Better content makes for better clients and more revenue. Still, content creation and then what to do with that new content continues to challenge business owners. In my guest expert interview on Melanie Benson’s Amplify Your Success Podcast, I share strategies for content that converts; the same strategies I use to help clients get more of their best paying customers.
Even better? It doesn’t have to be as difficult as we sometimes make it out to be!
Listen In by clicking the image
Content Strategy Is Powerful
Using content conversion strategy before creating results in more powerful messaging. When you map out your language with a focus on what you intend it to do, you’re more likely to attract the people you’re meant to serve. And by using the words your ideal clients use themselves, the recognize you as someone who understands their challenges. It’s critical to take the time to clarify the language and to choose your words and craft your message with care.
Why Content Doesn’t Convert
If your website copy isn’t bringing new leads into your world, something is likely “off.” And lead magnets that don’t regularly attract quality prospects are useless, even damaging to your brand. Just like writing blogs or creating videos no one seems to read or watch, it’s futile. And there are many reasons why this isn’t building your business. Some include:
- You don’t have a clear core message.
- Your content doesn’t align with your core message.
- Blogs and emails are written without intention and strategy.
- And your overall content conversion process (creating, sharing, and repurposing) doesn’t map out a customer journey.
What Works
Often, business owners are aware that their content is not converting, or at least not at the rate they need to have a sustainable, thriving revenue stream. Yet investing in a process and the support to assess and improve doesn’t rise to the top of the To Do list. Why is that?
Because when we are so close to our own content, we can’t see the holes in it. We know in our hearts what we mean to convey and when we review our own content in our minds we fill in the gaps. However, that’s not how it shows up to our prospects, our subscribers, even our clients. They notice the gaps and that causes pause and a lack of confidence in your solution.
Instead of continuing to create without a plan, it’s critical to make time for content conversion planning:
- Clarify your core message.
- Create language to convey it in a way that is meaningful to your ideal clients.
- Use this foundation to create all your content (opt-in, website copy, emails, blogs, social media, EVERYTHING).
- And pay attention to its impact …
- Are the right prospects consuming the content?
- Is there engagement and feedback as you share?
- Is the content helping ideal prospects to convert to paying ideal customers?
This is our goal for content that converts.
Listen in to the podcast here and let me know what it means for you and your content conversion. Drop me a comment below. Or reach out for a discovery call here.
Join the Content Conversion Lab
Thanks for the great tips! I’m always telling people that a professional content marketer can help, not only because we know the strategies necessary to make the content effective, but also because they tend to be too close to their own story to see what aspects of it can be used in their marketing content.
Thanks so much for sharing your thoughts Alison. Yes, it absolutely helps to have a fresh set of eyes from someone who thinks strategically and isn’t as close to the content as the business owner. Funny, I said this very thing to a private client today during a strategy session.