Content marketing has the ability to educate your audience, build awareness and engagement, generate leads, and ensure customer happiness.
It’s no surprise then, that content marketing is actually downright hard.
It requires your constant attention, analysis, and input.
If you have a set-it and forget-it attitude towards your content strategy then you definitely won’t generate leads, drive traffic or see any ROI for your efforts.
In this blog post, we look at 5 (actually there’s more) ways you can really begin driving conversions with your content.
So let’s dive in:
1. Know your persona
The first step to boosting the conversion rate of your content is to make sure you truly know and understand your buyer persona.
How are you going to create content if you don’t know who you’re speaking to?
We’ve gone into some depth about buyer persona’s before, so I’m not going to do that here.
If your content is going to convert relevant leads, it needs to be addressing the very specific pain points of your persona.
But, how do you know what those pain points are?
Well...this can be quite a process. You can conduct surveys, interviews, telephone calls and collect assumptions from LinkedIn and Facebook.
Remember the more in-depth you go with your research, the more equipped you are to understand those pain points and how they can guide your content creation efforts.
Why don’t you download our content marketing strategy template, it will help guide you through the process of developing your persona in a way that aligns directly with your content strategy.
2. Analyse your funnel
What if you have a funnel that’s filling up from leads that have converted on your most recent awareness campaign...obviously we’re all chuffed about this.
But what now?
It’s time to nurture those leads with a great lead nurturing strategy – yes.
But there’s more...
You need a closer analysis of those recently converted leads.
This process can highlight a number of things from where your leads perhaps felt confused and converted in a less logical way to what you had assumed. These insights allow you to adapt your strategy to help create a better conversion path and ultimately a better user experience.
3. Optimise those conversion paths
What are they?
A/B tests are designed to compare two versions of a marketing asset, such as a landing page, CTA or an email with only one varying element. We only change up one element so as to prove or disprove one version over another.
Once you’ve designed your test, you would go onto present the one version to half of your visitors and the other version to the other half of your visitors. Once the test is complete you will be able to decisively say which page, CTA or email performed better and opt for the use of that asset going forward.
Remember your goal is to improve specific metrics for that marketing element, such as your conversion rate or improving time-on-page.
The following elements all require an A/B test at one point or another. So let’s get to it:
Updating your CTA’s is a great way to test assumptions about user-behaviour. You can test many things when it comes to CTA’s, take a look at just a few of the elements we suggest:
Colour - it’s no secret that colour plays a very significant role in user-behaviour. It has the ability to evoke feeling and emotion. You, therefore, need to make sure that the colour you select for your CTA stands out. It needs to be eye-catching enough to make sure there is the perfect opportunity for a visitor to convert.
Copy - test a variation of your CTA copy. The more specific you are to your product or service the more likely that user will convert. You don’t want your prospects to think too hard about what it is that you want them to do.
Placing - you need to place your CTA’s in a way that your user would follow their journey. It needs to be logical to the action you’re wanting them to take.
It’s time to analyse your form. We recommend looking at your form’s view to submission rates at least every quarter.
This will make sure that you have enough data to make assumptions about possible drop-off rates.
Here are a few elements that you can test:
Length - how easy is it to complete your form? What questions are you asking in relation to what you are offering your users? Perhaps test a shorter or longer version of your form.
Exit tests - where do your users exit before finishing the filling out of your form? You can test form fields that are perhaps hindering your submission rate.
Your submit button - this speaks to the colour and copy of your button. Is this button adding value to the overall experience of the page?
It’s time to revisit your landing pages. Especially since this is where you’re asking users to convert. So revisiting them to boost conversion rates, will surely not hurt your efforts.
Much like CTA’s, your landing page has so many elements that you’re able to test. Best practice dictates that you shouldn’t change too much at once, especially if you’re trying to hypothesise around a particular element.
You can and should absolutely test the following:
Copy - the copy you select in the final version of your landing page should highlight the value that you’re offering your visitors. It should speak to their pain points and how your product or service is able to overcome this problem for them.
CTA - I won’t say too much about this, but ensure that your CTA copy is specific to your product or service. It also needs to be positioned well and have an eye-catching colour to entice your users to click-through. Your CTA needs to add value to the experience of the page.
In fact, we’ve written a blog that looks at 8 different strategies to help improve your landing page conversion rates. Take a look 👉 here.
An email strategy has the ability to nurture your existing CRM into sales-qualified leads (SQL’s).
If you’re using automation software like HubSpot, we recommend taking a look at the performance and conversion rates of your emails. Dissect and analyse them, come up with a list of different elements that you’d like to test and then implement just one of those things.
Whether that be your subject line, a change in CTA, the use of imagery in your email, or changing the tone of your copy.
Did you know that the average person sends and receives 121 emails a day?
It’s with that in mind that you need to make sure your email is the one that your leads open and convert on.
We have a blog dedicated to taking you through the process of creating high-performing emails. It’s even got a pretty nifty template to get you started. Take a look 👉 here.
4. Know your content data
It’s time to dig deep into understanding your content data in order to give it the conversion boost you’re looking for.
But where do you start?
Let’s start by revisiting some of your older pages and elements such as:
- Articles that used to bring in a lot of traffic, but no longer do.
- Articles that have high traffic, but low click-through rates.
- Articles that have extremely high bounce rates.
- Articles that have low time spent on-page.
- Articles that have low traffic.
- Your keyword ranking and distribution.
- What source is generating the most traffic and leads for your blog.
Each of these elements plays a critical role in your content performance.
Make a list of these articles and devise a strategy on what you can do to drive better performance for those pieces.
5. Content distribution
We all know that without the right eyes on our content, we’re not going to drive any traffic let alone drive conversions.
You need a distribution strategy to promote your content. This strategy needs to be well planned and well-executed.
We’ve actually mapped out a strategy you can follow for yourself, check it out 👉 here.
Sharing a few links on social media, running a paid campaign and perhaps spamming a few forums will not get you the kind of conversion rates you’re looking for.
We’ve found that our content distribution strategy needs to work in alignment with our social media and paid strategies.
I’ve thrown in an extra tip for you because I believe it can’t be left out...
6. You need lead magnets
Content offers are the bread and butter of lead generation.
By giving a helpful resource (like an ebook, webinar, checklist, video series etc) away for free, you’re able to generate leads for your business that can then be nurtured with the content you produce.
Did you know that companies that have 15 or more landing pages see a 55% increase in leads?
Whilst content marketing really is a long-term game. The creation of valuable content offers will generate consistent leads for you.
It also has the ability to cover every aspect of your buyer’s journey.
Content marketing requires constant problem-solving to really drive the right kind of leads for your business.
The key to improving your conversion is to experiment and test to find out what works best with your particular audience.
I’m curious to know how any of these have worked out for you and if perhaps we should include anything else here.
If you’re looking to create a structured and cohesive content strategy that aligns directly with your business objectives, then look no further…
Simply click the button below 👇 to get your hands on what’s quite literally the only template you’ll ever need.