Types Of Content That Lead To Conversions
Hi there. It’s Tony here. And in today’s podcast, we’re going to be looking at four types of content that you should be creating if you want better conversions.
Now, in a recent podcast we looked at some types of content that will get you more traffic to your website. And this is the other side of the equation when it comes to growing your business using your website.
So, just to recap for those of you who haven’t listened, when we’re talking about traffic, we’re looking at what we call “Authority Content.” So this is things like definitive guides, guest blogging, list-based content, expert roundups, comparison content, and infographics.
And as I say, I’ve recently done a podcast on those. And that’s really concerned with really getting more traffic to your website. This involves getting more backlinks, getting more social media action.
With Conversion Content, this is about converting that traffic into paying customers.
And that’s a really important point to make because if you think about it, what would you prefer?
Having 10,000 visitors to your website or having 1,000 motivated buyers?
I think the answer is really, really clear. And I think for most businesses, they would say, “Yeah, give me the buyers anytime.”
So that’s what this is all about. It’s all well and good getting traffic to your website. That’s the sexy side of the business. But what we really want to focus in on is getting people converted from browsers into buyers.
Now this stuff works if you’ve got an e-commerce website where the conversion is going to take place there and then on the page. And that will be typically a debit or credit card payment, an online payment.
Or if you’re a different type of business, the conversion could be to pick up the phone and contact you or send you an email. Or it could be to click on the Live Chat button and start a conversation with you.
The point is that people are putting their hands up. They’re showing that they’re interested and the conversion is then about taking that initial contact all the way through to a completed purchase, a completed transaction and having a customer on your books.
So let’s take a look at four specific types of content framework that you can use.
We’re going to be looking at:
- How-To Guides
- Buyer’s Guides
- User-Generated Content (e.g. testimonials, Case Studies etc..)
Now, if you’re really stuck with content, I always say to people, a How-To Guides is a really good way to get started. So if you absolutely stuck, start here with a How-To Guide.
This type of content is really easy to create and it’s evergreen stuff.
You know all of this stuff. It’s up there in your head.
All you’re doing is leveraging your knowledge.
And this stuff is so easy to repurpose. You can answer just frequent questions that people have. How do you solve a particular issue?
And you haven’t got to do the How-To Guides absolutely everything about your industry.
Do a How-To Guide about a specific point, how to repair something, how to create something, how to tell if something is X, Y, Z, how to achieve something. That’s what people are interested in.
And this type of How-To content is really great for repurposing. So you could start it off as maybe a PDF document or you could start it off as a blog post. Then you could convert it to other types of contents. So, they could be videos, podcasts, PDFs, infographic, sort of, visual content.
So, How-To Guides, a really, really good way to start thinking about conversion content.
Where to Locate Your How-To Guides
Where do you put them? Well this is your opportunity to invite people into your business. People are searching on these types of questions so you could put it in your blog.
If you’re an accountant you could create a guide on ‘How do I submit my annual accounts?’ Something like that. That could be a good one for an accountant.
And that gives you the opportunity to talk about how to prepare your annual accounts, when they need to be submitted to HMRC, how much tax is calculated. All sorts of things like that. So that’s a good way.
And I’ve often heard people describe a really good online strategy. Think about your website as being like a museum or an art gallery that’s got a shop attached to it.
What we mean by this to use that analogy is, think of the museum or the art gallery as being like your blog, your content. This is how people come to find you. And then, they find all of this useful content and on the way out, as you would with an art gallery or museum or some sort of exhibition or whatever, you’re taken through the shop, aren’t you?
And that’s where you purchase stuff. And you’ve seen all of the exhibits, you’ve seen the sculptures or the paintings or whatever it is you’ve come to see in this place. And then you can buy your little memento, your little trinket in the gift shop.
And think about it that way. You can get people into your website, not necessarily through your money pages through your shop, but through your blog content, through your How-To Guides. All right? So think about it like that.
So I strongly recommend if you’re stuck with content to start with How-To Guides.
I absolutely love Buyer’s Guides. They are so, so, so easy to create because you know all of this stuff.
For example whenever someone phones you up and says, “Oh, I’m interested in…or I need something.” And you give them your spiel, your sales pitch or whatever it may be.
So you’ve got this stuff up in your head. If it’s not up in your head, it’s on your hard drive or it’s on your outbox. This stuff is all available to you or it’s in presentations, that type of thing.
And the really beautiful thing about Buyer’s Guides is you’re setting a benchmark in the buyer’s mind.
People will go and do their research. They’re not going to make their mind up straight away. They’re going to go and check your competitors out. But if they’ve got your really nice Buyer’s Guide they’ve downloaded off your website, they’re going to keep referring back to it.
So, as I say, this is just all of your knowledge that’s either up in your head, in your hard drive, in your outbox. You’ve just got to switch it from up there in your head to out there on your website. Just bundle it all up and put it in one place.
And again, really easy to repurpose, blog post, PDF, videos, all sorts of things that you can do once you’ve got this base content there.
Video is absolutely perfect for conversion especially if you run an e-commerce website.
This is an opportunity for you to show your product in video format. And if you don’t believe me, just think about the whole unboxing phenomena. It is absolutely huge. So if you’ve got product of any sort, making product video should be your starting point.
And you haven’t got to spend, a ton of cash on this thing. This is a very inexpensive option.
Just, think about getting your mobile phone or just getting a digital camera, maybe some lighting if it’s appropriate. And off you go.
Another other option is things like whiteboard. If you’re the kind of person that likes to jump up in front of the whiteboard with the coloured pens, marker pens, be my guest. Don’t let me stand in your way. Some people just love doing that kind of thing.
But if you’re camera shy maybe, think about screen capture tools. Software like Jing.com. There’s loads of other ones there. That one’s a free one. It allows you to record for five minutes.
But there’s loads and loads of other free options. And again, video is a perfect complement to other content you’re creating. Things like your How-To Guides and your Buyer’s Guides, video, works really well with them.
User Generated Content
And then finally we’ve got User Generated Content. And typically, we’re talking here about case studies and testimonials.
And the whole point about this type of content is that it’s proof that you can deliver what you say you can deliver. It would be great if everybody just believed what we said about ourselves. But this gives your customers the opportunity to talk about you and to illustrate, demonstrate what you’re capable of doing.
So, the customer’s in the spotlight.
If you’re doing case studies, this follows a tried and tested format which is basically, the before, the during, and after. So just ask them those three questions. What was life like before? What was the process like during? And what is life like now after you’ve purchased from us?
And let them use their own language. You’ll be amazed. Customers often speak a completely different language to us when it comes to describing our products and services.
No copywriter can capture that. What they will say is absolutely pure, sold gold. And it needs to go in one place and that’s high and central on your website.
So, you’re telling people, “This is what my customers say about me.”
Obviously, start off with your best customers. You know who they are, you know their names, you’re on good, you know, good terms with them. So, do start with your best customers first.
So that’s my recommendations, my four types of contents that will increase your conversion rate. So, we’ve got How-To Guides, Buyer’s Guides, video, and case studies.
I hope you found that useful. If you’ve got any questions, please feel free to reach out and get in contact. Love to hear from you. And we always reply to your questions and comments. Thank you very much then. And I’ll see you soon. Bye-bye.