Thu. Dec 12th, 2019

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Content Marketing Strategies

20 min read

The main reason why content marketing is so effective is that it’s all about what people are actively searching. The goal behind isn’t only to sell a product or service, but creating content interesting enough to make people convert. People don’t like to have ads and products shoved down their throats all the time. That’s why content marketing became such an important strategy; instead of having a hard-sales tone, it provides people with something, before trying to offer them a deal.

Although such strategies sound great, things aren’t as simple as they seem. To have not only great content, but also content that will convert, marketers often have to let go of highly searched keywords. A successful content marketing strategy includes more than high-volume keywords. It needs to have the right keywords. Depending on your business area, it’s worth it investing more in on-topic than off-topic content. Many off-topic content pieces will bring a lot of traffic, but not necessarily the ideal traffic (users who convert). Sometimes getting more specific about your topics won’t bring you huge traffic right away, but will enable your website to have robust long-tail numbers: says our experts, a Content Specialist with Website In Nepal, a price comparison website that helps consumers find low-cost rates for electricity and gas.

What makes a content attractive? What makes content convert?

  • Avoid Mainstream Ideas. Move from clichés idea to some innovating and captivating ideas which you yourself would want to engage in. Clichés make your content boring; therefore, include a notion that has not yet been introduced. Or use some alternative way of voicing the thought because saying a thing that has been said by thousand others make your content dull.
  • Using Simple Words. Compelling content does not need complicated words.. Don’t over complicate things to make it more interesting instead use clear and simple words that reader can easily understand and follow.

You should know exactly what you want to talk about, what points you want to outline, and which keywords and long tail phrases you want to include before you start writing. You should have one primary long tail keyword in mind and some supporting keywords. Content should be organised and broken up by H2s and images. Your long tail keyword should be in your title and at least one H2.

You can sprinkle CTAs throughout gently by hyperlinking supporting content (bonus SEO points here too). Then your post should close with a stronger, bold CTA. As an example your long tail phrase might be ‘EOFY Marketing Budget’.

  • Title: EOFY Marketing Budget 2019: The Priorities
  • H2: What an EOFY Marketing Budget should look like
  • H2: What to include in your EOFY Marketing Budget

You might mention services you offer — say web design. You’ve probably spoken about the importance of this before, so you can link to that post to support your point. Then you’d close off the content with “Hey, while you’re here, why don’t you download our EOFY Checklist PDF?”.

 

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Attractive Content:
Content that attracts readers is interesting and easy to read. Choose topics for your blog that are trending with a new slant on it. It’s also a good idea to write about something that nobody else is because it will make you stand out from the competition.
When it comes to making your content highly readable, make clear headings and use bullet points. A lot of internet readers skim to find the part of the content that answers their question–clear headings and bullet points help your readers.

Conversion Content:
Write content with your audience in mind. If you’re focused on what your readers need and want, you’ll be more effective in creating content that helps your readers and that leads to more conversion.

Attractive Convertible Content

The most important part of building content is keeping it clear. Clarity is key. If the audience can understand the content and move through the customer journey, then conversion is more likely. Here a few things to keep in mind when creating your strategy:

 

  • Your content should have clear links to business goals.
  • Your content should be appealing to your target audience. “Content for content’s sake” is not likely to work.
  • Your content should be of high quality.
  • Your content should be consistent. If you’re going to have a content marketing strategy, then you need to be prepared to make the commitment of time and/or resources to get it done consistently.
  • You’ve got to work on content promotion. Whether that is paid, unpaid or a mixture of both, it’s important to get out there and tell people about your content.
  • Your content strategy should be measured and revised.

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Attractive content speaks directly to its target audiences and makes them feel what you want them to feel. That old saying of “it’s what’s inside that counts” applies to attractive content online. It’s not about being the prettiest website. Content has to speak to the audience and that’s not just fancy fonts. You can use a story, an anecdote, or just a series of “yes” statements to connect with the audience. It’s not just a listing of features or facts — that can come after you’ve connected with them.

