Tips for optimizing content marketing strategy with conversions in mind

by | Jul 30, 2019 | Analysis, Public Relations

As soon as you hear the term optimizing content, most of you end up considering it as a technical task that requires SEO practices and relevant keywords. I do not deny this, but it is very crucial for you to know that other factors are far more influential in optimizing content.

I personally feel that conversion optimization and SEO are precisely like chocolate and peanut butter. They need to carry a symbiotic relationship to taste better. Do you think a salesperson can perform his or her job without a steady flow of customers in their store? Of course not. Similarly, no call-to-action can drive conversions without traffic coming to the website. This means you require an effective strategy to influence people and convert them to potential customers.

Do you want to create a sustainable, measurable, positive ROI program or a short-lived experiment?

The effectiveness of your strategy depends on this question. By leveraging SEO and conversions, you can have a balanced approach to your marketing strategy, addressing both sides of the equation. At one end, you are investing tons in PPC to reach the potential audience, whereas, at the other end, you are ignoring the organic side. When it comes to optimizing your content marketing strategy, make sure that you leave no stone unturned.

I would like you to get acquainted with certain steps to take into account while creating perfectly optimized content every time. But before that, let’s take a look at the types of content that can aid in converting people:

  • Awareness content: By posting this type of content, you can establish your first contact with target customers. I personally feel it is one of the best ways to attract a relevant audience that will eventually convert into paying customers. From social media posts to articles and blog posts, awareness content can be anything that gets you in front of your audience.
  • Educational content: As the name implies, the content is intended to stir an interest in your target audience. It can be any kind of information regarding your product or service. It also one of the best ways to showcase how the product or service would benefit the consumer. Educational content can be infographics, video tutorials, demo videos, or blog posts.

1. Trust building

Content is king, and people always tend to trust their king. However, “trust” doesn’t displace content—instead, you can only build trust through content. So, there is nothing wrong in saying that “content is king”—as long as its trustworthy content. You can put forward your objective in the content, but make sure it’s neither pushy nor salesy.

2. Limit your scope

How do you create content that targets a user’s intent? If the user has posted a query, you can review it and create content that matches it. You can come across a range of queries right from navigational to informational and transactional, each of which indicates that the user is at a certain point in the sales funnel—so if you create actionable content (make sure it has some specific point), then you will be able to coax them further down.

3. Establish authority

Last but certainly not least, establishing authority is the toughest of all. Everyone wants to earn credibility, but achieving it easier said than done. One of the biggest obstacles here is that it’s hard to define the term itself. It can also take a lot of time. You might have to produce a number of great articles. So, here you have to be patient and just dive in and get started.

In a nutshell, it’s not about the bits and pieces mentioned here. It’s about a holistic content experience that focuses on the user.

Charles Richard
Charles Richard works as a Business Analyst at TatvaSoft UK, a leading Software development company based in London.  He has published authorship bylines in many major publications, including Big Commerce, Search Engine Watch, YourStory and more.


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