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October 2, 2015

How to create content that converts

By Kate Ellis

Content should be consistent, planned, and relevant to your audience.

We all know content is the most one of the most important things to convert leads. But what are some ways to create that content that will really convert those leads?

The first thing that’s important to creating content is to be consistent. One way to do this is to not promise something you can’t deliver. Because we are busy with work and our lives some things get pushed off, but in order to create great content it’s important to remain consistent. If you can’t accomplish every week post less. Try every other or even monthly.

A great way to stay consistent is to have a content creation plan. You might think this is harder than it actually is, but don’t be discouraged.

Businesses also have sales cycles, which can make it easy to plan what you are writing about. If you know it’s the end of the second quarter or it’s time to prepare for the holiday, you can create content and have a plan in place for that content.

Or if you have a something specific in mind but need some help getting started Hubspot’s Blog Topic Generator is a great resource.

Plan your work out and get ahead of the game. If you’re continually struggling to create content for this week, it means you aren’t far working far enough out. Map it out and statically align it with your business objectives.

Try strategizing ahead of time by planning out content in a spreadsheet. You can add topics, dates, titles, and place in notes and ideas. This allows you to keep a running total of what you have. Google Sheets allows you to access the file anytime, anywhere. There are also several software options that allow you to easily collaborate with others while planning content.

You’ll also want to know who you are writing to. If you know your buyer personas you have an idea what interests them and what they care about. Tailor your content towards helping them get to their goals.

Follow and listen to what people are talking about and, especially, asking. What questions come up? Whether they are unique or asked over and over, answering these questions make for great content. Social media is a great tool for listening and pay attention to questions coming into websites.

Listening to what’s happening real time is also important. Internet news travels fast, and sometimes you have to roll with the punches and write something on your feet.

The main focus you should have the long term, your planned content. But occasionally something will come up that will be great relevant content.

Want to learn more? Join us on Tuesday's at 4 p.m. est for #MagnetMarketers.

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Tags: content, inbound marketing


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