Create compelling content that converts

Create Content Marketing Social Recruiting

There are lots of ways you can create content to promote your business and your products/services. You can blog, create podcasts, use social media – the list is endless.

However, the real question is how do you create content that really sells?

A successful post is one that gets readers talking and engaging. Content can convince the reader to buy (or not buy), whether your primary customers are consumers or businesses.

The number one reason that content marketing is important is that your customers appreciate it. According to WordStream, content marketing generates three times as many leads as outbound marketing and drives six times higher conversion rates.

The reality is, content marketing has fostered the customer-centric reality we’re now operating in. From well-researched white papers to podcast series listeners can’t live without, content is changing the relationship between the brand and consumer. Whatever it is you want from the audience, below are six secrets that will help you create content that not only attracts top talent but converts.

1. Create content you would consume

Put yourself in your audience’s shoes. When you wake up and open your phone, what things do you scroll past and what things do you actually take the time to read or push the play button? Create content that would make your audience bookmark it and revisit later. Think about it, why pour more money into advertisements that we, as consumers ourselves, would likely ignore?

With the creation of content comes the freedom to utilize what captivates you and refocus it to potentially captivate your audience.

Extend your brand voice to your copy. When your users scroll through their feed, they should be able to recognize your brand voice immediately amongst everything else they come across. For example, if your brand is more of a cargo short and t-shirt vibe, avoid using words that reflect a suit and tie mentality. The wording in your ad should mimic your other posts and include the language your demographic uses. Incorporate local lingo, slang, and grammar to match.

2. Always include imagery (or video)

If a message is released to the public but no one remembers it, did it really happen? 60 percent of people are more likely to consider or contact a business when an image is used in an ad, making or breaking their decision.

The average person is distracted in about eight seconds. When it comes to online viewing, it seems it’s more like two seconds. Don’t you agree? Most people only read a headline, and a few studies suggest a majority of people don’t get through more than 25 percent of an article or information on a web page. This makes good storytelling with visuals all the more important. Communicating does no good if it’s not retained by your audience. Today, it’s easy for information to get lost or ignored if it’s not in a digestible format. Integrating visual content can boost how much your audience absorbs and remembers. Studies show our brains not only process visuals faster, but they retain and transmit more information when it’s delivered visually. Statistics have shown a 20 percent increase in CTR when ads include an image or video – especially clear, bright visuals of business professionals, or people interacting.

According to Larry Kim of, people are 85 percent more likely to buy a product after viewing a video. So, make sure to have relevant images on your page, and consider a video to help seal the deal.

Are video ads a new thing for you? Here are a few simple, yet successful, ideas to get you started:

  • Record customer reviews (testimonials)
  • Live stream video on social media platforms
  • Use video to address the doubters who are skeptical of the benefits of your products/services

3. Address your audience clearly

Grab attention with a creative and catchy headline such as, “Are you a tech-savvy pro interested in growing your career?” Industry-specific language is key when attracting the right audience; they will feel a closer connection with the ad and company itself. People love themselves – it didn’t take the advent of the selfie for that to be evident. So, create content that is customized to your audience. Use their names, their faces – anything that makes the content about.

It’s good to know your audience, but you must understand them as well. This is where market research ties in.

Understanding your audience has profound implications for your marketing strategy and beyond. From the perspective of developing your content and SEO strategy, it helps you answer vital questions such as: who are your customers? What are their most urgent and pressing concerns? What factors are they focused on in terms of making a buying decision? This information will help you decide what strategy will reach them most effectively on every point from design and copy to keyword research and content deployment.

Research the age group and gender of your typical audience, and then use that insight to write your ads. Use words and a writing tone that is likely to attract your typical customer. Address your customers directly. For example, use the words “you” or “your” in your ads so that you are speaking directly to them.

4. Have a strong value proposition

First things first  – you’ll need a good title in order to catch the audience’s attention. Use your title to address a problem your audience is having, and show that you have the answer. It’s important to ensure that your content relates to the title. If it doesn’t, your readers are going to move on. It’s been proven that 70 percent of Facebook users only read the headline of an article before clicking away. For example, the title of this presentation: “5 Tips For Creating Compelling Content That Converts.”

It lays out exactly what this post will help you with, how many tips you’ll find and addresses an issue that you’re dealing with  – converting.

Many businesses either bury their value proposition in buzzwords or trite, meaningless slogans or don’t bother highlighting it on their site and in their marketing campaigns – or they don’t figure out what it is at all.

Ensure your offer is relevant and will resonate with the audience you’re targeting by having a strong value proposition in your ad copy. Be concise. This also ties in with keeping your content relevant to what is trending. Your business’s value proposition is arguably the most important element of your overall marketing message. It tells your audience why they should do business with you rather than your competitors, and makes the benefits of your crystal clear from the outside.

5. Call-to-action makes all the difference

The CTA is the chance to motivate your audience to take real steps toward becoming a customer or client. It can be the determining factor between a lead and a conversion. Ads with a strong call-to-action that encourage action perform the best, such as Learn More, Let’s Talk, Apply Now, or Download.

The call-to-action is just as important for the audience as it is for companies. Your audience depends on the CTA to tell them what the next step is to take. They’ve read your ad copy, are interested in engaging with your brand, and look for the CTA button to learn what to do next. This makes it easy for your audience to do what you want them to do – convert! That’s good for them and good for your company.

In most cases, you have one chance to make a good impression on your target audience. Even the smallest missed opportunity can lead customers to pass over your brand in favor of your competition. Emphasize the importance of a strong, inspiring call-to-action on your marketing team during the creation of ad campaigns. Make the CTA a focal point of your ad creative, otherwise, you run the risk of your campaign falling off the wagon. For most companies, this isn’t a risk they can afford.