How to Create High-Converting Content

There are many ways to improve your content marketing, and double or even triple your conversion rates.

As a content marketer, your job is to use content to sell something – whether it’s a product, service, or message. Maybe you’re already driving sufficient conversions. But do you really want to settle for sufficient?

There are many ways to improve your content marketing, and double or even triple your conversion rates. Today, let’s focus on the most important aspect of content marketing – your content. Here are five ways to create high-converting content to boost your conversions.

1. Write a killer headline
Your headline is the first thing readers notice about your blog post or landing page content. Whether or not the headline captivates them will likely determine if they continue reading the content, or bounce.

Although different variations of headlines work, there are some common elements in successful headlines. HubSpot and Outbrain conducted a study of 150,000 article headlines and discovered:

  • Headlines with eight words performed the best in click-through rates.
  • Headlines containing a colon or a hyphen performed 9% better than those without.
  • Odd numbers in list posts have a click-through rate 20% higher than even-number lists.
  • Ending a headline with a question mark results in a higher click-through rate than using an exclamation point or a full stop.

You can use these common characteristics of successful headlines as the foundation for writing killer headlines that convert. Clearly explain what the content is about in a few words, and if it needs a little bit more detail, include a short explainer after a colon or hyphen. And when creating a list post, keep it to an odd number.

In addition to these basics, try to use words and phrases that are more likely to convert. According to WiderFunnel, words like “you,” “because,” “free,” “new,” and “instantly” help drive conversions. You can find more high-converting words in a list of 700-plus power words compiled by OptinMonster.

It can also be helpful to come up with several potential headlines. Then use an analyzer tool like the ones from CoSchedule or Advanced Marketing Institute to see how well each headline would perform.

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Source: Content marketing institute