How To Make Content a More Effective Part of Your Sales Funnel - Content Marketing Institute

What questions are people asking when they search using a particular keyword? What problems are they experiencing?

Your content should solve those problems and answer those questions.

Content structure is one of the most effective ways to boost conversions. Break your content into logical sections. Answer all the questions relevant to the section. Visitors will be drawn deeper and deeper into your content, making them more willing to trust your brand and ultimately buy.

Search intent reflects why users are likely searching for something. In most cases, people search to buy, get informed, or go somewhere. Your page needs to give them that opportunity.

Search intent optimization is key to converting readers into buyers, but don’t forget search intent may evolve based on how well your copy is written and structured.

Creating text to match and transform that intent is fundamental to successful intent optimization.

• After creating content that delivers on the visitor’s intent, integrate calls to action that match the intent, such as:
• List products from your site people can use to follow the steps.
• Include a discount or promotional offer.
• Ask them to sign up for a newsletter to get exclusive offers, etc.
• Enable your visitors to schedule a demo or a sales call often shortens the buyer journey.

Finally, to make the most of your content creation in the buyer journey, create more videos. Between 37% and 47% of buyers prefer to engage with and learn more about a brand through video.

Videos also will make your products more findable through YouTube and carousels on Google and other platforms. Creating videos help acquire new customers as well as close more sales. Any time you are working on an article, ask yourself if there’s a video creation opportunity there.