How to Create Compelling Content That Converts

Posted on July 03, 2014
By Summer

I recently read an insightful blog post by Jean of Kapost suggesting that "a laissez-faire approach to creating content won’t cut it anymore". New research from Demand Metric shows that formats that used to work for marketers are not working anymore. Meaning: they don't pull audience interest like they once did.

It seems that the revolution of content marketing is producing content clutter which in turn results in content fatigue. To combat this, marketers must innovate and delight their audience with new forms of content.

So how do we push through the clutter and create content to stimulate engagement with our target audience?

Below, I've compiled some helpful tactics that prove effectiveness in keeping our audiences engaged, each of them backed with recent and impressive stats.

1) Nothing Matters More Than Your Headlines in Blog Posts

When you're writing your blog post, spend a big chunk of time on perfecting your headline because it is the most important element in an article. You will find that there are countless title tips on the web, but if you don't have time to sift through every recommendation (at last count, Google pulls up more than 18 million search results) then may I suggest using our plugin? It will tell you if your headline is optimized for engagement in a flash!

Or you can use one of my favorite headline formulas by Lenka Istvanova. It works like a charm! Check out the ultimate headline formula presented below:


2) Post the Most Engaging Content for Facebook

It's a challenge (especially for brands) to get engagement and interaction on Facebook. So what's the secret? A study by Socialbakers proves that photos posted on Facebook receive the most engagement and interaction. Want to know how much more? A whopping 75%! Keep in mind, as with anything you post online, make sure you share high quality photos in order to see a high response rate.

3) Tweet Click-Worthy Content

Research by Twitter shows that multimedia increases engagement. And by this, they mean that tweets including a photo or video receive 3 to 4 times more engagement (retweets, replies, etc.) versus those that don't. As you can see here, visual content is essential when you're sharing content on Twitter. The display of images in Twitter's busy timelines will help you grab your audience's attention and get them clicking through the link.

4) Here's the Most Liked Pins on Pinterest

Here are some Pinteresting stats on images that perform well on the visual discovery tool. If your content fits into one of these categories, take advantage of what Pinterest found to be popular on each day of the week.

Monday: the week starts with good intentions in fitness

Tuesday: next up, gadgets are all the rage in technology

Wednesday: need a little something to get through the week —- inspirational quotes

Thursday: threads lead Thursday with fashion

Friday: GIFs bring some comic relief to the end of the week with humor

Saturday: summer vacations are top of mind with travel

Sunday: the week closes with food and craft ideas


5) You Must Post Your B2B Content on SlideShare

Why? Because the site averaged 60 million unique visitors a month and 215 million page views. That's why. SlideShare is content marketing's "sleeping giant" and there is no denying that.  If you have a B2B audience, I highly recommend that you post your content on SlideShare. It drives 500 percent more traffic from business owners than Facebook, Twitter, YouTube, and LinkedIn. This is a great platform for infographics, documents, one-pagers and presentations.

Check out more mind-blowing stats about SlideShare here.

Your Turn

What tactics do you use when you're sharing content online? What gets your audience engaged? Tell us in the comments section!

Tags: audience, content, Content Marketing, facebook, headline, Pinterest, Social Media, title, twitter