YOU – The Most Important Ingredient in Your Content Strategy


Tag Archives: conversion optimization

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YOU – The Most Important Ingredient in Your Content Strategy

As I already wrote dozens of times on this blog – content marketing is a long game that cannot really be hacked or automated. Every time you’re producing something for your brand, you have to invest 110% of yourself.

If you want people to convert through your content, you cannot fool around and keep piling up generic texts and posts that don’t offer any real value to your audience.

Nope. It doesn’t really work like that.

There are no cutting corners here.

It doesn’t really matter if you’re creating just another blog post, infographic, or a video for your company – if you don’t really apply yourself, you won’t see any significant results from your content.

Even if it generates a couple of shares and likes, it will still suck, and everybody will know it.

Why? – Well, because your readers will immediately see that there’s no real passion behind your work. They will instantly recognize it as another post whose sole purpose is to fill in an empty space on your site and social media accounts.

This sort of thing could break your brand and drive all your customers away.

That’s why most online companies go out of their way to figure out how to please their readers and serve them with content that’s actually important to everyone who comes into contact with their brand online.

Story Beats Data, Every Single Time

Even though most marketers praise data and call it our lord and savior when it comes to content marketing, the truth is – data means nothing if you don’t know how to leverage it right.

When it comes to creating content that sparks user engagement, a lot of marketers are prone to trying everything and anything before they take the time to deal with their best asset here – themselves.

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It doesn’t really matter how well you understand your niche and market, and how good you’re with turning data into results, you’re the only one that can make some difference here. Everything you are, like, know, and believe in – that’s the only thing that will sell your content.

That’s your honey pot. The only thing that can truly set you apart from your competitors.

How come? – Well, because most people remember stories far better than numbers and stats. And as we all know, the best stories are the ones that come from personal feelings and experiences.

Listing down important information in your messages without a proper flow, tone, persona, or story around it isn’t really content marketing. In order to make the most out of your data, you need to wrap it around a meaningful and engaging story that truly explains the power behind your insights. That’s why I do my best to insert as much of myself as possible in my writing. 

Presentation Is Everything

Through the years, we have seen numerous examples that masterfully showcase just how important storytelling and personalization is to marketing. The way how people will process your information is solely dependent on how you lay it down in front of them.

You need to share a real, living, and breathing face with your readers and offer them a scenario in which they can actually picture themselves if you’re interested in making the most out of your efforts. And what better face to present to them than your own?

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Stories are extremely powerful – they put everything into context and helps us digest certain information on a more personal level. Naked data cannot do that. Stories dig deep into our being and trigger those emotions and memories that inspire us to take certain actions.

But not all stories. What kind of stories help people truly relate with what’s being laid down in front of them? – Those that have real, colorful and likable protagonists.

Putting Your Audience In Your Own Shoes

People best learn by example. That’s a fact. That’s why we need to keep producing all sorts of different case studies that present our targeted audience with real life success scenarios.

Case studies are content marketer’s best friend. When you build something that works, take it apart, and put it back together in front of your audiences eyes – your value and worth instantly becomes undeniable. Nothing really influences your audience to go on and try your service like a detailed record of certain practices and principles used to reach real life goals.

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However, content writers often find themselves in situations where they cannot disclose certain information or company metrics, and yet, their (my) job still demands that they keep up coming up with new material that will continue to grow their brand’s audience, stimulate engagement, and keep those conversions piling up.

Back in the day when I was still new to this content marketing game, this sort of thing often stressed me out. There was a lot of pressure on me to generate some serious results, even though I had basically nothing to work with.

But then I started thinking: What can I do to make my users recognize the value in my products and service? – Paint a picture with me, as a relatable protagonist in it, of course.

The “This Could Be You” Method

In order to go for something, people first need to see themselves in a certain story. They need to feel like your proposal is something that can surely work for them. A well-told story pulls people in and persuades them to go ahead and chase that sweet picture that you painted for them. In order to complete a certain action or pay for a specific product and service, they need to see the future, to even the tiniest of details and feel good about it. The only one who can help them do that is you.

Naturally, you cannot just write shameless suck up content, and expect from your targeted crowd to buy your story just because you’re giving them everything they want to hear. No. You need to humanize your story and show the struggle, as well.

That’s what I do, and so far – it’s been going great for me!

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Even though most of my colleagues don’t really practice this sort of thing in their content, I focus on making my texts sound in my reader’s head like we actually met for a drink, and I opened my heart to him (or her). I share a lot of personal information in my writing and I think this sort of thing really helps my crowd sink into my words.

