Bombarding your potential customers with advertising is no longer the best way to grow your customer base. Research now tells us that inbound marketing is far more effective. This involves encouraging your customers to decide to come to you.
Customers are far more likely to give you their business this way than if you were to reach out to them. One of the most effective ways to do this is to show your visitors value and create great content that converts.
Start with great content ideas
The foundation of any content is an idea, so this should be the first process you address. Stay on trend with your industry by following thought leaders in your niche and monitoring online conversations.
You will find these discussions on various social media channels and online forums. Base your content around answering the most commonly asked questions in your industry.
Do your research
Yes, you want to stay in line with common thought leaders, but it’s not enough to simply paraphrase existing information. In order to successfully turn visitors into customers, you need to provide detailed information that is genuinely useful.
Utilise the internet with its videos, tutorials, research and news services. Use these to research your topic so you can give your website visitors real value.
Make your content accessible and easy to read
What is your objective? What point are you trying to make? Keep readers engaged by making these clear and sticking to the point.
Additionally, ensure you are delivering your content in an appropriate format. If you are dealing with a complex subject, perhaps a video or infographic would be most suitable. If you have decided that text is the best format, make it easy to read. Break it up as much as possible with lists, sub-headings and lots of white space.
Most visitors skim content – so make it easy for them to find the most crucial information. Always write for your target audience, and not the general public. So, if you’re communicating to professionals, don’t patronise them with unnecessary explanations. Regardless of your target readers, you should always strive to create content that is easy to read and digest.
Test your content
Once you have created your content, you should always get a second opinion. Ask colleagues and clients to read your content and give you specific feedback on readability, flow and engagement. Make any changes and, once published, continue to monitor conversion rates and customer feedback.
Google Analytics can provide you with a wealth of information on the efficacy of your content.
Maintain your content
Creating content that converts requires you to maintain and update it. Too many businesses make the mistake of publishing content and then simply forgetting about it. A lot of content is time-sensitive, which means it can become irrelevant relatively quickly. Ensure you’re periodically checking all your content to make sure it is up-to-date. Don’t be afraid to make changes or add to it when the need arises.
Inbound marketing is crucial to the online success of any company in the 21st century, and an effective content creation strategy will ensure you’re always one step ahead of your competitors.