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  A famous business leader once said, “content is king”. By this, he meant content has a great way to influence the opinions of the world as written or motion. Little wonder great companies invest so much in content marketing and content creation. Small, medium, and large enterprises invest heavily in content creation. This is because, in the age of social media, content has a way of converting audiences into actual buyers. 
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In this article, I discuss 5 industry favorites and techniques you should apply in your content to achieve that critical conversion that you seek to attain that ROI your business needs:
  • Know Your Audience To Identify Target Buyer Personas

The first step towards creating content that leads to conversion is to know your audience’s personas and deliver content that is relevant to them. Hence, you need to know the age, geography, language, style, and personalities that make up your audience. This will help you deliver content that is tailored to their persona. For example, if your audiences are predominantly millennials and Gen-Zs, then your tone must sound youthful, energetic, and enchanting. 
  • Ensure Your Content Address The Needs, Problems, And Concerns Of Your Consumers

Creating content that addresses the needs, problems, and concerns of your audience is critical.
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According to a content expert company, CMI, it states that conversable contents “include firm calls to action that entice visitors to learn more or gain further assistance by completing your desired action – whether that’s making a purchase, downloading a freebie, signing up for a free trial, or even just joining your mailing list.”
  • Produce Emotive Content

Creating emotional content is when you use personalization in the creation of your content. It’s about speaking the language they understand. Sometimes many people use storytelling that evokes emotions and feelings between people. For example, a business may choose to post content that appeals to a specific race, class, interests, etc. The goal is to let your audience know that your brand truly cares about them and empathizes with their pain.
  • Keep It Simple And Don’t Make It A Sales Pitch

Avoid making so much noise that your content is confused with too much complexity. When it comes to content, simplicity is key.
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While creating content, just pass the message. Avoid unnecessary stories and distractions. Let your content have the point of call to action.
  • Map Your Content According To The Stages Of The Consumer Buying Cycle

Good content that converts follows a buying cycle. The first step begins when consumers realize that they need a solution to their problem. This is where you need to identify those problems. The next step is to provide the solution to their problems. And the last stage of the cycle is the actual purchase of a product or service. So, make sure your content follows this cycle and watch how your content converts audiences into actual buyers.

Final Words

Before content converts, ensure you offer value consistently to your audience. It will be counterproductive to become sales when you haven’t built trust with your audience. Hence, before you present your solution for sale, ensure that over a long period, you have been able to connect with your audience on a deeper level. Featured Image Source:
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This article was first published on 4th July 2022


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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