How to write good content that increases conversions

“Content is King” signals an era of selling through content. The Vietnamese marketing market is also getting used to the idea of Content Marketing also called content marketing. But the field has only emerged in the last 5 years or so, and many marketers still do not have a correct view of it. Content does more than deliver information or value to users; used well, it is also the “art” of closing a sale. This article MONA Media will guide you through how to write content for beginners, and share some tips for writing good content that raise the conversion rate of your business website.

What is website content?

Content website is the content shown on a business's website. As noted, content can be used in many places. The most common is the website, including the home page, blog, landing pages and even publisher sites, all of which count as website content. There is also social media content for social media platforms.

Website content has many components: text, images, video and any other form shown on a web page. These serve different purposes depending on the owner's needs.

• Normally, on the website's home page (the business's main page), the content is information about the business: all product and service information, introduction, mission and vision. It needs to be accurate, rational and rich in information so users find everything they need.
• Besides that, some landing page hay blog are set up alongside the main site for purposes such as running promotions, introducing new products, collecting customer information, pushing sales and sharing experience,…

In general, website content is short, concise and high in information value. Still, depending on the industry, content may be longer or shorter.

Example:

In healthcare and pharma, content is usually long, with specialist terms and detail. In technology, the wording is more polished and paired with striking images. Take Samsung's site when it introduces its new TVs.

Samsung uses striking phrases such as “Breakthrough look 2021” and “The peak of QLED 4K technology.” Users are impressed by the wording, while the core of what is being sold stays clear, which is the “display” and “QLED 4K”.

Also on Samsung's site, take an article introducing a refrigerator. The features are written closer to the user while keeping the product's value and staying easy to understand. For the camera that monitors the expiry dates of vegetables in the fridge, Samsung writes:

“Track Expiry Dates And Food Quantities

Smart Food Management”.

Below, the text describes a monitoring camera that helps customers never forget expiry dates. It is short, information-rich and easy to understand. Samsung also holds its brand voice with striking wording (Breakthrough look) next to industry language (QLED 4K technology), which fixes a clear image of the brand in users' minds.

What makes good content?

Content hay depends on each field and on readers' tastes. In general, to plan website content for readers you need to understand customers' needs and preferences. It must be concise, creative and rich in information, and, depending on the field, prioritize a different length.

In short, good content needs enough substance to hold the reader. Good article content needs to be relevant, coherent, accurate and especially useful, matching the reader's search intent. A website with good articles keeps readers longer and brings them back when they need more information.

A detailed guide to writing content for beginners

Beginners in content writing often wonder how to finish an article that readers like and Google rates highly. Here are the steps to follow:

Step 1: Find a content marketing topic

First, understand who your readers are and what they want from your article, so you can help them solve their problem. Research to find the topic you want to write about. Check reference material and competitors' websites to find the keyword group and topic that fit best.

To find engaging content topics you can also try the following:

• Use Google's own search suggestions.
• Try Google Trends and AnswerThePublic to find the best topics.
• Join forums and groups in the field you write about.
• Listen to customer feedback and opinions to find content ideas that fit their insights.
• Study competitors' content and analyze their most effective pieces.
• Read widely and look up related information to use as content topics.

Beyond that, website article topics need to be consistent, following a set principle, direction or template. A content writer must understand the brand and target customers in order to keep topics consistent and build a suitable editing process and template.

Step 2: Create content

Once you have found the best content topic, you can start creating. The steps for creating content generally are:

• Note down unique, creative ideas on the topic and group them by relevance.
• Use keyword research tools to find the main and related keywords and to identify the search goal of the topic.
• Apply suitable content structures that ask questions around the keyword and expand the topic.
• Research what competitors' content does well, and collect the data you need to write yours.
• Sketch the article title, keeping it short and appealing to readers.
• Draft an outline that is logical and hangs together. For the most detailed, sensible outline you can use the APP formula or the inverted pyramid model.
• Write the full article following the structure you just set out.

-> Take a look at some SEO keyword research tools worth using:

• What is KeywordTool.io? An effective SEO keyword research tool
• How to use Google Keyword Planner that works

Of the steps in writing an article, SEO-standard articles :

• the introduction needs to state the idea and content of the whole piece and catch the reader's interest. It is arguably the most important part, because it decides whether people keep reading.
• The body should cover all the necessary, important content in a logical, coherent order.
• For the conclusion, you need a lead-in and a sentence that sums up the topic of the article.

