Conversion Rates: How to Upgrade your Content Marketing Strategy for Better Conversions
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As a content marketer, what is your number one goal? Chances are, it's to drive conversions. But what does it take to turn content readers into paying customers?
It turns out that content marketing conversion rates vary widely depending on the type of content and the channel through which it's distributed. So how can you optimize your content marketing strategy for better conversions?
For starters, you need to ensure that your content effectively gets people to take the actions you want them to take.
The following article will discuss how to do just that. From identifying your target audience and creating content they'll love to using effective calls-to-actions and optimizing for search engines, follow these tips, and you'll be on your way to boosting your content marketing conversion rates!
What are Conversion Rates?
Conversion rates measure how successful your content is in achieving its desired goal. In other words, it's the percentage of people who take the action you want them to take after consuming your content.
This could be anything from downloading a white paper, subscribing to your email list, or even reading more of your content. But for most content marketers, the ultimate objective is to get visitors to buy their product or service.
Content marketing conversion rates are so important because they directly impact your bottom line. More conversions mean more customers and more revenue.
What are the Different Forms of Content Marketing Conversion Rates?
There are hundreds and thousands of content marketing conversion rates to track. But how do you know which ones matter the most to your business?
For the sake of this article, we'll focus on eight of the most common:
A new visitor is someone who explores your website for the first time. If they take the desired action, it's considered a conversion.
A returning visitor is someone who has visited your site before. They may be more likely to convert because they already know your content and brand.
You can track conversion rates for the different sources of traffic that bring people to your site. This includes things like organic search, paid ads, social media, referrals, and direct traffic.
Different Content Types
You can also track conversion rates for the different types of content you publish. This might include blog posts, infographics, e-books, whitepapers, webinars, and more.
Interactions Per Visit
Interactions per visit measure how much people engage with your content. For example, if someone reads a blog post and subscribes to your email list, that would count as two interactions.
Conversion Rate by Device
You can also track conversion rates by the type of device people are using to view your content. This includes things like desktop computers, laptops, tablets, and smartphones.
The bounce rate is the number of visitors (in percentage) who leave your site after only viewing one page. A high bounce rate indicates that your content isn't relevant or interesting to your audience.
Exit pages are the last pages people visit before leaving your site. It would be best if you determined what pages are causing your visitors to leave. For example, if people are exiting your site on the pricing page, that's a sign that your content hasn't convinced them to buy your product or service.
Identify What Affects your Conversion Rates
When was it when you reviewed your content marketing conversion rates last time? If you're like most content marketers, the answer is probably "not recently."
People have short attention spans, and if your content is difficult to read, they will not stick around long enough to convert.
To make your content more readable, break it into smaller paragraphs with headlines and subheadings. Use bullet points and numbered lists whenever possible. And don't forget to use infographics, images, and videos to break up the text.
Making your content easy to read will keep people engaged long enough to get your message across. As a result, you'll see a significant increase in your content marketing conversion rates.
Optimize Your Content for SEO
One clever way to increase your content marketing conversion rates is to ensure your content is optimized for SEO.
When people are looking for information online, they typically use a search engine like Google or Bing. And if your content doesn't appear in the search results, there's a good chance you're missing out on potential customers.
To optimize your content for SEO:
Start by doing keyword research.
Find out what words and phrases people use to find content like yours.
Use those keywords throughout your content, including in your headlines, subheadings, and body text.
In addition to using keywords, ensure to include links to your content on your website and social media profiles. The more places people can find your content, the more likely they are to convert.
If you want people to take action after reading your content, you must include calls-to-action (CTAs). These elements tell people what you want them to do, such as subscribing to your email list or downloading a free guide.
Your CTAs should be clear and concise. And they should be placed prominently throughout your content so people can't miss them.
In addition to using text CTAs, you can also use images and videos. Just make sure you're using compelling visuals that accurately represent your offer.
By including CTAs in your content, you'll be able to guide people toward the actions you want them to take. As a result, you'll see a significant increase in your content marketing conversion rates.
Some examples of CTAs include:
"Subscribe to our email list to receive exclusive content and offers."
"Download our free e-book to learn more about content marketing strategy."
"Check out our website to see our latest products and services."
Do Not Underestimate the Power of Advertising
Even if you create the best content in the world, it won't matter unless people actually see it. One recommended way to get your content seen by more people is to advertise it.
You can use several different platforms to advertise your content, including Google Ads, Facebook Ads, Instagram Ads, and Twitter Ads. Just choose the platform that's most likely to reach your target audience.
When creating your ads, make sure to include a strong CTA and a link to your content. You should also experiment with different ad formats and strategies to see what works best for your business.
Intelligently Use Your Data to Improve Future Results
In your content marketing strategy, it's crucial to track your results and use the data to improve your future campaigns.
You can track several different metrics, including traffic, engagement, and conversion rates. By tracking these metrics, you'll be able to see what's working and what's not. And you can use that information to make changes to your content and advertising strategies.
In addition to tracking your own content marketing performance, you should also keep an eye on your competitors. See what they're doing that's working well and try to replicate their success.
By continually monitoring and improving your content marketing efforts, you'll be able to increase your conversion rates over time.
Examples of High-Converting Websites and What Makes them Successful
It is always a good idea to analyze what your competitors are doing to be successful. This will give you a head start for coming up with content marketing ideas that could work well for your business.
Here are some examples of high-converting websites and what makes them successful:
Semrush is a content marketing tool that helps businesses improve their online visibility on all channels. The website contains clear CTAs, helpful blog posts, and a variety of content formats that force visitors to take action.
Discord is a communication platform that helps people connect with each other. It offers voice, video, and text communication services to over a hundred million people to hang out and talk with their friends and communities.
The website clearly states what it is and how one can benefit from using it. It also has a very simple and straightforward design that makes it easy to use and navigate.
How Can SquidVision Help Boost Your Content Marketing Conversion Rates?
SquidVision is a web analytic software that comes with conversion funnels. It allows you to see how users interact with your content, what content they consume, and where they drop off.
This data is extremely valuable as it can help you improve your content strategy and make sure that your content is driving the results you want.
Not only does SquidVision show you where your visitors are converting in the funnel, but also when they make a purchase. This allows you to know exactly who your customers are.
SquidVision didn't skimp on features with its new website conversion tracking software by only being able to track clicks. It went above and beyond by also measuring revenue.
Website conversions are paramount when you want to see how well your landing pages are performing. So knowing exactly how much money each click is making for you is a game changer.
In addition, SquidVision's web analytics software also includes an array of other features that can help boost your content marketing conversion rates, including:
Revenue tracking through revenue heatmaps
Revenue attributes on buttons and clicks
Analytics on different platforms
Integration with some of the best applications
Audits on contents
While other analytical tools may have heatmaps that only track scrolls and clicks, SquidVision is revolutionizing the industry by offering revenue heatmaps.
Revenue heatmaps are similar to click-and-scroll heatmaps in that they display the revenue garnered from clicks. Therefore, you can view all the money generated from every button and link on your site.
Your CTAs are effective in driving traffic to your homepage, but you may notice that many customers leave before they reach the revenue page. Fortunately, with SquidVision, you can make changes to improve your sales funnel.