Content that helps to establish strong bonds with your customers is very essential. And content that can trigger emotion and helps them overcome a challenge is a major way to convert them into frequent purchasers. As your prospects move through the journey of the customers, good storytelling content helps ensure that your brand is on their minds, especially when they are making a purchase.
Including various small stories into your larger brand narrative and defining where they lie within the cornet will drive a lot of your strategic decisions. But, before you start creating content for a campaign, you must be aware of the purpose of each of them. As a content marketer, you must also keep in mind that not every content you create should focus on generating more and more sales, some must also be created with the motive to increase your brand awareness and get more audience engaged with your brand.
Storytelling is simply defining the points about a brand’s history, offerings, customers, or experience in its industry through a narrative tale instead of putting it out just in the form of informative content. Storytelling has become an important strategy in content marketing as it has the ability to create a more meaningful and impactful experience with a brand.
Optimizing your storytelling for better engagement and conversion
Are you planning to take your content business to the next level? Then these strategies mentioned below will definitely help you to drive more engagement and stand out against your competitors.
Figure out the key metrics from get-the go
While you are in the content planning stage and developing plans to create the best content for your audience, identify an apparent list of metrics or KPIs. This list will help you to develop such content that meets your engagement and conversion objectives. Metrics that you must keep in mind include –
To increase engagement –
For web domain: Landing page bounce rate, time on page, visitor's exit time, hyperlink clicks, repeat visitors, and page links visited per visitors
For social media platforms: Likes, shares, and comments
For Email: Open rate and click-through rate
For conversion –
In order to increase conversion rates you need to monitor all the qualified leads, sales qualified leads, revenue generated, number of sales, long-form content downloads, repeating clients, and visitor's click-through rate.
Create content pieces that trigger emotion
Before uploading any content to your site, always make sure it is the right fit for your audience's preferences. This is important because it is likely to engage and convert more prospects into buyers. Creating content that drives emotions is very essential when optimizing content for organic search results.
As a content marketer, you must be aware about the past experience and knowledge level of your audience. Understand what are the challenges faced by your consumers and come up with unique ways to resolve them, or answer a question that you are confident about what they exactly want to know.
Content created simply with the motive of increasing sales on your web domain is not going to be very beneficial in the long run. That would just bring readers to your brand's website who mostly have no intention of purchasing. But if you are able to tailor the content of your brand to the right audience then there are more chances that they might find your content useful and engaging converting them into returning buyers from time to moment. Develop a strong emotional bond with your audience through content and it would bring you more loyalists promoting your brand.
Make sure to prioritize brand promotion and distribution
If you own a brand, you just cannot expect your audience to engage with your content if they do not find it in the first place. As a content marketer, your main motive should be making user experiences an easy one. Some common methods through which you can promote and distribute your brand's content include:
- Sharing it across all your social media handles like Instagram, Twitter, Facebook, etc.
- Including recently published content in a regular newsletter to be sent to your targeted customers.
- You can also develop a proper sales email sequence that includes newly published content like an article, blog, product description, e-book, etc.
- Another way to promote content is creating links to long-form content or product landing pages within your blog posts.
- Encouraging your marketing team to share new content from their personal accounts too.
Constantly publish content
When you keep publishing your content from time to time it enhances the customer experience and helps to increase brand awareness. Publishing content within a proper planned agenda helps to brings potential audiences back to your website for more content, which is especially important for a brand to expand its business.
Having a content calendar showing what you plan to create and upload and when is a good place to start. This will help you to keep the audience engaged with your brand.
Conclusion
If you are into content marketing business and you want to increase customer engagement and conversion, it is a must for you to get connected with a reputed content marketing agency to get proper guidance about how to engage more people with your brand through attractive content.