As someone who works on Website In Nepal media, speaking directly to the heart of our target audience is a must! Sometimes we only get one chance. One passing glance on the search engine results page (SERP), so from the title to the short description that shows up on the SERPs, every word has to speak to the audience or we lose our opportunity. This is also why long-tail keywords are important because though they may not have a large volume of searchers if you can create content that speaks directly to those long-tail keywords you will have a better chance of getting them to not only click on your content but convert.

BIO: Website In Nepal has been creating content for many company for over 8 years. We have currently working in Digital marketing– optimizing content for https://ennovativeweb.com.au/, as well as writing blogs focused on reaching those seeking the truth.

How do I make content more interesting?

  • Using clear and lightweight fonts. Avoid heady or bold text, unless necessary.
  • Give it a good spacing between lines.
  • Divide your text in sections. Always use a Table of contents in your articles.
  • A table of contents will reduce your bounce rate. Nowadays, the users allow only a few seconds when looking for the desired content on each page. If they have difficulty reading or finding, they will bounce (leave) the page in 15 seconds.
  • Always try to tell stories to your customers. They love to read experiences from other customers. For example, when writing about a product, try to include photos or a video about someone using that in the real life.
  • Be honest. If a product isn’t that good (or if there are better products), just let the customer know clearly.

 

Content Marketing is one of the best methods to drive traffic and generate a sale. Here how we do it.

1. Write content by keeping in mind that you are writing for a person sitting next to you. This will help you to make your content conversational. Use “I and you” in your article.
2. Avoid keyword with phrases like download, pdfs, free, etc. instead write on keywords like best, top, Vs (Comparison) and more.
3. Use attractive headlines. We Use “https://coschedule.com/headline-analyzer” with a score of at least 70.
4. Use long-tail keywords as H3 subheading or in the FAQ section.

How can I make my content attractive?
The most important thing that makes content convert is having it be specific to your niche. For example, I specialize in helping financial advisors get more clients. That’s why I create content for financial advisers. It sounds obvious, but a lot of content marketers still make vague, general content. I’ve found that the more niche-specific my content is, the higher its conversion rate. Niching down is the best thing I’ve ever done, especially because I love helping my niche.

In order to make content convert, you need to solve the reader’s problem and understand why they are reading your article. One way many companies implement this strategy is by developing content upgrades, which is basically bonus content in exchange for the reader’s email address. The bonus content can be as simple as free templates or more time-consuming such as an online course. Whatever the bonus content is, it’s important that it relates to the article. You’ll also want to highlight the bonus content with enticing call-to-actions within the article and/or polite slide-ins or exit-intent popups.

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Make content more attractive
What makes content attractive is entirely dependent on the audience. A blog article on SEO is very relevant and attractive for business owners or marketers, but completely irrelevant or unattractive to anyone else. Similarly, a blog article recipe on baking cookies is very relevant and attractive for many people, but completely irrelevant or unattractive to business owners looking to increase their online visibility.

The more relevant and valuable the content is, the higher the probability that it will convert. If a person finds content that is especially relevant and valuable to their needs or goals, they’re more likely to convert by subscribing to a newsletter or contacting the company for more information.

One of the biggest challenges in content marketing today is that there’s so much content already! It’s especially difficult for content creators to have their target audience find their content in the first place. Furthermore, since there’s already so much content created, it’s difficult to create content that is entirely original or unique in some way. One of the best ways of doing that is to create something unique or proprietary, such as an original research study, compiling data into helpful graphs, charts and infographs, etc.

Many content creators produce content based on their skillsets, such as writing, design, photography, videography, etc. Although this is great, this content is often difficult to find if it’s not created with SEO in mind. In addition to creating content for your audience, it’s important to create content for search engine algorithms to be able to easily find and rank in their search engine results page.

One of the best ways to create content that is easily found in search engines is to focus on one primary keyword per content, along with several secondary keywords, keyword synonyms and long-tail keywords. For example, if I wanted to create content to attract an audience of people interested in website design, I would pick one keyword to target, such as “Web Design”. Then, I would find as many synonyms related to it, such as “Build a Website” or “Create a Website”, etc. Furthermore, I would add long-tail keywords, based on questions people often ask about my target keyword, such as “How to build a website” or “Benefits of web design” or “What’s the cost of a new business website”, etc.

