Does your blog articles have the power to turn readers into customers?
According to WordPress, 76.9 million new articles are published every month. This is not only a lot of competition but also a great opportunity to create articles that convert readers into buyers.
In this article, we will tell you everything you need to know about creating content for a blog that is truly capable of selling.
And we will start by considering what kind of proposals can be put forward in the content on your blog:
- Consuming even more content. Make a clear call to action (CTA) that encourages you to read another blog article, watch a webinar or video on YouTube. The purpose of this proposal is to increase the common ground with your brand.
- Lead magnet – an offer to download some amazing product for free in exchange for an email address. The goal is to generate relevant leads.
- Flash promotions – the offer of highly discounted (more than 50%) goods or services. The goal is to attract and activate potential customers who have been reading your blog for some time but haven’t bought anything from you yet.
- The offer of goods with a high cost (from $ 1,000). The aim is to inform about the offer, not direct sales.
- Offer a paid subscription to exclusive content. If a blog article is related to a product or content that can be accessed on a monthly basis, consider using CTA to invite you to a page that contains additional information on this topic. There are two goals. For those who are not paid subscribers, the goal is to inform about exclusive content that they can access. In the case of existing paid subscribers, the goal is to increase their satisfaction and consumption of exclusive content.
Key Factor in High Conversion Articles
What will be the click-through rate of your call to action depends on the relevance of your proposal. The higher the relevance between content and offer, the greater the clickthrough rate.
Of course, having at least some CTA is better than nothing. If you do not have a proposal that is 100% in harmony with the topic of the article, use what you have.
6 steps to write highly conversational content
Let’s talk about a mechanism for writing blog articles that help convert visitors to buyers.
When creating content, keep these two things in mind:
- Relevance of the content to the potential commercial offer.
- Content consumption (after all, if people don’t consume your content, they will never click on your CTA).
So let’s get started!
Step 1: start from the end
If you want your articles to have a high conversion, you need to decide what will be the conversion for this or that article. Do you want the reader to:
- Consume even more content?
- Pecked at the lead magnet (giving you your contact information and becoming a leader)?
- Bought a cheap product (became a customer)?
- Acquainted with expensive goods?
- Got acquainted with the terms of paid access to exclusive content (if it is not a subscriber yet) or take advantage of a paid subscription (if it is already a subscriber)?
- Other (we assume that you can focus on different behavior of visitors and customers).
The first step in creating content for your blog that helps you sell is to get a clear idea of what your call to action should be.
Therefore, write down your CTA to begin with.
Step 2: decide on the subject of the article
Now that you know what actions you want to achieve from readers, it’s time to ask yourself the following questions:
- What do I need to make readers believe so that they click on a call to action?
- What do they need to understand / study / find out in order for them to convert successfully?
- What obstacles do they have to overcome on the path to conversion?
- What their objections should be eliminated so that they are converted?
- What thoughts, anxieties and needs can they have before they accept my offer?
- What is the main problem my potential customers are facing?
For example, you are a fitness trainer who specializes in preparing for the race for the marathon, and your CTA in the article looks like this: “Download the free training guide for the marathon.”
Thus, you can decide what your potential customers are:
- They need confirmation that they are able to run a marathon. An example of the topic of the article: “How to run your first marathon, even if you have not run a single kilometer in your life?”
- They think that they will not be able to run the marathon due to the lack of time for training. Example topic: “How only 5 hours per week trains 3 professional marathon runners”
- They are looking for equipment needed to prepare for the marathon. An example of the topic of the article: “Checklist of equipment for marathon runners”.
See how it works? Now do you understand how knowing your CTA can answer all these questions? And do you understand how the answers to the above questions will help you write an article for a blog that will be relevant to your CTA?
Step 3: determine the type of article
Based on the topic, decide what type of article you will use. Yes, you didn’t think so! Decide on the type of article. The fact is that there are hundreds of ways to design your article. Here are just a few of them.
Type 1: List
An article in the form of a list is one of the easiest to create and very versatile. Not to mention that people just love lists.
Here are sample headings for such articles:
- Top 100 most exciting wedding photos.
- 12 homemade fashion accessories that will make your friends turn green with envy.
- 10 ways to save $ 1,000 in 30 days or less.
Type 2: how to do it?
What you are reading right now is an example of an article such as “how to do it.” For many of you, this type of article will be most appropriate for revealing the selected topic.
