How to Create Juicy Content That Converts, So You Can Get More Eyes Without Wasting Time
Wondering how other people make engaging content? Or maybe you feel exhausted from being on the non-stop content treadmill already, and want to know how to make content that brings you customers.
Every piece of content, including social media posts, podcast episodes, emails, blog posts, and videos, should all bring value to your business growth. Otherwise, all your time making and posting content goes to waste. And as business owners, you and I both know that our time is too precious to be spent this way.
So, let’s not waste your time on creating content that doesn’t bring your growth or your target customers.
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First, here are the 3 things high-converting content does:
Speak to a very specific audience
Solve a specific problem of your target audience. Even if you think what you sell isn’t a “solution” to a problem, there must be something that your product or service provides that your target customers don’t currently have. See the next section for more examples.
Provide value to your audience by educating them, entertaining them, inspiring them, or making people feel seen or heard.
After having served tens and thousands of women business owners and entrepreneurs in our community with content they love and continue to come back for,
here are effective and sure-fire ways to create content that converts and magnetically attracts your target audience:
Know who your target audience is
Get crystal clear on who you’re speaking to and who you’re creating content for. When you keep your content generic, it comes off as vague. When it’s vague, people lose interest because your content doesn’t resonate with them. Get specific on your target audience and customers.
To dive deeper, think from your target audience’s perspective and figure out the following:
What problems and headaches do they want to solve?
If you think what you sell doesn’t necessarily solve a problem, think again. What benefits does your product or service provide? What do they make your target customers feel after having used them? What lifestyle does what you sell help them achieve? Whatever your target customers are missing without your product or service is the “problem” your product or service solves.
For example, if you sell organic candles with a minimal design style, you’re helping your customers curate a simple, beautiful, and elevated space and lifestyle which they aspire to. Another way to look at this is that they feel that don’t currently live this lifestyle fully and that’s their “problem”.
What are they passionate about?
What is it that they want? What excites them? How can your content help them get what they want?
With the same example above for the candle brand, your audience might be passionate about minimalistic designs, zero-waste living, or other businesses that give them healthy organic choices.
Knowing who your target audience helps you create more enticing and specific content, which gives your target audience great reasons to stay around and keep checking back on your content.
Need more help? Here are 7 questions every modern entrepreneur should ask to narrow down their target audience.
Choose where to build your engaged audience & warm leads
Most business owners start marketing by using every social media and think that’s all they need. However, whether or not your audience sees your content on social media is not guaranteed. How likely a follower or subscriber sees your content often depends on the algorithm of each platform, and it is affected by other content, creators, and businesses your audience also subscribes to. In other words, because most of us follow and subscribe to several accounts on one platform, the chance of seeing every single content from one account is relatively low.
Therefore, you must have a direct way to communicate with your audience, especially the people who are likely to buy from you, the warm leads. Email marketing, text messaging, and messaging apps are great tools for this purpose and for marketing to your audience in a more personal way.
By keeping directly in touch with your target audience who wants to hear from you, you can keep building relationships and creating desires for what you sell. The people who choose to join your email list or messaging group are your warm leads who choose to opt in to hear directly from you and don’t want to miss any updates.
Here’s a simple 3-email welcome sequence to engage your subscribers & make people feel excited about getting your emails.
Plan content based on your big 90-day goal
To create effective content, make sure you align your free content, your posts, and emails with your main 90-day goal in your business. Your big goal in 90 days may be promoting a product line or service, launching a new offer, selling seats at an event, or building awareness for a collaboration.
Click here to read about how to grow consistently and drive momentum by setting your 90-Day Offer.
Whatever your 90-day goal is, create content that aligns with your goal so you can educate your target audience with the right mindset, help them understand their needs for what you sell, and gain credibility and trust. And when you make your offer available or when you’re ready to promote what you sell, your audience is ready to say yes and become customers!
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Convert through emotional marketing
We, humans, are driven by emotions. The no.1 thing that makes people buy is the feeling of trust. On the other hand, the main things that hold people back from buying are their fears and doubts.
What does this mean for entrepreneurs and business owners? To market and sell effectively, you have to remove fear and doubt and build trust through content marketing to convert people into customers.
What to know how to apply this? Here are 10 ways to use emotional marketing in your business, so you can make your target audience feel what you’re selling is relatable to them. Also, use social proof like reviews and testimonials from past customers, people your audience can relate to, to increase trust and help potential customers validate that buying from you is the right choice!
Convert with effective headlines & boost marketing
Come up with relevant headlines that pique your target audience’s interest. Headlines should not be an afterthought. A study shows that 70% of people never read more than the headline. (The Science Post Team) According to Upworthy, traffic to their content can vary up to 500% because of the headline. (Tate)
To come up with a relatable and catchy great headline, use sensory details and words that stir any of the five senses - touch, taste, sound, smell, and sight. Also, tap into your target audience’s emotions and headaches, and use keywords that they search with.
