Optimizing content and boosting conversions are my specialty and I always stay informed on what’s currently doing the best — so I can bring this knowledge along with my 20 years of copywriting experience to you and your brands!
So how do you crush your content in 2021?
Here are some things you should know:
Educate your audience. Global online content consumption literally doubled in 2020. Don’t just create content and offers based on the latest trends. Focus on the collective experience of your target audience and customers. Review their comments on social media to see what their needs and questions are. Educate them on how to solve their problems with your products as the solution. But it doesn’t stop there. They want to be educated on exactly how your products work to solve these problems and why they’re superior to competitors. Then, they’ll want to know how to use the products and how to incorporate these into their routine. A set of highly detailed SEO blogs broken up into simple bite-sized pieces or an email drip series can accomplish this. But make sure to include in-depth information and do the work for your readers as those who do will get the click. While nothing has been stated officially by Google, it looks like there are new declines in traffic to shorter articles and listicles. Longer articles are trending over simple 3-step advertorials/listicles that are try to create a now obvious sale with minimal information.
Let consumers know what you care about. Accenture’s 2020 study found that 82% of consumers are making more sustainable purchases. Consumers also want to know who is behind the brands they buy from so they can feel good about making a purchase from that brand. Do you have a diverse team? Are your products cruelty-free and paraben- free? What do you believe in? These days especially, your potential customers want to know!
Navigate your traffic around Google’s algorithm update. This is changing the way that Google categorizes content. Emily Jackson, VP, eCommerce at Forbes recently reported, “In search results, we’ve started to see Google flagging content as “in-depth”. It’s a badge underneath content that we’ve seen come up in some search results and in top stories. Our assumption is that this is related to the recent product reviews algorithm change.”
Offer additional products and services under an already trusted brand. People want to make purchases from companies they trust, especially ones they’ve already purchased from. In fact, 30% of consumers prefer buying from a website they have bought from previously. The success of on-site commerce is a sign to publishers and brands that utilizing technology that allows customers to buy from them, even affiliate products, can lead to higher conversions.
Feature user-generated content. 70% of consumers trust UGC over branded content and consumers are 6 times more likely to purchase from a site or app that includes real images/pictures from social media or real testimonials. These can be added to your website, emails, blogs, and social to create relatability and trust.
Hope this helps! Need in-depth content/blogs with SEO keywords for your brand? You can reach me at debra@intriguecreative.com!
