter to help leverage your business. If you want to see just how powerful Twitter has been and will be, take a look at Buffer’s excellent article.
One of the first things to realize is that Twitter focuses on what is known as micro-blogging, which means that their channel only allows for short tweets (140 characters maximum). Prepare to write content that is short and to the point. If you’re already doing this with Facebook, you shouldn’t have much trouble with Twitter. Forbes has a great list of other things to keep in mind when writing for Twitter such as:
Engage with your audience when they respond to your Twitter posts.
Keep your posts focused on one main goal.
Utilize humor and/or images in your Tweets.
Make sure that your profile is complete with profile image, bio, website link, and cover image.
15. Should You be on Instagram? Instagram is a great social channel, but it can be tricky to know if you should or shouldn’t be on it. There are a few things to consider such as whether or not you utilize visual marketing, if your clients are on the channel, or if your competitors are on it. Sit down to get familiar with Instagram and look to see if your business can benefit from it. You might be surprised just how much it might. If you get on the channel, make sure to use it to benefit your company by utilizing hashtags, knowing the age demographic you are trying to reach, and understanding how to use Instagram for Business.
16. What Other Social Media Channels Should You Use? Outside of Facebook, Twitter, and Instagram, there are several other excellent social media channels to use. You need to make sure it is something that your company can truly benefit from before getting on it, however. A few of the top channels are:
Google Plus. Google makes sure to make this a vital aspect if you want to rank on the SERP. It’s a given to get this for SEO purposes.
Pinterest. Do you do a lot of visual marketing? Do you share a lot of photos and DIY tips? Then this channel might just be what your company needs.
LinkedIn. This channel is great for business-to-business models as many professional utilize this channel. You most likely won’t be able to reach out to the general public here, but it can really help you network within your industry as well as help your B2B model.
YouTube. This is another great visual marketing social channel. If you make videos, then this is the place to share them!
17. No Matter the Channel, Always Engage With Clients. Social media requires that you be social, which means that if you aren’t engaging with your clients, it will fall flat. Sometimes it can be hard to get engagement, but once you get it you need to make sure you are engaging back. When someone re-tweets you, thank him or her. If someone comments on a post or responds to a tweet, respond back. This will help foster a relationship with your followers and clients, and make them more likely to continue engaging. When you engage, you are also boosting your chances of converting your followers into customers.
18. Change Up Your Blog Headlines When You Post to Social Media. Creating the perfect headline for your blog is important when you want to draw in readers. However, it is also important for you to change it up when you share on social media. You want to share your blog a few times throughout the month, which means that you shouldn’t be posting the exact same title. A great way to mix it up is to come up with a few different variations and use those all on social media. This can help bring in more readers, and catch the attention of different people.
19. Figure Out the Best Times to Post for Your Business. Learning when to post to social media for your business, and what to post when, can really help when it comes to converting and generating leads. There are many different studies out there, such as NewsCred’s, which talks about some of the best times to post your content. While this can be a helpful starting point, you need to make sure to try different times to see what works best for your business. Don’t hesitate to try out new things and new times to find the best choice for you.
III. Advertising
Advertising is still a major part of converting people into leads for your business. There are many newer methods of advertising such as social media, but the tried and true methods are just as handy. What are some of the different aspects of advertising that you should consider for your business? Read on further to see some answers that are sure to help you grow your business and create content that converts.
20. Should You Have Ads and Brochures in the Digital Age? Ads and brochures were something that many businesses utilized a few years ago to help promote their business or services. Many people wonder if they are still useful now in 2015; they can be excellent for your business still. In the digital age, you can now create brochures that are available online for your viewers to download and look at, and if you have a physical location, you can print out paper ones. However, if you don’t want to waste paper for a brochure at your physical shop, you could use QR codes and other digital methods to share brochures with people when they come in.
