Content Marketing Musts: 5 Keys To Driving Sales With Content
Everybody knows that these days, content is king. But not everybody knows how to create effective content for their brand. Brands that create content on the fly without a strategic plan and objectives in place are sure to be disappointed in the results their efforts return. Those that don’t know how to optimize content with an eye toward conversions will be similarly disappointed.
Content marketing is a long-term strategy. Unlike paid search, for example, it simply isn’t a channel that will generate immediate returns. Content marketing must be built and nurtured over time, and it must be designed with conversion potential in mind. Here are 5 things to keep in mind when creating and optimizing content that will convert.
1. Test site messaging and copy
Content is about more than just blog posts and whitepapers -- content is central to every single marketing message your brand creates. Every piece of content has the potential to impact conversions. That includes everything from a million dollar Super Bowl ad to the button text of your homepage call-to-action. We often see brands in such a rush to create new, exciting content that they fail to optimize the content their users encounter on a daily basis: website copy.
Website copy -- button text, product copy, main messaging, etc. -- is one of the biggest conversion influencers. It will either create user desire to browse deeper or it will convince the user to look elsewhere. One of the best things you can do to use content to drive conversions is to audit your website copy, searching for opportunities to speak more clearly and effectively to your audience. Test different value propositions and messaging to identify the highest-performing variations.
2. Include a Call-To-Action
It’s impossible to overstate the importance of CTAs to your content’s ability to convert its audience. Every promotional message should include a CTA because without one the audience will be at a loss about what they’re supposed to do next. It may seem like a pretty basic recommendation and it’s not one that’s usually missed on more obvious pieces of content like emails. But what about the rest of your content? Do you include CTAs on your blog posts? What about your videos? Your whitepapers? Don’t miss an opportunity to tell the user what to do next. Include relevant, logical CTAs in all your content.
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