Why do we set a content strategy, work with writers and work hard to produce written copy each every day for clients? The end goal is to generate phone calls and emails for whatever product or service we are selling. We really just want to get the cash register to ring and with that in mind here’s why content marketing is really just lead generation in disguise.
Conversion Optimization is Just as Important in Content Marketing as it is for Lead Generation
What is conversion optimization? Simply put it is making sure your site is optimally designed to encourage users to engage in the action you want them to take. Your site layout + your design are the critical components you need to evaluate to optimize your site.
When you are setting your content strategy you need to define the goals of your campaign, are you:
- Looking to get more signups for your newsletter?
- Want more people to sign up for your service?
- Sell more widgets?
If you haven’t set a defined goal for your content marketing campaign, you are going to lose steam and fail to gain any traction. At Content Runner, our #1 goal is finding users who need content written and the #2 goal is for us to add more writers. Our site is laid out to convey the benefits of our marketplace to users and we want them to take action when they first arrive on the site.
Attention Grabbing Headlines Still Matter
I create a lot of ad copy in Google AdWords for clients and believe me ad headlines matter a lot! When you write a compelling ad title you will increase your CTR and pay less for your clicks than your competition.
When it comes to content marketing, a catchy headline will have a much higher chance of getting a click through from the Google SERPs. Business Insider is fantastic about writing catchy article titles, if you subscribe to their daily email you know what I mean, as the titles often force me to click an article that is usually quite mediocre (sometimes excellent). Another writer that is great at creating eye catching titles is James Altucher, he is very skilled at writing titles that force you to read more, here’s a recent great one: “The Ultimate Cheat Sheet for Reinventing Yourself”.
Describe your Site’s Features Clearly
You need to convey your sites features when you write for your website. The best advice is to get as granular as possible but remember to keep things organized at a higher level first – create an outline to get you going. For example if I’m writing about our Content Runner user dashboard, I would organize my writing into the following categories:
- Explaining Projects and related attributes
- Reviewing Filters to give examples of how they worked
Underneath each high level category I would dive in and explain the sub categories – for projects I would talk about: creating an order, how to track status, Copyscape integration, how to cancel or reassign an order and where to track deadlines.
Include a Call to Action
I prefer visual calls to action as they typically perform much better than text calls to action however a combination of both is ideal. You can embed a button or image in your text – this is one of the best ways to get a user to take the action you want them to take, think about Google Adsense and other forms of advertising, when you embed them in the content they perform much better than right next to the writing. I put my text call to action in the middle of this article, if you found it interesting give it a click!