21. Should You Utilize Television Advertisements? It might seem like TV ads are a thing of the past when it comes to digital and Internet ads. However, it is still a great idea for many businesses. How so? Well, Google Fiber is slowly taking over America as a new form of cable TV, allowing faster access instead of using traditional cable or satellite. Google Fiber is starting to change the game when it comes to ads, by basing what viewers see on their TVs off of their viewing history, much like digital ads now. Consider getting an ad spot or two to benefit your company, especially in areas where Google Fiber is being used.
22. Create Downloadable Incentives. People love to get free things, which means offering your visitors downloadable incentives for signing up for emails or purchasing products is a great idea. Downloadable incentives can be things like free eBooks, Whitepapers, services, or whatever else you would like to give to clients. This can make them feel appreciated when they sign up for your email list or when they purchase something, giving them instant gratification.
23. Social Media Ads are Still Powerful Tools. Social media is a great place for advertising because it is, usually, free. Throughout the years, people have written about why you should focus on organic social media results, but the reality is that organic is falling away. Organic results are still very possible, so don’t worry about that, but in order to have more of an impact on social media, you need to utilize paid ads. This will help broaden your reach and can bring in new readers and customers quickly and easily.
24. Are Press Releases Still a Viable Option? While it might seem like press releases are a thing of the past, that isn’t the case just yet. They are still viable options when it comes to advertising. When you create a press release now, you always need to be sure that it is something that can, and will be, published as its own article. You will also want to make sure that you make the press release available for your Internet audience through a blog or a downloadable PDF, as this is where many people will see it.
25. Never Forget About the Power of Email Marketing. Like press releases, people often wonder if email marketing is still important to advertising. Email is still vital, and it is something you need to dedicate a decent portion of your advertising budget for. According to Forbes, when you dedicate some of your budget to email marketing, you will see an increase in lead generation, be able to connect email campaigns with your current content campaign, and measure results easily. Don’t neglect email when it comes to creating content that converts; this might just be the thing that generates more leads for your business.
IV. Visual Content
In this section, I am going to look at visual content and how it can benefit your business. Many people don’t know if visual content is for their company, but it really can help convert visitors into leads quickly. It also makes things easier to share on social media and helps people who want to consume short content to do so.
26. Create Short, Succulent Content for Infographics. Infographics are excellent for visual content and can help your customers and readers consume more content quickly. They are also easily shared on social media. When you create an infographic, you should always make sure that the content is short and incredibly interesting to help drive engagement and shares. Many people who consume infographics as a form of content are looking for shorter, easier to read content.
27. Create Videos or Podcasts from Your Content. Other great forms of visual content are videos and podcasts. These are great for people who are commuting on trains or when someone is taking a lunch break during the workday. In fact, depending on the individual’s job, a podcast might be something they listen to throughout their workday. Because of this, it is important to create videos and/or podcasts for your business. Any business can leverage a great campaign through these content mediums; just take a look at Accenture’s YouTube channel.
28. Utilize Images on Social Media and in Blogs. Visual content isn’t just for your blogs and website but is also an important aspect of social media. Images on social media will bring in more viewers as people connect better with images than with words. This is especially true now that our society is so visual. In addition to connecting better with images, people on social media are also more likely to share a post that utilizes images or video on the channel. I’m not referring to videos or images that are on your blog or site, but to images and video that you upload directly to Facebook, Twitter, and other social channels. Start using some visual content on social media to see just how many clicks and shares you get.
29. Create a Video Web Series for Your Content. As I mentioned, video content is great to help convert visitors into buyers, and a great idea is to create a web series based off of your content. You can tell stories or adapt your content into a series that people find enjoyable. A great example of a web series adapting content is the Lizzie Bennett Diaries, which is a modern adaptation of Jane Austen’s Pride and Prejudice. While you might not be retelling a classic story, a web series that follows some sort of story with your content can help connect with your audience and build relationships with them.
30. Encourage User-Generated Visual Content. Another excellent way to get and use visual content is to utilize user-generated content. If you have products that are perfect for visual content, then you can encourage your clients to tweet and Instagram images of them with the product or of the product itself. You can create a contest to get the ball rolling on user-generated visual content, but people do still like sharing pictures of products they buy. Always be sure you like any photos that are tagged to your business to help promote engagement and encourage even more user-generated content.