For sales articles, also add a specific call to action or suggest related topics to lift your conversion rate as far as possible.

Step 3: Review the content

Reviewing is a must after every piece of content you write. In this final pass, check vocabulary, spelling and style. You can also add or cut parts so the article reads more clearly and easily.

Proven formulas for creating effective content

Formula 1: AIDA (Attention – Interest – Desire – Action)

AIDA is a structure often used for sales content. It has four basic steps:

Attention: win the customer's attention

The first job is to catch the customer's eye, through both the text and the images of your content, so readers stop, explore and read to the end.

To get attention, the article needs engaging content writing, a logical flow and a clear goal. For sales content, use appealing messages aimed at the reader's insight to raise conversion noticeably. A typical way to do this is strong wording, questions that probe the customer's pain point, and a skillful repetition of the key information.

Interest: build interest

After the first hook, the writer needs to raise the customer's interest and emotion. The content should be creative enough to keep customers thinking about your product or service. Make sure it gives readers real value and a reason to choose your product or service.

Desire: create desire

Once you have the customer's attention, take the emotion up a level. This builds the customer's wish for your service. You can use striking messages, exclusive information, advantages only your product has, or limited quantities to stir up demand.

Action: call for action

After the first three steps, to get readers to buy you need to move them from wanting to deciding, with a strong call to action. An extra nudge pushes customers to decide quickly instead of hesitating over whether to buy.

-> See How to write good content with the AIDA formula and win customers over

Formula 2: 4A (Aware – Attitude – Act – Act again)

The 4A structure is quite similar to the pioneering AIDA model. It consists of:

• Aware: awareness
• Attitude: attitude
• Act: action
• Act again: repeat the action

Readers today are more and more savvy, and they do not want to read content that says the same thing over and over. The article needs to be logical and concise to hold their attention. The key to this model is to ask for action twice, no more and no less.

Formula 3: 4C (Clear – Concise – Compelling – Credible)

The 4C structure has four parts:

• Clear: clarity
• Concise: brevity
• Compelling: persuasiveness
• Credible: trustworthiness

This is a general formula for content that is good, concise and speaks to what readers want. Use 4C when you are short of ideas, because it reliably helps you build content that is deep and worth reading.

Formula 4: 4P (Picture – Promise – Prove – Push)

4P is a typical structure that many copywriters like. You often see it in sales ads on social media. It consists of:

• Picture: the image
• Promise: the promise
• Prove: the proof
• Push: the push

With this structure you can write sales content that is concise and good. The visuals deserve proper investment, because they attract customers and lift conversion at the same time.

Formula 5: APP (Agree – Promise – Preview)

APP is a content writing formula that many people use today. Writing impressive content with the APP formula is fairly simple. The article is divided into three parts:

• Agree: agreement
• Promise: the promise
• Preview: a preview

Overall, APP is considered one of the most effective writing formulas you can use when you are stuck for ideas.

Formula 6: PAS (Problem – Agitate – Solve)

PAS is the formula that dominates social media today, and it works almost anywhere. Writing with PAS is simple, yet it keeps articles tight and easier to understand than other formulas. It has three steps:

• Problem: identify the problem
• Agitate: make the problem clear
• Solve: solve the problem

PAS is especially suitable for blog posts, flyers, short news items and PR articles.

Formula 7: FAB (Features – Advantages – Benefits)

The FAB writing formula helps writers arrange the message of an article in a logical and engaging way. To write with this formula you need all of these elements:

• Features: features
• Advantages: advantages
• Benefits: benefits

This formula helps readers understand more clearly what a product or service does and what they gain from it. That is why it is often used in product reviews and brand PR.

Formula 8: BAB (Before – After – Bridge) + building the bridge model

This formula combines the bridge model with the BAB writing structure. BAB has three parts:

• Before
• Today
• Solution.

The BAB structure suits website content that needs to focus on a product or brand.

How to build good content for your website

To write website content that attracts customers, follow the steps below:

Research keywords and customer preferences

The first step is researching keywords and the market. Some businesses research only keywords without understanding the market, which gets in the way of building good content.

You use content for marketing, meaning to persuade customers to take an action that brings profit. So the content must be rich in information and meet customers' needs fully. When an article contains the keywords customers search for and the depth of information they need, conversion at that moment is higher.

