How do I increase my online sales? This is the question most business owners have. The answer is very simple, by creating content that provides value. This article will give you step by step instructions on how to create killer content and how to promote it.
Creating content of value – Killer Content
If you are not interested in creating value, your business will most likely fail. It doesn´t matter if you are selling a product or a service. If you are not creating value in the eyes of your audience you better stop right away.
The most effective way to create value is by providing relevant information.
Offering solutions to problems that your potential customer is searching for.
The Benefits of Creating Valuable Content
In case you are still doubting here are 5 major benefits of creating consistent valuable content:
- 8x more traffic than websites that don´t provide any valuable content
- 3x more leads than through outbound marketing (i.e. paid ads)
- 6x as many conversions (increasing online sales)
- boost your email marketing and social media marketing performance
- the cost of content marketing is 62% lower than outbound marketing (i.e. paid ads)
So why do business owners still insist on wasting money on paid ads when they cost more and are less effective?
They think they get results fast, but in reality, they are experiencing a short spike in traffic and few sales. And if things go worth, after some months they run out of money and their marketing strategy is history.
When you start shifting your marketing efforts towards creating valuable content for your target audience, you will receive more organic traffic and an increase in online sales.
Content Marketing gives long term results for less money. Sales will increase month by month. Creating an effective content marketing strategy is a process. This is why we put together this comprehensive step by step guide.
The Ultimate Guide On How To Create Killer Content
Step 1. Define Your Goals
Ask yourself what you would like to achieve with your business blog?
Start by making a list of everything that you can think of. Then filter out 5 main goals that you want to focus on.
For example, creating brand awareness, provide solutions to a specific problem, creating trust. Or if you can be more specific, great!
Putting your goals in writing will give your business and content more focus.
Step 2. Research Your Target Audience
This is one of the most important steps. You need to know who your potential client is. If you start creating content with the wrong target audience in mind your marketing efforts will fall short.
Start by looking at your past clients:
- Who are they?
- Where do they live?
- How old are they?
- What are their jobs?
- Are they married? kids?
- What are their interests?
- What are their concerns? Pain points?
- What makes them happy?
If you are just starting out with your business and don´t have a client base yet, look at your competition:
- Who are they targeting to increase their online sales?
- Look at their social media accounts. Their followers and comments.
- Check the reviews they receive on their website and other outlets.
Step 3. Research Your Competition
You can learn a lot from your direct competition. What works for them will most likely work for your business.
Here are some of the metrics you should focus on when analyzing your competitors:
- How much organic traffic are they getting through which website content?
- How many social shares? Likes? Comments?
- What keywords are they using?
- Which type of content are they creating? Blogposts? Videos? Infographics? Guides? How to’s?
- How long is their content?
- What tone of voice are they using to attract potential customers?
Step 4. Setting Basic Guidelines
- Define what type of killer content you want to create
- Choose a tone of voice that resonates with your target audience and your brand
- Set a word count you are aiming towards (Try to aim over 1500 words.)
Step 5. Topic Brainstorming
After completing steps 1-4 you will have enough information to brainstorm some potential topics. Make a list, be creative. Keep your customer needs in mind and focus on your goals.
Step 6. Keyword Research
Let me give you a quick example: Jessy has a dog that is shedding a lot. This is really annoying her and she wants to find a solution as quickly as possible. What do you think she is going to do? Exactly, she is going to search on Google.
There are 63,000 searches done on Google per second!
As a business owner, you need to take advantage of this free traffic by anticipating what your potential customer will search for. One of the keys to an effective content strategy is providing information about relevant topics.
In the case of Jessy and her dog by writing an article with the topic like How to prevent my dog from shedding? Giving her direct recommendations.
Once you have caught Mary´s interest and gained her trust by providing valuable information where do you think she will most likely buy the brush that prevents the shedding? Or the supplements for her dog? Most likely on your website.
If you want to increase your online sales you need to anticipate your customer´s problems and create content that provides solutions.
If you don´t know how to begin, start by asking yourself these simple questions:
- What is your product/service?
- Which problem does your product/service solve?
- What are your potential customers looking for?
- What does your target audience want to know?
Try to answer those questions straight to the point with one or two words. Those words are your major keywords.
Make use of the keywords you found from your competitors in step 3.
Keep an eye on the keyword difficulty. Keywords with high KD are very hard to rank for in Google. Try to find keywords with low KD – ideally under 10.
Step 7. Create a Killer Content Plan
By now you should have a list of topics and potential keywords related to them.
Now it´s time to create a content plan with a strategy in mind. Picking a big more general topic first has the benefit of being able to link smaller blogposts to it later.
The ideal topic would contain keywords with high search volume and low keyword difficulty.
Creating internal links will make the reader stay longer on your website. They want to know more and keep clicking and reading. The longer they stay on your website, the more likely they will buy from you.
For our pet business example, one major content piece could be: How to keep your dog healthy? Which could cover a variety of subtopics like dieting, exercise, oral hygiene, social interaction…
This strategy gives your blog huge potential in maintaining your reader’s attention.
