Regularly posting content for your business is important in order to stimulate brand awareness as well as define your target audience by analyzing the different demographics you’re attracting. Good content is one thing, but great content will see far better results. There are various marketing tactics you can utilize to make some great content that not only performs, but hopefully results in conversions. Keep reading for more detailed ways you can improve your content performance.
You can reach more of your intended audience by figuring out which keywords they are using for their intended search. Here are a few of the different types of searches people make:
- Informational: They want to find an answer to a question or a solution to a problem
- Navigational: Searchers are looking for something specific about a company, such as the hours of operation or an address.
- Investigational: These searches know they want to make a purchase, but are looking for information about what brand or service is the best.
- Transactional: These searchers are ready to by. They are using keywords that are specific to the product or service they know they want.
Your keywords should be based on the users’ search intent, and the actions you want them to take.
The headline of your content is what’s going to catch your reader’s attention. It should accurately describe the content piece and let your readers know what they’re in for if they keep reading. Misleading or “clickbait” headlines will ultimately just let your audience down, as it sets them up for disappointment, and they rarely perform well as they don’t include crucial keywords. You want to build trust with your readers, so aim to be helpful and enticing when creating your headlines.
Improve Your Writing Flow
Once you hook your readers with the headline, you want to ensure they will keep reading through your content piece. Factors that lead readers to lose interest include:
- Lengthy paragraphs
- Too formal of a tone
- Content that loses sight of the audience
- Rambling and getting off topic
You can research content such as blogs written by similar companies to see if you personally get through their content. If you do, take some notes on how they laid out that piece of content. You’re more likely to get readers to act if you can bring them to read through your whole piece.
Include Relevant and Interesting Images
Including photos in your content is a great way to grab your reader’s attention, as people like to see a visual representation of what you’re talking about. Images that relate to your content or can add to the text in any way will make your content that much more interesting. Screenshots, graphics or charts can increase the chances of your readers remembering the information.
A call-to-action (CTA) is a link included in your content that directs readers on what to do after they’re done reading. After all, you can’t get readers to act on your content unless you give them the opportunity. There are various kinds of CTAs but the end goal of each is to get readers to take action. Here are some tips for what high-performing CTAs should include:
- They are tied into the content
- They use persuasive wording to make readers click on them
- They’re in the form of a button, graphic or anchor text
Your CTA is the final step to get your readers to take the desirable action to either subscribe, sign up or fill out a survey. When writing content, remember you’re writing for the interest of your readers. Following these tips can help your content’s performance and hopefully turn your readers into leads.