-> Keyword research guide, Keyword Research in detail from A to Z – SEE NOW

So that keyword and customer research does not fall short of what you want, we suggest working with a team that is highly skilled in content marketing writing. MONA Media is proud to bring clients the best solutions Content Marketing & full-scope SEO available today. With more than 10 years of experience, we will help you build a detailed SEO keyword set that fits your business, aimed at the right search intent of your users. This helps increase increase website traffic you project. You can also use content marketing services from MONA Media with confidence. We have a professional delivery process, so clients can follow every stage. We always listen and work to understand what clients need, and our young & creative MONA team writes 100% unique content that helps your articles compete with confidence against others in the market. CONTACT US to get SEO-ready content care and optimization that brings in potential clients as early as possible. Address: 1073/23 Cach Mang Thang 8, Ward 7, Tan Binh District, Ho Chi Minh City Hotline: 1900 636 648 Email: info@mona-media.com

Form

Some elements of an article's form on a website also deserve attention. They show the article holds together closely, which makes users more likely to buy. Specifically:

• The title should be short but striking, and hit the customer's psychology. The content of the article should be consistent and highly credible.
• The body text is a very important part, where you use your writing skill to make the article coherent and memorable. You can try different writing formats and add images and video to make the article livelier.
• An article with content that puts the user's feelings and thoughts first will certainly get a lot of attention from readers. A professional writer also adds some neutral emotion so the article has its own character and draws readers in.

Example: a Samsung washing machine

Next to the title is an impressive product image. The title reads “Deep clean, lasting care”. As explained, this title gives users two pieces of information.

• First, this is a household appliance, a washing machine (deep cleaning).
• Second, it names a standout feature that solves a long-standing problem for users (lasting care).

The phrase “lasting care” also says the machine is durable and that its technology keeps clothes from wearing out quickly. Using “care” also brings out the family angle, which suits the product's image.

The call to action (CTA) also needs to be optimized, by improving the copy and using striking web design to win customers' attention. In some cases the CTA should go straight to the point, in others it should be woven in subtly. A CTA matters because it is the element that makes customers take their final action, which raises the conversion rate.

Common CTAs on website content are “Buy now”, “Click to get the offer” and “Click for a consultation”. In most cases a website CTA should be direct and ask for action right away. Where you put the CTA also matters a great deal, because it affects the user flow.

Review the content

Once the content is complete, the writer needs to read the whole article again. This is an important step to catch spelling and grammar mistakes and unclear sentences in time. While reviewing, put yourself in the reader's place and edit so the tone is polished and fits your target audience.

Edit

This step is a must before the article goes on the website. Besides content errors, you should also learn how to optimize the article so the content meets SEO standards and appeals to readers. Things to fix include:

• Optimize the keywords for the article.
• Check that the image sizes have been optimized.
• Optimize the title, heading tags and so on.

Skills you need to write engaging articles

Writing engaging content takes a lot of skill and experience. These are the skills a writer should work on most:

Understand what content really is

A professional writer needs to understand what content is in order to develop it sensibly. Each type of content has its own characteristics and points to watch. Knowing exactly what type you are writing makes it easier to find topics and start writing.

Where to find article ideas

Finding article ideas is an especially important step in SEO content writing. Writers need to know where to look for ideas, then analyze them and pick the best ones for their project.

->  FIND OUT MORE – How to find ideas for original, creative content

A content plan

Building content takes a clear, careful plan. For example, the steps for building a website's content need to keep the articles consistent and logical with each other. The pieces should also support one another, and the main SEO articles should be told apart from supporting articles so you can plan the content the right way.

Check spelling

Spelling mistakes are the most common error in content. They show up not only in beginners' work but also in articles by experienced writers. To avoid this basic error, check spelling carefully before you publish.

Pay attention to SEO-ready content

For Google to rate an article highly and for it to reach a wide audience, it must follow SEO standards. A professional content writer needs to understand what makes content SEO-ready and know how to apply it to their own articles.

-> See also A detailed 10-step process for outlining SEO content

Measuring and optimizing website content

While running a website, you must keep measuring how the site performs and review the content. That way the business understands users' needs better and can optimize website content more effectively, which raises the conversion rate. Here are some ways to measure and optimize website content.

