I bet you’ve read hundreds of articles that tout the HUGE benefits of blogging for your business.
So you’ve written up a few pieces here and there, hit that all-important publish button and waited… and waited… and probably waited some more.
The thing is, blogging is great for your business, but only if you’re doing it properly.
It’s not enough to whack up a quickie post every now and again and hope for the best. Like anything else in business, your content plan needs to be strategic.
If there’s no purpose to your content, it’s no good. You might as well spend your time trying to find gold at the end of a rainbow.
So, let’s assume you are being strategic with your content (because I like to think the best of people), and you’re still not getting the conversions you want.
Why’s that? It could be any number of reasons but, over the years, I’ve learned that there are four key reasons why content doesn’t convert even if it’s strategically planned.
1. You’re Targeting the Wrong People
Before you even put pen to paper (or fingers to keyboard), you need to make sure you’re targeting the right people. You can create the best content in the world, but if it’s not geared towards the people you want to convert, then guess what? They’re simply not going to convert.
Let’s get down to the basics of why this happens a lot in the SaaS world.
Basically, techies run the SaaS world. And guess who techies like talking to?
You guessed it – other techies.
It makes sense. They want to talk about their awesome product and all its super-duper features that they’ve spent ages developing and honing in a room by themselves.
But then they go out to target people who aren’t necessarily techies and they find that their content goes straight over the heads of “normal” civilians.
What it boils down to is this: your users don’t care how long it took you to write the code for a really complicated part of your software. Instead, they want to know how it will benefit them; they want to know how it will change their lives and solve their problems.
When you start providing content aimed at your target user’s pain points and show them how your product can help them achieve their hopes and dreams, that’s when you’ll see it start to convert like hot cakes.
Here’s a fun stat: 60-70% of content sits unused. Which means that 60-70% of content is not relevant to your audience’s needs and doesn’t connect with their buyer journey.
Just think how many more conversion opportunities there will be when you switch that 60-70% to 0%.
2. Your CTAs Aren’t On Point (or Are Non-Existent)
You might think it’s obvious what users should do next when they land on your content – because, well, you planned it.
But, for the most part, users need to be overtly directed to the next step.
It’s not enough to hope they click on the “sign-up” button after scouring your post. It’s not enough to assume they’re going to want to find out more when they’ve got to the bottom of the page.
Call-to-Actions might just be the most important part of your content.
Bold statement, right?
But think about it: how often have you got to the bottom of a blog post and then seen a button to “find out more” or “read more about this topic” and clicked it?
Those are call-to-actions that work. Because you clicked on them. You did want to find out more. You did want to read more about the topic.
Call-to-actions don’t have to feel needy and pushy. They simply need to guide potential users towards the next step.
Let’s look at some stats.
More than 90% of visitors who read your headline will also read your CTA copy. That’s a HUGE number, considering people’s attention span on the internet is getting shorter by the day (we’re currently at around 8 seconds).
How Can You Make Sure Your CTAs Are On Point?
According to a study by ContentVerve, adding first-person phrasing to a CTA (like “sign me up” or “I want a free trial”) increases click-through rates by a whopping 90%.
You can put a simple text call to action throughout your post (you might have noticed I’ve put one in this very post), but if you want to get pictorial, adding an arrow to your CTA can increase clicks by 26% (every little helps, right?).
3. Your Content is Same-y
It’s no secret that the SaaS industry is booming at the moment. There seems to be a new “must-have” software popping up every day, and everyone is trying their hand at creating the “Next Big Thing”.
Which means the industry is becoming saturated with content.
SaaS owners are usually pretty savvy when it comes to marketing. They know that blogging is good for them, and they like writing about their industry and product.
But this means that there is a slew of content out there that starts to get same-y after a while. Things like:
And that’s all well and good. But it means users are being pushed and prodded from every direction. They have choice paralysis because everyone is saying the same thing about their products and software.
Which is why these users aren’t committing to anyone.
They can’t decide, so they don’t decide. Which means you lose out on a user and a loyal fan.
So how can you stop that from happening?
You need to be different. Your content can’t just churn out the same things over and over again. Instead of re-crafting other top ten lists out there, think about doing something unique, like:
If you need help deciding what kind of content you should be publishing to stand out, get in touch and I’ll walk you through the 3-step, fail-proof process I use.
So tell me: are you ready to get more conversions with your content?
Convert Customers With Your Content
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Lizzie Davey is a professional business and marketing writer.