Do you want to learn how to create high converting content? Before I teach you how it do it, let’s first go over what makes content worth reading, and then we will dive into the sweet science on how to create content that converts.
Introduction on how to write high converting content
I’m a big believer in the power of content marketing,
Creating highly informative articles that educate your readers on a topic they care about and then leaving them wanting more is a strategy that’s proven to deliver results for many digital businesses.
In fact, it’s a practice that’s also taught in many respected colleges and universities around the world.
Creating high converting content that educates.
Educating your readers on a topic they care about is an essential piece of the content marketing process.
While there’s no substitute for studying the market to see what people are going hungry for, the greater challenge for content creators is figuring out what people are going hungry for when it comes to information.
The lines are incredibly blurry between education and entertainment in content marketing, so it’s important to be aware of the guidelines for creating high converting content that satisfies the hunger for education.
Here are three things to remember when you’re writing educational content for your website.
1. Know your audience
The first step in creating high converting content that educates for your site is to take a look at who you’re writing for.
This is applicable both on a paid and a freebie blog, and any online business owner should do this at some point in their process before they publish a single word.
Take a look at who you’re writing for.
If you create high converting content exclusively for yourself, you’re not creating content.
You’re just consuming content.
But, if you create content for others and write about a topic you’d like to learn about, you’re creating content … and it’s a great place to start.
Knowing your audience is also where your value proposition comes into play.
An online education business must know what people in the online education space need before they can give it to them.
2. Provide a solution
All too often, when people think of education and content, they picture educators instructing students.
That’s a pretty old-school way of looking at things, but many people still think of educators as the problem.
Education is a solution.
Content is a solution.
These are important ways of reframing the educational content creation process for us consumer-facing misanthropes.
Now more than ever, the consumer is in control.
The consumer is the boss, and the consumer is hungry for information.
People can find that information all over, in a myriad of ways.
But if you’ve got a blog, specialty blog network, or your own site, you’ve got an opportunity to be that destination.
That’s where the power of education comes in. The educated consumer isn’t as likely to be governed by what they hear elsewhere and you, as a content creator, are the one who can help change that.
3. Educate the right way
Educational content helps people.
It’s not sexy, and it’s not a sales pitch, but this much is true:
Content is a solution to a problem.
Education is a means to that end, a tool in the content marketing process.
All too often, people get so caught up in telling someone else about themselves (instead of leading with a point of education) that they end up giving people more of the problem, not less.
The key is to get someone educated in the right way.
No one cares about your wicked shoe collection, but if you’re the person who taught someone about how to find the perfect shoes for their shape and budget, you’ve got a readership for life. Related: Teach someone about your passion on a regular basis, and you’ll engender a loyal audience.
Well-written educational content is a boon to your website as it enhances your content marketing with authority. It can attract new readers, while better engaging your current readers.
It’s an important component of your content marketing process and it comes hand in hand with good copywriting.
What often gets in the way of practicing the art of good writing and delivering educational content the right way?
Your own lack of education.
Unless you’ve been blessed with businesses handed to you on a silver platter, you have some education to do.
Educational content is the way to empower your own content marketing practices, so use it as another tool in your well-rounded content marketing arsenal.
Conclusion for high converting content
3 takeaways from this article
- Known your Audience
- Provide a solution
- Educate the right way
There’s no substitute for education.
I think education is underappreciated, misunderstood and undervalued, and it’s the power behind all of the most successful people I know.
Content that doesn’t educate is only valuable to people doing the educating, not the people they’re trying to teach.
Educating your readers on a topic they care about is the only surefire way to creating high converting content that your audience needs.
Creating High Converting Content FAQ
What if I don’t have an audience yet?
Find out what your friends and family are interested in, and write valuable content about those topics. Take whoever is in engaged from that group, and write content specifically for them. Eventually, they will tell a friend, and that friend will tell a friend, and before you know it that 1 reader will turn in to 20. You can imagine what 20 can turn into.
How do I know if I have an audience?
An audience is 1 reader. If you have one person asking or waiting for your content, then you have an audience.
How do I know if I’m educating?
Education is hard to quantify, give value, and education will follow. Before posting, ask yourself, “Is this the best I can do?”. If your response is yes, then your doing a great job.