Boost your conversion rates through custom content
Content drives marketing on both online and offline platforms. Creating content targeted towards a niche audience is the fundamental and an effective element of content marketing. With over $300 billion being quoted as the global content marketing revenue for 2019, the predictions for 2020 is that the content is bound to become customised and conversational.
‘Content’ not only focuses on the textual content of your website but on the different forms of content that can be imbibed into the website as well. While different types of content establish the connection with different audiences, certain categories of streamlined content are more effective and aid the conversion at certain stages of the funnel.The most popular content type, used by more than 80% of marketers, is blog posts.The other types of content that you can inculcate to boost your sales and engage your leads are :
- Case studies
- Social media posts
- White papers
- Slideshare presentations
- Slide decks
- Free apps
However, merely hosting content on your website does not aid your content marketing strategy. Content is not synonymous with content marketing. Content marketing addresses a strategic problem by providing actionable solutions to reach, engage and convert new customers.
The Content Marketing Institute defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
By this, it is evident that content marketing is a long term strategy and involves high quality content delivered to the customer on a regular basis.
Content marketing serves as a powerful model to marketers. Attracting prospects and transforming them to customers can be achieved by a well planned, long-term strategic content marketing plan. In 2019, a massive 89% of the marketers felt their content marketing strategy was linked to all other parts of their business (HubSpot). So, having a thoroughly researched and customer centric content marketing strategy is crucial to enhance and boost your conversion rates.
Now that we have identified the tools to help form the right content marketing strategy, let us dive deeper into curating custom content towards your audience.
The Content Marketing Institute published their predictions for 2020:
Identifying your target audience is the precursor to building an efficient brand development strategy. Content curated to reach and engage this target audience helps to elevate and build your brand. However, unlike content marketing, custom content is used to engage and retain your existing audience.
Another prediction for 2020 from CMI states that,
“Content distribution will start to become hyper-personalized, as brand marketers increasingly use data analytics to identify customer needs and segment audiences into defined needs-based buyer groups. Then, AI-based tools can be used to personalize the message, experience, and channel based on what’s relevant to each group and drive engagement.”
How to create a strategy that will address all the changes rushing in the year 2020 ?
Here are some steps to build a custom content strategy for your business :
- Identify the target audience for your business. Understand their needs and expectations of your business.
- Set the goals for your content marketing strategy. It should aid your brand mission and be customer centric.
- Research and implement customer centered keywords.
- Create a schedule to upload content. Use more visual aids and experiment with different types of content.
- Publish consistently.
- Promote user generated content. Publish the customer reviews and feedback, testimonial videos, reposts and retweets to increase the credibility of your brand.
- Dabble in reactive and dynamic content.
How does custom content on your website support your brand mission ?
- Increased SEO.
- Enables you to grow your audience and builds a community for your business.
- Improves customer relations, customer satisfaction and client retention.
- Positions your business as an authority.
- Increased brand visibility.
So, custom content and content marketing aid you in accomplishing multiple goals set for your brand mission. As per Statista, the following are the leading goals achieved with help of content marketing among B2B marketers in North America as of July 2019.
As is evident from analyzing these accomplishments, the underlying aim across all of them is to enhance and boost the conversion rate. Let’s look further into the implications of conversion rate.
WHAT IS CONVERSION RATE ?
A conversion refers to any desired action that is counted when a user interacts with your ad and performs an action that is your call-to-action i.e. something that you have defined as profitable or valuable to your business. For example : Clicking on a text ad, clicking on a button to make a purchase, viewing a video ad.
The conversion rate of your website is the percentage of the number of visitors to your website who complete a desired action (a conversion) to the total number of visitors to your website.
Every website has a different conversion goal aligning with their brand mission and so, the conversion rate of every website is different. A high conversion rate indicates that your website is catering to the requirements of your target audience and is often the reflection of a good content marketing strategy and website design. The ideal conversion rate varies across all the industries.However, the median conversion rate ranges between 3-5.5%.
According to a study conducted by Aberdeen, companies whose primary focus was content marketing increased their conversion rates by more than 5x.The conversion rate of websites adopting content marketing was nearly 2.9% as opposed to the rest of the websites(0.5%).
Owing to this outcome, all businesses are allocating a major percentage of their marketing budget to content marketing.
39% of marketing budget is spent on content marketing by the most effective B2B marketers. (Source: TopRankBlog). The budget is allocated for creation, promotion and analysis of content.
Here are simple tips that you can follow to boost your conversion rates :
Draft a content schedule.
Curate the content for your audience.
Measure the impact of this content schedule.
Provide content incentives to content that is already performing well. (Upgrade your content periodically!)
Be consistent with your strategy.
Engage the audience by requesting their feedback and reviews of the business.
Do let us know your thoughts on this!