17 Dec 5 Content Marketing Mistakes That Leads To Lower Conversion Rate
People have used the written word for thousands of years to tell stories, share thoughts, and convey perspectives. It’s no wonder, though, that copy plays a major role from a marketing perspective. Think of copywriting as a sales tactic, with you, the writer, as a salesman. Your copy has to be sold; otherwise, there’s no point in it. But several authors make errors that lead to lower conversion rates. Below are 5 common content marketing mistakes and how to avoid them.
- Beating the Bush,
It can be very enticing to elaborate; I know it since I am a writer. One of the most challenging obstacles that writers face is to tame the desire to be verbose. Although a flowery, poetic style will work (to a certain extent) when writing a creative copy, it will almost certainly backfire when composing a copy for marketing purposes. If you take too long to relay your intended message, you’ll lose the reader’s interest. Take a “less is enough” approach for Content Marketing. Avoid long-winded copying by concentrating on one point instead of jamming too many ideas onto one page. Be straightforward and succinct to ensure that you get the point across without resorting to generalities. Let the reader know why they should avail of service and how the service will benefit them.
- Failing to relate to the audience
Your copy may be full of bells and whistles that glorify the service, but if it does not appeal to the reader, your efforts have been in vain. Your copy needs to have a real link with a future client. Instead of making the advertiser or the product the copy’s subject, the actual purchase will be spotlighted. Establish a partnership with your audience by defining their desires, priorities, and concerns, and presenting real solutions that can be presented to them. Aim your message to the prospective client and talk to them from their point of view.
- Offering no obvious benefits
Content marketing aims to persuade a potential consumer or customer to buy a service. Just like you wouldn’t buy a product based solely on its “cool factor,” you wouldn’t recruit someone just because they’re asking you to. Your copy needs to communicate a direct advantage, to reassure readers that you appreciate their issues, that it will meet their needs, and, most importantly, that it will yield favorable results. The benefit serves as an incentive, reminding the prospective consumer or customer of what you can do directly and encouraging them to buy your product or maintain your services. By emphasizing the bat’s advantage, you can give a reason to continue reading and, eventually, a reason to buy.
- Bad organization of content
We’ve all seen ads all over the place. The copy’s intent is lost in the endless sea of unintelligible jargon that bounces from one subject to another without a simple resolution. A copy is often expected to have a logical order or flow. One of the most effective ways to ensure that this is achieved is to split up the copy into parts using headers. Headers act as an intro or description of the point you are about to express and make it easier to read the entire copy. Please start with the headers explaining the product or service and its advantages, expand on those points with supporting information and conclude with a strong closing statement.
- No call for action
Since the copywriter is basically a salesperson, it is necessary to note that the copy itself needs to be sold – the bottom line. The point of content marketing is not to be insightful; it’s to generate sales. Even if you’ve produced a straightforward, persuasive copy that appeals to the reader and provides advantages, it won’t make a difference until you make a sale. This is where the call to action (CTA) comes into play. The CTA may differ with examples such as “contact us” or “buy now.” However, it should always have a justification for doing so, such as saving money or time.
By making a copy with the actual prospect in mind, placing their interests and concerns at the forefront, and effectively explaining how your product or service will help them, you can make a strong argument and be on your way to securing the sale.
This blog has been prepared based on interviewing hundreds of lawyers and listening to the clients/law firms that we served. We have assisted hundreds of lawyers and developed customized content as per their requirements.