#BGB Tutorial- Writing Content that Converts

by Steven A. · 52 comments

Content that Converts
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This guest post is brought to you by Steven. 

Since we’ve been talking writing and content the past week or two, I thought we’d continue the trend.

Steven shares with you some of his tips for writing shiznet that converts.

Converts to what you ask? Chocolate! Vodka! Wine! (OK, OK… just kidding.)

Converts as in achieves the goal you set for it. Duh. 

Ideally those goals mean clients and sales.

Without further ado…

Blogs have many purposes.

We may claim we use blogs to facilitate communication with customers, build trust, educate readers, or let visitors know the person behind the brand.

However, at the end of the day, none of those things will sign the paychecks.  We may seem greedy and self-centered to point this out, but most of us really use blogs to convert readers into customers.

In order to do that, you must have quality content.  In fact, the only way to facilitate that conversion is with good content.  You might be wondering what the difference is between good and bad content.

Let us tell you: 

Good Content

Good content will educate, encourage, and motivate.  It will provoke thought and action.  A good copywriter will provide concise, memorable, convincing content that will engage readers.  The outcome will produce favorable results for both readers and bloggers.

Bad Content

Bad content is unclear, confusing, boring, and unrelated to the readers’ needs.  Not only will it fail to engage the reader at the point of consumption, bad content will make it even more difficult to entice the reader in the future.

Difficult to understand content that doesn’t enhance the readers’ experience will produce undesirable results for both readers and bloggers.

Is your blog full of bad content or good content?  Do you convert readers into customers?  If not, would you like to?

Here are five ways to turn bad content into good content.  Use effective copywriting to convert your visitors into loyal, paying customers.

Don’t Be Misleading

Studies show most viewers only bother to read the headlines.  Therefore, it is safe to assume a boring headline won’t entice readers to actually check out the article content at all.

As a result, many blog writers have embraced the importance of writing eye-catching, enticing headlines.  However, you can’t write headlines for the sole purpose of grabbing readers’ attention.  If you fail to deliver on your bold pronouncements, you will definitely harm the reader-to-customer conversion process.

If the headline claims you have knowledge of the best weight loss app for an iPhone, the copywriter had best include the who, what, where, when, and why of that app!  If your article’s content doesn’t deliver on the headline’s promise, readers will feel they have been tricked.

Be Thorough

I can’t tell you how many times I’ve noticed a headline that promised the world.  Then, upon opening the article, I find a measly 300 word article that doesn’t even manage to scratch the surface of what the headline promised.

Addressing what the headline proclaimed is only half the battle.  You must totally and completely address the issue.  Readers should feel you’ve left no stone uncovered.

Very rarely can that be done in 300 words, a three-point list, or with two tips.  Take the time, words and effort to really cover all aspects of the topic at hand.

However, you don’t need to write a novel.  Don’t ramble.  Cover the topic and move on.

Be Easily Understood

As a blog writer, it is not your job to impress the reader with flashy word choices, an abundance of adjectives, and tons of technical jargon.

It is your job to be relatable, understandable, and informative.  Get to the point of the article without being redundant or overly expansive.  Be as concise as possible.

Consider author George Orwell’s rules for writers…

  1.  Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
  2. Never use a long word where a short one will do.
  3. If it is possible to cut a word out, always cut it out.
  4. Never use the passive where you can use the active.
  5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.

Don’t Forget The Purpose Of Your Blog

Yes, the primary focus of your blog should be providing quality content.  But, when possible, you should provide quality content that relates to the products and services you offer.

Ultimately, the purpose of your blog is to motivate readers to buy what you are offering.  Be reader friendly, yet convincingly persuasive.  Explain in plain English what you are offering and why the readers need it.

…But Don’t Be Obnoxious About Your Sales Pitch

Don’t go on and on about how great your business is, how wonderful you are, or how many awards you products have received.  Your all-about-me attitude will definitely be a turn off.

Instead, make your content all about the readers.  Tell how your wonderful products will make their life better.

Create meaningful content.  Discuss informative topics in a fresh, interesting manner.  Replace bad content with good content.

Meet your readers’ needs and you’ll have a much better chance of transitioning them to customers.

Over to You

Do you utilize any of these rules when writing for your blog? Do you consider your content good? Could it be better? Does it turn your readers into customers and fans? Share your thoughts in the comments below.

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{ 52 comments… read them below or add one }

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Kamil January 1, 2013 at 7:17 AM

Been writing content for the past 5 years or so and honestly, I am still learning how to turn that traffic into sales. Since different buyers behave differently, it is really a puzzle without a fixed solution.

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admin January 1, 2013 at 4:36 PM

Hey Kamil.. it’s true, it’s a digging expedition at times, trying to make sure your messaging is speaking to the right audience to convert well. I’m a constant learner and don’t think I will ever know everything I need to know about writing well! lol

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Julia Reed January 2, 2013 at 3:04 AM

Your tips on how to differentiate between good and bad content are of great practical value. Instead of just writing “be passionate about what you are doing”, you give us some ready-to-use recommendations and thank you for them. Discovering the right words, tone and topics for a blog is hard, and your guidance is invaluable in that regard.