Information in such articles should be issued in stages, step by step. Start by making a plan for the article, then write down each item in detail.
Here are some examples of such articles:
- How to grow red juicy tomatoes in the winter?
- 5 steps in teaching your child to read.
- How can email from Google save you 8 hours a week?
Type 3: content aggregator
Why create completely new content when you can aggregate it?
A content aggregator is a type of list article that uses other people’s content. Find the most social viral content on a given topic and combine it into one article.
Here are some examples of headings for such articles:
- 25 guacamole sauce recipes to spice up your dinner.
- 5 easy and fashionable hairstyles for autumn.
- 10 exercises that will add speed to your punch in tennis.
Type 4: crowdsourcing
In this type of article, the authority of any experts and other influential persons is used. Just ask three or more experts with the same question and submit their answers in one article.
Here are some examples of headings for such articles:
- Opinion of 10 professional bodybuilders about the best exercise for biceps.
- 5 morning rituals from Fortune 500 CEOs.
- How 12 professional sales people spend 15 minutes before a cold call.
Type 5: Embeddable Content
This is the fastest way to create great content. Take a YouTube video, presentation in a slide show mode or infographics (it is better if this content is already popular), embed it in your blog post, describe your reaction below. Done!
The title of this post is usually the changed name of the content you embed.
Step 4: editing to improve content consumption
So, it’s time to talk about the second (and, perhaps, more important) aspect of your article: content consumption. Yes, you are absolutely right: there is no such word in Russian. But it should be introduced. After all, the more barriers you put before your reader, the less clicks your CTA will receive. But let’s get it in order.
It is impossible to overestimate the importance of writing a good headline for your article. It should be informative, but not verbose, irresistible, but not hype.
The headline is a kind of promise. And this promise should be fulfilled by you in the text of the article. A headline is a kind of unofficial contract made with your audience. Do not break it.
The easiest way to learn how to write good headers is to use the header swipe file. Such a file should contain header formulas, the effectiveness of which has been tested for decades.
But don’t just copy these headings verbatim. Instead, pour yourself a cup of coffee and read them several times. Try to understand why this or that heading works so well.
After that, you can create your own headers, which are variations of the formulas in your swipe file.
If you have a solid headline, then the next thing you need to pay attention to is …
If the headline catches the attention of readers, they will read the first line of the article. What will they discover? Awesomely huge piece of text filled with long, incomprehensible words? We hope not.
Your task, as the author of the article, is to take the body, which is at rest, and set it in motion (for example, make it scroll down the page). Once the body is in motion, it will be easier for you to maintain it in motion.
Therefore, the first few sentences are critical.
The task of the first sentence is to arouse interest in reading the second sentence. The task of the second sentence is to make the third read. Etc.
The first sentence should be:
- and curious.
The combination of these three elements will cause your reader to remain “in motion”. Such introductions are easy to read, arouse curiosity and anticipation of the reader.
Once you have finished writing the article, go back to the introduction and make sure it is as slippery as possible. Only in this case will your conversion increase.
When you abruptly move from one idea to the next, you kind of raise the stop sign in front of the reader. And the stop sign is bad. Make conversions meaningful and your text usage will increase. Well, high consumption = high conversion.
But there is another way to keep the reader scrolling through the page.
To format text, use:
- Bullet points (which we just did)
- Numbered Lists
- Spaces between paragraphs (the text should not contain many paragraphs with more than three sentences)
- Quotes in quotation marks.
Imagine your reader as a cyclist at the top of a mountain bike trail. Well, your article – this is a mountain trail with its peaks and troughs. Use formatting to make this trip easier.
Step 5: use the article teaser
Your reader may come to your site from the following sources:
- Social networks
- Email Newsletter
- Search results page.
Remember that your goal is conversion through greater consumption of content.
One of the best ways to stimulate a visitor to read your article is to demonstrate its teaser directly on the resource, which is the source of traffic.
And last but not least …
Step 6: post in article 2 type CTA.
Use both text links and banners as call-to-action links to your blog posts. Is your reader used to clicking on text links? Provide them. But do not forget to attract attention with the banner.
You can use a tool like Canva to create great banners without being a professional graphic designer.
Yes, and one more thing. Be sure to place the button on your banner. People are used to pushing buttons.
As an alternative to creating graphic banners, you can simply use the HTML block that will attract attention.
So, now you have everything you need to write articles for a blog that sell.
Start turning visitors into buyers today.