When a company can master how to create website content, it can be one of the most powerful tactics that they can leverage to convert leads into paying customers. Unlike other marketing tactics, content marketing can have more immediate potential because it’s something that its creators can have complete creative control over. Content creation is an essential part of inbound marketing because when it’s given the proper attention, it can make a hugely positive impact on your business. But, before you start pushing out content like a machine, you need to understand what type of content you can create and what can convert cold traffic into leads.
The Different Types of Content
Back in the day, business leaders had very few options when it came to choosing content variations. But, those who were resourceful enough could find multiple ways to convert leads by providing valuable and insightful information to them. In those times, it could have been a TV commercial or a brochure mailed to your home. These days, almost everything is digital, and content creators can convert their leads through various types of content, including, but not limited to:
- Video marketing
- Blog articles
- Social media posts
How To Find Inspiration to Create Website Content
Companies who are successful in converting leads via content creation are likely using a combination of different content types to do so. Therefore, you cannot just rely on simply finding ways to create website content that’s written or video content that’s animated to get your point across — you need to mix it up. But, that can be hard, if you have no idea what to write, speak, or make a video about.
Start with issues you’ve solved
In order to find inspiration for your content, the first place to start is with yourself. People find value in things when they are provided with a solution to a common problem. And, as a business leader, it’s likely you’ve experienced some of these problems yourself. Keep a journal or a piece of paper on you at all times, where you can jot down ideas that come to mind, and how you would advise someone to go about fixing it. In a couple of days, this journal entry or the little piece of paper will have given you so many ideas of various topics you can discuss in your content.
Search the web
Another way to get inspiration is to do a basic internet search to see which topics in your industry are being discussed. Check the “news” tab on Google as well as social media platforms like Facebook and Twitter to see what’s trending. Delve a bit more into those topics, and see if it would strike a chord with your audience. If you think the information would be relevant to them, then it’s something to develop website content around.
Ask your audience
Lastly, consider your audience. You can even take a poll (another form of content) to find out exactly which types of content will appeal to these people the most. If you gather that your audience is more interested in written content, then that tells you that you should put a focus on blog articles, whitepapers, eBooks, etc. If you gather that your audience prefers visual content, then you should be putting more of a focus on infographics, videos, and social media posts instead.
Where to Promote Your Content
Once you’re done creating, there are different channels where you can promote your content:
Earned media takes the free channels to the next level, increasing your potential to convert leads. This is free as well. But, it may take more effort by requiring networking skills in order to take full advantage of this. An earned channel is the means of promoting content through shares, mentions, reposts, and reviews by others. This will spread your content far and wide and will hopefully allow your content to be seen by many.
Paid channels are just like they sound, requiring businesses to pay in order to have their content seen. This can be done via pay-per-click, display ads on social media, boosted posts, paid influencers, paid content promotion, etc. Many business leaders may be hesitant about paying for these channels. But, they are usually quite effective in getting leads to convert once they get to the content on your site.
Owned channels give you the ability to share content on channels which you already own. Think about your social media platforms, like Facebook, Snapchat, Twitter, Instagram, etc. It also includes video channels, like Youtube. Beyond that, your email list and blog are great examples as well. Here, you can create content, post and promote as you wish. Although it is possible to link all types of content to your website in the end.
How Mission Suite Can Help
Having excellent ideas to help create website content is one thing. But, it’s important that you’re able to utilize that content to convert leads. One way is by relying on the appropriate channels mentioned. Another way is to use a marketing automation software like Mission Suite.
Mission Suite has features that allow users to determine how effective content is, especially on your site. It does this by measuring certain things, like the number of downloads on a piece of content on your homepage.
For example, if you have a whitepaper available for download on your site for those who choose to subscribe, you can see how many people downloaded, as they have simultaneously opted-in. If the number is high, then you know that this piece of content is playing a role in converting leads.
Another way Mission Suite can help is by tracking links to opt-ins on other pieces of content. For instance, if you have a Facebook ad linking to a video or a blog article that requires people to opt-in once they get there, then you can track how many people opted-in via the Facebook ad. If you are getting most of your email addresses this way, then you know that the Facebook ad is helping as well. Likewise, if something is not getting a lot of downloads or clicks, then you might need to change up the content associated with it.
Want to get a closer look at how Mission Suite can help you use your content to convert leads? Then request a demo today!