So you’re creating some truly amazing content for your blog.
In fact your readers are falling in love with your content so much, that they feel compelled to leave you a comment and even subscribe to your email newsletter.
Great stuff, that’s the way it should be right?
HUGE Kudos to you if you’re successfully catering for your audiences needs and getting the conversions and leads you want. Your content marketing strategy is obviously working.
But what if you’re not getting the conversions and leads you hoped for from your content?
Oh boy, there could be a million reasons as to why your content isn’t working to convert.
- It could be that your content isn’t compelling or useful enough to convince your visitors to take action.
- It could be that you’re marketing your content to the wrong audience.
- It could be that your offers or incentives are simply not irresistible or compelling enough.
Or perhaps you’re converting just a few of your blog visitors into subscribers, but would really like to boost your conversions a little bit more.
In which case, how can you tell which pieces of your blog content is working to convert, and which aren’t?
What types of blog posts is really helping you to create new leads and convert new visitors into subscribers?
One way to find out is to look at the data in your Google Analytics account, assuming that you have goals set up and everything else going.
But that can be tedious work and can get a little bit complicated at best of times. Am I right?
Another very smart “and simple” way to find out what content is working for you, is by using the awesome WordPress plugin called Thrive Leads.
Thrive Leads is what I’m using to build my email list right now, alongside thousands of other smart bloggers and marketers out there.
But this isn’t a post about list building, it’s about showing you how to create more conversion focused blog content. Content that will help you generate more leads and convert more of your blog visitors into subscribers.
Most websites don't have a traffic problem, however every website has a conversion problem.Click To Tweet
Here’s an interesting quote: According to Bryan Eisenberg, most websites don’t have a traffic problem, though every website has a conversion problem (Source).
With that thought in mind, here’s the deal peeps:
You don’t need to break your back trying to get more traffic to your blog, you just need to figure out what kind of content you need to create more of, in order to boost your conversions, and here’s how you can do that.
Step One: Find out what existing content you have on your blog that’s currently giving you the best conversions.
Forget Google Analytics for now. Inside the Thrive Leads plugin you have access to some very useful analytic, metric and reporting tools. I covered most of these reporting tools and features in this walk-through video of Thrive Leads I created a while back.
However, a recently added feature to Thrive Leads now enables you to generate content marketing reports. See image below.
This new feature allows you to generate reports where you’ll be able to see which pieces of your content, i.e. blog posts and pages, are generating you the most amount of conversions and leads.
These reports include impressions, conversions and conversion rate and of course new leads.
So how valuable is having this kind of data available at your disposal?
Extremely valuable and a HUGE time saver as well.
It means that you can now get a clearer picture and better understanding as to the types of content that your visitors, and your readers, are responding to the most. In this case, taking action and subscribing to your email list.
Instead of just wasting your time creating more random blog content and hoping your conversions will increase, this feature will help you to take a lot of the guess work out. Simply by giving you the information you need about what kind of content is really working and getting people to subscribe.
By the way, you can grab this plugin here.
In my case from the image above, I see that several of my product comparison and online reviews, and my posts focused on the topic of conversion optimisation, and my recent blogger outreach and expert roundup post with content upgrades, gave me the best conversions and new leads in the last 30 days.
With this information, I can now set about creating a content strategy plan that will help me create more of this type of targeted “conversion focused” content.
I can also customise my reports even further by changing the source type to view blog posts, or pages, or all.
In addition, I can also change the date interval to view information about conversion performance over longer periods of time, i.e. 3 months or a year etc. See image to the right.
All this sounds pretty cool so far right?
Step Two: Create your killer content strategy plan.
Now that you’re armed with the knowledge of which types of content you need to create more of, in order to increase conversions and leads, you can set about creating your killer content strategy plan for the next 3 months, or for what ever length of time you want!
There are some great tools available online to help you create a content strategy plan, here’s a few of my favourite ones that you might not already be using (but most likely are).
CoSchedule Content Marketing Editorial Calendar
You might have come across this one already at some stage folks, because it’s both extremely popular and useful, though it does come at a premium price.
CoSchedule marketing editorial calendar has a lot of built in features, including the ability to add blog posts, social messages and stand alone content into your calendar.
To add blog posts for instance you can connect your CoShedule calendar with the dedicated WordPress plugin that’s available.
WordPress Editorial Calendar Plugin
If you’re looking for something with less bling and glamour, there’s a free editorial calendar plugin available for WordPress that will do the job very nicely as an alternative.
This plugin includes the ability to schedule blog posts, as well as create new posts directly from the calendar view.