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Create readable content
When attempting to create readable content, there are a few things you could reassure to do. For starters, make sure to know your audience. If you are targeting a specific demographic, make sure your content grabs that audience’s attention. Looking out for things such as type of headlines, visual images, formatting, colour and more. The idea is to grab your audience’s attention and keep them entertained in your content enough for them to keep coming back for more of your content. Also, keep in mind to make things as clear as possible and avoid over long paragraphs. The best content is one that is entertaining yet extremely clear.

As tech B2B content marketers, we’re absolutely convinced that the one thing that makes content readable is audience insight.

Because at the end of the day, everyone is interested only in themselves. They only look at things that speak directly to their hopes, needs, aspirations, fears, pain points, and so on.. Only when marketers understand these factors can they develop content that is relevant and addresses these needs properly.

While there are some amazing exceptions, sadly, not enough brands spend the time and energy essential to really understanding their audiences and targeting content to their needs. They take the easy way out, which is to develop content that’s all about themselves – and then they wonder why it’s not making as much of an impact as they’d hoped!

Content that serves the user intent can bring high-quality purchases or conversions. For example, if your site is trying to sell pillows and your article is talking about “The best pillows for a summer camp”: If the user intent is to find the best pillow for their summer camp- do the actual research, try it yourself and write a real valuable content so your readers can trust your content, and the writer. Taking this example, if you’ll suggest non-packageable pillows for a summer camp that will miss out the point. (and the sale) Try to engage with users, make your content readable, fast-loading, but also, trustworthy.

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For content to be attractive and convert it must be made up of three fundamental elements.

  • Problem: This is where you name the problem that the audience identifies with. Proper research should help you describe the problem in such a way they feel connected to you; as though you experienced it yourself.
  • Agitate: You then move on to pour more fuel into the fire by agitating the reader and try to bring out emotions from your audience. Remember that users buy because of emotions, not logic.. Just don’t overdo it.
  • You can then introduce a solution that will alleviate their problem. Yes.you guessed it, this should be your solution to the problem.
  • But having done this; your job is not over yet. You need to make sure that your content tackles the (mostly) mental barriers the reader may have. For example, let’s say you create a great piece of content based on the PAS formula for couples who want to have a baby but have a problem with fertility.

Problem: We got our first child at the age of forty-five. Ten years into our marriage. Getting pregnant is not straightforward for every couple.
Agitate: You are probably reading this and nodding your head. It can get embarrassing during family gatherings. It’s always the same question, isn’t it? Then you have the cousin who can’t stop showing off her kids to you. She probably enjoys torturing you.
Solution: FertoClinic has helped over 1500 couples in the last three years have their first pregnancy successfully.

Your research may show that one of the barriers is the misconception that a procedure at such a clinic can be very expensive. You would need to include practical information in your content such as the percentage that insurance may cover.

If you do all this properly, your content will engage and convert very well.

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How to create readable content?
In order to create readable content that converts you need to craft attention-grabbing headlines. To create attention-grabbing headlines you need to first find other headlines that have received a high number of social media shared and links. Once you find these, you can then model them to create more powerful ones. To find highly shared headlines, I recommend using Buzzsumo. If you want to include long-tailed keywords within your content, I suggest incorporating them into your headline as well. Keyword-rich long-tail keyword headlines will help improve your rankings and increase engagement. Your audience is looking for content to help solve their problems and address the very keywords that they typed into the search box. They may not know this, but they are often doing a long-tail search. If you can incorporate your long-tailed keywords correctly, your headline and search results will speak right to their needs.

The 3 main things which make any type of content converts are curiosity, what’s in it for them and emotional related content. If you observe carefully, these 3 things are related to how human psychology works.

