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Monday, 12 June 2017 07:00

How to Write Content that Convinces and Converts

Storytelling is marketing

Think about a commercial that you really enjoy or that sticks out in your memory. This brief advertisement told a story, struck an emotional cord within you and captured your interest with such effectiveness that you still remember it. Yes, that’s the goal of advertisements, but it should also be the goal of your marketing content.

Crafting and distributing concise, engaging, convincing and conversational marketing content is a necessary inbound marketing strategy that can boost your business tenfold. This content, whether it’s a case study or a landing page, should make your targeted audience trust that your business understands their needs and will help solve their problems efficiently, leading them to convert. Your audience will read the content, feel understood, click on links and become a lead or customer. That’s the ideal process.

However, this is easier said than done. Professional content marketers, like myself, use various formulas to maximize the likelihood that the content is noticed, digested and utilized to the company’s advantage. Here is a summarized list of some of the most important features to include when writing excellent content that convinces and converts.

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1. Use headings to grab attention

Headings and subheadings must catch the readers’ eyes, not only via aesthetic, but with engaging context. The stand-out words or sentences should mention the biggest problems your business solves and should speak to the audience concisely in a language they understand.

2. Relate to the intended audience

Investigate what information your audience is liking and sharing on social media (using Twitter hashtags, LinkedIn groups, etc.), read industry magazines and blogs, utilize Google Alerts for news about certain keywords and take advantage of many other online conversation monitoring tools. Turn this research into relevant content that describes your audience’s primary pains and worries, and how your company alleviates them. When your prospective customers read your content, they should feel as though the content speaks to them so precisely that it’s as if they wrote the content for you.

3. Explain your unique remedy

Make it obvious how your business can solve their problems, and state it in a compelling, yet brief and easy-to-understand way. Highly consider including graphics or high-quality pictures/videos with the content. The content should focus on benefits to the customers, not just a list of bullet-pointed features. The goal is to create an emotional connection between your audience and your product or service and make them strongly feel as though their life will be better by purchasing from your business.

4. Build trust

Explain “why us” to the readers. Describe how your company is the best option for your audience by using indisputable facts and statistics (for example: a patented technology that allows your service to be completed in half the time of other companies in your industry.) When your content proves your business is an expert at this service or product, it consoles your audience by putting their fears to bed.

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5. Offer social proof with testimonials and prestigious customers

To further build trust, offer plenty of social proof by crafting and sharing testimonials and, better yet, success stories (aka: case studies). Make sure this content describes the customer’s specific problem, how your company solved their challenges and how the customer benefited. Utilize a broad variety of satisfied customers with different problems, and try extra hard to get testimonials from any prestigious or well-known customers.

6. Lay out your process

Every product or service has a unique process that is used to complete your product or service. This special process should be illustrated on a page on your website, a printed/digital marketing document and a YouTube video, ideally. Showcase what it’s like to work with your company and how skillfully your product is created or service is performed. Clarity and transparency are key.

7. Handle objections

Your business needs content that also plays devil’s advocate and discusses common concerns and objections. Consider having an FAQ page to answer popular questions and try to find ways to turn objections into strengths.

8. Strategically place call-to-actions

Readers can’t convert if there aren’t any call-to-actions! After key pieces of information or under extremely compelling headings, place call-to-actions to turn readers into leads or customers. These call-to-actions should persuade the reader to take a specific, intended action that benefits your company.

9. Make sure it’s professional-grade

In order for your content (and company) to be taken seriously, the content must flow and make sense. (That’s why it’s important to leave content writing to a professional writer.) The content must look professional, so there shouldn’t be any grammatical or punctuation errors, and the content should also resemble your business’s branding style, including consistent phrases, fonts and colors, etc.


Are you looking for an exceptional storyteller to create awesome marketing content for your business? Contact Bloominari today!

This blog post was written using information from Todd Clarke, a writing consultant.

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Amanda Strouse

Amanda breathes and bleeds writing and social media. While in college at San Diego State University, she decided to turn her leisurely love affair into a multi-faceted career and, ever since, has been helping business owners increase leads by using a variety of inbound and outbound marketing. She has used several social media platforms since their conception and has ten years of professional writing experience, including three years of experience as an editor.

She is proud to be one of Bloominari’s social media marketing associates and enjoys helping the clients build brand awareness, engaging with the client’s target audience and enhancing the client’s image as an industry expert. Her recipe for effective social media is one part fun, two parts hard work and one part persistence.

In her spare time, Amanda enjoys creative writing, volunteering, going to the beach, visiting new places, watching movies and relaxing with her dogs.

Find Amanda on LinkedIn

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