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How Can I Create Content that Coverts?

Why do some posts go viral and bring in lots of traffic while other posts go unnoticed? The answer: content marketing. Effective content marketing creates content with an organized strategy to reach your target audience.

There are ways you can build content that specifically encourages a purchase or conversion from your clients. Readers visit your site for your services or look for information. In both cases, you need to establish a lasting relationship that makes your audience revisit. Understanding the foundations of communication and content is imperative if you want to engage your target audience and stand out from your competitors.

Your content should be informative, helpful, and persuasive in order to convert. Here are three tips that’ll help you do just that:

1. Use Visuals in Place of Words

Research shows that we process visuals significantly faster than words. Take advantage by presenting your ideas through pictures and images whenever possible.

Social media is the easiest to showcase your visuals. Post graphics of charts, pictures of employees, anything that’ll catch a readers’ attention. More than half of all Internet users have posted original visual content. And features such as sharing, or reposting allows more traffic to the original post.

Incorporating visuals into your content is simpler than you think: add images to online articles, define your brand’s style, and incorporate your logo as much as possible.

2. Create a Content Marketing Mission Statement or Content Pillars

You’d never start a journey without knowing where you are headed. Think of your mission statement as a map for your content marketing. Create a mission statement that defines your audience, your expertise, and the value your target customers will gain.

The mission statement is an essential tool for any organization. It needs to be strong and compelling. You, your team, and your partners will turn to this as a guideline.

Content pillars work very similarly to a mission statement. You define pillars based the knowledge of who your ideal client is and what their most pressing needs. For example, one of EMI’s pillars is education. Each week we produce a blog like this one providing tips, practical steps and guides for our clients that are easily actionable. We test the content before we publish to ensure it’s valuable and actionable.

3. Give Away Most Information in First Paragraphs

The average person’s attention span today is just eight seconds. Meaning you have just a few seconds in which to grab potential client’s attention.

The best way to do this is to follow the inverted-pyramid style of writing, which provides the most important information within the first couple of paragraphs. That way if a reader doesn’t read the whole post, they still obtain a general idea.

Another tactic that helps to maximize the 8 seconds is to bullet or number the most important information for easy reading. The eye will scan the first paragraph then jump to the bullets or numbers, when most consume content.

Need help creating multi-functional content that converts? Check out our programs at https://www.eminetwork.com/programs/ or schedule time to talk at https://www.eminetwork.com/schedule-a-30-minute-information-session/. And, as always, you can contact me directly with any questions at (513) 309-0719 or llickert@eminetwork.com.