Last week, we shared several evergreen resources for creating conversions-driving content that featured copywriting formulas and how-tos for crafting compelling headlines and email subject lines.
Today, we follow up with expert strategies, tips and tools for writing persuasive web copy, including home and landing pages, as well as engaging, shareable blogs and articles. We also share some great resources for content promotion.
Writing Powerful & Persuasive Website Copy
By Kiera Abbamonte via Kissmetrics
Describing how a manufacturing company increased their conversion rate by a whopping 1250 percent, Kiera Abbamonte credits their landing page redesign.
Specifically, she writes, the company switched out a crowded, confusing web page for a landing page that adhered to “four basic tenets”: doing one thing really well by giving visitors only one option; using visual elements to guide viewers’ eyes to the call-to-action; being reasonable about the amount of information requested of visitors; and finally, focusing on the benefits customers will receive.
Abbamonte lists what should and should not be included on a landing page, as well as a number of best practices. She then offers examples of what successful landing pages look like. Definitely a keeper!
By Joanna Wiebe via Unbounce
“If you want to write great copy, swipe it from your visitors, customers and prospects…” writes Joanna Wiebe. The more your website’s home and landing page messages reflect what your customers are thinking, feeling and experiencing when they come to your site, she continues, the more they’ll trust you, believe you’ve created the solution to their problems and buy from you.
Wiebe replicates the five questions she asks when conducting a customer survey, and details how she uses responses to write high-converting landing page copy for her clients. Readers are encouraged to download her free template and follow the four-step process she outlines. It’s an ingenious system that has clearly worked well for Wiebe, right at your fingertips.
By Brian Massey via Marketing Land
Your site’s home page should follow the form but not the function of a multiple-choice test, writes Brian Massey (a.k.a., The Conversion Scientist™). Rather than challenge your visitors to select the right choice, your home page should “get the visitor into the site and on the right path – not distract or confuse”. Its job is to answer the question: “why did your visit our website today?”
The “right” answers you provide (with links to your site’s internal pages) are the ones that makes sense, Massey continues, while all other answers (notably, social media links) are distractors. Other multiple-choice test principles that you can apply to optimize your home page include writing the “correct” answer first and providing three to five answer choices (i.e., internal links) for your site visitors. You’ll want to keep this gem handy for reference!
By Henneke Duistermaat via Enchanting Marketing
Marketing drivel has its tells, mostly in sounding insincere and sleazy, writes Henneke Duistermaat. She challenges copywriters to eliminate the fluff from their sales content by implementing 11 tips that include using specific numbers, slicing out superlatives and eliminating unnecessary adjectives. Before you hit publish, edit your copy at least once more with Duistermaat’s tips fresh in your mind.
Creating & Promoting Content for a Conversions-Driving Strategy
Generating blog posts or long-form articles is an integral part of most any content marketing strategy, both for B2B and B2C companies. So how do you create content that is “engaging” and “shareable”? And how do you go about promoting it?
Here are eight strategies, tools and other resources for everything from content ideation to promotion:
Content Ideation & Creation: Inspiration & Instruction
Staring at a blank screen while staring down a deadline? Don’t stress out… Here are tips and tools for coming up with ideas, as well as for the nitty-gritty of creating great content.
By Megan Marrs via WordStream
In this candid review of content idea generators, Megan Marrs assesses those by familiar sources such as HubSpot and Portent as well as those with names like Link Bait Generator and Content Strategy Helper. She provides examples and tips for when and how you might use each, but concludes they are more the same than different. Try them out to see which best suit your needs!
By Ann Smarty via Content Marketing Institute
If you’re looking for timely, newsworthy content ideas, Ann Smarty suggests sources that include Reddit, Facebook, Twitter, LinkedIn and Google Trends.
To best leverage each platform, she recommends tools such as IFTTT (If-This-Then-That) recipes for email notifications on relevant Reddit updates, DrumUp for crawling the more traditional social media sites, and WordPress RSS aggregator to combine your favorite content sources into one feed. Smarty provides helpful details about how to best use each tool; you’ll definitely want to investigate them firsthand.
By Demian Farnworth via Copyblogger
Demian Farnworth points out that the most readily available source of excellent content is the high-performing evergreen posts you’ve already created.
He writes that republishing – meaning, updating and polishing an old article for publishing on a new date — is a strategy that reaps several benefits. The five he lists include attracting more links and social shares by exposing old content to a new, larger audience, and punching “Google’s freshness button”.
