How to create content that converts

Jon Araten
By Jonathan Araten
Head and shoulders photo of Michelle Meyer
Edited by Michelle Meyer
Romi Hector
Fact-check by Romi Hector

Updated July 21, 2023.

How to create content that converts

Creating content that converts—that resonates with readers—is extremely important. There are an estimated 1.88 billion websites online, so competition is fierce. Plus, the hyperinflation of content, especially AI-generated content, is making it more challenging to capture and retain an audience's attention.

Below, we'll explore how you can stand out amidst the changing search landscape and reach your target audience.

Key takeaways

  • Segmenting your audience helps you to understand their needs.
  • You can cement credibility by providing valuable content backed by experts, research, and testimonials.
  • Incorporate humanistic elements into your content to stand out from AI-generated information.
  • Personalize your users' journey to help them easily find the content they're looking for.

Segment your audience to identify and meet their needs

Organizational chart showcasing how to segment your audience to create content that converts

The first step in catering to diverse audiences is to segment them effectively. This can be done based on either your product or your sales funnel:

  • Product segmentation: Create content suited to your audience's demographics (age, gender, hobbies, etc.) or location.
  • Funnel segmentation: Top-of-the-funnel content aims to attract a wide audience and generate interest in your products. Bottom-of-the-funnel content aims to convert potential customers into actual buyers.

» Not sure how to tackle a funnel? Here's how to master the conversion funnel.

Build trust and credibility with your audience through expert content

a woman sitting at a desk with a laptop

To establish trust and credibility, incorporate expertise from recognized professionals in your field—don't simply summarize what's already online.

The goal is to provide valuable and relevant content in a professional manner to foster confidence in your brand. This includes backing your content with:

  • Concrete examples
  • Case studies
  • Testimonials
  • Real-life applications

But remember, it's not just what you say, it's how you say it.

It's equally important to maintain a consistent design across your content and website to offer an intuitive user experience. A clear and organized structure ensures easy navigation and encourages users to explore your content further.

Make your content more human to stand out and connect with your audience

AI is making it possible to generate content on a conveyor belt, meaning your audience is overloaded with information. To stand out, consider incorporating humanistic elements into your content.

A quote that emphasizes producing content that a machine can't replicate

This can be in the form of:

  • Authentic images and videos (not overly professional)
  • Embedded social elements like tweets or TikTok videos
  • Contradictory content that sparks discussions and promotes sharing

For example, Cosmo published an article about building the perfect skincare routine. It's a topic many beauty experts and dermatologists will have a firm opinion on, and by taking a solid stance ("Nope!" and "Absolutely not—in fact, please don't."), Cosmo is opening the floor for discussion, daring readers to either agree or disagree.

A screenshot of an opening paragraph from Cosmo's blog

» Explore the 3 types of content machines can't master

Add a personal touch to each user's journey

Because of hyperinflation, personalization has become crucial. In fact, about 50% of consumers are more likely to become loyal to your brand if you personalize their experience.

An expert quote emphasizing that a one-size-fits-all approach to content will change

Personalization can be difficult because it requires generating a substantial amount of diverse content. However, social media integration and filters can help you tailor the content experience for individual users by offering unique and relevant perspectives.

The challenge lies in striking a balance between personalization and introducing users to new products or ideas. You don't want to isolate users and make them once-off buyers instead of repeat customers.

But how do you know your efforts are effective?

» Build a high-performing SEO content team to create superior content

Measure your content's effectiveness with the right metrics

Graphic of a computer surrounded by clouds and pages of content

It all comes down to numbers. Key metrics for measuring content effectiveness include:

  • Sales
  • Revenue per user
  • Tracking users through the conversion funnel

However, these remain just indicators. The customer journey has multiple touchpoints, and it's challenging to attribute a sale to a specific piece of content. For example, a customer watched a compelling beer advertisement on TikTok three days ago, and that memory prompted them to make a purchase today. How do you attribute the sale to the advertisement? This is an interesting area to explore further.

So, what does the future of topical authority hold?

As new AI developments emerge, topical authority may evolve, but it's unlikely to die entirely. Google's investment in its existing algorithms and the importance of credibility indicators suggest that topical authority will continue to play a vital role alongside new innovations.

So, tailoring content for diverse audience segments and implementing effective strategies will be crucial if you're looking to increase conversion rates in the ever-evolving digital landscape. By staying adaptable and incorporating creativity, you can maintain a competitive edge and foster lasting connections with your audiences.