The Secret to Content That Converts? Loyalty. Here’s How To Get It
Pumping out content but struggling to turn readers into loyal audiences or customers? You’re not alone. Many marketers are great at creating content but struggle with having no clear path to audience building or monetization.
The good news is that high-quality content can be extremely effective in converting prospects and significantly boosting sales. One report found that conversion rates are six times higher for businesses that use content marketing. The key? Conversion requires trust and loyalty, not just volume.
Build Loyalty, Not Clicks
Marketers often fall into the trap of chasing clicks and trying to achieve a high click-through rate. But more telling than clicks is the loyalty that the content brings.
Readers can click on content for a number of reasons — needing quick information, browsing, or moving through the content to something else, the list goes on. Just because someone clicks on content doesn’t mean they plan on purchasing. High clicks from people outside the target audience are unlikely to lead to sales because the message is not tailored to the right customer.
Loyalty, on the other hand, is more directly tied to sales and conversion. Loyal readers engage with content, make purchases, and recommend it to others. That’s because content marketing has built trust between readers and the brand — and 87% of customers will pay more for products from brands they trust.
3 Ways To Boost Loyalty
Loyalty may sound daunting when you just want to get a message out. But adding content marketing to your strategic plan can lead to a loyal audience and build trust. Here’s how to make it happen:
Know Your Audience
Content falls flat when it doesn’t reach the right people. You could be sharing valuable information, but if it isn’t right for the audience, they’re unlikely to return or turn into a lead. Even the biggest audience isn’t effective if they aren’t interested or engaged in the content. Instead, find your niche and know your audience. If you’re selling a fintech product, write for your ideal consumer: likely CFOs or finance leaders. Or if you’re selling socks, write for busy parents who want a comfy product for their families. When you know your audience, you can connect with them more directly, showcase authenticity, and build trust — all of which lead to loyalty.
Be Consistent
If you want a loyal audience, you have to be loyal in return. Great content marketing requires consistency by producing regular, useful content. The more you show up for your audience, the more chances they have to engage and build a relationship with your brand. You’ll stay top of mind because you keep popping up in their feed instead of being a one-hit wonder or showing up sporadically. Consistency also allows you to build on previous content and continually educate your audience. You might not achieve incredible conversions with every piece of content, but consistency will pay off over time.
Stand Out
It’s no secret that the world is noisy. Marketers know, perhaps better than anyone, the challenge of being heard in an increasingly busy and distracted world. To cut through the noise, your brand has to stand out and be identifiable. What does your content offer that other brands don’t? What makes your brand relevant and authentic? How do you talk to customers and potential leads? Developing a distinct identity and voice helps your brand stand out, so visitors remember you and become part of your loyal audience.
Conversion doesn’t magically happen when you create content. And pumping out more content isn’t the answer. Conversion starts with loyalty. Once you’re a trusted partner and expert, the relationships and sales will come.
Need help with your content marketing? Turn to Comma Copywriters. With thousands of trustworthy pieces for our clients, we write loyalty-driven content that converts. Click here to learn more.