Measuring the performance of website content

How do you measure how well website content performs? There are several ways to review results, through tools or through the final outcome. In a marketing campaign, the final result usually comes from several sources. So if you only look at conversion rate, it is hard to tell which part is working and which needs optimizing.

• Use analytics tools such as Google Analytics to measure everything from the number of visitors, bounces and time on page to which links are clicked most. These figures show you clearly how well an article performs.
• Content teams can also use listening tools. For example, Google Trends shows which topics people are talking about and like. In the technology field, for instance, users tend to search for tips on cleaning household appliances. Content makers can then plan their writing around that interest.

Optimizing website content

After measuring the content campaign, here are some ways to optimize website content.

Build SEO content

Make sure your content meets certain SEO standards. Basic points for writers to keep in mind:

• Write a sapo (lead paragraph): Sapo is the opening part, which should be concise and lead readers into the main content. It should spark curiosity while covering what the later sections say.
• Meta description: Meta description should be short and concise and cover the main content of the whole article. It needs to be appealing so users click through to read. Keep this tag to about 150 words at most so it suits both desktop and mobile displays.
• Build linksAn SEO-ready article needs to be optimized with Internal Link and External Link. These internal links connect the articles on the same website. The article should also have at least one external link, which adds transparency and professionalism.
• Keyword density: Keyword Keywords must go in important places such as the heading tags, the title, the opening, the conclusion, and be spread evenly through the article. The main keyword should appear most often, at about 3% of the whole article.

Drive traffic from social media platforms

One way to bring more visitors to your site is through social media. When a business builds a website today, building social media channels alongside it is necessary. Use the audience on those channels to support the website.

EXAMPLE: You run a campaign and have a landing page for selling or collecting information. Use Facebook, Instagram or even TikTok to send people to this landing page. Websites and social media have long supported each other. The condition for driving traffic well is that the content on your social media platforms has to be engaging.

Update with new, engaging content

Some websites have an articles or blog section. Make use of it and keep adding new articles related to your industry to attract your audience. Fresh, regularly updated content also builds trust with search engines.

Put readers' needs first

Website content must fit what readers need. Whether content optimization works depends on whether the article suits customers' tastes. A website that understands its readers and studies this customer group closely can find ways to keep improving its content.

Popular content topics for beginners

To attract readers, content topics need to be fresh, creative and original. Here are some highly rated content topics you can look at:

Content theo trend

Trend-based content topics are seen as the smartest choice for reaching many readers. Trend content is content adapted to current trends or recent events.

Writers need to be quick to spot trends and write fast to catch them and draw the biggest audience. Trends last only a short time, so writers must take care to write in a way that gets the best result.

Product introduction

This is a familiar content type for writers. Product introduction content appears often in website articles, presenting a product's features and what sets it apart to readers.

Narrative

Narrative content is where the writer uses storytelling to talk about a product or an event. Sentences link from one event to the next, and the ending carries a certain meaning. This type is usually used to introduce a company, a business or a product.

Advertising content

Advertising content, also called Content Ads. This type of content is usually written logically and briefly to bring out what is special about a product or service. Advertising articles are always highly engaging and hit the customer's psychology to get the best results.

-> 9 common types of content as possible. How to invest in content marketing effectively – SEE IT HERE

Common questions about writing content

Besides learning how to write content that draws readers in, writers today often have the following questions.

1. How do I write good content that attracts readers?

To write content that attracts readers takes many things. The key points to remember to become a good content writer are:

• Work out which type of content you are doing, such as SEO content, landing page content or email content.
• Research and choose the best content topic.
• Take time to study the subject you plan to write about, and look at Google's top results and your competitors' articles.
• Use creative article structures and learn the tactics that win over readers.
• Check the article once it is finished, making sure it is SEO-ready and free of spelling errors.

2. How do I identify the right type of content?

Identifying the type of content you want to do is a very important step in writing. To do it, you need to research customer insight, consider the particular features of the product or service you want to promote, and look at the type of content your competitors use.

3. What is the most popular type of content marketing today?

The most popular type of content marketing today is blog and website content. More and more businesses invest in this form of content marketing to reach and attract customers over the long term, most effectively. Website posts that are published well, with good, customer-focused content, bring a high conversion rate at a relatively low marketing cost.

The article above is what MONA Media has shared about how to write good content for beginners and experience in writing good content to help your website raise its conversion rate safely and effectively. We hope what we shared here gives you more useful information so your future content marketing works as well as possible.

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