One of the primary goals of a website is to attract leads and convert them into customers. There are various ways to do this, but one of the best is to generate gripping and informative content that pulls people into your site and makes them want to stay.
The Four Types of Content You Ought to Develop
Certain types of content are more effective lead magnets than others. As you seek to expand your reach and attract more people to your blog or site, you’re likely to have the greatest success if you focus on the following four tactics:
Did you know that the human brain is predisposed to love lists? The headline catches your eye amid a stream of less-intriguing content; the classification system and pre-categorization sets expectations; content is spatially organized, and the length of the story is already quantified up front.
“Together, these create an easy reading experience, in which the mental heavy lifting of conceptualization, categorization, and analysis is completed well in advance of actual consumption — a bit like sipping green juice instead of munching on a bundle of kale,” Maria Konnikova writes for The New Yorker. “And there’s little that our brains crave more than effortlessly acquired data.”
This listicle from Med Cruise Guide is a solid example. It uses a large, odd number — 121 — to grab the reader’s attention. If the article consisted of just 5 or 8 items, it wouldn’t be nearly as unique.
There’s no guarantee that every reader will read through the entire list, but it certainly merits the subtitle “Ultimate” and that’s certain to capture everyone’s initial curiosity.
As much as listicles, the human brain craves infographics. This is because 50 percent of our brains are involved in visual processing and 70 percent of all sensory receptors are connected to the eyes.
Infographics such as this one from The Week do an effective job of synthesizing massive amounts of data into a cohesive and visually pleasing piece of content that’s easy to digest and exceptionally shareable. This makes it an ideal tool for social media lead generation strategy.
- Teaser Videos
Videos also work effectively and represent the future of content marketing. But what the last couple of years have shown — first with Vine and now with platforms like Instagram and Snapchat — is that short-form content is especially valuable.
If you’re looking to drive leads for your brand or a new product, short teaser videos are exceptionally powerful. This teaser video recently released by PlayStation is a fantastic example. It’s generated a ton of buzz and shows how heavy a punch 15- and 30-second clips can pack.
- How-To Articles
How many times have you started a Google search with the words “how to”? Continually, right? People use search engines to find information and build their knowledge about topics they are weak on.
How-to articles give brands an opportunity to serve up valuable and resourceful content that generates leads for the business. This article from Ties.com is a great example of useful how-to content.
Notice how it combines visuals and diagrams with text in an article that’s both aesthetically pleasing and useful. You need to look for ways to do the same with your own content strategy.
Try Something New
Everyone responds differently to content marketing. The key is to discover what your target audience is looking for.
If your readers tend to be analytical and appreciate hard data, then infographics might be more valuable than listicles. But if they largely consist of people who have short attention spans or many demands on their attention, listicles will probably perform better for you.
If you aren’t getting the results you want to see with your current content strategy, now’s a good time to try something new for 60 to 90 days and see what happens. You may uncover a new opportunity.