V. Content Audits and Research
While content creation is a vital aspect when it comes to converting leads, you also need to make sure your existing content is hitting the target. SEO changes from month to month as we all know thanks to Google’s many changes. In addition, your keywords can change over time, and you might need to spruce up existing web content. The best way to do this is to utilize content audits and do keyword and content research.
31. Get an Audit of Your Content to Fix Any Problems. A content audit is a great idea when it comes to making sure your existing content is on point. It can help you find if any of your links are broken if your SEO is off from what is current, and which blogs need to have changes made.
A content audit can help you figure out just what needs to be changed, freshened up, and gives you great ideas on how to handle your upcoming content. It will make your strategy more effective and powerful, giving you the chance to convert more with your existing and upcoming content.
32. Do Keyword Research to Find the Best, Most Powerful Keywords. While they might not be as central to an SEO plan now, keywords are still important when it comes to ranking. However, many people don’t realize that your keywords can change over time, and if you don’t make necessary changes, they won’t help you create powerful content. A great thing to do is to do keyword research throughout the year to find the best keywords, keeping your content up-to-date. You can either do it yourself by following HubSpot’s helpful guide or hire SEO experts to do the research for you. Either way, you will be on the track to finding keywords for your content that will help generate leads.
33. Don’t Forget the Importance of Content Curation. Content curation can help you find excellent resources for your web content, as well as finding great things to share on social media. Customers love to see more than just links to your website, so sharing curated content helps to break that up and give them great resources. Content Marketing Institute gives a great guide on how to do content curation to find excellent sources for your business as well as for your customers.
VI. Web Pages
If you want to create content that converts, you will also need to make sure your web pages for products and services are top quality. When Google approaches your website to rank it on the SERP, it will approach the entirety of your website, not just your blogs. Let’s see just how you can approach your landing pages to make them powerful, helping your site rank, as well as creating content that converts.
34. Create Powerful Landing Pages. One of the first things you need to do when it comes to making your whole website effective is to create excellent landing pages. You can utilize web designers to help you create something that will not only look great but be easy to navigate for your customers. A landing page is an important aspect of every website because this is where people usually happen across your site. Sure, the “home” page is important, but not many people will go to your home page at first. They will find a landing page through your blogs and social media posts.
35. Have Pages for Individual Services or Products. A great way to utilize your landing pages is to have pages for individual services or products. This provides you with several landing pages that people can happen across on the SERP, through blogs and social media. This will help direct people to a particular product they are interested in so as to keep them from being overwhelmed with other products they don’t want. Express Writers utilizes landing pages for every single one of our services, which makes it so much easier for our clients to find the services they want and need. Try this out on your site to see just how much conversion you can get from multiple landing pages.
36. Each Page Needs Its Own Call to Action. When you create individual landing pages, make sure that each has its very own call to action. This will help encourage people who are reading the content to click on the links to look at or purchase content. You will find that call to actions on your pages are perfect when it comes to creating content that converts. Never ignore the call to action, no matter what.
37. Keep the Design Easy and Simple to Understand. Usability is something you want to keep in mind when creating your website and web content. It needs to be easy to understand and use, and if it isn’t, you could lose customers quickly. If you want content that converts, then you need to have a website that is easy to use and understand. You don’t want visitors to get frustrated with your website. Once you have an easy-to-use site, people are much more likely to stick around and buy your products or services.
Conversion is Absolutely Possible Through Content
Following the various tips in this blog, you can easily start creating content that helps convert. Every single idea can help bring in a new customer, as well as keeping your existing ones around. Long-term customers are yet another way to help convert visitors into leads. If you need an expert in any of the fields mentioned above, do not hesitate to contact Express Writers. We have an excellent team of writers, social media managers, and more who can help craft expert content that converts. Contact us, today!
Do you have a lot of visitors to your site? Do you do a happy dance every time the number increases or you see someone from a faraway country stop in?
