When creating content for your audience, whether that be for your blog or various social media channels, you shouldn’t simply be selling your product or service. You need to be creating value and trust in your brand. But how do we do this? And how do we reach our ultimate goal, which is to convert visitors to customers, without being a sleazy salesperson?
Create Trust by Giving
The best way to create trust is by giving freebies! Relevant content comes in the form of free information. When posting to your blog page, facebook, instagram, etc, you give information about your industry, brand, product, and service; no strings attached. This is the best way to grow your following organically (not with paid ads).
Neil Patel states the goal of your content should be these 2 things:
“Your content needs to accomplish two goals: first, appeal to the end-user (customers, clients, prospects, readers, etc.) and second, solve a particular problem.”
How to Write Content that Converts
In an ideal situation, a person searches for something on google (or any search engine), a relevant keyword (associated with your brand) is hopefully placed somewhere in your blog, the user finds your website as a search result, reads your blog post, and voila! That is the first step to becoming your client! Now, a user has landed on your website and become a visitor!
But how in the world do we end up in the top search results? You need to be writing with SEO in mind. According to Patel, Search Engine Optimization is the method of “optimizing” your content to help it rank higher than content from other sites with the same search terms. Yes, competition is the game.
So here are the steps:
- Research your relevant keywords in a platform like google trends
- Choose a highly searched keyword
- Incorporate that word into your content
- People read and share across their social platforms and blogs
So to summarize, you post content that answers your possible clients’ questions or solves a particular problem for them. They find you organically while searching for the answer. Now they can possibly hire you for your service or purchase your product!
Pro-Tip: Post Seasonal Content
Another way to stay relevant is to post according to the seasons or holidays. This shows that you are consistently creating throughout the year and helps you connect to your followers. This method reveals that your brand is fueled by humans that enjoy human things, such as the passing of holidays and seasons. It’s a way to connect to other humans! And that is how you create trust in your brand. The gift of free information that solves a problem equals trust in your brand and Human Connection.