Farnworth illustrates how to republish in WordPress with screenshots, and shares a checklist of what you should do to breathe new life into your old content. A handy guide to keep around!
By Steve Rayson via Buzzsumo
Reporting on Buzzsumo’s analysis of over 1 billion pieces of content published in 2015, Steve Rayson writes that like the previous year, viral posts remain “insightful outliers” and there is “no magic formula”.
However, their analysis (of mostly B2C posts) did reveal four “different elements” frequently found in viral content that may help in creating more engaging and shareable posts. The elements fall under emotional, topical, formatting and content categories. For example, topical elements included health and fitness, emotional elements “surprising” and “shocking”, content elements images and video, etc.
Rayson suggests using combinations of these elements in both content and headlines, and underscores the importance of a composing (and testing) a compelling headline. He further notes that their research indicates that it’s not only the content per se, but its amplification that are key to significant sharing. (For Rayson’s report on the best performing B2B content of 2015, see this related article.)
By Leslie Vos via Convince & Convert
Admittedly, 60 steps to anything seems a bit much until you realize that the author, Leslie Vos, organizes the checklist into three categories. She begins with topic ideation and ends with “content support”, such as responding to reader comments.
In the center “prelaunch” stage, she discusses the heart of the matter for creating your content. Starting with headlines, Vos covers media files (such as images) and copyright, on-page optimization and links, mobile-friendliness, as well as overall content structure.
Her checklist is sprinkled with links to authoritative sources for more information, and definitely worthy of bookmarking for reference.
Content Promotion: Tools & Strategies
As you’ve likely heard more times than you care to remember, it is no longer enough to simply create stellar content. Now, for it to reach your target readers, you have to promote it. The common stat quoted in content marketing discussions is the 80/20 rule: for any given blog post or article, you should spend 20 percent of your time creating it, and the remaining 80 percent promoting it.
Here are tools and strategies to help with content promotion:
By Mike Allton via The Social Media Hat
Get ready to get educated: Mike Allton’s mega how-to is a thorough schooling in all you need to know about promoting your blog, beginning with “prerequisites” such as social sharing icons, RSS feeds, Rich Pins and Twitter Cards – as well as a discussion of actual blog content.
Allton offers a detailed description of his blog promotion process, complete with the social sharing tools he employs and how he uses them. He discusses alternative social platforms like Blab and Periscope, and promotion techniques such as teasing out an upcoming post on social media and (delicately) notifying Twitter followers about a new post with direct messaging.
Allton also covers paid promotion options and influencer marketing, as well as repurposing and syndicating blog posts. His tutorial is full of links and helpful tips – a rich resource for your how-to library.
By Kevan Lee via Buffer Social
This infographic post by Kevan Lee is accompanied by data-backed text discussing the ideal length of social media updates and the reasoning behind the numbers.
The “more” from the post’s title encompasses most all of the online content you can think of, with optimal word counts for blog posts, headlines, email subject lines, hastags, domain names, SEO title tags and paragraphs (width-wise).
The ambitious post also delves into the ideal length of podcasts, YouTube videos, SlideShare and speaking presentations, and concludes with the ideal image size for Pinterest posts. Yet another great resource to bookmark!
By Neil Patel via Quick Sprout
Noting that promoting content often consumes more time than creating it, Neil Patel shares 15 tools to help writers “achieve efficiency” in their efforts, as well as better, more consistent results.
The tools he details fall under email, social media, and SEO (linking). They are designed to boost conversions and/or give you analytical insights into relevant data while sparing you from repetitive, mind-numbing tasks.
The six email tools he discusses will help with either improving open rates, saving you time, or increasing conversions (meaning, from views to reads and responses). Patel also shares five social media tools to minimize that time suck, including a nifty image sharer plugin by SumoMe.
Finally, he discusses tools for acquiring more links to your content, four of which are from Citation Labs. Patel describes how to use the tools for checking broken links, link prospecting, and scaling link building via accessing a link database.
All of the content promotion tools he reviews have their own merits, and he notes which ones carry a price tag. You’ll definitely want to explore them and see which ones might work best for your needs.
And that’s a wrap of our review of copywriting resources. As with Part 1, there were a plethora of sources to sift through so if we missed one…or 5…that you’d like to share, please do so in the comments. Thank you!