How to Create Content That Converts
It's time to stop creating compelling content and start creating content that converts. The "create compelling content" mantra has failed us. We're awash in a sea of ineffective, self-centered articles, videos, ebooks and whitepapers that fail to create leads. So follow these three handy success principles to create content that converts.
3 Guiding Principles of Content That Converts
These are the three success principles powering today's content marketing success stories like HubSpot and a handful of others. Now it's time for you to apply them and create content that converts for you.
Content that converts does three things. It creates ...
- Action: Customers cannot resist DOING stuff with it—including signing up to become a lead.
- Results: It doesn't just impart knowledge; it increases the success rate of prospects (for free).
- Confidence: Buyers ultimately convert based on trust created by positive results.
For years we've been told "create compelling content!" So we got busy. The goal was clear: get customers to consider, select and buy from us.
But for most of us, videos go unnoticed. Blogs aren't shortening the sales cycle. Well, you're not alone in taking your eye off of what works, and that's confidence.
The difference between content that converts and all the other crap out there is simple: It gives prospects a free sample or "taste" of actual success. Real results.
Content that creates leads and sales uses results to manufacture confidence in buyers.
I know, I know. It isn't very sexy. We've been engaging transparently, branding authentically, telling compelling stories ... and let's not forget the customer advocacy we're fostering. But the truth is nothing works as well at creating leads as confidence.
Why Customers Will Ask You for the Sale
Let's say you apply an idea from this blog post and have success with it. Maybe you take action on the three success principles and start getting more (and better) leads with your blog. Because of this experience, you sign up for my free training course where you learn more and experience more success.