#ContentWritingChat Recap: How to Write Content That Converts

#ContentWritingChat Recap: How to Write Content That Converts

by | Apr 8, 2022 | ContentWritingChat

From blog posts to social media content and email newsletters, we all want our content to convert. We want people to read something we’ve written and be inspired to take action.

We want them to visit our websites, leave comments, and purchase what we’re selling.

But is there a secret to writing content that converts to boost the success of what we create? That’s what we’re diving into in this #ContentWritingChat recap!

#ContentWritingChat Recap: How to Write Content That Converts

This month, we hosted a community chat and invited all the incredible creators in our community to step up to the plate and share their advice.

Q1: You should always keep your target audience in mind when writing content. What should you know about them that will help increase your conversion rate?

As Jennifer mentioned, it helps to first know the demographics of your audience. This includes their age, gender, and where they’re based in the world. She said it’s also smart to determine which brands they follow and purchase from, the kind of content they’re engaging with, and what their goals and pain points are. All of this will shape the content you create because it’ll help you speak directly to them and their needs.

You can even go as far as to find out what they do (professionally and in their free time), plus how they most enjoy consuming content.

Andrew brought up a great point about knowing where your audience is spending their time online. It’s crucial that you invest in the platforms they’re most active on. Otherwise, they’ll be less likely to discover you. So, be where they are and create content that addresses their pain points.

Knowing what your target audience is searching for online allows you to make note of any gaps in your content. This way, you’re able to discuss the topics that matter most to them, ultimately attracting more people to your brand.

Q2: How can you use emotion within your content to motivate a reader to take action?

When creating content that evokes emotions, you always want to address the most common pain points your audience struggles with.

Andrea offered some great advice. She suggested tying emotion to the pain points of your target audience or to the dream they’re trying to achieve. That will help you to better connect with them and will increase the likelihood that they’ll convert.

Don’t be afraid to take people on a journey with the story you tell because it’s sure to get them feeling emotional. Plus, it’s more likely to hold their attention throughout.

Jennifer suggests also sharing some testimonials from past clients or customers. This is relatable and allows them to see how your offering has been a game-changer in their lives.

Q3: Urgency is a great way to boost your conversion rate. How can you communicate urgency through your content?

Always remember to include a call to action so you can let people know what that next step is. But to create that sense of urgency, you can also add a limited-time offer to make it even more enticing.

If there’s a deadline to sign up or limited spots, be sure to share those details. People won’t want to miss out on an offer that resonates with them, so they’ll be more inclined to purchase when they know a deal is expiring.

Email marketing is one of the most common ways people communicate urgency, as Jennifer pointed out. Those emails indicating a sale is ending always seem to land in our inboxes!

Q4: There are various copywriting formulas content creators turn to, such as PAS (Problem – Agitate – Solve). Do you have a favorite?

PAS is definitely a go-to and easy for any creator to utilize. Give it a try the next time you’re writing copy!

Q5: Sometimes there are obstacles preventing someone from taking action after consuming your content. How do you eliminate those obstacles to increase your conversion rate?

Make sure your website is mobile-friendly so people can easily check out from their smartphones. That’s a must in this day and age!

Andrew suggests removing any distractions on your landing pages and make it super easy for people to click that “buy now” button. If people have to jump through hoops to sign up for something or check out, they’ll potentially leave.

Q6: A/B split testing is an important part of conversion copywriting so you can see which content performs best. What elements of your content can you tweak and test?

There are a number of things you can tweak when split testing. Consider changing your headlines, CTA, buttons, and the images you’ve used. Your copy can be rewritten too. Just be sure you only change one thing at a time so you can see which element is really making the difference.

Jennifer agrees. Switch up email subject lines, headlines, and images to see what appears to resonate the most with your audience.

Q7: Which metrics can you track to determine how successful your content is?

Andrew suggests tracking metrics like clicks, time on page, etc. Ultimately, it goes back to the goals you set for a piece of content. Did you achieve what you set out to do?

Open rate, click-through rate, page views, and conversion rate are all important to track. This will allow you to see how successful your content has been.

Q8: Are there any tools to help measure the effectiveness of your content?

Google Analytics, Ahrefs, and SEMrush are always favorites!

Don’t forget to use the built-in analytics for your social media scheduling tool, like the ones on Hootsuite.

Want to hang out with us for the next #ContentWritingChat? Mark your calendar for the first Tuesday of every month at 10 AM Central. Then, follow @ExpWriters to stay updated!

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