Whether for SEO, brand awareness, or lead generation, ultimately we are creating content to increase the weight of our wallets (or those of the businesses for which we work). So how do we do that better? Are there ways we can be creating content that specifically encourages a purchase or conversion? In this presentation I hope to answer that question with a 10-point “Yes!” I’ll address the 10 approaches you can use to increase conversions when creating content or writing copy.

1. 10 Tips for
Creating
Content
That
Converts
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2. Use Emotion to Motivate
The goal of writing good
content is not, it turns out, to
encourage someone to feel any
old emotion. The goal is to
encourage someone to desire.
Here are a few emotions that
motivate:
● Peer pressure: Peer pressure can be an
incredibly powerful marketing force.
● Self-improvement: People want to be
the best at what they do.
● Fear of missing out: Fear is advertising
and marketing’s great motivator. Fear
elicits a desire for insight, secrets, or
loopholes.

3. Add Urgency
Creating urgency isn’t just
something you need to be
implementing in your online
ads, landing pages, and
marketing emails. They’re
factors you need to be
implementing across the board.
Here are a few blog titles that
show what I’m talking about:
● “Before It Closes: The Loophole
That Increases Facebook Organic
Reach by 330 Percent”
● “The 23 Strategies That Can Turn
Leads Into Customers, Today”
● “Stop Making These 9 Email
Marketing Mistakes Now”

4. Increase the Relevancy
When creating content, only
when that content genuinely
appeals to the needs, concerns,
and issues of your reader will
you end up with a conversion.
● Segmenting your audience: Sometimes you
need to exclude part of your readership to
speak “one-on-one” with another part.
● Cover your bases: Write for different
experience levels
● Root your content in reality: Keeping your
content relevant is not only about focusing
on your audience, it’s also about focusing on
the world outside your business domain.

5. Increase the Clarity
In order to write content
that increases awareness of your
brand, you need to write content
that benefits your reader, rather
than content that simply
informs them.
Here’s how to increase clarity:
● Introduce your topic.
● Explain it in simple language.
● Explain how it affects your reader.
● Explain your recommendations on how
to approach, or benefit from the issue.
● Discuss how you think this issue will
affect your reader in the future.
● Provide relevant email-gated content

6. Reduce Anxiety
Great content reduces the
anxiety of the reader - not just by
educating them but by convincing
them that the words they’re
reading come from a
credible source who understands
them.
Here’s how to reduce anxiety:
● Empathize, don’t just sympathize: Put
yourself in your reader’s shoes.
● Tell a story: Show you’re more than a
robot
● Show yourself: Feature a headshot or
brief author bio at the bottom or side of
your blog.
● Don’t be afraid to show your personality

7. Eliminate Distractions
Content should be focused on
a single “ask,” rather than
multiple requests all at once. Just
as with landing pages, you’ll
increase conversions by guiding
readers and keeping them from
getting sidetracked
along the way.
Any link that sends a
reader to an unrelated, un-
optimized blog article is a
waste of effort.

8. Add Another Voice
Your readers, blog
subscribers, and half-nurtured
leads are far more likely to be
convinced of your business’
legitimacy if they see you
associating with someone they
recognize.
Here’s what I recommend:
● Push for a podcast, interview, or webinar
with a well-known influencer.
● Give a well-known influencer access to
your tool or product for free in return for
an honest testimonial or, better yet, a
how-to guide.
● Try to interest well-known businesses in
co-authoring an eBook.

9. Poke the Pressure Points
If you know your niche
market’s primary pain points, don’
t be afraid to push buttons that
will make your audience more
aware of them.
Here’s how it might look:
“Half of all CMOs have said they
are unable to measure their social media
ROI. Are you one of them? Are you
pouring time, energy, and resources into
social without a clue as to how it’s
benefiting your business? Are you paying a
social media manager $55,000 a year and
are at a loss as to whether it’s worth it?“

10. Give Advice, Not Pitches
If your entire content stream
is promotional, no one will trust
what you say. But if 90% of
your content stream is
educational and related to
solving the problems of your
readers, those readers or leads
are more likely to believe you
Not only will this decrease
the chance that people will get get
scared away by your spammy
content, but it also increases the
likelihood that they’ll share your
genuinely advantageous product
info.

11. Close with the RIGHT CTA
Your content’s CTA makes
the difference between someone
deciding they’d like to become an
email subscriber, and someone
deciding to simply bookmark your
page for later perusal..
Here are a few suggestions:
● “For more on [your subject], check out my
new comprehensive eBook!“
● “If you’re interested in [your subject], I’ll
be diving into the nitty gritty in this
week’s podcast. Spots are limited, so sign
up now!“
● “What are the obstacles stopping you
from achieving your marketing goals?
Book a time with me now and we’ll talk
it all through!”

12. Thank you for viewing!
Wishpond
One Easy Tool for All of Your Online Marketing
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