© 2022 Beesting Digital. All Rights Reserved.
Does Content Marketing Actually Boost Conversion Rate?
Copywriting / 15 Jul 2022
(Spoiler alert: yes, content marketing boosts conversion rates. Here’s why).
Any good marketing department wants one thing from their efforts: results.
When you invest valuable time and money in copywriting services and content creation, you want to know that your efforts will actually deliver results, namely an impressive content marketing conversion rate.
Generating an influx of site traffic is all well and good, but you want content marketing that actually converts site visitors into paying customers, email subscribers, or whichever metric you use to measure results.
But what is the conversion rate of content marketing, and is content marketing a valuable part of any long-term marketing plan? Let’s dive in and find out.
How Effective is Content Marketing?
In short, very.
Content marketing yields many benefits for your company, from improving brand credibility to attracting traffic to your site.
Content marketing costs 62% less than traditional marketing but generates nearly three times as many leads.
If your goal is increasing conversion rates, content marketing should be your go-to method.
But why is content marketing so effective? It all comes down to engaging your audience. If your target consumer is searching for your product or service, chances are that tons of other companies are offering the same thing.
Content marketing allows you to establish yourself as a market leader, boost your company’s credibility, and create trust between your company and the reader – all through the power of words.
How to Improve Your Conversion Rates Using Content Marketing
So, you’ve established that content marketing is something you want to use for your business (who doesn’t like increased visibility, conversions, and profits, right?).
The next step is figuring out how to do it. We’ve assembled our top tips for increasing your content marketing conversion rates below, so you can construct a content marketing strategy that genuinely delivers results.
If you don’t have the time or internal resources to dedicate to content marketing, try a copywriting agency for effective results without lifting a finger.
Establish Your Metrics
Before you work on improving your conversion rates, you need to establish what conversion means for your business. A conversion rate simply refers to the number of users or site visitors that perform a desired action.
That desired action is typically buying your product or service, but you may prefer to measure results by how many visitors sign up for your mailing list, fill in a contact form, or ask for a quote.
Before you can begin to measure how effective your content marketing strategy is, you first need to establish what exactly your strategy is trying to achieve.
Use SEO Techniques
Content marketing is all well and good if your target audience sees it. Imagine spending hours poring over blog posts, social media strategy, and video content, only for your site to receive the same number of visitors as before.
The solution? SEO. SEO involves maximising your site’s content for Google’s algorithm, so when users search for the product or service you offer, your site will be bumped up the ranking.
There are tips and tricks you can use to improve your site’s search engine ranking, such as using clear headings and incorporating keywords into your content. If optimising content sounds too time-consuming, hire an SEO content writing agency to take it off your hands.
Include a Clear Call to Action
Whichever metric you’re using to measure conversion, don’t forget to lead the reader towards the desired action. It’s easy to write an entire piece encouraging readers to sign up for your mailing list but forget to include a link to subscribe at the bottom.
When it comes to calls to action, if a blog post is particularly lengthy, it could be beneficial to place various calls to action throughout the piece. Just make sure not to include so many that it appears spammy.
Don’t risk putting your call to action too far down the page, or you’ll miss out on converting visitors that don’t read the entire piece.
A/B Test Your Content
The only thing worse than having a content marketing strategy that’s failing? Using the same strategy again and again but expecting different results.
If you have a couple of content marketing ideas but don’t know which one works best, put it to the test. Try different emails, headlines, calls to action, and layouts to see which option converts best.
You can use A/B testing to inform your future content marketing strategy by taking the most successful techniques and incorporating them into your content.
Fulfil Audience Expectations
We’ve all seen them. The online recipes that begin with an entire life story before getting to the ingredient section (I just want to know how to make hummus – spare me the details of your 5th birthday).
If your landing page doesn’t deliver the content your audience expects from your title and search engine description, they’ll switch off immediately.
Make sure any questions you ask in the title of your text are answered relatively quickly while also ensuring the rest of the text is compelling enough to make your audience read on.
Include Social Proof
When’s the last time you invested a significant amount of money in a product or service without reading a single review? These days, consumers rely on reviews, testimonials, and social media proof before purchasing an item or service.
Consumers read an average of 10 reviews of a product before buying it, so including social proof in your content marketing is crucial.
Invest in Written Content
Creating a content marketing strategy can yield huge benefits for your business, from increased visibility to higher profits.
But when you’re running a busy company, you don’t always have the time or resources to create and implement a content marketing strategy, which can negatively impact your site’s conversion rates and the sales you generate. That’s where a website copywriter comes in.
Here at Beesting, we’re passionate about creating content marketing that converts. Our copywriting and SEO content writing services will set you apart from competitors and help you attain your goals, whether it’s increased subscribers or more sales. For an agency that delivers results, give us a bell today.
Copywriting / 09 Aug 2022
Copywriting / 02 Aug 2022