Why do businesses invest a fortune in content marketing? Is it for page views or gaining social media traction or some other vanity metric? The fact is your content marketing will fail unless your audience converts and becomes a paying customers.
Adopting a run-of-the-mill content marketing approach can help you get some page views, but it’s unlikely to help you meet the prime objective of your marketing campaign, conversions.
So, how do you figure out if your content is optimized for conversion and ready to move your audience through the funnel?
Here are six ways to find out if your content is primed for conversions.
Is Your Content Reassuring?
Writing content with a B2B focus is tricky.
You want to address your audience who is already somewhat informed about your industry and even products from your competitors.
What they’d like to hear is a voice that is professional, valuable and empathetic.
Basically, you can foster a greater relationship with your B2B audience if you know how to make yourself stand out against your competitors.
It’s important that you maintain an assertive tone and avoid sounding robotic while making it about your audience rather than about yourself.
Here are a couple of ways you can ensure your content reflects your brand — a personality that understands their customers and cares about their needs.
#1 — Read it out loud and see if it sounds empathetic and is aligned with your brand
#2 — Run your content through a platform such as Atomic Reach to see how well it scores against other high performing content
#3 — Make sure your content is tweaked to match the readability level of your niche audience
Recommended Reading: 5 Steps to Hit the Perfect Readability Score for Your Niche Audience
Is Your Content Highly Useful?
Steve Jobs, co-founder and former CEO of Apple, always believed in building products that make their customers’ lives better. Indeed, his marketing philosophy reflects in everything Apple builds for their customers today.
This one incredibly simple philosophy applies to B2B content marketing as well.
In the B2B world, sometimes winning boils down to convincing your prospects how your products are better than those of your competitors. From affordable pricing to unique benefits to unrelenting customer service, there are so many ways a brand can win over their audience if the content is able to generate trust and authority.
As a B2B content marketer, you should always design your content such that it reflects your prospects benefits and how it can improves their processes on a daily basis.
To make your content truly helpful, you should:
#1 — Know your audience well
#2 — Brainstorm ideas/topics around your audience interests
#3 — Think like a customer and live like a customer
#4 — Identify your prospects’ pain points
#5 — Write benefits-driven headlines
There’s only one reason why B2B consumers will buy from you and not from your competitors — it’s the unique value you can provide.
Simply include those benefits in your content and show them how you can help alleviate their everyday pains.
Recommended Reading: How to Create 10X Content: A Handy Guide
Is Your Content Hyper-Focused?
Staying hyper-focused is one of the common problems with many B2B content marketers today, as they juggle too many responsibilities. As a result, it affects their focus on creating content.
As a B2B brand, you should never cast your net wide, trying to capture as many leads as possible. When you try to cater to a broad audience base, your content including a selection of topics and articulation become less effective. As a result, you end up generating leads that are a bad fit for your products.
Instead, you should try to select your audience judiciously, aiming to cater to their specific needs.
To identify your target audience, you need to:
#1 — Explore your core offerings and understand what unique aspect you bring to the table
#2 — Identify who benefits from your products and how
#3 — Understand what makes your business unique
#4 — Analyze your CRM data to see patterns in transactions
With a razor-sharp focus on your audience, you can avoid fluff-ridden content and white noise, bridging the gap between what your audience wants and what your content offers. Moreover, the more focused your content is, the less competition you’re likely to face.
Recommended Reading: How to Write For Your Target Audience
Is Your Content Visually Stimulating?
Nothing turns off your audience quite like the poor design of your content, regardless of the quality.
Pay special attention to your font sizes, sentence lengths, paragraph breaks and so on.
It goes without saying that you should use relevant visuals including images, screenshots, charts, gifts and videos for easy readability.
By keeping your content visually stimulating, you can improve readability, keeping your readers engaged with your narrative.
You can make your content visually more appealing by:
#1 — Writing shorter sentences
#2 — Crafting shorter paragraphs
#3 — Using descriptive sub-headers
#4 — Leveraging bold and italic styles
#5 — Including charts, graphs, and illustrations
#6 — Using bold and emotive header image
As the attention span of online consumers is on a constant decline, making your content visually appealing is critical to reducing bounce rate and boosting dwell time.
Recommended Reading: 5 Tips to Engage Your Audience With Visual Content
Is Your Content Authoritative?
The B2B industry today is chock-full of views, ratings, and opinions, thanks to the prevalence of digital media platforms.
While those opinions shape the buyer’s behaviours significantly, what actually makes a deeper impact is the voice from authority sources. This is especially true in the B2B world where the consumers are more informed and less impulsive.
Such a scenario has given rise to a trend called Authority Marketing.
Being an authority is a great advantage to your brand as people tend to pay close attention to your advice and opinions. What’s more, they’re more likely to trust you, which gives your brand a competitive advantage in the market as well.
In order to establish yourself as an authority, you should:
#1 — Research your competitors extensively
#2 — Focus on a single point per content piece
#3 — Use relevant, interesting and unique visuals
#4 — Quote credible, known and authority sources
#5 — Write long-form and in-depth content series
Is Your Content Highly Actionable?
All of the above elements make your content conversion-oriented. However, if you don’t make your content actionable, it might rob your content off its conversion potential.
According to Neil Patel, quite a few content marketers get too focused on sharing storytelling techniques to pay attention to the actionability of their content. As a result, their content doesn’t generate the conversion it deserves.
For the uninitiated, actionable content refers to the content pieces that deliver step-by-step instructions to achieve a specific goal in your marketing objective. If you have ever visited Neil Patel’s marketing blog or Brian Dean’s content marketing guides, you should know what actionable content looks like.
If you want to build actionable content, make sure:
#1 — It targets your niche audience
#2 — It communicates clearly and effectively
#3 — It provides value and establishes trust
#4 — It addresses their immediate paint points
#5 — It’s aligned with your marketing goals
Building actionable content, especially in how-to guide series will help your audience see immediate benefits.
Optimizing your content for conversion isn’t something content marketers can accomplish overnight. It takes a gradual process to feel the pulse of your audience and learn the ropes of what motivates your readers.
While the above tips can’t magically transform your content marketing strategy in a week, they sure will help you improve your conversion in good time.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: .