How To Create Content That Converts And Retains Users

The digital world is overflowing with content. From social media feeds to websites to overflowing inboxes, capturing attention is a constant battle. But there’s a magic formula to turn fleeting glances into engaged users, enthusiastic conversions, and a loyal following. What does it take to create content that converts and retains users and gets them to engage with your content as a means to spread your message to other users? Well, read on and you’ll find out!

content that converts and retains usersHow to create content that converts and retains users

It’s unclear how much content the average person in a developed nation encounters each day. We do know that the average person encounters between 4000 and 10,000 ads each day, up from about 500 to 1600 per day in the 1970s. Part of that is because the average user views over 13 hours of media each day.

Creating content that converts and retains users when they are constantly bombarded with content at every turn isn’t easy. Below, you can see how much content was created online every minute, every day, and every year in 2020. Nothing has changed in the intervening years, except that the amount of content has exploded to reach nearly 330 million terabytes of information in 2024.

content marketing
Image courtesy of One Click Customers

So, let’s jump into today’s discussion of how to break through the clutter to not only reach prospective customers or simply engage them with your content but also to create content that converts and retains users. After all, that’s what rings the cash register so you can stay in business and grow.

Understanding your target market

A deep understanding of your target market is the foundation of all successful marketing activities, including content marketing. Who are the consumers you’re trying to reach? You not only need to understand who they are and where they are, but you need a deeper understanding that encompasses what their interests are, where are their pain points, how you can reach them, and how they make buying decisions? Imagine them as real people, not just demographics on a spreadsheet. Develop detailed buyer personas that go beyond demographics, such as the examples below.

segmentation and targeting
Image courtesy of Boag World

After you have these personas, you can develop content that’s designed to fit each one. For example, if you’re based in St. Louis or need more exposure in that area, you might consider hiring an agency for internet marketing in St. Louis. Because they specialize in understanding your geographic area and the people who live and visit there, they can craft a content marketing program using local SEO (search engine optimization) to attract and convert consumers in your area. They’ll help you craft the right content for your content marketing campaigns and monitor key metrics like organic traffic, popular pages, bounce rates, and more until they optimize the performance of your content so it converts and retains users important for your success.

Create valuable content

Once you know your target market, especially their pain points, it’s time to create content they’ll find valuable. In general, consumers want content that educates, entertains, inspires, or provides interactions (such as games). When creating content, ensure it provides at least one type of value for your target market. And, think outside the box about your content marketing strategy. For instance, gamification involves turning your content into some type of game or interaction that consumers might enjoy using. An example comes from websites that allow users to take a picture of something, say a room, then try out different furniture or decorating styles to determine what fits their lifestyle. Another good example comes from Dove, which used its campaign for real women as a way to market its rather unglamorous soap and lotion products by inspiring women to accept their bodies regardless of social trends.

Also, consider developing and supporting a brand personality. Think of your brand as a unique voice, not a faceless operation. People connect with stories. So, use the storytelling power of content to establish a connection with your audience. Use narrative techniques to weave your message into a compelling tapestry. Highlight customer success stories, share industry anecdotes, or create relatable fictional scenarios.

Don’t be afraid to show your brand’s personality. Humor, wit, and even vulnerability can resonate with audiences, fostering a sense of trust and connection. Also, embrace the power of visuals. Even though the text is powerful, the visuals are captivating. Incorporate high-quality images, infographics, and engaging videos to break up text walls and enhance the user experience. Below are some brands that fit the typical brand personality archetypes defined by experts.

the right brand personality
Image courtesy of Sketch Corp

The engagement equation

Now that your content has personality, it’s time to make it interactive. A passive audience is a losing audience. So, try to encourage dialogue and other forms of engagement. Not only does this engagement (think likes, shares, etc.) help create a connection with your target market, but it also helps spread your message to other users on social platforms. Engagement also improves SEO to reach users outside of social media.

How do you boost engagement?

  • pose thought-provoking questions
  • run polls
  • host live Q&A sessions
  • consistency, posting fresh, valuable content on a consistent basis encourages engagement and improves SEO. On most platforms, that means publishing at least once a day. See more on this topic in a later section.
  • use hashtags appropriately
  • tag others in your posts
  • use content to highlight your community
  • use visuals
  • host contests
  • engage with others
  • create interactive content

Turn your community from viewers into active participants. This user participation makes information stickier and creates a sense of fun. Make sure to foster a brand community. Create online forums, host social media groups, or run interactive contests. Thank your community for their participation and answer questions promptly. This sense of belonging keeps users coming back for more.

Content consistency

To do this, you need to establish a content marketing calendar and stick to it. Regularly publishing fresh content keeps your audience engaged and reinforces your brand presence. Start personalizing your communication. Segment your audience based on their interests and tailor content accordingly. This targeted approach demonstrates that you value their individuality.

Conversion craft

Engagement is fantastic, but ultimately, you want your content to drive action. You need to gently nudge users towards conversion. For that, you need to create specific landing pages that fit your target market and craft clear calls to action (CTAs). Don’t leave your community guessing what to do next. Include clear, concise CTAs throughout your content strategy. Be it “Download our free guide” or “Chat with an expert,” make the next steps effortless.

Regarding CTAs, another thing you need to pay attention to is making sure it’s talking about the value the user will get. For instance, instead of saying, “Download our email writing guide,” you can create a CTA that says, “Craft emails that convert.” A value-focusing CTA is likely to get more clicks than a regular one.

And make sure you’re offering something your target market wants. I once ran a campaign that asked B2B managers to take time to answer a series of questions so our client could prepare a quote for services. In exchange, we offered a cheap little leatherette atlas (this was before smartphones made physical maps obsolete). These busy managers took an hour, on average, to complete the information in exchange for this gift, which only cost $5. Value is in the mind of the market.

Ensure the conversion process (see below) is fast and easy by streamlining the steps, accepting various forms of payment and providing incentives such as reviews to encourage those who start the process to finish it.conversion

Lead nurturing

Often, it takes more than one interaction before a consumer converts. Don’t let them go once they raise their hand to show their interest. For instance, if a visitor leaves something in their shopping cart, send a message over several time intervals to encourage them to finish the purchase. Or, if a visitor goes to a landing page without buying anything, send an email offering a discount or simply share features/ benefits of the products to encourage them to make a purchase.

Of course, lead nurturing requires effort to acquire emails or entice visitors to create an account. You can also use remarketing, which involves sending social media or search ads directly to those who visited your website in the past.

Retention

You’ve hooked them and converted them. Now it’s time to keep them coming back for more. Sending thank you notes, recognizing birthdays and anniversaries, and sending periodic sales messages are all ways to encourage customers to come back for more. Using CRM software like Salesforce is a great way to implement these retention efforts.

Ensure you don’t operate in a vacuum. Actively seek audience feedback through surveys, polls, and social media engagement. This two-way dialogue helps you refine your content strategy and deliver what your audience truly craves.

The final note

Creating content that converts and retains users is a very rewarding marketing strategy because it works. Crafting the right content will help you build a loyal fanbase, crush your marketing goals, and watch your brand thrive in the cutthroat competition.

However, content marketing won’t work overnight. Just like any other marketing strategy, give your efforts time to bear fruit before you change them up.

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Hausman and Associates, the publisher of MKT Maven, is a full-service marketing agency operating at the intersection of marketing and digital media. Check out our full range of services.