Ep. 035 How To Create Content That Connects And Converts

Ep. 035 How To Create Content That Connects And Converts

Welcome to the Cracking Content Podcast, helping entrepreneurs to amplify their expertise through storytelling, content, and PR so they can get more sales and make a bigger impact. Every business has a story to tell. Don't be afraid to tell it.

In this podcast, I'm going to be talking about how to create content that connects and converts. Creating valuable and impactful content is a challenge, let alone content that inspires and connects with its desired audience, sparking a conversation, traffic, and those are all-important conversions. The truth is, around 87% of content writers are still struggling to create content that engages their customers. So, what can you do to make your content connect and create conversations?

{1:00} First of all, you need to really understand your audience. If you don't understand who you're marketing to, how can you expect to grab their attention? Embrace a distinct brand voice and personality, and let it shine through your content, using intentional word choices and adopting your audience's beliefs and worldview. Ask yourself, what do I stand for? What do I stand against?

{1:34} Notice what content your audience is connecting to most and think about why that is. What are they reacting to? What are they commenting on? Use this to produce more effective results. Often telling a personal story, engaging those people, telling them about a challenge you faced, using those stories to really connect and engage with your customers will make all the difference.

{2:00} Remember to be human. We all like to hear about triumph over adversity, but also those funny tales where things went wrong, particularly when you're an entrepreneur. One of my favourite things to say is, learn to fail well and learn from those mistakes that you've made. So, again, think about a brand whose content you really admire. How do they speak and how does their content make you feel? Chances are that your favourite content creators are those that are authentic, real, and use genuine emotion to inspire.

{2:31} It's no surprise that we connect to those who are most relatable to us. So, don't let a screen get in the way of you and your audience. Evoke emotion to create impactful and long-lasting content. Certainly, for me, the things that I love consuming are people's stories, learning about how they've built their businesses, and what's inspired them along the way.

{3:05} Encourage conversation. Increasing likes and comments is all well and good, but if no one is actively participating in a meaningful conversation, how much impact is your business really making? Let people know that you value their opinion and their voice. Ask questions, host a poll, or even organize a competition.

{3:27} Building trust is valuable for creating a community of people who genuinely love you and your business. And that's why setting up things like a Facebook group like mine, which is called Cracking Content where people can engage and talk to each other and also consume your content are really valuable. 

{4:18} Make sure that you allocate time, not only to create and post content but have conversations on channels as well.

{4:26} Don't just tell, show. There are only so many times you can talk about a product or service before your customer might just have had enough. Instead, switch up your content to give real-life examples. This can involve anything from building a story around your brand and why it came to exist to simply sharing fantastic customer testimonials.

{5.35} Last but not least, don't forget the visuals. As much as written content is important, the visuals are often what the customer sees first and can be just as important. Aesthetic often plays a significant role in the consumer's decision to stick around for more content or simply move on. So, make sure you include photos in your content at the very least. And video and infographics are also good attention stoppers.

Connect with Claire: 

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