Make Your Content Pay

Posted by on 4 November, 2016

As you know, content is King online.

You also know creating it can be a pain in the ***. Many people outsource, or slave over a hot keyboard themselves creating content, only to find it doesn’t get them the results they’d hope for.

You have a great product or you’re promoting one, it does what it says on the tin and its huge value for money, so how come the content you slaved for hours writing, simply doesn’t get you many sales?

It’s all about engagement and conversions and luckily you don’t have to struggle with it, as you can benefit from the results of marketers far more experienced than you.

Some of these marketers spend a big part of their time testing. Then testing some more. And their results can be highly valuable to you.

Thing is, it’s not just about creating content, it’s how you create it. Or more specifically, it’s about using simple human psychology, woven into your content, to increase your engagement and conversions.

Sounds complex? It isn’t, as I’m about to demonstrate.

All you need are a few simple changes to see a difference in your conversions.

Please understand that this stuff has been tested so thoroughly, over so many years and in so many niches, you ignore it at your peril. You CAN improve your content very simply and then sit back in amazement as your once barren website becomes a fertile sales-fest.

Here are a few awesome examples, from real marketers, of how to improve your content marketing results.

Numbered headlines are the most powerful

You need headlines for your salespage, blog posts, articles and social media posts.

What you need to understand is that your headline is the most important part of your content. If a visitor doesn’t feel engaged by your headline, it’s highly unlikely they’ll read the rest of the content below it.

So how do you tackle this problem? How do you know which headlines your visitors are going to respond to? Well, as you go along and you test headlines, you begin to see patterns and your results will either drop or improve.

But until you get that experience, you can use other peoples, as in this test from Conductor.

social-content-strategy-graph
This is a brilliant and very valuable example. They tested various types of headline to see the difference in conversions

As you can see, the ‘Number’ headlines converted the best. In fact they were way in the lead. It seems we love numbered lists, maybe because they’re easy to digest, you know exactly what you’re getting and lists usually offer bite sized, easily usable info.

Whatever the reason, the most important thing about this is that YOU can use this valuable info to improve the engagement of your own content. Try it for yourself and see if it makes a difference.

Keep your images relevant

Sounds such a simple thing, but many of us slap on images to break the copy up, more as window dressing than to help engagement. Not good.

Ryan Salomon from Kissmetrics reported that content with highly relevant images actually gets a whopping 94% more exposure, than the same content without relevant images.

Maybe these images reinforce the content, to the point that it makes us feel more comfortable, or maybe it’s some other weird psychological trigger we don’t fully understand?

Who cares? Use it.

Use video to increase engagement

Another test from Eyeview showed that including a video on a landing page increased conversions by 86%. You can read about it in this PDF: http://www.eyeviewdigital.com/documents/eyeview_brochure.pdf

We’re getting so used to video as an alternative way to digest info, that often people expect it. While some of us still like to read, many people love videos as they are more engaging, take less effort and they can even be doing other things in the background while watching or just listening.

This test focused on Landing Page videos, but for the same reasons you can use them on your blog and to post to social media. And don’t forget to put them on Youtube as it’s now our 2nd favourite search engine. So don’t miss out.

Infographics rule

Buzzsumo did a comparison test of 6 different content types of content that included, Lists, Infographics, Videos, How-to posts, Why posts and What posts.

It may surprise you but Infographics ruled the roost in this test.

shares-by-content-type

Just like video is the preferred way to receive info for many visitors, Infographics seem to work on the same principle.

They’re really easy to digest, usually contain fact based info and they look nice. They are also great for viral traffic as they get shared regularly. Try them out for yourself.

You can buy PLR versions of Infographics if you look around, which are mainly regarding extremely popular niches such as Make Money and Health. You can brand them as your own and instantly have another brilliant traffic boosting asset.

Finally, take a look at these results . . .

Long-form content gets more engagement than thin content

word-count-socialshares

You may well presume that short and sweet content would be shared more than ‘long form’ content. However, this isn’t the case according to research on contentstudioblog, as you can see from the graph above.

Content, especially long content, still rules.

If you doubt this, a recent report stated that the average number of words on the pages ranking number one for their keyword in Google, is 2000. Makes sense when you think that Google’s main aim is to provide ‘value’, meaning informational value, to its users. More content = more information.

So remember that before you rush together your 200 word articles and posts. A little effort can cement your content in the search engines and that my friend can pay off for years.