Which Types of Content Actually Get Conversions?
Aside from the SEO boost that can come from regularly posting fresh content, marketers know that all internet content needs to be created with a goal in mind. Whether you're trying to drive traffic to your website, generate leads, create brand awareness, or get repeat business, your content should be designed to meet your goals.
When it comes to planning and creating content, different topics, content formats and publishing methods can have a huge impact on your content's effectiveness. A new report suggests that many marketers use specific types of content to successfully convert their site visitors into paying customers.
Research Reports and Video Top the List
According to the report from marketing research firm Ascend2, the most critical challenges that marketers deal with when generating leads include increasing lead-to-customer conversions and improving lead data quality. To solve these problems, the majority of marketers surveyed turn to content. Overall, 57 percent of participating marketers indicated that content download forms are the best method for gathering leads that have the best conversion potential:
As far as the types of content that get the best results, research reports and video/motion graphics are the most effective:
So, if you're in an industry that can provide specific research or insights that are in demand, creating a content campaign centered on that research could prove invaluable for increasing conversions. Even if you don't initially think your business could provide your site visitors with any valuable research, you may be surprised to learn how content containing tribal knowledge and industry secrets is both in demand and underrepresented in niche industries. No matter how small or humble a business may seem, providing high-value, data-rich content could help increase authority and conversions, especially in the B2B sphere.
Content Can Work in Any Format, Though
Of course, content doesn't have to be a research report or a video to help you get conversions. Site visitors will be most likely to convert if your content has provided them with real value by solving a problem, helping them make a decision, or answering a question - despite the format the content is in. Take some time to learn about your audience and hone in on what's interesting or important to them. Specific types of content that work well in this regard include:
- How-to guides
- Product reviews
- Case studies
- News related to industry trends
Serving your site visitors in this way can be done in the form of blog posts, social media posts, infographics and many other content formats. Indeed, while this new survey states that research reports are most effective at getting conversions, it doesn't state whether the research is in the form of an ebook, white paper or any other format. Even quizzes have been known to be incredibly effective content. So, bottom line, as long as your content truly provides value in an area where there's demand, chances are good that it could lead to increased conversions.
Want Better Results? Outsource the Writing
It's interesting to note that, according to the report, a whopping 87 percent of marketers outsource all or part of their content development:
This is likely due to the fact that content marketers - not in-house team members - often know best how to create and publish content that will most effectively help a business. Creating content specifically designed to increase conversions on your site is often best left to the professionals.