So many online info about content marketing, yet so little time to absorb and apply it all. Here’s the good news, though: you don’t have to read all the articles or watch all the videos about content and SEO marketing. In this article, we share four important useful lessons you need to carry with you into the new year.
- Use words that actually convert readers
If you’re a writer or editor, you’re no stranger to the art of selecting the right words. Choosing the right synonym and placing it strategically can make all the different in copywriting. But that’s not all. You also need to familiarize yourself with the science of identifying the words that convert readers to customers.
When it comes to picking words, remember this: it’s okay to make assumptions as long as you don’t base your keyword decisions on assumptions. This is true for many other aspects of digital marketing, including the labelling of call-to-action buttons. After just a bit of research, you’ll be surprised at which words actually convert audiences.
For example, SEO expert researchers found that using the label “Submit” on a call-to-action button resulted in more conversion than using “Become a maven” or “I want in”. This may come as a surprise to many digital marketers who would likely assume that the latter two labels connected with the audience better and created a stronger sense of urgency than the mundane “Submit”.
Make sure you test your assumptions in the right context before making decisions on which words to use.
- Don’t ruin your visuals with too much detail
You love words. For that reason, you might find be prone to using too many, especially in visuals such as infographics and charts. Avoid these three mistakes when using visuals.
- Telling without showing. For example, a map with arrows is usually more useful than written directions.
- Including unnecessary details. Leave out as much detail as you can without compromising on clarity.
- Using the wrong format. Pie charts, infographics, line graphs, and so on are each useful in certain contexts and not others.
- Use videos that steer viewers to other videos
Many millennials have given up on shows they would have otherwise loved to watch because they don’t want to go through the process of figuring out how to use cable TV. Many of the m prefer to watch YouTube.
While your team may be familiar with YouTube, do they really know how to make sure their target audience discovers and watches your content?
YouTube searches don’t work the same way as you Google searches. Both search engines aim to offer users the content they want. However, on the one hand, Google want to quickly give a searcher the right answer and release them. On the other hand, YouTube want to give a user valuable content and persuade to view more content, keeping them on the site as long as possible.
For that reason, YouTube considers a video successful if it makes a viewer stick around longer by steering them to watch another video, which leads them to another, and another, and so on. Some of the things the algorithm looks at are the videos the viewer started watching, how long the they watched a videos, and the session (which videos lead to longer sessions?).
- Keep improving your email marketing
With new devices and platform being introduced every so often, it’s easy to see email marketing as old school. In reality, though, it’s still the most one of the single most powerful tools in a marketer’s arsenal.
Research has shown that automated emails have much higher open rates and even better click-through rates that business-usual or batched emails. Welcome emails are particularly powerful, yet not many marketers use them. In terms of open rates, welcome emails are rivaled only by birthday emails.
The key is to aim high. Rather than focusing the welcome email on function (acknowledging the subscription, for example), use them to steer the recipient further down to the purchasing funnel. For example, share related content or use a free trail offer.
Improve on the basics
Using words, visuals, videos, and emails better can make all the difference in your content and SEO marketing. Keeping these four lessons mind will help you convert an even larger portion of your online audience.