Developing high quality content is one of the best digital marketing techniques resulting in higher conversions. With the right content strategy, B2B brands can effectively communicate their value and solve customer pain points through their products and services. For instance, around 58% of B2B marketers reported an increase in sales and revenue as a direct result of their content marketing efforts.
Let’s dive deeper into the concept of conversion content, the relationship between content and conversion rate, several ways of creating high quality content for conversion and much more. Read along for more insights.
Understanding High Conversion Content
High conversion content or conversion content refers to content which is specifically developed to encourage the reader to take a particular action. This type of content can be anything like signing up for a contact form, newsletter, subscribing for the membership benefit etc. The primary objective is to encourage or guide the audience towards a specific outcome.
High quality content for conversion mainly differs from normal content based on two aspects: structure and content. The purpose of general content is mainly to entertain or inform the readers. On the other hand conversion content is specifically designed to encourage readers to take a specific action/s.
It uses compelling language along with a strong call-to-action tone and uses social proofs and testimonials to build trust and encourage conversion.
Relationship between Content and Conversion Rate
The relationship between content and conversion rate varies with the type of content and the intent of the creator. If it is conversion content, then the content and conversion are directly related, which means that the better the content is higher the rate of conversion. However, general content is meant for entertainment purposes and to inform the reader.
Therefore, to achieve a higher conversion rate marketers need to make sure that the website is well-designed, and the content is persuasive leading to a higher rate of conversion. Moreover, aligning your content with your conversion goals allows you to significantly enhance your content marketing ROI, leading to increase in conversion rates and overall success.
7 Ways to Create High Quality Content for Conversion
Let’s explore the different ways to create high quality content for conversion, which will drive your conversion rate as a B2B brand:
1. Carefully select your content topic:
Topic selection is one of the most important things to consider before starting off. The core problems and the search intent of customers can help you select a topic and frame the structure in a more effective way.
2. Thoughtfully integrate your product into your content:
To increase the rate of conversion you must organically integrate your key selling point of your product throughout the content. Organically integrating the product into your content can help you to increase the conversion rate.
3. Frame a compelling and interesting meta title:
To get traffic in your content consider framing a compelling and interesting meta title, since the meta title and the meta description are the first impressions of your content. Make sure to understand the search intent of the target keyword and frame a meta title accordingly. Remember a compelling meta title can increase your website traffic up to a larger extent.
4. Keep the content concise and to the point:
Time is valuable for almost everyone, therefore be sure to provide valuable inputs by keeping the content concise and to the point. Try to keep the sentences shorter and paragraphs not more than 3 lines (not sentences). Making the content easy to skim increases the chance that visitors will go through your entire content and perform the target action.
5. Add infographics or images:
Remember as kids we tend to prefer pictures more than texts. It is common in human psychology that we humans tend to prefer visuals and infographics more than lengthy text-based content to make it visually appealing. Therefore, consider adding images, graphs, flowcharts and videos wherever you find it relevant.
6. Integrate CTA effectively:
CTA or call to action encourage your visitors to perform a certain type of action. It can be anything like filling up a contact form, signing up for a newsletter, downloading a resource (pdf) initiating a purchase etc.
In conversion content, the CTA plays a crucial role to enhance the conversion rate. Therefore be sure to integrate a CTA as naturally as possible, and also make sure that it does not sound promotional or absurd.
7. Optimise your forms for conversion:
In many cases, brands and companies prefer visitors to fill up forms to understand their query and based on this they can call back their customers to offer a probable solution. Therefore, conversion content typically comprises of blank form step up.
However, just having a form is not enough, you will have to make sure it has the relevant fields but don’t make it too lengthy or insert irrelevant questions in it. As this might drive the visitor to leave the page before submitting the same.
Things to Keep In Mind for Creating High Quality Content for Conversion
Here are some of the important things to keep in mind for creating high quality content for conversion:
- Know your audience:
Before you start off try to have a clear idea of the target audience, about their location, taste, preference, culture etc. Moreover, you can also conduct research on the target keyword and try to figure out the search intent of the user. In SEO content writing services, knowing your audience helps in structuring content that aligns with their needs and expectations, making it more effective in driving conversions.
- Keep your content crisp and to the point:
Make sure that your content is crisp and to the point and make your content easy to read and easily understandable. It does not include any kind of fluff or unnecessary information. Moreover, also consider avoiding complicated sentences, technical language or fancy words, as this might confuse or puzzle the reader.
- Arrange in a proper order or format:
Try to understand the search intent of the target keyword and figure out the primary reason why people are searching for this and what is their prime requirement. Based on these try to figure out the structure or format of the content.
- Incorporate infographics and visuals:
Adding infographics, images and videos to your content makes it interesting and visually appealing. However, make sure that the visuals you are using are not irrelevant and are not technically misleading. Additionally, if you are sourcing any infographic from any other website, be sure to give proper credit to the sources.
- Integrate CTA organically:
In B2B content writing, the main purpose of conversion content is to encourage visitors to take a desired action. It can be like downloading an app, signing up for a newsletter, purchasing a premium membership etc. This is only possible through a naturally integrated CTA, an organically integrated CTA in well-written content has the highest rate of conversion.
- Proofread or edit your article:
Always edit or proofread your file before publishing it on your website, there can be typos, grammatical errors, factual errors, conceptual errors, articulation errors etc. Thoroughly revise your content and ensure that each and every sentence is error-free and logical.
Conclusion
To conclude, high quality content for conversion is content which is specifically created to encourage the reader to take a particular action. It can be like downloading an app, signing up for a newsletter, subscribing to a premium membership etc. Creating such content involves several key steps, including careful topic selection, framing a compelling meta title, integrating CTAs effectively etc.
Investing in quality content is not just a marketing strategy, it’s a proven approach to achieving long-term success and driving meaningful growth for several B2B brands.
