If you’re not enjoying the kinds of conversion rates that you’d like, you might want to take a closer look at the type of content that you’re using. In many cases, dry, boring content is to blame for lackluster conversion rates. In order to be effective, your content marketing efforts need to stand out from the crowd. When you run across a site that weaves an amazing story around the products and services that it offers, you might just come away with a more favorable impression. There’s no reason that you can’t develop content that achieves the same results. Find out how to put an emotional twist on your content marketing below.
Know Your Target Audience
Before you start injecting more emotion into the content that you use to market your products and services, you need to know your target audience. After all, what tugs at the heartstrings of one person may leave the next one cold. You need to identify the problems that your ideal customers are trying to solve. Your content should then offer solutions to those problems, but the solutions should be presented in a compelling way. This is a great opportunity to put yourself in the shoes of your target audience. What do you think your ideal customers want to hear? Design your content marketing strategy around these concepts.
Use Your Ideal Customers’ Needs to Create Engaging Content
There’s more to executing an effective content marketing strategy than churning out content based on an editorial calendar. By putting a more emotional spin on the content that you use to market your company, you should see an uptick in interest. Your content should clearly demonstrate that you understand your customers’ needs and wants. Don’t just outline those needs and wants in a plain and simple way. Create dramatic stories about them, and then step in and demonstrate how your products and services can help.
Move Beyond Dry Product Descriptions
If you sell tangible products, it’s tempting to just provide simple, basic descriptions. It’s smart to use bulleted lists to do that, but you should also include a compelling description that gets to the heart of the matter. For example, a boring description for a scarf would just include its dimensions and the types of materials that are used. An engaging description could weave a story about crisp fall weather and outings to apple orchards. By conjuring images of fun-filled events and making the scarf a focal point of such a story, you’re more likely to appeal to your target audience.
Weave a Story that Appeals to Your Customers
In the scarf example that is mentioned above, mentioning outings to the apple orchard is a great way to appeal to people who have young children. If your target audience is more mature, however, you might mention bird-watching expeditions or trips to see the grandkids. The point is to create content that your target audience can identify with and that shows them how your product or service can help. This content should appear regularly on your editorial calendar.
Use Emotional Content for More Effective Content Marketing
As important as it is to add some emotion to the content that you use to market your business, you should mix things up from time to time. In other words, all of your content doesn’t have to strike an emotional chord. However, by including it regularly on your editorial calendar, you will be able to connect with your target audience in a really compelling way. From blog posts to social media updates, putting an emotional twist on the content that you use is sure to have a positive impact on your conversion rate and overall success.