Developing comprehensive profiles of targeted demographics enables businesses to turn their content marketing plans into consistent conversions, industry expert Brody Dorland reported. Dorland was summarizing the insight shared at last week’s Content Marketing World conference.
A key takeaway from CMW, he said, is that the information users hope to glean from content is the first and often most critical step in conversion. Even the most well-written articles from the most experienced content writers could be wasted if certain information is absent.
According to Dorland, articles should include four specific pieces of information. Two of them should be pre-identified facts users are most likely to look for, while the other two should be facts a business wants to share with their prospects. Satisfying one need, then further illustrating the value of a product or service will likely result in greater conversions.
Internally, businesses must work with everyone involved in the production of content marketing materials to ensure all parties aim at a singular goal. Any shared link should point to a page containing both content and calls to action. Making the process as simple as possible for prospects is the simplest way to avoid page bounces, Dorland believes.
Establishing trust with users is critical to the success of content marketing campaigns. Conversion is the ultimate goal, but there are steps necessary to get there. Last week, Brafton reported companies should avoid branding their content too heavily. News content marketing provides prospects with information and calls to action without being too overt.