But, before you start to blab on and on about yourself in your content, you need to know that 90% of your readers don’t really care about you, as a person. Moderation is key here. Your audience only cares about themselves and how to get the most out of a certain deal. That’s it.

Sure, this isn’t something that most of us who work hard on sharing great stories want to hear, but hey – that’s how it is. And it’s ok. It keeps us grounded. Your role here is to serve as an avatar, with real problems, interest, and flaws, to help them connect the dots and see themselves as a person who can replicate your success. Nothing more, and nothing less. That’s why it’s of crucial importance to figure out how to keep your content concise, relevant, and personal and entertaining at the same time.

A little too much of anything can drag you down here. Allow people to meet the man behind the words, but make sure that you don’t turn your company blog into your diary. Stay on track, follow your goals, but remember that people buy stories, not products.

Thank you for taking the time to read this blog post. I hope it helped you breathe some new life into your content. If you have anything to add or ask – feel free to write your thoughts in the comments sections below.

This is where we part ways.
‘Till next time – take care!
Goran @ AltusHost B.V.

The Baisc of Email Marketing Conversion

3 Basic Email Marketing Tips for Getting More Conversions

Every online marketer should make the best use of email marketing, as it is one of the leading and most effective channels for increasing revenue. If done properly, email marketing can lead to quite higher conversion rates and result in you gaining many more customers.

This is due to the fact that employing a proper targeted email marketing campaign can have a huge impact on a business in that it helps build trust with customers and, thus, improves a brand’s reputation and image. This helps one’s business to not only generate more leads and turn those leads into customers, but also gain lifelong loyal customers.

It goes without saying that you need to implement a lot more strategies in your online marketing campaign instead of only relying on your email marketing efforts, but email marketing is certainly one of the integral parts in your digital marketing campaign that can provide your business with a number of benefits.

Without further ado, take a look at some basic tips that will help you improve your email marketing efforts in order to turn your entire game around and get more conversions.

Personalization Is Key

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Your customers are certainly receiving enough spam emails on a daily basis as it is, so you don’t want to be marked as spam and not only have your emails sitting there unopened and unread, but also losing your customers, do you? You want your prospects and your customers to open your emails and become engaged in your offer and you can accomplish that by indulging in some personalization.

People don’t want to be addressed as brands, but rather as human beings, so make sure you use your customers’ feedback to segment your email contact list and learn about their behavior and preferences. That will show you what the right type of content they want and need is and enable you to write personalized emails that will show your customers that you care about them and about meeting their needs.

It will enable you to write quality emails that actually convert, which can have a great impact on your entire marketing campaign.

Don’t Go for the Overkill

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Although email marketing is a great way to connect with your customers, you need to give them some space and not overwhelm them with emails. Your subscribers and loyal customers certainly want to hear from you and stay in touch with your brand, but constantly filling their inboxes with your emails can easily backfire and make them unsubscribe from your mailing list.

Therefore, the best choice would be to provide your email subscribers with an option to choose when they would like to receive your emails and you should stick to that schedule, as it will show your customers you respect them, instead of making them feel like you are constantly trying to sell your brand, which is one of the most common mistakes many online marketers make.

A/B Test and Optimize Your Emails

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A/B testing your emails is something you should never overlook and you should do it on a regular basis. It will show you which of your emails have performed well and which have not, so that you can use that information to always work on improving your email copies in order to get higher click-through rates and increase your conversion rates.

Regular A/B testing will enable you to optimize your emails, so that you can provide your target customers with the exact content they need. By managing to satisfy their needs, their will build more trust with you and your credibility will be greatly improved, which will directly impact your CTR and conversion rates, resulting in you generating a lot more sales and increasing your ROI.

When it comes to optimizing your emails, there is another thing you should do in order to improve your email marketing campaign and that is optimizing your emails for mobile devices. More and more people are using exclusively their mobile devices to browse the internet so, by enabling your mobile users to easily open and read your emails on their mobile phones, you will greatly improve their user experience.

Conclusion

By following these basic tips for improving your email marketing campaign, you will certainly get a lot more email subscribers and start receiving higher conversion rates. Make sure you learn exactly how to address your prospects and provide them with the exact information they need in order to solve their customer pain points and turn them into your most loyal customers.

Once you get the hang of it, it will become the easiest thing in your marketing strategy and you will make sure that not only your email marketing campaign thrives, but also your entire business strategy. You will attract a lot more prospects that you can quite easily convert into customers and eventually turn them into your brand ambassadors.

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