Sharethrough Headline Analyzer is a great tool to get feedback on your headlines. Click here to learn more about how to connect with your audience on a deeper level.
Make content without creating from scratch
Repurpose across the different platforms and social media you’re using for marketing. You should also repurpose content across different formats, such as audio, video, and graphics. You can also experiment with different lengths; for example, turning a long-form video on Youtube into short video series on Instagram, and vice versa.
If you want to learn how to master the art of repurposing your content without boring your audience, read this post.
Include a clear call-to-action to convert your audience
In all your content, include the action you want your audience to take next, especially when you want to keep building trust by serving them with another great piece of content, or if you want to move them along the marketing funnel and become a warm lead on your email list or in your group text messaging. Make it simple and clear so there’s no confusion. If you want to convert a stranger into an engaged audience or convert a warm lead into a customer, make sure you include the next step they should take with you to get what they’re looking for from you.
Here are 20 call-to-action examples:
Tell me - what’s your biggest question on [TOPIC]?
Want to learn more? Click the link HERE.
Can you help me decide? [X] or [Y]?
Save this [VIDEO/POST/TIP/EMAIL] so you have it when you need it later.
Share this with another [HOW THEY IDENTIFY THEMSELVES] who would like this!
Pre-order [XYZ] here.
Grab your front-row seat before they’re out.
Save the date for this event.
Check out my new favorite [PODCAST/POST/VIDEO/BLOG/BOOK/APP].
Go read this post on [THE SITE] and leave a comment.
Buy now.
Reply and tell me — [QUESTION]?
Tell me [BLANK] in the comments.
Sign up for the waitlist.
Hire me/ book me/ check out my services.
Check out this other video/post I made on [Instagram/ Facebook/ TikTok/OTHER PLATFORM].
Reply “Me!” (or something simple) to get the details/payment link.
Join our email list to get [BENEFITS].
Want [BENEFITS]? Go to [LIST BUILDER/TRIAL] and give it a try.
Message us for details.
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Make your content easy to consume
Here are the 5 S’s (especially for non-writers) to write amazing content:
Keep it Simple
Make it easy to understand your message. Use concise words with simple language, and avoid lengthy sentences or complex words. In general, choose an active voice over a passive voice.
Sound human
Use a natural tone, instead of sounding like a robot, when you create your content. A great way to test this is to read your content out loud and see if it sounds like you are talking to another friend at a coffee shop. Use singular “you” instead of “you guys” or “friends”, which makes your content more personal and makes each person in your audience feels like you’re speaking or writing directly to them.
Use Storytelling
To make your audience feel more connected with your content, add sensory details, how it feels, details of the character(s), and the specifics of an environment or situation.
Make it Skimmable
Research shows that only 16 percent of people read an entire page of content. Whether you’re writing a blog post, a social media post, a video description, an infographic, or a podcast show note, make it easy for your audience to skim through the content. You can use bold, highlight, underline, capitalization, and italics to style your text. And break up run-on sentences and paragraphs.
For videos and audio specifically, it’s helpful to list out a breakdown of the major topics that you’re covering in a particular video or podcast episode with timestamps.
“So what?”
Most business owners want to tell the world what makes their companies and their products or services great. And they end up oversharing their specific processes and product features. But people aren’t interested in another product or service nowadays. They want what your products or services will do for them.
To make sure your content is relevant and speaks to your target audience and customers’ true wants and needs, get in their shoes and ask, “So what? Why does this matter?”. Answering this question helps you produce content that focuses more on your audience’s emotional struggles and desired results and transformation, which resonates with them better and increases conversion.
Make sure you also avoid the 3 most common copywriting mistakes (and quickly fix them with these foolproof tricks) to up-level your copy!
Feeling confused about what content to share when launching a new offer? Here's how to create pre-launch content that converts.
Click here to get the 8 jaw-dropping ways to generate desire on social and turn followers into customers.
Still not seeing marketing results? It’s probably because of one or more of these 10 big costly mistakes. Don’t let them hold you back!
Don’t miss our free masterclass on – How to Attract 100 People Who Actually Want to Buy From You Without Doing More on Social Media (+3 Super-Simple Ways to Reach More Target Audience with $0). Save your seat now.
Works Cited
Tate, Ryan. “Tabloid Chic: How Racy Headlines Unlock Money and Power.” Wired, 25 Feb. 2013, www.wired.com/2013/02/tabloid-chic-the-rise-of-racy-headlines/. Accessed 19 Jan. 2023.
The Science Post Team. “Study: 70% of Facebook Users Only Read the Headline of Science Stories before Commenting.” The Science Post, 2 Mar. 2018, http://thesciencepost.com/study-70-of-facebook-commenters-only-read-the-headline/. Accessed 19 Jan. 2023.