It is one thing to generate traffic for your content, but getting people to stick around, actually read it, and then finally convert is almost impossible now. Creating content that resonates with your audience is something that is preached daily. But what does that really mean?
As articles get longer and longer and how we consume in the digital world becomes more robust; people are starting to crave content that shows them how and is more personalised. They want to see how to fix their problems – how to do better SEO, how to be better at their jobs. Content marketing had now become a game of Show, don’t tell.
What is showing vs. telling?
If you ever played show and tell, you know that game we played at school game at school; then you have a little idea of what we are talking about here. Show-don’t-tell is a writing technique that tries to enable the reader to experience the story or piece of content through actions, feelings, and visuals, rather than baseline descriptions. The idea of showing and telling is currently credited to a Russian playwright named Anton Chekhov, who reportedly gave this statement as an example of the concept:
“Don’t tell me the moon is shining; show me the glint of light on broken glass.”
The idea focuses on showing the event with descriptive language rather than simply stating that it’s happening.
Show and tell Content
Business-based readers are expecting different content. They aren’t looking to immerse themselves in a 100-page novel, so you don’t have all the time in the world to build up your story to a climax point. It would be best if you had a combination of both showing and telling to get them to stick around.
Here are some of the best ways to create content that converts using the show-don’t-tell principle.
Create a walkthrough or step-by-step guide
Content is sought for because they solve a problem. People don’t just head over to blogs when they are attacked with the reading urge. They mostly come to acquire knowledge on a topic that they struggle with. They are reading your content for advice.
Simply put, they are looking to you for tips and tricks. However, again, they don’t want just any tips and tricks. They need you to simplify it for them. Creating a walkthrough or step-by-step guide is all the best way to simplify it for them.
You can do this in two logical steps:
• Tell the reader about the problem, the issue, and then introduce tips.
• Show the reader how to put them into practice or use them in real-world situations.
Use more relevant studies and data in your content
Showing someone how to perform a task is critical when trying to get them to convert. It is not enough for your tutorials to tell alone. It would help if you got them to understand the why behind the tutorial by showing them real data.
One of the best ways to convert people with content marketing is to show that you know what you’re talking about. Also, data is a huge aspect of this. But you can’t just simply state the data without showing them. A statistic without a visual representation is often overlooked. If you want your content to stand out, you need to use visuals. Marketing Experiments is an excellent site to fish data with visuals.
Words to use in your copywriting
Words are a powerful tool in everything from persuasion to urgency to closing a sale. They have the power to make or break your copywriting. To push someone over the edge and get them to buy from you — or to forget you ever existed. Implementing the right language and verbiage in your content can help convince your audience that they need what you sell. Some powerful words to use in your copywriting are: new, sensational, remarkable, improvement, you, amazing, inspire, etc.
Use video-based content
Video-based content is on the rise. Cisco estimates that video will account for 82% of all global consumer-based Internet traffic by 2021. This is because people love to watch content more than they like to read it. Video is quickly becoming the new way that marketers will engage with users online. Video marketing allows you to do exactly what I am talking about in this post. It allows you to show the user how to accomplish their goals through examples and direct teaching rather than just stating how to do it. Droplr is a wonderful tool to help you create good video content.
If you really want to create content that converts, you should ensure it shows a step by step process of knowing, embedded with visual data, written with powerful words and simplified with a video. This is the new way of content marketing!