An Expert Guide to Crafting Marketing Content That Converts

In many companies, content is the driving force behind successful marketing. But generic or self-promotional content won't cut it anymore. Today's savvy buyers expect truly valuable information tailored to their needs. Follow these proven tips for creating distinctive marketing content that educates, engages, and converts your audience.

Start with Customer Insights

Tap into customer research, reviews, surveys, interviews, and persona profiles to uncover your audience’s pain points and goals around your offerings. Crafting content that directly addresses these insights will make copy relatable and helpful. Empathize with their situation.

Identify Specific Marketing Objectives

Get very clear on what you want content to achieve, whether it's driving site traffic, increasing lead generation, boosting brand awareness, or something else. Remember, content is a means to a business end. Define what that end is so you can optimize accordingly.

Map Content to the Buyer's Journey

Target content to each stage of the customer journey - awareness, consideration, evaluation and decision. For example, use ebooks and blog posts to attract and nurture leads with useful information before they are sales ready.

Focus on Customer-Centric Topics

Avoid overly self-promotional content. Prospects want help solving their problems, not just hearing about your product features. Develop educational content centered around your customers' interests, challenges, and queries.

Leverage Various Marketing Content Formats

Both the medium and message must engage your audience. Mix up long-form blogs, short videos, podcasts, infographics, ebooks, and more. Determine what content types resonate most with each customer segment through testing.

Put Keywords Front and Center

Optimize content for the specific keywords and search queries your audience uses during their buyer journey. This helps you attract people ready to consume information about your offerings.

Promote Content Across Multiple Channels

Don't just publish content and hope it drives results. Actively amplify reach and engagement through social media, email, PPC ads, outreach campaigns, and any other channels your buyers frequent.

Monitor Performance Metrics

Analytics like pageviews, time on site, social shares, and conversions will reveal what content resonates. Continually track performance, double down on what works, and eliminate ineffective themes and tactics.

Repurpose Top Assets

Get more mileage from evergreen, high-performing content. Turn popular blogs into videos. Compile into gated offers. Record as a podcast. Adapt into new formats for different networks.

Enlist Internal Stakeholders and External Creators

Balance content created by your internal team with outside experts and influencers. Fresh voices like guest contributors and partner co-creation can attract new audiences.

Update and Revitalize Existing Content

Look for opportunities to refresh old content with new facts, examples, trends and perspectives. Adding value to aging assets helps continually attract visitors and leads.

Strategic, customer-focused content converts visitors into leads and nurtures them into loyal customers. Treat content as the marketing engine it is. With experimentation and optimization, your brand can reap immense value.