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admin January 7, 2013 at 1:02 PM

Thanks Julia, glad you found it useful!

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Joshua January 16, 2013 at 3:25 AM

I’ve been writing content, designing sites and marketing them for a decade. Yes, attention grabbing content does work- if you’re trying to sell some MLM scheme. Meaningful, realistic and downright truthful content works if you’re out to sell a product or service, retain your customer and get a real conversion rate. Our main business has a ctr of 60% on the site, a bounce rate of 40% and converts 3-5% of all visitors into either a sale or a call (the rest, well that’s not up to me- I don’t like taking calls or answering emails). The other site I’m working on- well thankfully, it doesn’t involve calls or sales pitches or emails (yet) but has a bounce rate that’s dropping (as it finds it’s place for keyword combinations that are relevant) but gets some amazing traffic with up to 22 page views (from countries I never thought I’d show up in) and “time on site” as long as and hour and 45 minutes- this ain’t no novel I’m penning here.

What converts the visitors? Content. Great, well written, concise, informative, original content that visitors want to read. It makes us stand out from our competitors. It makes us “look” like we do a better job than our competitors. Attention grabbing headlines are great for a decent CTR but they’re really poor at dropping your bounce rate and ultimately do not help your conversion rate. Content is still and probably always will be king.

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admin February 3, 2013 at 7:59 PM

Hey Joshua, great point of view, thanks for taking the time to comment! :) I can’t argue that great content will take you far. It’s what I try to offer on BGB as well, and it’s worked well for growing my blog and bringing in new clients.

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Arun February 6, 2013 at 11:50 PM

Its a nice article.. Only thing with article writing is one should keep updated, especially when he is writing technical articles..

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admin February 7, 2013 at 5:15 PM

True. :) I try to stay away from the techie stuff. Bores me to tears. lol

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Elisa Navarette March 14, 2013 at 1:32 AM

I hate those 300 word garbage articles! I still have trouble with passive vs. active tense but I’m working on it. Especially now that I am trying to write content that converts.

Wish me luck,

Elisa

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Cori March 15, 2013 at 11:09 AM

Hey Elisa… best of luck but I’m sure you will nail it. :)

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Nikki March 22, 2013 at 9:39 PM

Although they do exist, you don’t see many quality ~300 word posts. There’s a special art to that. An art I don’t dabble in. I like words and use them liberally.

Your tips here are really helpful though. Especially for beginning bloggers. Now that I’ve been in the blogging game for a while, I pretty much know how it goes. But I could’ve gotten a lot more jobs and saved much more time had I known all of this about a year ago.

Thanks for sharing :)

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Cori March 23, 2013 at 1:36 PM

Hey Nikki.. glad you found the read enjoyable. :) It’s true that you never know what you don’t know, until you know it! lol If only sooner though.

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Colin March 28, 2013 at 12:03 AM

Thanks for this, if somebody did all this with their copy then for sure they’d have something that would be solving problems. Finding out it’s a lot harder than it sounds to create truly valuable and helpful content for your exact target reader.

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Cori March 28, 2013 at 4:21 PM

Sure can be Colin!

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Rajkumar Jonnala March 29, 2013 at 10:53 AM

well i agree with you and it is based on the bloggers creativity and techniques in it.. their interest in blogging is also an important thing and that works… this post is superb as usual from you.

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Kamil May 14, 2013 at 11:42 PM

I have to agree with you that you really need to learn a lot of tricks especially when it comes to writing. Thank you again for this :)

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Cori May 15, 2013 at 9:28 AM

Glad I could share helpful info Kamil!

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Chavol May 16, 2013 at 1:32 PM

Yes, content is important, but sometimes the verbiage used in the content will make it a winner or a “click” to another blog. I visit some blogs and quite honestly, I cannot understand what they are trying to convey. The words used should be geared towards the target audience. If you have a blog about quantum physics, surely or hopefully, they wont be using the acronyms – OMG, BFF, or these other teenage social media/chat terms. Or, if you have a teenage blog, the word, “ubiquitous,” or some other big words will not be referenced.
So, when using the appropriate words, then one can say, “content converts to profits!” Just my two cents.

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Cori May 17, 2013 at 10:06 AM

Hey Chavol! Great point. Speak to your target reader, in language they understand. :)

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Sagar March 20, 2014 at 6:10 AM

Nice and very interesting post

Every blogger or writer surely has some or the other reason for writing.Some for fun, some for money, some for passion, some to express their thoughts. The basic reason for any writer would be converting readers to customers. I too have some reasons for blogging . I consider my blog not too bad. And always try hard to make it even better.

I obviously use many of the points above mentioned like purpose of the blog, being thorough about the topic, never mislead, easily understanding manner etc.
Most importantly writing keeping the readers in mind.

Thank you for sharing.

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