Growth Journal

How to Write Content That Converts

By April 30, 2019 No Comments

440 million blogs!

Yes, by the end of 2017, the World Wide Web had more than 440 million blogs.

A million blogs are created daily.

how to write content that converts simple image

Blog Tyrant accurately predicted that, in 2018, 99% of blogs will fail.

If this is the case, what are the remaining 1% doing?

Let’s dig deeper…

Business, be it B2B or B2C, is by the customer, for the customer, with the customer. You all know by now that companies that use content marketing as a standard strategy have 434% more indexed pages. Also, 77% of internet users read blogs daily.

So, in 2018, we know that it is an effective strategy to create content that will convert visitors into customer


But, how?

1.     Content marketing generates more leads than paid marketing:

On average, every B2B customer researches three to five pieces of organic content before making a purchasing decision. Therefore, every piece of content must include solutions to your readers’ problems.

2.     The title determines how the content will work:

Four out of five people decide whether they will read a blog’s content or not by simply reading the title. HubSpot’s Blog Idea Generator, Portent’s Content Idea Generator, and WordStream’s Blog Topic Generators are a few of the top tools you can use to generate trendy content titles.

There are three major factors to keep in mind when writing your article’s next headline:

·      Orientation: Check whether your title includes numbers, actionable words, and correct punctuation.

·      Balancing between words: Every piece of content ideally should be a 4:1 ratio of general and brand endorsing content.

·      Character and title length: HubSpot says that the optimal length for the title of a business blog is 70 characters or8 to12 words.

3.     Let the reader scan your document:

On average, a visitor will spend 15 seconds or less on your website. And you only have six seconds to impress a reader with your content. Therefore, expecting every visitor who opens your blog to read the entire 2,000-word blog could be too much to ask.

Therefore, develop your content with bullet points, short sentences, and two or three sentence paragraphs. Prominent and attractive sub-headings, enough spacing and a proper content to graphics ratio are extremely important in making content scannable and SEO optimized.

how to write content that converts infographics

4.     Make use of customer emotion:

If your website solves the problem the customer is having, your business is undoubtedly a helpful business to them. But, you will have a few hundred competitors who will be solving these problems in the same way.

Here, the emotional connection comes into action. Seven out of ten customers admit that they feel a closer connection with a brand after reading or following their blog.

There are multiple strategic ways to build a personal relationship with customers through content:

·      Community blogging and peer pressure: The most powerful consumer influencers are peer pressure and non-celebrity influencers. Writing about real-life experiences and providing community content are very successful strategies for motivating the buyer to buy a product.

·      How-to and self-improvement content: The Content Marketing Institute says that content marketing generates 300% more leads than outbound marketing. How-to content gets up to 89% more search engine hits than other types of content.

Therefore, try to write content using numbers and using the second-person. For example, “10 things all your competitors are doing but you are not” or “With these 10 simple tips, see yourself at the top” can be good templates.

·      FOMO trend: FOMO is considered one of the most successful lead generating tactics used by marketers. Contrary to popular belief, FOMO does not only apply to limited time offers.

Generate content that instigates a fear of missing opportunities that their contemporaries are benefitting from. “See how your competitors are earning $500,000in revenue with this simple trick!” is an intelligent example of creating FOMO.

5.     Speak to your customers:

Initiating conversations among your readers is a brilliant way to convert them into leads. This will only happen when you listen to their problems and their passions. There are a few ways of doing it:

·      Segment your customers into small groups according to buyer personas and write content focused on each group. Sector-based e-books and preparing content based on different objectives are good options for segmented content.

·      The ratios used for different types of content are extremely important. The optimal ratio of every blog topic should be 2:2:1 for beginner, intermediate and advanced content.

·      The key to a customer’s heart is to consider what matters in their life apart from your business. Generate content for special social days, holidays, sports and social issues influenced by your target audience’s life. This increases the chance of engagement, builds trust and helps you to know your customer base better.

6.     Never miss a CTA:

The average attention span of a website visitor is a mere few seconds. Therefore, if your potential customer likes your content enough to proceed towards your desired conversion action but doesn’t find the proper CTA to click on, then you are proving all your content marketing efforts to be futile.

Yes, a good CTA is a must for any content. Here are some of the best ways to offer a CTA:

·       Offer references and further study materials

·       Give access to premium series content

·       Unlock the locked part of the content

·       Give opportunities for sharing opinions

·       Provide links to relevant or mentioned product pages

·       Allow social sharing.

So, has this content fulfilled the parameters mentioned above? Let us know!

Ash Bhattacharya

Author Ash Bhattacharya

Ash is an Australia based Digital Marketing leader helping Entrepreneurs, Startups and Businesses of all sizes, inject immediate cashflow into their business by generating more leads and sales.

More posts by Ash Bhattacharya

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