Publishing educational marketing content is one of the keys to converting leads online. Web users search because they're looking for answers, for information. But while the need for information may get visitors to your web page, what will make them stay? return? convert?
It takes more than facts and figures to gain a customer. In fact, studies show that 38% of those who land on a web page will instantly bounce from the page - they don’t interact with the page at all (Source: slate.com). Only one half of those left will read several hundred words into the story. So, what’s the trick to getting visitors to read and engage with your content?
5 Ways to Make Content More Appealing to Site Visitors
The infographic below will explain five ideas to help you make your educational content more attractive, shareable and ‘clickable.’ Don’t let your high-quality content go unnoticed!
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1) Keep it Simple.
The best teachers explain complicated subjects in very simple terms. This doesn't remove complexity, but it makes content easier to understand and digest — one concept at a time. As Albert Einstein said, “If you can’t explain something simply, you don’t understand it well enough.”
Brands that make it easy for consumers to gather and understand information are:
- 86% more likely to get a sale
- 115% more likely to be recommended to others
(Source: Harvard Business Review)
How to Explain Something Simply:
- Step 1: Review concepts using ideas and associations the audience already understands
- Step 2: Break your topic down into steps, lists
- Step 3: Keep it general, know which details to leave out initially
- Step 4: Encourage questions for more in-depth learning.
2) Add Humor.
Nothing breaks up a presentation, a class or a blog post like some relevant humor sprinkled in. But adding humor doesn't mean memorizing jokes or being impersonal! When it comes to inserting humor into your content, make it natural. This takes practice, but it can be learned, even if you’re not naturally “funny.”
Tips to Add Humor:
- Tip 1: Make humorous observations in real-time
- Tip 2: Make it natural
- Tip 3: Point out irony
- Tip 4: Make a funny, relevant reference to a current event.
3) Make Content Interactive.
Digital marketing is inherently interactive — a prospect clicks, fills out a form, reads, replies, asks. All these actions are carried out through your inbound marketing strategy. But now that digital marketing is becoming the norm, these actions expected by most online searchers. How do you create interactive experiences outside of the expected?
Research from a March 2015 blog post published by Content Marketing Institute (CMI) by Julie Wingerter (@JWingerter) shows that interactive content averages a 50% click rate and a 40% percent conversion rate.
How to Make Content More Interactive:
- Step 1: Use graphics, animation, video, other visual content
- Step 2: Think quizzes, polls, comments and rewards
- Step 3: Offer plenty of follow up material
4) Be Unpredictable.
Remove the routine every once in a while. For example, if you’re known for a certain type of content or communication style, weave in something different occasionally. Scott Redick (@scottredick) of Charles Schwab comments in an article published in Harvard Business Review that "...the element of surprise is the most powerful marketing tool of all."
Tips to be Unpredictable:
- Tip 1: Add emotion
- Tip 2: Add a branded video or an infographic
- Tip 3: Introduce a new color scheme and design to attract attention and new viewers.
5) Give the Facts.
In the end, your prospect wants and needs your information. Remember, the whole reason someone searches online is to learn something new, so keeping content educational is a necessity. For B2B decision makers, the task is still to find the best solution that will improve some aspect of their business. Entertaining content is great, but solution-based content leads to conversions.
Up to 50% of potential sales are lost due to inadequate information. (Source: IDC)
Appealing content educates and attracts!
Refining Your Content Strategy
Using these five ideas, you'll begin to look at content creation in a new way in your organization. As you improve your content and make it more appealing to site visitors, your reach and engagement will improve as well.
Want to be sure you're reaching the right audience from the start? Use the buyer persona guide below to help make sure every piece of content you share is appealing and irresistible to your exact target personas.
Harvard Business Review , "To Keep Your Customers, Keep it Simple"
Moz Blog , "Why Content Goes Viral: the Theory and Proof"
Content Marketing Institute , "More Than Quizzes: 3 Types of Interactive Content That Drives Leads"
Harvard Business Review , "Surprise is Still the Most Powerful Marketing Tool"
Heidi Cohen , "How the 2015 B2B Purchase Decision Process Has Changed"