Curiosity: Humans are curious in nature. We question everything we see, observe or learn. This is crucial for survival and it’s in our DNA. With this being said, a content that arouses curiosity provokes the reader to want to discover more about the content will surely convert. For example, an email headline which makes the readers want to open it, a great blog article introduction which makes the readers want to read more.
What’s in it for them: You must have heard this for a thousand times. But it all boils down to human selfishness in nature. We only care what benefits us. What will we get if we consume that content and what would happen if we don’t. We humans love pleasure and will try everything to avoid pain. So by framing your content in such a way that it demonstrates clearly what the readers are going to get and maybe a little of what would happen if they miss can surely do wonders.
Emotional related content: Emotions are the driving force of our lives. We act the way we ‘feel’ and most of the time, emotions win over logic. Your goal when framing content is to make readers feel something and it should make them act on those feelings. Emotions such as fear, guilt, trust, value, belonging, competition, etc. are some of the most powerful ones you can apply in your content. Use visuals to convey messages because remember, human process images 1000 times better than text.
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“If there’s one thing I know about people, it is that they want all the information, my bad, all the accurate information quickly. For your content to be able to convert, you must make sure that you’re the first to write about anything new that comes up, with the essential details, and follow a scannable format. To make your content interesting, use bucket brigades within your content, like “Look” or “But wait” etc. Use a simple yet modern design for your content, with a tone that compels them to take action. When you add CTAs after this, you’re sure to convert some leads!”

Content that converts is interesting content that offers added value instead of blatantly pushing a product. It’s content that tries to sell something but with finesse and psychology. There’s always a sales pitch within this content, but it should be subtle, barely discernible. It should be integrated within content that readers will want to share because it’s so informative and helpful.
Same thing with long-tail keywords: they should be included in your content for SEO purposes, but in a subtle, logical way. If it looks like you’re trying to include these long-tail keywords just for the sake of it, it won’t look natural and your visitors won’t stay on your website for long.

There’s definitely a lot that comes into creating content that people actually like and that makes people convert.

In my opinion, one of such aspects is the matter of a piece of content being remarkable. That’s because SEO and Inbound Marketing are such well-known fields there’s a ton of content created every day. And sadly, most of it is the same information with a different title and author.

Thus, if your content stands out from the rest of what’s considered to be ‘standard’ it will automatically get better results.

For the most basic things – you have to structure your content in a way it’s easy to read, as well as, it’s easy to skim through. Write short paragraphs, add visuals, play with colours, video, and GIFs. Make your content entertaining and try to provide more value than anyone else does.

1. Answer a question

Great content answers a question. Perhaps the hardest part of content marketing is figuring out the intent behind a web search. If you don’t solve the reader’s problem, they’ll leave your site.

2. Make it life-changing

This sounds cliche, but your content should change the reader’s life. If you can write a 1,500 word post in an hour, it’s likely not very good. Great content includes information from a variety of sources, and shows you’re an expert in the field. You should spend hours on each post, no less.

3. Make the reader think

By making the reader think, you’re giving them an opportunity to immerse themselves in the topic you’re covering. This in turn opens the door to promote other articles you’ve written on the topic, and boosts engagement.

4. Cite your sources

Readers want to see that your’e an expert in the field, and simply saying “research shows” does not build trust. By citing specific sources, you’re also building trust.

5. Know your audience

This is very important, and is a fact that many writers get wrong. You need to know your audience. If your readers are young teenagers, you can be a little more rowdy. But if they are elderly church-goers, you probably don’t want to use any foul language. Otherwise, you’re alienating an otherwise interested audience.

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Content that converts is actionable content. The number one problem I see with people when it comes to content is not the keyword distribution, its not the meta tagging or any of that nitty gritty stuff. Instead, it’s content that sticks to the general, vs. giving out specific tangible resources, links or directionality on an issue. Let me give an example of an awesome performing piece of content in the SEO space that a client of mine recently produced. So the content piece essentially talked about some of the fundamentals of SEO and let people know page loading speed was an important factor (high bounce rates are bad for SEO!). Instead of ending there, he offered a free opt-in guide with a series of tools to help speed up your site, all plug-ins, all free. He started by having them benchmark their speed with Google Page Insights (a known and trusted resource), and then had them download a handful of image compression plug-ins, caching etc. and then re-test their page speed, and almost everyone saw an increase in speed. This was then his segway to get them on the phone for more consultation and it worked like a charm.

