Leads and traffic. Traffic and leads. We know what you’re up to – you’re trying use content that converts to get more people to visit your site, and you want those visitors to convert to leads. Of course you do!
You’re definitely not alone. In fact, you’re very much not alone. And that’s all the more reason to create compelling and purpose-driven content that works hard for you and over time makes you stand out from the crowd. Content marketing is a core way to build an audience, generate leads and convert customers. Blogs, eBooks, infographics, white papers, case studies, videos, vlogs, podcasts, guest posts – the formats of content are endless.
While basic content has become a commodity, few companies are creating quality content that actually works – content cuts through the noise, gets noticed, and drives profitable action. And if they do…sometimes it’s by luck, rather than a thoughtful, understood, and measured content marketing strategy.
If you’re focused on adding depth to your content, you’re in a really good position to create all sorts of content designed for specific purposes. Not everything designed to drive traffic to the site will be best at converting that traffic to leads. Conversely, not everything designed to generate leads will be your traffic kings. The point is that you need a variety of content for specific purposes that combines to delight your audience and make your site a business growth machine.
Know your audience
You need to stay relevant to each segment of your audience and serve them with content that they will find interesting, useful, relevant or entertaining. Remember – your content is always about them, it’s not about you. A situation we often see is client content that’s all about them. Having a corporate brochure, company profile video and product sheets is fine, but it’s not going to produce leads. Why? Because it’s all about you and your prospective customers don’t care about you…yet. You have to earn their interest and trust through content that is about them. Their problems. Their challenges and pain points. You have to give them value and help them before they will listen to you talk about yourself.
Good digital content writing keeps things interesting
Purpose-driven content has another important aspect – it keeps things interesting. For your audience, but also for you and your team. Enabling and encouraging the creation of all kinds of content that consistently voices your brand and expertise keeps your audience engaged and motivates you and your team to think creatively. When the content creator is empowered to be creative in growing traffic and leads, the audience can tell. The enthusiasm for the brand shines through the content. Think of fun ways to change it up using video, infographics, charts, and graphs.
Don’t forget that you don’t have to keep creating new content, you can use existing content in different ways. When we talk about content we don’t just mean words – although they are clearly very important! Content also covers graphics, pictures, videos, forms, case studies, ebooks, checklists, animations, whitepapers, podcasts, and more.
Repurposing existing content for a new website is usually a good place to start as it can save on both resources and budget, but you’ll no doubt find gaps that require new content. This is why it’s important to assess the content you have that can be repurposed for your website, and identify where you have content gaps that need to be filled. As you review your content, make sure it covers all of the stages of your customer journey – or the path prospects take as they consider purchasing from your company. This will ensure that you have content that answers their questions in all the stages of their journey: awareness, consideration, decision and post-purchase.
Want to dig in deeper to this topic? This really interesting test of blog content strategies made me think, and it should make you think, too. What will work for you and your business? You might not have the staff to create 23 blog posts per week, but you most certainly have the ideas and wherewithal to create a variety of purpose-driven content that increases your site’s traffic and lead generation power (or both).
Meaningful content that converts – have you checked off the list?
Simple, yes. Trusted? Definitely. Strategy – check. Audience understanding – check. Know yourself – check. Content purpose – check. That’s a lot to check your content against. What’s just as important as all of those things? Keeping it simple and building trust in your brand.
When it comes to simplicity, I don’t mean writing thin content or even short content – simple content can be long-form blogs. The point is that you speak in a voice that is clearly understood, avoid flowery adjectives, and stay away from corporate jargon. These things will read as filler, and you don’t want that. Neither does Google!
As consumers, we want to consume content that is meaningful and relevant to our specific needs and comes from a credible source. In an age when we can’t possibly read, watch or listen to all the content offered to us, we naturally gravitate toward brands that tell their stories in a simple, believable way. Audiences don’t want to have to work to figure out what a brand is all about and whether it can be a resource for them – and they simply won’t take the time.
But this can be difficult when you’re on the inside of your business. You fully understand it and believe in it, and assume others do as well. It’s always a good idea to get a second (or third) set of eyes on content before it goes live, to check whether your message is clear, credible, and helps build the trust you’re looking for from your buyers. If you’re just getting started with trust-building, it’s helpful to link to other credible sources – this makes you a resource for your buyer.
You’ll drive more traffic and get more leads with purpose-driven blogs. Find out more in our comprehensive Content Marketing Guide, or contact us to chat about your company’s content marketing strategy.