Part of your content plan should be a content schedule.
There is no general rule of thumb but publishing one valuable piece of content a week is a great starting point. Quality is the key, not quantity. Once you have a system going it will be easier to write more frequently, like twice a week.
Step 8. Gather Information
Try to find valuable information on your first topic:
- blog posts
- newspaper and magazine articles
- Google Scholar
- historical documents
Step 9. Analyze Information
Start to filter all the information you found during research. If it is not valuable for your topic or for your customer toss it. More is not always better, but it is important to cover all the major aspects of your topic.
Plus try to offer insider information that is valuable to your customer.
Focus on information that benefits your content strategy and has the ability to increase online sales.
Step 10. Outline
Now it´s time to plan out your specific blog post by creating an outline.
This will help you organize all the ideas and information about the topic into a logical order.
Start with an interesting introduction that will keep readers longing for more. Finish with a conclusion and a call to action.
Try to section the main content into different subtopics. Make it as detailed as possible this will help you for the next step.
Step 11. Write
Use the finished outline to get started with writing.
Remember the tone of voice that we defined earlier? Try to stick to one tone of voice for the whole blogpost. Studies have shown that a conversational tone resonates well with customers. Try to find the right tone for your specific audience.
While writing your blog post think about ways to tie in a storyline. For example, in our pet business article, it would be ideal if the author could tie in stories about their own dog. This makes the author relatable.
Customers love to buy from brands they can relate to.
You should see your writing as an opportunity to define your brand.
- How do you present yourself and your brand?
- What values does your brand stand for?
- What is your mission?
Step 12. Edit
After writing your blog post it’s time to take a break. Grab a cup of coffee and distract your mind for a while.
With a fresh set of eyes, editing will be much easier:
- Install a program called Grammarly to your computer. You can use it as an extension. It’s helpful to detect spelling errors
- Hemingway is a great tool to improve readability
- Check the flow of the article. Is it interesting all the way through? Detect the low points and try to improve them.
- Double-check the title
- Ask somebody whose opinion you trust to read the article
Step 13. Optimize Your Content for SEO
This step is as important as writing. You need to optimize the article for SEO (so search engines will find it) and make it user-friendly.
Make sure the text is easy to read for your customers and easy to scan for Google.
Here are some tips:
- use short paragraphs
- bold text
- bullet points
- numbered lists
- internal and external links
- callouts and call to actions
- add interesting and topic-related images or infographics with good resolution, incl. alt texts
- use SEO friendly header sizes (h1 for the title, h2 for subtitles and so forth.)
- add a compelling, keyword-focused meta description
- add an SEO title that uses the main keyword
- check if the keyword density is in balance
Step 14. Publish
It´s time to upload your blog post to your website. Give it another check. Review if all links are working correctly. Turn on the comment and social share section. Publish!
Step 15. Promote
Now you need to spread the word about your blog post. Focus on the outlets that your target audience frequents.
- Facebook, Facebook Groups
- LinkedIn, LinkedIn Groups
- Pinterest, Pinterest Groups
Take advantage of email marketing to spread the word about your killer content.
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Step 16. Measure Your Results
With the help of Google Analytics you can track the following metrics:
- Website Traffic and its development – how may people see your content?
- SERP Ranking – where do you show up on Google when someone searches for a specific keyword?
- Session Duration – the time spent on your site. Is your content interesting enough and people actually read it?
- Pages per Visit – is your internal linking strategy working?
- Returning Visitors – are customers coming back to your site for more info?
- Social Sharing – how many visitors shared your blog post on their social media?
- Clicks from social platforms
- Was there an increase in online sales?
Read the comments readers are leaving and take note!
Track theses metric once a week (for example every Monday) and put them in a worksheet.
Step 17. Adjust
The metrics from Google Analytics will help you review the performance of your content.
In case your content efforts fell short, here are some tips on how to improve your metrics:
- Check your headline – does it spark interest? Is it confusing? Too long?
- Change the feature image
- Review keywords and adjust keyword density
- Restructure your blog post and make it easier to read and follow
- Double-check your word count – it could be the cause why readers do not finish your article
- Review all links – make sure they open in a new window
- Is your content sequence of interest to the customer or does it need to change?
- Add call to actions
- Ask for social sharing or commenting
- Improve the exposure of your blog by sharing it with different groups in your niche (i.e. Facebook groups)
Step 18. Amplify & Repurpose
Try to find new outlets to promote your killer content and increase your online sales:
- Start Influencer Marketing
- Convert your blog post into a video and upload it to Youtube, Facebook, Instagram, etc.
- Create a podcast
- Convert links and quotes into infographics
- Upload the infographics to Pinterest
- Create downloadables like checklists, templates, worksheets, etc.
- Turn a series of blog posts into an ebook
- Develop a webinar
So this is it – the ultimate guide on how to create killer content! We hope this guide gives you all the tools you need to get your business blog running and increase your online sales.
Stop missing out on free traffic and sales!
If you have any questions or need help creating killer content contact us or leave a comment below!