Guide to Creating Content that Generates More Conversions in 2022

How to Optimize Your Content to Generate More Conversions

Content marketing works wonders if done right. Specialists can achieve quite good results when it comes to conversions. To get the best results, you should always look for opportunities to improve your strategies and the content you are promoting.

A healthy balance between marketing and quality content is the key to success. Here, we will focus on how to make your content generate thousands of conversions.

What is Content Optimization?

Content optimization is the process of making a piece of content:

  • Visible to search engines
  • Able to drive traffic
  • Interesting and engaging, making visitors stay longer
  • Compelling enough for potential customers to sign up or buy your product

If you don’t create your content with the user’s intent in mind and don’t optimize your articles, infographics, and other types of content, it’s unlikely that your target audience will be able to find you. You have to make your content visible in the SERPs so that people searching for it can find it. While some marketers focus more on advertising, statistics say that 80% of people ignore paid ads and scroll straight to organic search results.

When it comes to optimization for conversions, it’s more about capturing the reader’s attention and engaging them enough to move to the next level (purchase, subscribe to a newsletter, etc.)

Additionally, for conversions, you need high-quality traffic to your pages. You should use digital marketing strategies to capture your target audience’s attention and optimize content with:

  • Smart use of keywords
  • Catchy titles
  • Unique writing style
  • Improved user experience, etc.

Generate Conversions with Content: How to Optimize for Better Results

Img cr: EspacioDigital

So, what should you do to achieve more conversions with your content?

We have several professional recommendations that will help you understand the details of the process.

#1: The Right Topic and Keywords

Before creating a content plan and finding good ideas for posts, infographics, and videos, it’s important to do keyword research. After all, you need to know what interests your target audience.

You need keyword research to find out what topics you can cover on your website and which are relevant both to your business and your target audience. For example, to create a single blog article, you need:

  • A couple of general search terms relevant to broadly outline the topic
  • Long-tail keywords for blog post titles and headers
  • Related questions to use as subtopics within the article

The latter will help you estimate how relevant the initial keyword you choose for the article is.

The perfect way to choose your main keywords is:

  • To have enough traffic potential (search volume) without being too competitive (difficulty)
  • To be relevant and interesting to your target audience so that people don’t leave your website, find important answers, and possibly buy or sign up.

To find such keywords for your website, you can use an SE Ranking keyword tool. This tool will provide you with keyword ideas, give you a list of broad and long-tail terms, show search volume and difficulty for each keyword phrase, as well as inform you who appears in the SERPs for those keywords.

As for topics, make sure they are:

  • Highly relevant
  • New
  • High-value
  • Informative

Important and easy-to-understand statistics will work very well. This can be a compilation of studies conducted by others or, even better, your own niche research that will contribute to the information that already exists on the web.

#2: Write in an Engaging Style

People spend an average of 37 seconds reading a blog article. While 73% of people just skim through the content rather than read it carefully from the beginning.

What does this mean?

You have less than a minute to capture the reader’s attention. The most effort should be put into the beginning of the article. Therefore, the entire piece of content must be attractive and interesting (and not boring) and:

  • The headline must arouse interest and curiosity, but not with clickbait. The latter grabs attention but is often followed by disappointment and a bad experience for the reader. Only use this approach if you really have innovative news.
  • The introduction should be brief and intriguing. Share some statistics, leave a suspense, explain what value your article provides. If appropriate, a bit of humor won’t hurt. It might be the first time a potential customer visits your website. Make sure they have a good time.
  • Use attractive images. A video, graphic, or screenshot will help. Studies have confirmed that 65% of the population are visual learners, meaning we perceive visual information better. The use of images also saves time, as they see the key information right there in the infographic and don’t have to read the entire text.

Other tips include adding real cases and improving the readability of your content. The text is still very important, so don’t skimp on its quality, even if you’re using impressive images.

For more conversions, place all important information and an encouraging call to action in the first half of the content.

Also, let’s not forget that a little push to users that it’s here with great content is never redundant. Try sending automatic push notifications to readers with a catchy thesis that arouses curiosity and make them visit your new post and appreciate the effort (and maybe turn into buyers).

#3: Show Your Expertise and Reliability

58% of consumers only trust a brand after having evidence.

There are more statistics like this, and they all mean one thing: you need to build trust, authority, and demonstrate your expertise. There are several ways to do this:

  • Share real cases.

Ask your key customers to share their experiences working with your company. Success stories are the best, but it’s also important to share those that may not have started off on the right foot. Show that your company has personality and strives to improve in every possible way.

  • Share educational content.

Don’t forget to educate your readers about using your products or services. Additionally, you can create informative content on various topics related to your business niche.

  • Engage with influencers.

Collaborate with influencers to build social proof and authority. Make sure to carefully choose the people you work with, ensuring they are interested in promoting your website, products, and services.

#4: Work on Your Website’s UX (User Experience)

Img cr: SalesLayer

Understanding how people use your website is crucial. What content they see first, how they navigate, how much they like your site, everything is important. The content you share has to be:

  • Credible
  • Findable
  • Desirable
  • Accessible
  • Usable
  • Valuable

But the site itself has to offer a good user experience. This includes:

  • Navigation.

Visitors must have access to a convenient navigation bar on the first screen view. It has to compile all the most important sections. Each page should be accessible within 3 to 4 clicks from the homepage.

  • Loading speed.

A 5-second load results in a 90% bounce rate. More than 53% of mobile users will leave a site if it takes longer than 3 seconds to load, according to the same source. So, when people come for your content, don’t make them wait.

  • Persuasive CTAs (calls to action).

This aspect is crucial for your conversion rate. Sometimes, all a person needs to buy from you is a little push. Brafton’s case shows that adding CTA buttons to article templates can increase revenue by 83% in a month!

In conclusion

Creating content that generates more conversions is much

 more than writing CTA shouts all over your content. It’s a complex process that involves the talent of your writer, smart use of keywords that match your target audience’s search intent, the user experience of your website, and much more.

For the best results, use a combination of the recommendations mentioned above.

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