You can also view unscheduled posts. See image below.
Evernote is a very versatile online and desktop tool and one that almost every blogger should use.
Personally I can’t live without Evernote. If I’m doing research online for my next blog post for instance, I can simply drag stuff that I find and drop them straight into Evernote for use later on.
I also use Evernote to write my blog posts, and because I have Evernote on almost all of my devices these days, I can access all of the information and resources I’ve gathered, and continue working on new blog post projects from almost anywhere.
The best thing about Evernote is that it’s free to use, with premium options available.
My good friend Jane Sheeba wrote an incredibly detailed post on how she uses Evernote to boost her blogging productivity, you can check out that post here.
By the way you can get Evernote here.
Step Three: Create more conversion focused blog content, and optimise your existing content.
Now I’m not going to waffle on about how to create great content! You can read this post for tips and advice on creating compelling blog content if you feel the need to.
I do however want to give you some content optimisation tips for creating new blog content, as well as optimising your existing blog content.
#1. Create a heart-stomping headline title.
Let’s start with the headline title, it really has to be compelling enough to both catch the attention of your readers, and let them know what your article is about.
My advice is to take some time to really craft something that will captivate your audience.
I would suggest you try and avoid writing super long titles as well. Keep it relatively short, easy to scan over and simple to understand by a wide audience.
Check out these awesome tools to help you craft the perfect headline title:
Remember that on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest (source), so make your headline truly memorable.
#2. Add a thought provoking image or two.
The power of visual content has really exploded in the last few years.
Visual content such as images and videos not only brings your content to life, but when it comes to social media and sharing, images and photos for instance is considered the most important tactic for optimising content on social media. (Source).
With that said, use plenty of beautiful visuals in your content to capture your readers interests quickly, both on site and on social media.
#3. Power up your post with action words.
You should always use a variety of calls-to-action to engage and interact with your audience when crafting your blog posts.
Use powerful calls-to-action in the most prominent areas of your content. Whether it’s to share your post on social media, subscribe to your email newsletter or simply to leave you a comment, ask them by using effective action words!
Check out this awesome post on HubSpot on for some tantalising call-to-action optimization tips.
#4. Add some irresistible content upgrades to your blog posts.
What the heck is a content upgrade? You might be wondering right now.
A content upgrade is a bonus content incentive, similar to the free report you might be offering on your blog right now.
However, content upgrades can be way more powerful than any free report or eBook. Content upgrades are content extensions to your blog posts.
Example: You’re writing a tutorial post on how to set up email marketing on your blog, so your content upgrade might be a free PDF cheat sheet with tips on how to boost opt-in conversion rate. Your readers can access this content upgrade by opting in to your email list via a form or call to action placed at the bottom of your post.
Content upgrades can be very effective especially if the bonus content is aligned with the topic of the blog post.
For added validation that content upgrades can work, take a look at the screen capture below.
I published a post on my blog back on the 2nd of December titled 23 Bloggers Share Their Most Effective Methods For Promoting A New Blog Post.
That post contained a content upgrade (A New Blog Post Marketing Cheat Sheet).
Look at the conversion rate for the 2nd of December and subsequently the days that followed.
Way more readers of that post alone subscribed to get their hands on my free content upgrade. In fact I increased conversions by almost 500% in one single day.
Also the fact that the post was a very popular one helped boost those conversions. That expert roundup post was shared over 600 times on social media and traffic increased by 300%.
How I increased opt-in conversions by 500% using content upgrades!Click To Tweet
The screen capture image below is to show you how a content upgrade can be created using some simple image and graphic editing tools. Again if this isn’t something you can do yourself, it might be best to seek out your friendly graphic designer.
Another great thing about using content upgrades is that you don’t just have to add them to new content, you can add them to some of your existing blog posts as well.
Take a look at the top 10 or 20 most popular blog posts or pages, and consider creating targeted content upgrades for each one of them.
This can be a lengthily process to do I know, but it can be all worth the while.
At a later date I’ll share with you a more detailed post (or podcast episode), on how to create irresistible content upgrades for your blog, including some cool online tools and applications you can use as well.
A lot of bloggers and marketers are obsessed with trying get more traffic, and it’s not easy.
Creating more conversion focused blog content however, and optimising your existing blog content with content upgrades and so forth may be time consuming. But it is a lot easier than trying to get more traffic in my experience.
With that said, go make a start today, even if you optimise just a few pieces of the content on your blog, the results will most likely be far better conversions that what you’re already getting right now.
Best of luck.
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