How to Create Better Marketing Content that Converts

Content is still the king of digital marketing. It is through the content that brands can create relationships and communicate with their audience. This is why businesses must know what content they should deliver and publish on their marketing channels. Each marketing content should have a goal of bringing leads, generating sales, or improving brand awareness.

That is why for today’s article, we’re listing down five tips from industry experts on how to create better marketing content that converts and helps your business grow.

5 Tips to Create Better Marketing Content that Converts

1. Start with a clear call-to-action (CTA).
2. Deliver more authentic marketing materials to your audience.
3. Create content for mobile.
4. Pay attention to how you create your videos.
5. Don’t be afraid to test your marketing content.

1 – Start with a clear call-to-action (CTA).

When creating marketing content for a campaign, you should always start with a goal. So start by thinking about the perfect “call-to-action” for your content to achieve your goal. For example, if your campaign aims to bring in more visitors to your new product, your call-to-action should be “Check this New Product” or something similar. Your CTA should push customers to click the button to go to your new product page.

Remember that without a solid call to action, your audience may not have an idea of what you have to offer and how to take action. To provide a distinct CTA in your headline and description, include clear benefits that will interest your audience and direct them to your landing page.

Here are some tips to consider when adding a call-to-action:

• Put the spotlight on your brand.

Make your brand prominent so the audience will quickly recognize your business and take action.

• Adjust your CTA depending on your goals.

As stated earlier, your CTA should depend on your conversion goals. If your goal is to bring sales, make sure to include a call to action that leads your audience to purchase the product.

• Highlight important information about your product and promotions.

Make sure to include details like the product’s variety, its pricing and availability. Include enticing promotions, shipping details, and services.

• Consider personalization.

Try using words such as “you” in your marketing campaigns and even ads. According to research, personalized headlines perform up to x1.3 better than non-personalized headlines.

2 – Deliver more authentic marketing materials to your audience.

The more marketing materials you upload on the internet, the better Google can find your brand and show it to your audience. But remember that when creating marketing materials, they should be authentic and offer relevant information that customers are looking for.

Throughout the marketing industry, the best ads offer relatable experiences that drive consumers to act. Think of brands like Nike, which has a tagline “Just Do It” to encourage their customers to take action on their goals. Then there’s also Coca-Cola which Christmas ads we usually look forward to. The brand has a unique way of showing holiday moments that its audience can relate to, which works.

This is why as the best digital marketing company in Los Angeles, we recommend our clients to add real-life context and relatability when creating marketing materials. Showcasing your product in use by one or more people is more effective than just featuring the product itself. In fact, according to research, audiences are more likely to engage in an ad when they see themselves represented.

3 – Create content for mobile.

More people consume online content on their mobile phones, so it’s important to create marketing content that is optimized for mobile. Mobile content should also deliver a straightforward, compelling story that stands out.

Here are some tips for creating content for mobile phones:

For visual ads (images and videos)

• Use bright and natural lighting.
• Use tight-framing when taking photos/videos.
• Make sure that your visuals push the attention of your audience immediately to your call-to-action.

For images

• Make sure to use high-resolution photos at least 1200x pixels wide.
• Avoid uploading any blurry or distorted images.
• Don’t use excessive filters on your product images.
• Don’t overlay your logos, text, or buttons on top of the photos.
• When adding logos to your image, keep them at 20% of your image.

For videos

• Superimposed graphics or text should be prominent. It should also be well-positioned in the frame.
• Consider the brightness and contrast to make them easily visible on the screen.

4 – Pay attention to how you create your videos.

Nowadays, 60% of businesses use video as a marketing tool. This is why you should consider creating and publishing videos for your brand if you haven’t done it yet. But for video marketing to work, you need to make sure that the videos you are producing are designed to engage online audiences and convert. 

Here are six tips you should follow when creating video content for marketing:

• Videos should be diverse in length. But the videos that engage the best are with lengths from 10 to 30 seconds.
• Your video should grab the audience’s attention or interest within the first 2-3 seconds.
• When creating a video to introduce your brand, showcase customer experience with your brand and products rather than tell its history or goals.
• Publish videos in different aspect ratios, including landscape (1.91:1), portrait (4:5), and square. Remember that each channel prefers different ratios. For example, Youtube likes landscape videos, while square videos work with Facebook the most.
• Remember to add audio and music as it helps engage the audience.
• Include captions for your videos. According to studies, 35% of content consumers prefer to watch videos with captions on them.

5 – Don’t be afraid to test your marketing content.

The best way to know what marketing content works for your target audience is by testing it. Try something new when publishing blog articles, video content, or infographics. Just make sure that you are tracking the performances of each asset you are posting or publishing.

For blog posts, if you are using WordPress, you can download the plugin JetPack, which includes analytics that shows you the blog posts that have the most views. You can customize the date range to know which blog posts have the most views for the past week or the past months. This way, you will know which type of content in the blog your audience likes to consume.

For videos, YouTube has its own built-in reporting tool that shows you each of your video’s performance data. From there, you can improve your videos and deliver content that your users prefer to watch.

Always use analytics and performance tools to get data. Remember that it is through data that you can decipher what your audience wants to see from your brand and marketing channels. And through these tools, you will be able to engage your followers and attract more audiences.