Web-Design

As readers’ attention spans diminish, the work of digital and content marketing experts becomes even more challenging. Producing content that converts requires for the content to be able to capture the attention of readers right from the get-go and hold it. For that, it needs to be not only readable, but also glanceable. With a quick glance, readers decide whether they want to invest time and energy in consuming a piece of content. That means aspect, format, and layout are very important. Chunks of text and paragraph upon paragraph of words makes for difficult consumption. The key here is to balance your content out with different formats and have visual separation. For example, drawing attention to important data, separating text with quick tips, highlighting statistics or quotes by portraying them in different formats, etc. In other words, readers need to be able to digest the content’s main facts and takeaways all in a glance.

In order for content to convert the reader, the reader first needs to be committed enough to actually finish reading the content itself. Even if the content contains valuable information, the reader will inevitably leave the page early if they aren’t engaged with it. A great way to make sure that your readers stick it out until the end is to tell them stories. I know that that isn’t necessarily new information, but it really does work… even if you think you work in a ‘boring’ industry.

B2B companies in particular sometimes fall into the trap of thinking their content needs to be super corporate and serious for readers to take their company and products seriously. They can fall into the trap of thinking that professionals won’t do business with them unless they’re like this, but it’s important to remember that these professionals are also people. They are the same people who walk out of a shop without taking their card from the machine, count down the days to their summer holiday and accidentally put the milk in the cupboard, instead of the fridge. In summary, the professionals you are targeting are still real people. That means that they inevitably will be bored by masses of dry, uninspired text about your product’s feature and bored people don’t convert. Of course, this information is important to deliver, so the best way to get them immersed in your content is through stories. Rather than listing the benefits, tell them about a company with an interesting use case who is reaping the rewards from your services.

Anyone can write content, but if you’re not able to convert through that piece than that’s a problem. You need to make sure that pieces that you furnish are not lost in archives. The core focus of a marketer is to write content pieces, which are persuasive enough to convert your traffic into leads, and thereafter evolving them into paying customers.

What makes content attractive and converting will vary from person to person, but here is a checklist of tips which most of the marketer’s coin as ideal;

· Crafting and enticing title

As said that first impression is the last impression, therefore you need to make sure that your tagline captivating enough to influence engagement. You need to make sure that you give your users what they are looking for in the start only, this would give them a reason to read through.

You can evaluate your headline for its effectiveness on the basis of its type, balance of words, and character length. The first factor guides more about conversion. A good headline should have to have terms such as how to’s, questions and listings. The second factor guides curating a headline which has accurate mix word balance. The last factor guides about how to make your headline, which is digestible and easy to scan.

When you’re sure that you have all the factors optimized in your headline, it time to move ahead.

· Giving what your promised

If your start getting clicks on you title this means you’re half way through solving the equation. The other half rests in the body of the content,or simply ensuring that your content fulfills the promise you made to your audience in the title. This is actually more important for driving conversion,and if you’re not able to keep your promise you made in the headline, the chances of users abandoning your website are on the higher side.

When framing the content you should keep in your mind that your main motive should be prompt the reader to next sentence, and sentence after that till the user reached the end.

· Making indigestible and/or scannable

A marketer should know that they only happen to have a window of 15 seconds to captivate them before they leave your site. They skim before they start reading, so you need to make sure your leave a lasting impression over first sight. By making your content digestible or scannable means that it should be easy for the audience to consume it. To make it easy for consumption it should have small paragraphs, attractive sub headers, and bullet points. All these help in increasing the readability and also help s in decreasing the bounce rates of the audience.

· AddingCTAs

If you are successful in driving the audience to the end of the blog, now is the right time to ask for some action, it could be prompting them to purchase or it could also asking them for their email address. Some tips for effective CTAs could be post specific resource, and content gating..

Creating a post specific resource means you offer a resource valuable to the in exchange to their email address. This will help in improving the conversion,as the users will be more engaged in the campaign cause because it would be easy for them to relate.

Content gating has been around since a while now. You must have seen some content blocked on blurred until you give them your email address, so yeah this is content gating. This will definitely help improving on your website, by asking for opt in data of your choice.

Incorporate the keyword into multiple places, but be careful not to overuse it. Long-tail keywords tend to stand out more, and readers might catch on if you use it every other paragraph. Try to use it in the title, at least one header, the first paragraph, and occasionally throughout the text.. Add the keyword to other crucial places, such as your content’s meta description and your images’ alt text.

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