This is the second of a three-part series about content marketing in 2020.
Now that we’ve covered what content in 2020 we should create, it’s time to shift gears and focus on how we can convert visitors into users, followers, and clients. Whether your goal is to get your audience to sign up for a newsletter, buy your product, or share your blog then this handy dandy guide is here for you.
Measure, Analyze, and Track Your Conversions
Before you make any changes, you have to know what you should change and the goals you hope to achieve. So if you have a live eCommerce site or blog, then Google Analytics should be a tool that you check daily.
Google Analytics will give you a comprehensive view of how your site is performing. It can provide you with a variety of data:
- Audience demographic
- Lifetime value (LTV)
- Audience behavior
- Cross-device use
This is just to name a few, but the more you can narrow down your audience, the more you can tailor your content in 2020 in order to provide material that is of value.
Always keep in mind that to measure any sense of success you need to have goals and milestones to benchmark against. Google Analytics offers a goal tracking system under the conversion tab.
Test Your Changes Then Test Them Again
One of the simplest ways to see how your content in 2020 is being received by your audience is to perform A/B testing otherwise known as split testing.
You can go about A/B testing in a few ways, each targeting different elements of your page or content. A common method is to release two different versions of your landing page targeted at specific audience demographics. One version may have a CTA button at the top of the page, the other may have it at the bottom of the page, and you just sit back and see which one performs better.
Returning to Google Analytics, you can see which page elements generate the best response from your audience’s behavior. Google can break down exit rates in percentages and tell you what are your top-performing pages.
When making the changes you want to make sure they are small in scale, otherwise, you won’t be able to pinpoint the exact cause of any behavioral changes.
Here are some things you should test:
- Landing pages – Test by rearranging and altering page elements, headlines, colors, and tone
- Forms – Test by adjusting page placement and the information requested
- Calls to Action – Test by rewording the CTA, changing button colors, and page placement
Optimize Your Site
Sometimes you could be losing conversions by simply having a bad web design. As mobile traffic now comprises more than 50% of global internet traffic, if your site hasn’t been optimized for mobile use, then that’s a huge strike against you.
You’ll also want to optimize your site for speed. Personally, if I have time to blink and sigh before a web page loads, I’m already hitting the back button. You can use Google’s Page Speed Insight to see how your pages perform across multiple devices.
While testing your CTAs for color and text, also try and play around with the tone and meaning. If your CTA just has “sign up” as its text base, you may want to play around with it by indicating what happens after your audience presses the button.
For example, “Sign Up and Begin Saving”.
Break Up Your Page With Visuals
As stated in the Create portion of this guide, content in 2020 is only going to get more visual. While videos around two-minutes in length report the best engagement, you’ll also want to insert bright images throughout your blocks of copy.
If you can, try and avoid generic stock photos. If you’ve seen one group of happily and ethnically diverse 20-somethings standing around a desk or paper in an office, then you’ve seen them all.
If you do need to rely on stock photos, go for ones that are intended to be artistic in nature. Keep in mind that the photo still needs to make sense in the context of the article.
Sometimes you may want to opt-out of a wall of text for an image in some cases. Especially if what you want to convey could be better represented by an infographic.
Remember to A/B test this as well before committing to any changes.
Any easy and cost-efficient way to increase conversions is by offering your audience a free, yet exclusive download. The fact that it’s free is given as a bonus, but by making it limited or exclusive you can trigger people’s fear of missing out (FOMO).
If what you’re offering, be it a guide, free ebook, or a tutorial gives value, then this becomes a win-win situation for everyone. Just make sure that what you’re offering is in-line with the rest of what your site is promoting.
The third of this three-part series about content marketing in 2020 will cover promoting content.