Optimizing Content From Creation To Conversion

Thursday, June 9th, 2016

According to a forecast done by PQ Media, it is projected that by 2019, content marketing will become a 300 billion dollar industry. That is a lot of information covering everything from how to talk to your moody teenager to installing spark plugs. How do you reach your target audience? Here are a few tips to optimize your content from creation to conversion.

Know your audience

Don’t blindly create articles on topics that you find interesting or compelling. It is estimated that between 60 and 70 percent of content is unused. If you are spending the time to generate all that information, then you want your audience to read it. Audit your prior content pieces to find out which ones resonated with your audience. Pull apart that information and find out why.

Study your competition

Compare your content with your competitors. How does it do? Identify areas where your content is strong and weak. Incorporate useful strategies from your competitors into your content. Design your information to fill the gaps left by your competitors. Eventually, you will become the authoritative source and your competitors will be studying you. The more your content stands out from your competitors, the more leads you will generate.

Map content conversion points

To break this down, track your content’s performance using market analytics. Identify which types of your content convert readers at which stage of the relationship. As you know more about the performance of your content, you will be able to optimize future articles for various stages of the purchasing journey. The more you know your audience, the better you will understand which articles will convert them from a visitor to a customer.

Give content authors freedom to work

Don’t try to control your content producers too much. Give them the search insights: keywords, topics, buyer profiles, and let them generate the articles. This is critical to scale up your content marketing plans.

Choose compelling designs

Content is great, but it is worthless unless you can convince a visitor to spend a minute reading it. Online viewers respond to easily digestible formats like well-designed websites, pictographs, images and videos. The key is to simplify and remain compelling. Don’t overwhelm your readers with a dissertation. Focus on giving them maximum information with simple words in easily read formats.

Distribute your content

Email campaigns, while the backbone for many sale campaigns, are not easily shared and distributed. Your content should be mirrored across your company blog, social media platforms and in email. You want to make it easy for your audience to read and share your information. Once you have built up a reputation as a company with valuable and reliable information, your audience will share more and more of it. This will help generate sales while also helping to brand your company.

Tie marketing to business goals

Content marketing is tricky because oftentimes you will put your heart and soul into the articles. Regardless of how passionate you might be about a particular guide or list, if it isn’t converting leads and generating sales – then it isn’t working.

Follow your internal metrics and understand how your audience is interacting with your content. The more you know about your audience, the more you can customize and refine your content generation.

Conversions are a daunting subject. However, once you realize that it isn’t about being perfect or inhumanely successful, you will do fine. You want incremental improvements to show that you are on the right path.

Do you need help optimizing content for your website?

At Topzone Media Group, we are proud to offer a comprehensive approach to your entire online marketing needs. We have a knowledgeable team in the areas of website development, content generation, analytics and more. Give us a call today at (806) 553-5332 or Contact Us via email to see how we can help you in your web marketing efforts. We serve customers throughout Texas and the United States. If you are in the area, feel free to stop by our location at 3226 Hobbs Rd. in Amarillo, Texas. Be sure to check out the other various services we offer to help push your business to the top!