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How to make content a more effective part of your sales funnel

. In this case, accomplishing that extra mile takes just five steps, from concept to CTA and format.

1. Combine content ideas with your value proposition

What are you selling? What problems is your product solving? Build your content ideas and keyword research processes around that.

Not every “relevant” keyword is worth it follow if there is no way to attach it to the value clause yours. The best content ideas are those that connect searchable keywords to the product(s) your brand offers:

Not every relevant keyword @SEOSmarty via @CMIContent says is worth pursuing if you can't tie it to your brand value proposition. #SEO Click To Tweet

Integrating your products into a keyword spreadsheet is not a bad idea. Add a column to note which products or product features might be mentioned in the body:

When you group or cluster your keywords, please use your product as one of the criteria.

2. Build content in a problem-solving format

What questions do people typically ask when they search for a particular keyword? What problem are they having?

Your content should address those issues and answer those questions.

Content structure is one of the most effective ways to drive conversions. Divide your content into logical sections. Answer all questions related to this section. Visitors will be drawn deeper and deeper into your content, making them more willing to trust your brand and ultimately make a purchase.

# Structured content is one of the most effective ways to increase conversions, @SEOSmarty over @CMIContent. #SEO Click to Tweet

Choose the question or problem your product helps answer or solve. Answer those questions in your content.

People Also Ask Google is a great way to find problems in your content: You should also use Schema of frequently asked questions to generate rich snippets in search results to achieve higher click-through rates, as shown below in the click-to-answer option “What is the most powerful laptop in the world?” and “What should I look for when buying a powerful laptop?”

3. Optimize for search intent

Search intent reflects why a user is likely to search for something. In most cases, people search to buy, get information or go somewhere. Your page needs to give them that opportunity.

Search intent optimization is key to converting readers into buyers, but don't forget search intent can evolve based on how your copy is written and structured .

Notice how Lowe .'s link for their product at the top of the article on how to paint kitchen cabinets, stating that everything is ready for the buyer to do:

Search intent optimization is key to converting readers into buyers, said @SEOSmarty via @CMIContent. #SEO Click to Tweet

Creating text to match and convert that intent is fundamental to successful intent optimization. Text Optimizer is my go-to tool because it helps me understand what concepts and subtopics to expect from content on a particular topic, such as this tool for houseplants:

Use intent optimization tools to make sure your content matches searcher expectations and then create contextual CTA to transform that expectation and drive an action (see the first step in this article).

4. Unleash your creativity with contextual CTAs

Once you've created content that resonates with your visitors' intent, integrate relevant calls to action, such as:

  • List products from your website that people can use to follow the steps.

  • Include discounts or promotions.

  • Ask them to sign up for the newsletter to receive exclusive offers, etc.

Vcita allows you to create customizable and contextual CTA widgets:

You can customize it to define the pages where the widget should appear, helping you better match your widget CTA with the page theme and content type.

Finteza allows users to create a personalized CTA based on the first page a visitor came to, the source of their referral, or even the previous action they took on the site. You can choose which pages on your site will get those ads served and how long the campaign will run:

This amazing WordPress plugins It also makes it easy for CTAs to integrate into your content.

Allowing your visitors to schedule referrals or sales calls often shortens the buyer's journey. Tools like Designation code integrates well in the content and allows visitors to click once to request a call.

Finally, consider a form of content instead of a traditional CTA. Conversation form , which I find most compelling, allows visitors to answer a question before a new question appears. It is designed to feel more like a one-on-one interaction than an institutional form completion.

Stop using institutional field completion forms. A tool like Conversational Forms from @easywpforms allows visitors to answer questions before a new question appears, said @SEOSmarty via @CMIContent. #SEO Click to Tweet

5. Create video

Finally, to get the most out of your content creation in the buyer's journey, create more videos. Between 37% and 47% of buyers like to interact and learn more about the brand through video .

Video will also make your products easier to find through YouTube and Conveyor on Google and other platforms.

Creating videos helps attract new customers and closes in more sales. Whenever you're working on an article, ask yourself if there's a video opportunity there.


Build a content bridge to sell

From attracting links to driving brand awareness, content can be a useful tool for every step of the sales funnel. However, if you take a few extra steps starting at the planning stage, creating content and CTAs that are relevant to visitor intent can also drive direct sales.

The author covers all the tools mentioned in this article. If you have a tool to share, feel free to include it in the comments.

See sales support tracking and more to build even stronger bridges between content and sales. Registration for on-demand Content Marketing World videos with access until December 31, 2021.

Cover photo by Joseph Kalinowski / Content Marketing Institute

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Diệp Quân
Nguyen Manh Cuong is the author and founder of the vmwareplayerfree blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.

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