Content should always be used as a strategic tool to attract and convert business attention.
Having an end-goal in mind before spending time and effort creating content for your business will ensure your path remains focused. Fortunately, there is somewhat of a blueprint on how to use content to convert business attention for your business.
So if you’re creating content on a regular basis and find it is having no impact whatsoever, then perhaps these guidelines may be of assistance in helping you to convert business attention more regularly.
Use Content to Attract Attention
Before you can convert business attention you must first generate awareness and interest.
Every piece of content you create should aim to grab your readers attention and reward them for taking the time to consume it. Creating a piece of content that’s exciting, that feels special, and that provides value (having a great headline doesn’t hurt either) should be the goal each and every time.
Not only that, it has to demonstrate to your potential audience your level of expertise and that you solve a worthwhile problem of theirs before you can start to convert business attention. Otherwise, they might enjoy reading through your content, but they won’t bother coming back for more for taking actions.
Some alternative forms of content you can use to attract and convert business attention include:
- White papers
- Special reports
- Extended tutorials
- eBooks
- Manifestos
- Viral videos
Contrary to popular belief, you do want to include marketing messages in your content for grabbing and converting business attention. But they have to be palatable, subtle messages. The idea is not to try to close sales here - this is just the beginning of the conversation…
Your content should raise questions and provide food for thought. Poke around to discover pain points that you can address in future content. Tell stories that reduce barriers to uptake. But remember to be subtle about it. The purpose of this content is to get your audience into a receptive state of mind before they start reading any sales messages.
And, of course, how do you get your great content get in front of a new audience? By sharing it. Here is a great checklist of how to promote your blog posts.
If your audience finds your content not worthy of linking to, bookmarking, retweeting, or emailing their friends about, then it’s simply not good enough. But keep working on it. Or partner with a content expert who can create something exceptional for you.
Use Content to Convert Business Attention
Many businesses have a tough time knowing how to convert business attention. Here’s where you should be using content marketing fundamentals to start creating a commercial relationship. Obviously, you still deliver amazing quality content. But now is the time to tailor your content to a more persuasive approach.
You’re still keeping the selling under the radar at this point, especially if you’re using a blog to deliver your content. At this stage, you should be building your case, establishing trust and increasing the intensity of your audience’s desire.
Only when you’re ready to do business should you then send your lead to a well-designed landing page.
A landing page will do the most explicit selling, with a clear offer and a clean, direct call to action. This focuses the attention on what your objective is and ensures you won’t be doing any hard-selling tactics.
People generally don’t like being sold to. Don’t fall into this trap and start replying to comments with sales pitches. It more than often fails.
How do you use content to attract and convert business attention into sales and leads?
