5 Powerful Ways to Boost Content + Conversion

Crafting content to boost business performance is what I like to call the under-used, all-too simple, secret weapon in a marketer’s arsenal.

Ok, I actually tend to give it a much shorter name – the secret step-kid.

The obvious, attention-drawing kid is – boosting marketing initiatives and tactics. The tendency is to do more, flashier, hypy-er, and higher-tech. Which can be expensive and exhausting (for the business and the customer).

Well, I’m here to tell you about the simpler, yet still powerful tool in the kit… your content.

The general idea is to make the most of your content in every area. Keep it clear, concise, customer-focused, brand-consistent, compelling as hell – and optimized.

Here are a few mind-blowing stats from the growing piles of research. They clue you in to what on-the-money content can do.

According to case studies conducted by MarketingExperiments.com, the Internet’s first unbiased optimization research laboratory:

• Clear content can improve conversion rates by 69% or more.
• An optimized landing page can improve conversion by 50-60%.
• A more-effective call to action can increase conversion by 150%.

And that’s just a start. There are many more impressive tricks in the content writer’s kit.

If you’re ready to roll up your sleeves and give your content a serious relook, this following dive is for you. Or, consider it a really good reason to hire a skilled content writer.

Either way, a big cheers for getting this content party started… and to the payoff you’ll see when you put some TLC into maximizing the power of your content. All the very best!

5 Powerful Ways to Boost your Content (and Conversion):

The following tips are most applicable to site and digital content, but the general ideas can be kept in mind for the rest of it, too.

1. Write all content, including the SEO keywords, from the customer POV. Yup, get in their heads and hearts.

• Address what they are looking for. What are they really thinking, needing, desiring…?
• Make it easy for them. Remember KISS – Keep it Super Simple.
• Aim to not just sell to them, but to delight them. It will make happy customers, happy conversions. Happy end of quarter growth!

2. It’s optimized: What does that mean? This is one digital word you’ll want to be familiar with.

Here’s the gist: It’s content written for customers (first) – and search engines (second). It’s about planting words (called “keywords” or phrases) throughout the content, and in a few key places.

Do it yourself SEO:

• Sleuth around. Learn what the most searched phrases are for your services and products. Check the industry out on Google, what comes up when you search? Who’s at the top? Look at their content. What keywords do they use? Are your competitors using any keywords or phrases? (There are SEO tools that can help track keywords if you’re really going for it.)
• Insert the keywords and phrases into headlines and body copy – not overdoing it. Make it as natural in the copy flow as possible.

3. It’s Value Proposition Oriented + Benefit-Driven: Again, write this through the customer POV.

The key is to craft this without pushy, hypy over-selling, or yawn-worthing under-selling. Think of it as sharing your passion and educating a like-minded community. Focus on relating to real people, not the end sale.

A couple important things to keep in mind:

• Solve customer needs with simple solutions that ease their “pain,” provide relief or answers.
• Unique Selling Points: What are the benefits or the “twist,” totally unique to your business? Show how you can help them in the best way imaginable.

A couple important things to do:

• Revise headlines for continuity and clarity of value proposition or with a promise or main benefit. Add keywords or phrases when possible.
• Emphasize and call-out service and product benefits – don’t bury these. I often put clear bullets of benefits right up top before most everything else. Plus, all content can be written in a benefit-driving way.

 4. It’s easy to read, and easy to look at.

The digital era has changed the way we consume and read information. We’ve become scanners, and only dive into easy-to-read information when an impactful headline grabs us and content is easy to digest. Otherwise, you’ll lose a majority of browsers.

• Keep in mind the 3-second rule. That’s how long you have to grab digital readers (and I think that could be pushing it).
• Edit, Edit, Edit. Think clear and simple, yet conversational. I know, editing is a PITA, and it can be one of the hardest tasks to do, but your customers will thank you, and stick around.
• Format it for easy, quick reading: Break up chunks of content with bold headlines and semi-bold sub-headlines. Use bullets. Appropriate line spacing. Plenty of white space.

5. Ok, one more. This is the key to it all. To rise above the rest – use the golden rule:

Einstein may have said it best, ” Strive not to be of success, but rather to be of value.”

Might I add to that…”Value your customers, and they’ll value you.”

Think of it as a great big value exchange-fest, fueled by genuine, brand-heart-centered appreciation for the customer.

Value their total experience, their time, and their perspective. Keep it personable, relatable, without overdoing it. Strive to be generously and genuinely helpful. Aim to not just deliver the goods, but to delight.

And always keep your ideal customer in mind (and heart), along with the golden rule, as you craft and strategize your content initiatives – and you will rise above the rest.

I’ll continue to send out tips (and consult) on ways to truly connect with your customer through content.  It’s amazing what making the content connection can do! Stay tuned.