How To Write Content That Converts: Tips, Tools And Examples

The famous phrase “Content is king” is the quote from an article by Bill Gates. In fact, content is the fundamental digital marketing tool that helps grow businesses online and engage target audience.

Table of Contents:

• Why the website doesn’t convert
• How to write marketing messages that convert: tips and examples
• Tips on how to write content that drives sales
• AIDA Model and AI Technology will help you write any type of content

Many entrepreneurs believe that Google ads and SEO are the main lead generation tactics and ignore the importance of content marketing. Unfortunately, this approach won't work when it comes to long-term business goals, especially for B2B brands. It's often the case that managers are impressed by the outstanding traffic results in SEO and PPC analytics reports, and wonder why they're getting so few leads. The truth is that they are wasting money. Without the right content strategy, you will end up with low-quality and irrelevant traffic that doesn’t generate leads.

WHY IS YOUR WEBSITE NOT CONVERTING?

Content marketing generates organic visitors who are more likely to convert because they're more targeted than any other source of traffic. But even quality leads won’t convert if they don't understand what you're offering them. Where the shoe pinches?

The effectiveness of a website depends on more than just design and usability. Among the decisive factors for future success are the right content, the right marketing messages and triggers.

Content is the king of the web. It builds your brand’s image, nurtures your prospects, builds their trust and loyalty, and drives them to action. With the right content, marketing funnels start working to generate quality leads.

Generally speaking, content marketing is the cornerstone of any online business and the driving force for all other tools and channels. This includes website content with regular updates, blog content, social media content and other external channels, and email newsletters. In the next articles, I’ll talk about different kinds and types of content for businesses, including a variety of articles, infographics, product and training videos and podcasts.

TIPS ON HOW TO WRITE MARKETING MESSAGING THAT CONVERT

Digital marketers today are tasked with creating the effective marketing communications strategy based on audience and objectives. This is how your business plans on conveying a particular message to your prospects through different mediums.

The first step in developing a successful digital marketing strategy is to define your target audience, position your company, and create key marketing messages. Digital tools start working properly once you've built a content foundation with the right messages across all your channels, including your website and social media.

The text of your website should be inspiring, creative and unique. Creating a clear and compelling marketing messages is a real challenge. These are the key statements your brand communicates with your prospects to convince them to do business with you. The messaging should resonate with your target audience.

Marketing messaging is a bridge between your strategy and content itself. With the right positioning tactic and statements, you can craft better marketing messages and shape your offer better.

To start, you need to answer a couple of questions.

FOR WHOM?

The first step is to identify your target audience/audiences, their needs, fears and interests. You must address their pain points and present your brand and products as the solution. Even if your prospects don't realize they need your products, you must explain how they will get the most value from your products.

WHY AND HOW?

Research on your target audience:

• Why? In order to speak the same language with your prospects and convey them messages that resonate with them.
• How? First, you find the channels your potential customers spend time on. Secondly, you connect with your target audience by posting interesting content on these sites on a regular basis.

HOW TO REACH THE RIGHT PEOPLE?

Target audience portrait and segmentation

• List the key characteristics of your target audience: location, industry, business roles, interests, values, gender, age, etc.
• Divide intended audience into segments matching some specific criteria. Some of these could be industry or business role.
• Personalize your marketing messages for each target segment.

WHERE TO GET MARKETING MESSAGES?

Marketing messages are the backbone of your future content and you will broadcast them across all your platforms. I recommend that you take some time and brainstorm with your marketing team to come up with creative ideas. You should carefully approach and design your messages for each target segment you are trying to reach.

Main steps to create the right messaging

1. Identify and write down what makes you unique and sets you apart from your competitors: your strengths, benefits, features, and approach.
2. Given this, craft your draft marketing messages for your key target prospect. These will be variations of clear and inspiring statements. Then re-read them and choose the best ones.
3. In the same way, create your marketing messages for each of the intended segments.
4. Test the best marketing messages on your website. To do this, conduct A / B testing.

How and where to organize a brainstorming session?

For example, you can use the free Trello team project management app to brainstorm and generate new ideas. You’ll do this on a web board, adding drag-and-drop cards as ideas come up. This board is a virtual flipchart. Very simple. You can do this in real time, no matter where the team is located.

When writing website content, focus on the benefits for a potential customer and pay attention to content structure, headings and subheadings. Additionally, you need to highlight your marketing messages and CTAs (calls-to-action). A/B testing will help you choose the right structural elements and messages.

A/B testing. Google Optimize to create A/B test. 

