By now most marketers understand that they have to have a supply of content on their website that is both relevant to the Google search engine and their prospects. But, to actually engage your prospects and see your conversion rates increase, your content is going to have to be compelling. All compelling content has these three elements in common:
Relatable – Prospects want to feel like you’re speaking directly to them and their specific needs/wants. This means you need to focus on what you’re saying and how you’re saying it.
Engaging – You want your content to grab your prospects’ attention and make them want to engage more. Keep your prospects engaged and you’ll earn their trust and their business.
Emotional – Compelling content doesn’t just inform. It makes prospects feel something and makes them want to learn more or take action.
So, what advice would I offer for creating compelling content? Actually, I’d say always follow these seven tips and your content will be compelling…and Google will love it:
- You only have one chance to make a good headline.
Your headline will determine whether or not your prospects open your e-mail. So, choose your 5-15 words very carefully. The best headlines leave something to be answered. Give them just enough information to tease their curiosity. And, make sure the content ties back to the headline.
- Each contact is a mini production.
Every time you reach out to your prospects, you need to make the experience as interactive as possible so your prospects feel they have an active role. To facilitate this make sure your copy is short – just bite-sized pieces of information. Keep the design interesting an in line with your brand. Use images to make the communication more interesting – photos, graphs, charts, videos, webinars, quizzes, games, etc.
- Make it relevant.
In addition to the facts, your prospects want to know how your product or service is relevant to them. So, make sure you use engaging pronouns like “you,” “your,” “our,” “I,” etc., and let prospects know how the content directly relates to them and how they will benefit.
- Back it up.
Make sure you reference all of your sources. This lends instant credibility and makes your readers more apt to read what you’re saying.
- Keep it new and exciting.
Just like your favorite novel, your content needs to have a climax and a reveal. Show your prospects something new or a unique insight into an important concept.
- Given an action.
Compelling content is useless without incorporating an action to be taken by your prospects. You want to inspire action and make it easy for prospects to do it.
- Connect the dots.
Make it very clear in your copy what it is you want prospects to learn and do. Don’t leave this important task up to the prospect to try to figure out.
By incorporating these seven tips, the quality of your content will increase along with your prospects’ engagement and your ranking on Google search engines.
What tips do you have for creating compelling content? Share them with us.