Content is now a critical element to the way your market your business online. A well-crafted content strategy makes your business appear knowledgeable and on-the-ball. Content that converts means that your content works for you to achieve business objectives – these could range from lead generation, customer engagement, sales, brand awareness and lead nurturing.

So as you can see, creating quality content can be a very valuable strategy for your brand. But how exactly do you go about creating good material and a plan that works for you? Our checklist will help.

1. Determine your content conversion metrics

The way you define your content conversion metrics will be unique to your business and the industry sector. Other important factors to consider are your customer base, phase of growth and marketing budget. Therefore, your content conversion metrics won’t be the same as anyone else’s – they need to be unique to your goals. Think about what that means for your brand before you start creating a content plan.

2. Make your content plan realistic

When you’re creating your content plan, you should remember that it should cover every aspect of its lifecycle.

Think about who your target reader is. What kind of content they like, what type of device they read it on, which topics give value to them, and what key drivers would convert them to be potential consumers of your product.

3. Be creative

At the end of the day, how successful your content is depends both on the planning and execution. You can plan until the cows come home – but it won’t actually matter unless you have great, well-written content that reads like a storyteller’s dream. For maximum impact, articulate your point in a creative way and visualise how it will come across to the reader.

4. Monitor and report on your content conversion metrics

One of the most important things you need to do when crafting content is to actually see if that content is converting. Social media makes it easy to determine if your content is a hit or miss with your followers. Social listening tools abound, and Google Analytics is great for measuring the success on your website. Define how often you will report on your content strategy, and analyse the metrics to see if you have any actionable insights. And refine, refine, refine!

Need a hand crafting a killer content marketing strategy that converts? Get in touch.