Whether you want to call it SEO or not, conversions are almost always the bottom line. You want great content, a great reputation, engagement, etc., but usually the reason you want it all is so that you can earn conversions somewhere down the line. This can get especially tricky with content creation because there isn’t much emphasis put on the fact that conversions are the bottom line. If you say that, then it seems like the content isn’t written for readers and it makes you look at sound bad.
However, it is possible to catch the right balance. There are ways to put your readers first, create something interesting and engaging, and all the while still making sure that your content is helping produce conversions. As long as this is on your radar, you can make sure you’re moving in the right direction for the long-term success of your business.
3 Major Ways to Improve the Profitability of Your Content
There are several different ways you can work to make your content more profitable, which you can check out here, but there are three options that make a big different right off the bat. If you’re looking to do some quick fixing-up or are just getting started, these three approaches will help you very quickly:
Find the profitable content you already have and feature that content on the homepage.
By looking at your Analytics Content Reports, you can see which content is getting the most traffic and the most time on site over and over again. This is most likely going to be your most profitable content, so it’s important that you make sure that content is seen and found. You can do this the same way you would when promoting any piece of content:
- Feature it on the homepage so that it gets more views and keeps more people browsing your site for longer.
- Spend a little bit of extra time linking within that content. If you have a great conversion page that is relevant, put a link to it in your already profitable content pieces.
- Create backlinks for that content so that it gets better visibility.
- Add an extra button or tab somewhere on your website for easier accessibility.
Remember, with this option you’re not changing your content at all (unless you add internal links to the content). It’s all about the positioning of your already-profitable content.
Find pages that are already profitable and place more linkable content on those pages.
This is the reverse of the method discussed above. With this approach, you’re adding engaging and relevant content to your most profitable pages. You oftentimes have to create new content in this situation, but it’s well worth it because engaging content is easier for you to build backlinks to and it’s more likely to earn natural links than your regular old conversion page. This is also a great way to show your credibility through your writing, which could be the tipping point that someone needs to buy to make his/her final decisions.
Write pieces about your products.
Finally, you can actually write content about your product and/or service. This is one companies don’t think of too often because it is such a fine line to walk, but it can be very successful if done correctly and carefully. There are a few things to keep in mind:
- Be very scarce with these types of pieces. If this becomes all you write about it can be daunting and turn people away, so limit this to only when you have something new and interesting to say about your product/service. This usually won’t be more than once per month, but again, it’s about the material you have to work with that really matters.
- Using video is a great option here. This helps make things more appealing to readers. It won’t look like they are reading about your product/service for you to sell it so much as just learning about it.
- Native Ads are an option. This is more PPC based, but native ads help you to advertise your product/service while still having the feel of a “normal” article. It can seem tricky if done incorrectly, but you can learn how to make it work for you here.
- Consider interviews, testimonials, and reviews. This is technically writing about your product/ service even if you didn’t write it. Publish this type of content on your blog and it will entice people to want to learn more.
Do you have any more thoughts on how to make your content more profitable and drive more conversions? Any personal stories? Let us know in the comment section below.