Quite often content marketing and conversion optimization don’t even show up in the same paragraph, much less sentence, when it comes to how we think about making it all work together.
In reality, you need to both consider CRO (conversion rate optimization) as it pertains to your content, and your content as to how it works with conversions. For optimum results we need to meld the two into one when putting our content out there.
5 Ways to use content for better conversion rates
Make your site navigation easy to use – On the list of worst stumbling blocks to more conversions is the lack of ability for your potential customers to get where they need to go. Solve this by using simple and obvious site navigation, along with a liberal use of text links within your content to show where they need to go!
Use a lot of imagery – These days we are a visual bunch, and there has never been a better time to use relevant images and videos in your marketing. This will only increase over the next few years as well, so it’s time to surrender, Dorothy!
Get setup for mobile – Mobile devices are the tool of choice for consumers. More than half of all searches and two-thirds of all email are accessed via a mobile device, so the time is now if you don’t want to be left out.
Create unique, valuable content – The best way to strengthen your conversions is by creating content that is valuable, sharable and leads logically (and one would hope with some urgency!) to the next step, conversion.
Nail your calls to action – Make the time to carefully think about and test the various elements of your calls to action. Colors, headlines, link text, buttons are only a few things you should optimize to help make it seem an outgrowth of your content, yet still jump out.
Making these pieces all play nice together is your challenge. Creating a conversion mindset in your customer is tricky, and you want to do all you can so it’s easy for them to jump into the buy zone!