Create Content That Converts in 2020

Have you ever wondered what it takes to create content that truly converts online? If there was a magical overnight answer I could give you, I would. And I guarantee I would be a millionaire.

That being said, the honest answer that all business owners need to face is that it’s nearly impossible to create content overnight that magically converts your company into a ball of success overnight. If that were the case, then we’d all be millionaires.

The good news is, there are steps you can take and types of content that you can create to help put you on the road to success. In the digital age where everything is at our fingertips, consumers have become increasingly more judgy of the types of businesses they truly engage with and purchase from online. You probably do it too. You only purchase from brands you really trust or ones that have resonated with you through their online presence.

If you think about it long enough, what was it really that turned you into a raving fan of your favorite online store? Was it in-your-face marketing tactics? Or was it more of an emotional bond, where you learned the story of the company and have come to know and love the faces of the online brand? If you are like the average consumer, I guarantee it is the later.

Below I’ve provided tips for seven different types of content online that will truly help your brand begin to convert online.

Use emotion to captivate 

This seems like a no-brainer if you are familiar with the marketing world. The problem that most business owners have is truly understanding what emotionally pulls their audience. For this one, you will really want to know some key aspects of your target audience: their age, their race, their average income, and where they live. Why? Because surrounding circumstances help shape what consumers care about and the type of content they interact with. Click here for a really great resource on psychographics (i.e. getting to know their interests, personalities, lifestyles, and values) and the importance of understanding them when developing content.

Add urgency

One of the oldest conversion tricks of the trade is adding urgency to your content. To really use this tactic to its full potential you need to create a “need” around a product that is around for a limited time. Remember the Unicorn Frappuccino from Starbucks? It was all the rage on Instagram a few years back. Why is this? Because Starbucks as a brand created an incessant need for consumers to try this limited edition drink before it disappeared from their menu. Not only was it a sugary cup of goodness, but it also looked beautiful on consumers’ feeds.

If you utilize this tactic as a brand, be sure to use it sparingly. If you are constantly creating a sense of urgency with your following, they could lose trust in the value of your brand.

Solve a “problem”

Another tactic that can be utilized regularly with content is problem-solving. Today, everyone feels trapped in a whirlwind of stress and emotion. That stress might revolve around various things, like their job, relationship, peace of mind, or even lack of time. This is a perfect opportunity for your brand to swoop in as the hero of your clientele’s problem. Not only can you relate to the problem that they are facing, but you have the exact tool to solve that problem. Sounds great right? The key to this tactic is nailing dialogue. Again, you will need to have a full understanding of who your target demographic is and what really makes them tick. With the right verbiage and solution, your content will begin converting.

Provide an alternate angle

When you search the internet, what are you typically looking for? If you didn’t say “an answer to a question” then come talk with us about our Social Media 101 course. Most people who are surfing the web are looking for an answer to a question. Your content needs to not only provide an answer for them but should introduce an answer that they may not have considered. Aka your product or service. With a tone of expertise, your alternate angle needs to be convincing. It needs to convince them that it is indeed the correct answer to their question.

Be a voice of reasoning

Your content can also act as a voice of reasoning. When people are searching for answers online, they may not be looking for an alternate answer. They could very well be searching for encouragement to purchase your product or service in the first place. When using the voice of reasoning tactic, you will want to be very convincing. There is a difference between manipulation and convincing your audience. Manipulation would be promising a ton of results knowing that the product will not perform up to expectations. We warn you to not go overboard when providing your voice of reason. A small amount will go a long way.

Tell a relatable story

This tactic is becoming more popular as 2020 approaches. One of the best conversion tactics of all time is telling a story. Not just any story, but a captivating story. The story that you tell needs to be raw and emotional (we are tackling several elements into one here) to truly convert your audience. It can’t be so emotional that no one can relate to it. Being relatable is the key to ensuring your consumer base interacts with your brand online.

Provide advice, don’t focus on selling

The last conversion tip we have for you going into 2020 is to provide advice versus focusing solely on selling your product. Behind the motivation to sell, we encourage you to truly want to inspire your fan base. If you create content with the intention to sell, believe it or not, your consumer base will be able to tell. How’s that? Because it no longer is authentic. In a world full of fake filters and giveaways, people are craving authenticity. Make sure you provide that authentic advice in your content to ultimately convert your audience.

Ready to start tackling these seven conversion tactics? Give our team a call today for a FREE 30-minute discovery session and start to create content that converts!