It is really exciting to see all of those numbers and all of those people, but eventually it becomes exhausting and overwhelming when those visitors leave and never become customers. Turning them into customers is important and now is the time to do just that; but how does one go about that? This blog is going to discuss five ways to use web copywriting to convert visitors into paying customers.
How Web Copywriting Helps Convert
1. Get the Blog Going. We say this time and time again, but it is crucial when you are trying to convert visitors into customers. “How does blogging do this?” Blogging gives you the opportunity to become an authority in your field with Google, helping you rank higher on the search engine results page (SERP). The higher you rank, the more visitors will come. Once the visitors get to your site, they’ll begin reading through your posts and deciding whether or not your company is worth their hard-earned money.
If the visitors like what they see, they could just add you to their RSS feeds and keep up with your blog. This is where hyperlinks become important in your blog. If you add them throughout your blog posts, you have a higher likelihood of getting visitors to other parts of your site and to your products.
Did you mention a service or product similar to yours such as dog grooming and gourmet food? Hyperlink those terms to your specific service or product, showing readers you do exactly what they are reading about. This will help convert those casual readers into consumers quickly. Never underestimate the power of the written word, especially on the Internet!
2. Publish Yourself. Getting your content published in various formats around the web will also help convert visitors to customers. You can publish Whitepapers, which can give potential clients detailed information about your company or you can publish press releases to make people aware you exist. These are great ways to create interest in your product all while giving potential clients the information they all want. These forms of web copywriting can help act as an FAQ of sorts.
3. Email Is Not Dead Yet. An important part of web copywriting is email. Many seem to think email marketing is going away, but that is simply not the case. We all check our email first thing in the morning and the last thing before we go to bed. We are all hopelessly addicted to the Internet and email, which gives you a perfect opportunity to market your company. Encourage visitors to sign up for your newsletter when they stop by to read your blog. You’ll be surprised at the amount of people who will sign up if given the choice. Don’t force people to because this tends to scare people off. Give them a choice and then send out weekly or bi-weekly emails about services or new blog posts to keep interest alive in readers.
4. Research Your Audience and Keep Researching. Research is the name of the game when it comes to converting visitors into customers. The more you research, the more likely you will hit the target perfectly. Business2Community says that by providing information regarding your services and industry, visitors will already know if you meet their needs. This gives potential clients enough information about your products and shows that you are worthwhile.
Another excellent way to research your visitors and industry is to formulate case studies. A case study will tell an interesting story filled with facts about your current clientele and success rate, which will encourage those reading it that you are a company that is trustworthy. A case study will help you beat your competition and can also help you see any changes that need to be made for your company.
5. Landing Pages Are Crucial To Creating Customers. A crucial way to use web copywriting to convert visitors to customers is having an incredible landing page. Landing pages are great for taking visitors to the location you want, instead of them going to the overwhelming front page. You may think that customers want to see that front page, but the reality is most people find the main site to be confusing no matter how organized it is. Do you have a specific product you wish to sell to your visitors? Send them to that landing page. This is a great way to generate leads for your company.
Let’s take a quick look at a few handy tips for your landing page:
Make sure it is simple and only has the basic information you want your visitors to see. Don’t overwhelm them with tons of images and other information about your services; stick to a specific product. This will cut down on any confusion your visitors may have, helping to make them into paying customers.
Make sure people can navigate around your site easily. The harder it is, the less likely visitors will want to pay you for any service or product.
As with all web copywriting make sure you are friendly with visitors. If you site is hyper professional, this will come across as snooty and arrogant. However, if you are friendly or down-to-earth, this will come across as someone people will want to work with in the future.
In Closing
Converting visitors into customers isn’t very difficult if you follow the above steps. The more you cater to your visitors, the more they will realize your company is a great one to work with. Don’t be too upset if this doesn’t happen over night. Sometimes it takes a little while for visitors to realize that they want to purchase items from you, but soon you will start watching your customer base grow to meet your website’s visitor rates and that will be a good day, indeed.
Download your Free copy of 15 Businesses That Are Boss At Content Marketing & How You Can Be, Too
