Content marketing is now too big to ignore. Giving online searchers exactly the kind of information they’re already interested in or that they find entertaining is the best way to get a high click volume.

Keeping that content of a high quality is the best way to establish yourself as an “industry expert,” which in turn leads people to follow your links to your landing pages and on to your website where they may “convert” and make purchases.

Every company needs an online presence and, if not a full-blown blog, at least a collection of unique, targeted, highly interesting and useful information that customers will come to trust. Look at this information put out by Executive Auto Shippers, for example. It’s highly informative and quickly lets visitors know that this company is a leader in its field.

But what about blog posts as such? How do you write them, organize them, and “sell them” so that they yield higher conversion rates? Well, here are 5 aspects of every blog that can help enhance clicks (and by extension, sales):

1. Attention-Grabbing Headline

The first thing to consider in making conversions in content marketing is your headlines either attracts, repels, or gets ignored. The headline needs to be attention-getting and interesting enough that it encourages people to click and read, not bounce.

The basic principle is to adequately describe the content with a title that is still relatively short. That means you want it “concise.” A “subtitle” following the main title after a colon can also be effective if you really need more space to explain what the blog post is about.

Use keywords in your heading to make it perform on SEO. Include adjectives and phrases structured around one main noun. The main noun/word is the topic, while the other words describe what you’re going to say about it.

2. The Introduction or “Lead”

You really need to think about the introduction as analogous to the lead in a newspaper article. It gives you the jist of what the article is about in only two to four sentences. Meant to make conversions in a blog post, it also needs to explain in brief what the visitor stands to gain by continuing to read.

If your introduction fails to truly introduce the article, that is, does not correspond well to the subheadings and development one finds below, readers may feel like they’ve been “tricked” and leave disgruntled, or at least lose interest. So the “lead” needs to truly sum up and focus on reader benefit at the same time.

3. Scannable Content

Different topics and different types of readers will vary in what kind of structure they are comfortable with reading online, but the general rule is to make the content scannable and fairly easy to read.

That means you may want to include numbered and bullet point lists, plenty of headings and subheadings, and keep paragraphs fairly short. Big “chunks” of texts tend not to get read by a lot of online readers, so don’t make anything “too long” if you want to make conversions.

4. Visual Appeal

Some content may be little more than a picture gallery with a few descriptive words below each image. But most of the time, content marketing is still centered on text. However, including visual content in your blogs is proven to increase reader interest and click rates.

Unique graphics at the head of the blog post may imply to readers that the information they find in the post will be just as unique. Statistics connected with a graph or chart to illustrate the point are much more interesting than “mere numbers.” A short video embedded into content, with perhaps a how-to demo, a customer testimonial, or a more in-depth explanation by an expert of some point made in the text – goes a long ways toward holding interest.

5. Strong, Clear CTA

Finally, never be shy about including a clear, strong call to action (CTA) at the end of each blog post.

After all, if you don’t tell visitors what you’d like them to do, where they can do it, or what they stand to gain by doing it “now,” then they probably won’t.

These are just the “basic 5” of content marketing. You could add many other points and go much more in-depth about each of these five. But we hope it gives you a taste of what content marketing is all about and how it helps to make conversions!


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