How To Create Content That Converts

April 1, 2020

Looking to get more leads and sales with your content?

One of the first steps is by getting clarity on exactly who you serve.

What do they do for work? Who do they follow or read? Are they male or female? What’s their age range?

What title do they have? Who do they help and what problems do they solve? What problems are they experiencing and how does your solution help them solve that problem?

Once you have clarity on the above, you’ll want to identify your core content topics.

You can do this in a few different ways.

Look at your answers above and identify any common themes.

Look at the media & news your target audience is reading and identify common themes.

Survey your audience to get a better understanding of how they communicate about these topics (bonus points if you have a research call!)

Once you have an understanding of the general topics they’re interested in, you’ll want to start creating content that speaks directly on those topics.

You’ll want to be aware of the three primary stages of your audience.

Cold, warm and hot.

A cold audience is an audience that doesn’t know about you and what you do.

Educational content and expert content is best here. Demonstrate knowledge they aren’t aware of.

Give them free educational resources that help them solve real problems.

This first stage is the awareness stage.

The next stage is consideration, a warm audience.

These are people who are aware of what you do and are deciding whether they should choose you or a different provider.

This is where personal stories, stories of breakthroughs, stories of lessons you’ve learned and “day in the life” content comes into play.

People now ‘know’ of you, and some of them will also move onto ‘liking’ you.

Next, is conversion content.

This is where you have your results based content and more direct call to action content.

You can do this through your social media content, email marketing, blogs for SEO, Youtube videos, podcasts, infographics, PDF freebies, free trainings.

Whatever works best for you.  

Mix your content up based upon the stage your prospects are in and which segment of your prospects you’re talking to.

Make sure to invite people to take the next step, whether it’s signing up for your free resources, inviting them to a call or buying your product.

Once you're rocking steady with organic, you may want to start thinking about growing your email list and running ads.

And for that, you're going to need some kind of lead magnet.

Check out this other article of mine, How To Create A Lead Magnet That Gets You Qualified Sales Appointments.

Other than that, enjoy your day!

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