Content that converts-
The internet today is flooded with content. Content is consumed and uploaded at a much more faster paced speed than we can imagine. Because of this, it becomes important to create engaging content that not just informs or entertains people but makes them relate to it and take specific actions. “Content that converts” refers to the content that converts its meaning to a specific output rather than just a reading. These actions could be buying the product, signing up for a subscription, following the page or even showing an eagerness to know more. Merely creating content is not enough. Content must be designed in such a way that makes people stop and look more rather than scroll past it. It must solve a problem or connect emotionally to be deemed relevant. The following are some tips for creating engaging marketing strategies that move the audience to do more than just scroll past.
Knowing your audience
The First step in creating content that converts is to know what does your audience actually want. Knowing Demographic details such as age, location, profession etc, the problems they are facing, their interests, their dreams and the tone they prefer are the basic building blocks of content marketing. The product or service that is being marketed must have a clear vision and be relevant to it’s target audience. It must be designed in such a way that captivates the audience and leads them to the call to action.
Use a strong hook
The first paragraph in written content or the first 10 seconds of a video are the main deciding factor whether your audience is going to stick with it or not. If you do not captivate your audience quickly, then they will just scroll past. These hooks can be anecdotes, a bold statement or a question. In an online blog or Instagram post, the captions or the opening statement must be good enough to make people take a look. Similarly, the title and thumbnail of a YouTube video must be good enough to make people click. This is the first step in creating engaging content as there is no shortage of it on the internet. The opening part must tease the potential value it has to offer to the audience and make them stay.
Add real value
If you want your audience to take action, then the content must be good enough to make the audience feel that it’s adding some real value to their life. As people are busy in their lives, they look for value driven content that solves a problem or is worth their time. The content must act as a problem solver or provide inspiration, emotional appeal or entertainment. When people realise the potential, only then they take further action.
Have compelling visuals
Visuals matter alot. They are the first impression in the content. If people do not find the design visually appealing at first, then they won’t even bother going through it. People process vast quantity of information at a time and a good visual design can make them stop and look through. A photo with a compelling design, a video with good editing or a concept explanation with good infographics and illustrations can result in better engagement through more likes, comments and shares. Consistency of visuals such as logo, colours and fonts can also build brand identity as people may start associating the design with your brand. This is why strong design, good editing and consistency becomes important for digital content marketing.
Include storytelling
People are wired to like stories. Mere facts and information might look boring to people. That is why storytelling in content is a great tool for getting your message across. Stories build an emotional connection between the product and people, make the content relatable and leave a lasting impression. It is easier and more convenient to create a story where a character faces a problem and how the product resolves the conflict and makes their life better highlighting the importance of the brand. Stories can also help inspire the audience to answer to the call to action.
Be consistent and build trust
If you want your content to truly convert- whether it’s generating more likes, comments, shares and followers- then consistency is the key. You must be consistent in creating captivating content as results don’t come overnight through a single post. Consistency highlights the brand’s integrity and generates trust among the audience. People start to get more familiar with the brand and keeps the audience regularly engaged. Being consistent is also a way of targeting new audience time to time. Another aspect in consistency is that regular posting is often rewarded by social media algorithms which show your content to more and more people.