You may have already read a dozen guides on basic blogging, WordPress installation, theme choice and installation, maybe even customization. You might have even read some guides on SEO for WordPress or how to write blog content that sells.
The trouble is that great content is not always content that will help you achieve your objectives. Believe it or not…
Great content is not always what sells.
You can write the most helpful, interesting content in the world and make no money from it simply because you haven’t written the content in a way that makes sales. The most productive content is always written with the bottom line objective in mind, whether that’s increasing your mailing list, finding leads, or just making money. Generally, profit is the bottom line for any organization except a non-profit.
In this post, you’re going to learn some of the best ways to create content that is not only interesting, but helps you to achieve your business goals—whatever those goals may be.
No more spending hours writing content that isn’t going perform. Learn how to write content that sells every time.
Now that you know some of the mistakes you might make that could cause your content to fail in its mission to help you reach those goals you’ve set for your business, it’s time to take a look at the best way to create content that does sell.
The first thing you must do, obviously, is decide exactly what your primary and secondary goals are for your business. It might be solely to sell a particular product or service, perhaps with a secondary goal of building your email list. Maybe it’s the other way around, and you’d prefer to focus on building your email list with the secondary goal of getting sales.
Once you’ve chosen your goals, you can figure out what type of content you should create to best reach your goals.
Let’s say you want to focus on building your list as a golf professional. Each piece of content you post should specifically be geared toward building your list.
For example, let’s say you have a lead magnet called “10 Ways to Shave Strokes Off Your Golf Game”. You’d want to create content specifically that focuses on ways to improve one’s golf game so you could have a call-to-action asking people to subscribe for a free copy of your lead magnet.
Try to figure out a number of different types of content you can write specifically to relate to your lead magnet. If you create different types of content later, you might want to first create a lead magnet that matches it, especially if you think it will attract more subscribers.
For example, let’s say you’re running a weight loss blog that covers several different types of weight loss. You’ve been concentrating on the low carb diet, and your current lead magnet is a list of foods that are good for each phase of the low carb diet, and ideas for snacks and meals.
Now you’ve decided you want to focus on the raw food diet. People who practice this diet would most likely not be the least bit interested in a list of low carb foods, because those foods are most often cooked or processed in some way. Thus, you’d need to create a brand new lead magnet that focused specifically on the raw food diet.
What if you don’t have a lead magnet for a particular topic and would rather not create one? Well, you could instead find an inexpensive paid product to promote, or just have a generic opt-in box that says something like, “Enter your name and email address for more information about the raw food diet.”
Types of Blog Posts that Sell
There are lots of types of blog posts that have the potential to get results, and some that probably won’t. In this section, we’re going to take a look at some of the most effective content types.
Always remember that you should keep your content as tightly niched as possible. You don’t want to create content that could hurt your SEO, and there’s no reason to create content that isn’t likely to help you achieve your goals.
Let’s say you’re running a blog about golf. You might think that creating a post about the top ten new luxury cars could attract golfers. While that’s not completely outside the realm of possibility since golf is a rather expensive hobby, that article is likely to attract a lot of visitors that don’t care anything about golf.
You want to create content that is the most likely to get you a new email subscriber, or buy something, or take whatever other action you wish.
This will often lead to not just types of posts/content but also using the right tools to lead the visitors you are getting, to take the right type of actions.
Top lists are a very popular type of content that is perfect for a lead-in to a call-to-action. For example, you could have an article called, “The Top 5 Drivers That Can Lengthen Your Drives”. You could then have your call-to-action at the end of the article asking people to opt in for your lead magnet called “10 Ways to Shave Strokes Off Your Golf Game”. Or you could let your visitor download your top tips and tricks post to read later or share with other golfers.
Interviews with industry experts and popular figures in your market will draw a lot of attention, and they help lend a little credibility to your call-to-action. If you’ve interviewed someone people recognize, not only will it draw in more traffic, it will also make people naturally feel your own information is more likely to be good.
Like interviews, guest posts by popular people within your niche lend credibility to your own calls-to-action. As mentioned before, allowing your readers to download a pdf of the interview will make it easier to get their email address, so you can give them great offers at a later time. Plus guest writers, experts, bloggers, etc. can download their posts as a pdf to use and share with others.
Tips & Tricks
People love articles that provide simple tips and tricks in an easy-to-digest format. Lists of 5-10 tips and tricks on a particular topic draw a lot of readers, and make it easy to lead in to a call-to-action.
In-depth tutorials always tend to be big draws, but they’re also excellent for getting people to take action. A good in-depth tutorial will bring in a lot of traffic, and it will also give you a lot of credibility if it is well-written and interesting.
Video is a type of content that has huge potential for getting people to take action, because you can actually ask them to take action in the video itself. For example, you could say, “Visit my website your-url.com and enter your name and email address for more information about how you can lose weight with today’s most popular diets!” People who are watching your video are much more likely to hear your call-to-action than someone who’s just read a lot of text and now need to read a call-to-action, so video can be extremely effective.
Other Types of Content
There are other types of content you can consider, too. Remember that you don’t have to stick 100% to your main goals. Occasionally, you can have additional goals for your content. For example, maybe you just want to raise brand awareness. You want to get a big kick of viral traffic, and you’re not as worried about your main goals. In that case, you could create a post that was totally out there just to get traffic and help people recognize your name within your niche.
Let’s take a look at an example:
Let’s say you write an article called, “The 25 Most Bizarre Weight Loss Inventions Ever Created!”
This article is pretty generic, and it could potentially draw a lot of people who aren’t even interested in losing weight because they just want to see the strange information—BUT, it could also draw dieters who would be interested in what you are offering.
It could also increase recognition of your brand in your niche, which could benefit you down the road even if you don’t get a lot of results immediately.
So, in summary…
Writing good content isn’t necessarily enough to get you the results you are looking for. You have to craft that content specifically to get results by creating content that naturally leads users to want to take action.
Always write your content with conversion in mind. Whether your primary goal is to sell a product, grow your mailing list, or even make money from advertising on your site, content should be written with that primary goal in mind. (You may also have a secondary goal in mind. Don’t forget you can have multiple calls-to-action in a single article.)
Remember to use multiple lead magnets if you have a variety of topics on your site to ensure you have something that will interest the audiences of each of those topics. Just because two topics are related doesn’t mean they’re similar enough that fans of one will be fans of the other.
And remember, the right tools will help convert your traffic into subscribers.
Check out PostGopher to automatically transform any blog post or page into a super targeted, high converting ‘lead magnet’ that’s guaranteed to engage your readers.
Then as long as you keep your goals in mind when you’re creating your content, you’ll find your conversions growing. More people will take action, and you will get closer than ever to reaching your goals.