All content has a purpose and that's to get real results.
It’s designed to get the audience to see it, share it, and then convert. Unfortunately, not all content succeeds in converting and getting any real results. So, let’s take a look what you can do to make sure your content is successful.
Use Longer Content
Did you know that longer content generally performs and converts better than shorter content? It’s true, and there are many valid reasons for this:
Long Content Has a Higher Perceived Value
Let’s say you wrote one report with 3 tips and one with 20 tips. Which one would you choose as a reader? The 20 tips one, right? It’s got 17 more tips than the shorter one. That means the longer report has a higher perceived value.
Yet, it’s not enough to just make the content long. Your content must bring value to the reader and offer reliable facts and information. Make sure to backup your claims with real facts, figures and proof.
Don’t forget that the content you create needs to help your audience solve a problem. If you can do that, you can begin to tap into powerful buying triggers, such as credibility.
If your long content provides the reader with valuable information, they'll view you as reliable and credible. This means they’ll be much more likely to hire you or your product.
But that’s not all. There’s also reciprocity. Readers who feel like they’ve gotten some super valuable information from you will be more inclined to give back to you. This includes sharing your content, liking your page, buying your product, etc.
More Opportunity for Personal Branding And Telling Your Story
Longer content also gives you much more room to share stories and information. You get a lot of freedom to brand and tell about your company, share stories, mini case studies, or personal experiences. But don’t get too distracted – stick to your topic!
Lengthy content keeps the reader engaged and makes it easier for them to get to know and trust you. It helps you build real relationships.
More Opportunity to Embed or Add Calls to Action/Actionable Statements
In general, short articles can only fit one or two actionable statements. That’s not the case for lengthy content. Having a long article opens up many opportunities for numerous calls to action, links, and opt-ins -- all of which can help the reader take the next step. Now let’s dive deeper into the importance of actionable statements and buttons.
Adding Actionable Statements and Buttons to Your Posts
Readers need guidance and direction. They want to know what their next step is. That is what calls to action and actionable statements do. They boost conversions and make them measurable.
Most calls to action are in the form of a simple statement. That statement that encourages and motivates the reader to take the next step.
So, before you begin to create content, consider what your goal is. Then, create a call to action that supports that goal.
Don't go for the hard sale. Your call to action should be beneficial and useful.
Test out your calls to action and see which ones work best for your audience. Pay attention to the wording and phrases your readers respond best to, and track your results.
Here are a few actionable statements and buttons to consider:
Buttons are the best choice if your call to action is short and clear. For example, “Buy Now” can fit on a small button within your text and will be visible and effective.
Embedded links are also calls to action. Just make sure to include the keyword in the text of the link. It's also important that the link is visible. Bold, underline, or change the color or font. It can go a long way towards grabbing a reader’s attention.
Above the fold. this is an accepted rule that states any call to action should stay above the fold, meaning no scrolling. To stay mobile friendly, a good rule of thumb is to place the call to action in the upper third of the article.
If your content is long, such as a report or ebook, place your call to action in the first or second chapter.
Build a Buzz
Want to increase conversions? Build a buzz around what you’re offering and get people excited about it!
The good news is that there are many ways to create a buzz building campaign. Here are just a few:
Webinars are a fantastic way to build a buzz around your product or service and to compile a list. They allow you to make personal contact with your audience and forge relationships, while at the same time providing people with value and a solution to their problem.
If you take the next step and follow up the webinar with more valuable content and information, you're bound to get a lot of conversions. Just make sure to capitalize on the time with your prospects during the webinar itself and maintain that momentum after the webinar is over. You can do that through various forms of messaging and conversation.
A content series is a great way to guide your audience through the decision making process.
For example, a series titled “How to Get More Things Done in Less Time” may start with an introduction to productivity.
All other posts and messages will then share the different steps to becoming more productive. Each one leads the reader to an offer for productivity coaching, productivity software, a book, etc.
eBooks and Reports
Publishing an eBook or report before launching your product or service can help build excitement.
You can then leverage and sustain that momentum for the sake of turning prospects into real customers. This is especially effective for businesses that offer services or consulting.
The book or report needs to focus on the “why” and the “what.” For example, the why would be: “Why should you hire a health coach?” or “Why is it important to be more productive?”
The “what” would sell the product or service. That could be anything from health coaching services to productivity training.