Run marketing experiments to learn which content and design ideas will be most effective. A/B testing helps you test your hypothesis and find out which version of your web page performs better. You can compare and analyze different variations of content and marketing messages, test layout and design of structural elements, headings and buttons. For example, with Google Optimize A/B testing you can create personalized experiences and run multivariate website tests for free.

I remember an example from one of my marketing webinars. Company X was about to start a spring water business in a highly competitive market. To attract customers the Company had to first stand out from its numerous competitors. The right marketing messaging was what fueled and gave an impetus to the development of this startup.

First, the team has crafted a few variations of marketing messaging for a potential customer. Next thing, it was decided to test the two best options on the landing page. And last, A/B testing helped them determine which message worked best.

OPTION 1. Alpine spring water with unique taste and properties…

This message was too stereotyped and didn’t resonate with the target audience.

OPTION 2. The Pope himself drinks our water…

This message worked perfectly since it captured people’s attention. Further, it was about unique and excellent properties of this water.

By the way, if you’re interested in creating a selling landing page, follow my tips in the article here >>>. You will be able to craft landing page yourself, without designer and IT professionals.

TIPS ON HOW TO WRITE CONTENT THAT DRIVES SALES

Let’s speak about content writing, including landing pages, website, blog, and even promotional messages.

• Strive to write in a way that is clear, concise, and human. As for the language itself, avoid tired clichés and try to write in a way that resonates with readers. 

EXAMPLE of the good service station ad that I noticed as I passed by:

The ad did not say something like: "We offer a full range of services"

The ad message was: “We can do almost everything” and at the end of the ad was placed a smile 😃

Can you see the difference? The 1st ad will be ignored by your brain as something ordinary, like a cliché, and the second one will at least make you smile and arouse your interest.

• Break long sentences into parts. Writing with clarity and brevity is key to conveying complex concepts quickly and accurately.
• Your tone of writing is colloquial yet professional. In this way, you provide useful solutions without appearing pushy or coming across like an automated AI. Your content should be informative and helpful. Your aim is to ensure that readers feel understood. You do not just sell, but help solve the prospect’s problem.
• Define your tone of voice. This is how you connect and engage with your audience, which can include word choice, communication style, and emotional tone. Furthermore, when writing content, be sure to write it with emotion as if from a human rather than robotic. Use your prospect's language and terminology. A good marketer is a bit of a psychologist. Your goal is to create content tailored specifically towards your target audience – taking into account their behavior, responses and emotions.
• When it comes to addressing a customer's problem, it is always best to speak in the third person. Using "we" rather than "you" can create a more comforting atmosphere when discussing something unpleasant. For example, we often make mistakes when dealing with issues; however, if approached correctly and with expertise, these minor blunders can be easily resolved.
• When creating calls-to-action buttons on your page, always use imperative statements such as "Sign Up" or "Leave a Request".                                   
  

AIDA MODEL AND AI TECHNOLOGY WILL HELP YOU WRITE  ANY TYPE OF CONTENT  

Dealing with text is no easy task - it takes expertise, passion and an eye for detail. I stumbled upon one targeted ad on Facebook during the pandemic when there were countless identical offers from coaches and mentors bombarding me from all sides. I ignored all of them. But this one stood out with its human touch. The reader feels at ease in an environment where he/she is put first. The goal is always the same: let readers know that they're valued and heard.                                            

If you don't know how to start writing - use the AIDA model

Most copywriters and marketers know about the AIDA model: Attention, Interest, Desire, Action. This is a great way to create effective texts. This is a copywriting formula that is used to convert readers into customers. First, you grab the reader's attention, then spark their interest with some additional information. Next, you motivate them to learn more, and finally, call the readers to take action. Hope this helps!

Writing compelling, informative and useful content can be time consuming. But your website is only as good as the quality of the content it offers its readers. All successful businesses are built on great content, but few know where to start when it comes to improving their online presence.

Do you know, that with AI technology, writers of any skill level can use this tool to craft compelling content (including landing page or website) – from finding persuasive messages to influencing audiences with appropriate text formatting and even coming up with original ideas. Furthermore, this tool provides the ability to choose the style of the text. With clear and concise language, it is possible to write in a way that reflects personal experience and expertise while still maintaining a human touch - avoiding repetition and perfectionism. You can find various AI platforms tailored to specific needs. For example, you can try INK for All app that is really good for copywriters. It also provides a SEO-assistant, helping find keywords using AI tool.

Read my next article to learn how content marketing can help B2B companies>>>