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How to create content that converts: Expert tips, strategies & examples

Craft compelling content that not only converts but also leaves a mark in the minds of your audience.

Jon Araten
By Jonathan Araten
Lia du Preez
Edited by Lia du Preez
Romi Hector
Fact-check by Romi Hector

Updated February 27, 2024.

Create content that converts and stands out

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 authenticity 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.

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 changes coming to search and reach your target audience.

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. You can do this 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.

» Want more conversions? Here's how to master the SEO conversion funnel

Build trust and credibility with your audience through expert content

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

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
  • Reviews
  • Testimonials
  • Real-life applications

GoPro does a brilliant job at this by including user-generated content on TikTok that reviews their products and demonstrates how you can use their products in real life to capture life's unforgettable moments.

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

It's equally important to maintain a consistent design and tone 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.

Humanize your content 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 authentic human perspectives into your content.

Aim to produce content that a machine can't replicate, like humor, cynicism, understatements, and memes. This can be in the form of:

  • Authentic social media videos and images (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, encouraging readers to either agree or disagree.

A screenshot of an opening paragraph from Cosmo's blog

» Explore the types of content AI 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.

Currently, most content on the internet is 'canned'—it's a one-size-fits-all approach where everyone reads the same material. However, this will most likely change with advancements in search and the variety in which content can be produced and consumers.

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. This example from Bugaboo shows how to use personalization to your advantage.

The challenge lies in striking a balance between personalization and introducing users to new products or ideas. The goal is repeat customers instead of isolated once-off buyers.

But how do you know your efforts are effective?

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

Measure your content's effectiveness with the right metrics

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

However, these are 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.

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Boost conversions with topical authority

Topical authority may evolve as new AI developments emerge, 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 an important role alongside new innovations.

Example of website with topical authority ranking well for related topics (CDC)

So, tailoring content for diverse audience segments and implementing effective strategies will be crucial if you're looking to increase conversion rates alongside rapid digital developments.

Generate conversions and lasting relationships

You can maintain a competitive edge and build lasting connections with your audience by staying flexible and being creative. Crafting content that converts is just the beginning. To truly thrive, you need to build authenticity and personalization into every piece of content.

By closely monitoring metrics and feedback, you can fine-tune your approach, continually improving engagement and nurturing those valuable customer relationships for long-term success.