What do you want to accomplish?
Create traffic to your website that converts well.
Let’s say you can choose between 2 options:
- attract as much traffic as possible to your website
- or convert as much traffic as possible into paying customers.
Which one do you choose?
Probably you select the second option except if your only purpose is to educate your audience, and you have no commercial ambitions.
So how do you create content that converts well?
The short answer is: you need to create content that is helpful to your audience, and that serves your business interests at the same time.
We can visualize this with three circles:
A lot of businesses make a mistake to create content:
- that is helpful to their audience, but not to their business (area A)
- that is mainly sales-related but doesn’t add value to their audience (and generates no traffic as such)
To repeat: The art of Content Marketing is to create content that is both helpful to your audience, and that serves your business (optimize area C in the circle diagram):
You need to create content that intersects both with your audience and your products (or services). Content with a big C: your core content should appeal to your audience, and it needs to serve your business (=convert).
If you’re not creating content with a big C, then you’re just creating content for the sake of content. In the best case, you will attract traffic, but the traffic will not convert. So, you’re losing both time and money.
If you already have a lot of valuable content for your audience, but the content doesn’t convert well, then there is a quick win: you can add some calls to action (CTAs) to your existing content.
For new content: it’s a two step process. You first optimize the overlap between:
- your audience interest
- and your content
How can you do this? By providing real value to your audience.
The best way is to ask your audience & customers what they think about your products & services:
- visit them
- email, phone them
- do email surveys
- reach out on Google, Facebook, and LinkedIn user groups
You need to find the problems your audience has and the words they articulate. Not the words you think they want to hear.
Some of the questions you could ask are:
- Why did you start looking for a solution like [your product]?
- Why did you choose [your or a similar product]?
- What is the most significant impact of [this product] for your business?
- How would you explain [this product] to somebody?
- What is the most significant benefit of [this product]?
Collect all this feedback in a central place.
Next, you want to bring your business interests into the picture:
For this, review all the benefits of your products & services with regard to the current content topic. Think about how you can translate these into calls to action.
When you finished the above exercises, then you have a good idea of
- the language you’re audience is using
- the language that you’re business wants to hear
Now combine these two languages to produce your best core content.
Creating content for the sake of content is a bad idea. You need to create content that:
- has excellent value for your audience
- serves your business at the same time (content that converts)
Don’t publish another piece of content that doesn’t serve these two purposes.