These four steps to creating high converting content are simple but slept on — but not anymore!
At one point in time, Instagram was all about posting the most beautiful, aesthetically pleasing images possible. Posting too many graphics was considered criminal. And can you believe that once upon a time, it wasn’t even possible to post videos at all, much more Instagram Reels?! Boy have times seriously have changed!
Since the way we consume content is always evolving, the way we design our posts has to evolve with it. Once upon a time, there was nothing more captivating than a beautiful image. Then inspiration quotes and highly visual infographics took centerstage. Nowadays, video is the holy grail of content, and with the introduction of Clubhouse, audio-based content is getting its fair share of shine too.
I am not a fan of completely upheaving your content strategy just to keep up with the Jones; especially if that means creating content that doesn’t feel in alignment with your brand. BUT, I do believe that in order for your content marketing to not come off as just another promotion, you have to find the perfect middle between adapting to what type of content is resonating with your ideal audience and finding ways to use it that feel honest, authentic, and sincere. If you’ve been struggling with figuring out how to adapt to new content formats or simply how to get more bang for your buck from your content, keep reading for my top tips on how to create compelling content that converts.
Step 1. Use an Image or Graphic that Creates Intrigue
Say goodbye to the bland and generic quotes you’ve saved from Pinterest that really don’t say anything to the bigger message you want your audience to pay attention to, ESPECIALLY if they are not branded! Your words won’t be valued by your audience if they can be said by anyone in the same way.
What you should do instead is reword the quote to best fit your unique voice. Or, you can think of other ways to express that thought visually. For example, post a relatable gif, an infographic, or an interactive graphic.
Not a graphic designer by nature? I’ve compiled my most shareable, high converting infographics into a suite of templates that you can use for your own brand! ‘Affirm Your Authority’ Infographic Templates for Social Media
Pro Tip: Read through your copy, pull out some of the most magnetic blurbs, and turn them into graphics to share on social media. I PROMISE YOU, it WILL stop scrolls and position your brand as a thought leader!
Step 2. Start off with a Strong Lead Sentence
Think of the first sentence of your caption as the subject line of an email. It’s the one shot you have to grab attention. So, say something that makes people NEED to click ‘more.’ If you prefer short captions, it’s even more important to get to the point and FAST!
- Here are a few examples of great ways to start your captions:
Start off with a question that triggers an emotion or struggle you know your ideal customer is dealing with
- Introduce your topic with a strong, distinct point of view that will spark attention and curiosity.
- Sum up the main point that you want to make into a concise sentence that packs a punch. Then add details and context in the rest of your caption!
These very same tips work great for writing newsletters as well!
Step 3. State Your Main Point(s) in a Simple Way that Centers the ‘You’
Before you hit publish on a post always ask yourself two questions:
What do I want people to walk away from this post knowing?
Does this post center my community and their interests/needs?
To ensure that the answer is always yes to both of these questions, create an outline of your post, prioritize the main takeaways, and make sure they’re simple to read and understand.
The best way to do this is to write your main point(s) as if you’re trying to explain it to a 5-year old. No, really. High-converting content is DIGESTIBLE. You don’t want to make people decode your content to get to the main takeaway. That’s all the reason people need to keep scrolling.
Now that you’ve packaged your message up to be easy to understand, double-check to see if it creates the opportunity for your community to actually relate it to themselves.
- Does it include a story or reference they can relate to?
- Does it prompt them to think about themselves or change their way of thinking about a topic?
Whether you want to spread awareness about new pieces that just dropped on your site, or if you want to attract new prospects to your client roster—get straight to the point and always center them so they’re invested in what you have to say!
Step 4. Frame Your CTA As A Question
Now, IDK about you, but I don’t like being told what to do! So, stop telling your audience to ‘SHOP NOW’ or ‘DOWNLOAD NOW’. Instead, ask them a question that hooks them in to start a discussion. That DISCUSSION is the magic recipe that turns followers into customers.
SO, do you follow these four steps when you create Instagram posts? If you are struggling a bit, I’d love to talk more. Let’s connect in the comments or shoot me an email at firstname.lastname@example.org so we can discuss!
All Images Sourced from Giphy