How to create content that converts

Content is an incredibly powerful tool when it comes to promoting your business and achieving more conversions. However, just putting words on a page and uploading this online is unlikely to have the desired impact or meet any of your content marketing goals. Content that converts needs to be carefully crafted and designed to be easy and accessible to consume. These are our top tips on how to create content that will work for you.

Get the basics right - headline and intro

The headline to your content is what attracts people to it while the intro will encourage them to read - or view - more. A great headline will make clear what the content is in just a few words. One survey found that the most effective headlines have around seven words, include numbers and start with the words ‘why,’ ‘what’ or’ how’. Including power terms such as ‘free,’ ‘new’ or ‘instantly’ can also make an impact, as long as they’re relevant to what’s inside the content. Develop your headline via an intro that provides a hook to keep the reader interested. Make sure the intro is informative, intriguing and includes some keywords if you want to ensure you attract the attention of search engines.

Use a format that is easy to access

If you’re creating content that is just one long piece of text then most readers are going to find this intimidating to tackle. Using bullet points and plenty of paragraphs will make written content much easier to read and ensure that more people make it to the bottom of the page. Subheadings can also make your content simpler to access and digest and using illustrations and visual elements can be useful in emphasising your point.

Visuals can make a big difference

Particularly when it comes to conversion performance, visuals have a lot to add. An article that features images every 75 to 100 words, for example, can achieve double the number of shares as an article that has no visuals. When it comes to the visual elements there is a lot to choose from and the right one will depend on the content and your messaging. These are just some of the options:

  • Eye catching original graphics
  • Data driven charts and graphs
  • Screenshots that show a process or how something functions
  • Infographics to explain data or complex concepts
  • Videos that engage and explain

Don’t forget the Call To Action (CTA)

This is the point at which your content has the power to convert, as you’re giving people the motivation and tools to take action. It could be a CTA for a specific service or you might be asking people to sign up for a newsletter or register for an event. When you’re designing a CTA it’s essential to be very clear in terms of what you’re asking people to do. Be concise and emphasise the benefits of responding to the CTA. You can also create a sense of urgency around a CTA by integrating time limits or focus on exclusivity with words like ‘custom.’

There are many different elements to creating content that converts, starting with the way you structure it and ending with the action you’re able to motivate people to take. Creating effective, interesting, and authentic content can generate momentum for your business, from engagement to leads. Find out how Iconic Digital can help create content for your business, get in touch today, call us on 020 7100 0726. Find out more about our Content Marketing Agency in London.

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