How do you create content that Converts

Whatever your area of expertise or level of experience If you're not sharing your expertise with your audience, you're going to struggle to increase the size of your business.

Content creating is the best ability that will transform you into an the top of your industry in one short period of time...

But to do that you must learn to create content that converts.

For more information on the best ways for entrepreneurs to create successful content, we spoke to Kyshira Moffett, a business strategist, coach, author and co-founder of the Power Collective.

Kyshira is a specialist in helping small business owners put their knowledge into high ticket training and content programs. she shared her expert knowledge during the Think In Color 2021 conference.

Find out Kyshira's tips and tricks to help you create content that converts and also ideas for helping to reuse your content.

•         Why you need content for your brand
•         The differences between paid and free content
•         Three examples of how you can reuse your material
•         How do you plan your strategy for content
•         5 steps to make content that is convertable
•         3 important lessons to be learned

What is the reason you require the right content to promote your brand

If you're a creator of courses teacher, coach or instructor The majority the interactions you have with customers are centered around information.

Content is the core of your products, your marketing services as well as your communities and your interactions with your brand.

It's not like you have a physical storefront where people can come and view your merchandise in person. everything is online and accessible via content.

This means that your website's content could be a "make or break factor in your company.

Without content that converts interested people into paying customers, you're going to seriously struggle to grow your business and earn revenue.

Content can be described as the missing connection between your clients. Therefore, you need to get it right.

Kyshira dissects it to us...

  Utilizing content to connect the people who visit your site with the brand  

The core of content serves as an educational tool according to Kyshira.

Content can help inform your customers about your brand and move potential customers through your sales funnel from brand awareness to a sense of brand and then towards making a purchase.

Kyshira's 3 step funnel helps to simplify the education of customers. It will also help you understand how your content could convert customers.

  1. Brand recognition

In the case of many clients, your website will be the first time they interact with your company.

When you are in the phase of brand recognition People have some notion of who you are. You may be interacting with them through social media channels or visited your site. Perhaps they've heard about you from the media or read your blog as a guest - however, they've not bought anything from you yet.

The awareness phase is when potential customers have been conscious of your brand, but haven't yet taken concrete decision. This is why lead generation content is essential to raise brand awareness - and encourage your audience to convert into leads.

  2. Brand interest

The next step on the ladder is called brand curiosity, which is where potential customers turn into leads. They begin to take steps that will lead them to your business - but they're still not making any purchase yet.

Now, you're able to tell if your potential customers have already done something to show that they're interested in the brand such as signing up to your newsletter or signing up to some freebies or events. They've entered their details stored in your database, and are now an official lead that has shown enthusiasm for your business.

This means they move into the 3rd level.

  3. The process of purchasing

The next step is to make sure that you convert your prospective clients or leads into paying customers. That means making a purchase or enrolling in a membership or purchasing some thing from you.

The people who have purchased into your business - they trust your expertise, they're confident in the quality of your product and are willing to give you their cash to purchase what you're selling.

Your writing is the key to get them to this stage.

What kinds of material are we speaking about?

• Social media content
• Email marketing content
• Ad content
• Website content
• Podcasts
• And numerous other!

The differences between paid content and free content and the best way to make use of both

When you're creating content, you're going to have to break your content into paid and free. premium content.

But how do you decide what content to give away for no cost and how much you should charge your audience to access?

The trick is to think about your website as a value chain, suggests Kyshira.

The higher you move in your value chain the more value your viewers get from your content and the greater the value you need to attach your content.

  Free Content  

Free content is exactly what you'd expect - content you produce and publish which anyone is able to access at no cost. It is not necessary to charge fees to access this content. Instead, you use it as a conversion tool.

Your free content must inform your viewers about something - but not everything.

By providing free content, your aim is to educate your viewers something new about a topic as well as increase your viewers' perception of your brand. You can also use free content to position your self as an authority and thought-leader in your industry.

The trick with free content is to put some of the content back - you don't want to divulge all of your secrets to the world for no cost! Otherwise there's nothing that can convince potential customers to purchase your services down the line...

So when you're creating free content, keep in mind that you're helping your audience to understand the core difficulties and issues in their lives. You'll also introduce them to your solutions to those problems.

Here are Kyshira's top categories of free content:

• Telling her brand story
• Countering misconceptions about the topic
• Answering frequently requested questions
• A pain point that the course can solve
• Commenting on the latest discussions and events in the industry

The key to creating free content which converts position your self as an authority and show your audience why you're the ideal person to help them overcome whatever challenges they're facing.

  Kyshira's example  

Kyshira offers this scenario of how to make your content free Let's say you've created the course 'How to Leverage Instagram to Make More Sales', for your free content you can use one of the things from that course in order to attract potential customers.

You could create a free post about 'Three errors you've made on Instagram'. It will help your followers to understand where they might have made mistakes and positioning you as an authority for them.

They're getting ideas which they can implement immediately - and opening up the opportunity for them to purchase more material from you in the future.

  Level 1 content  

The next step in your value chain is your entry level content. The first step is with teaching your students through a systematic manner that requires payment of some kind.

It's your choice which price point you'd prefer for the content you're creating at an entry-level - it might be $100-$200 or even more.

This kind of content will include your basic course, downloadable resources and training videos.

The content for beginners is generally self-paced content, so learners are able to go in their own way. The content you offer for entry-level comes pre-produced, requiring minimal day-to-day input from you.

Customers can learn from you with a low-cost, easily accessible method - and without consuming your schedule. Remember, your time is valuable!

  Content of mid-level  

The more advanced stage of content, your intermediate level content is what Kyshira calls 'do-it-with-you' content.

It's your content which is highly interactive. It's typically training programs for groups or coaching with your direct input or your team.

This type of content may comprise:

• Webinars live
• Group Zoom calls
• Hours of operation
• One-on-one coaching
• Live Q&A sessions

Students get to hear from them directly, and get answers to their questions. Your assistance, feedback and guidance along with the content of the class.

Additionally, you could make additional resources and unique videos to complement your mid-level content offering.

The type of content you offer requires the involvement of your staff or yourself so it's priced more - you provide more value for your customers since it offers more opportunities for in-depth learning. Think of this as your top-quality product.

  High-level content  

The top level of content is what Kyshira refers to as 'do-it for-you' content.

This is the type of content that incorporates brand collaborations - in which you create content for another brand or business and producing the work for the other brand or business.

This could be podcasts or graphic designing, website design photography, copywriting or anything else. This 'do-it-for-you' content has the highest price tag as it requires a lot of involvement by you.

If you're able to build an image within your sector with high-quality content, you'll be able to create an entire new revenue source for your business through securing corporate clients.

This is the content that can generate huge amounts - and can really propel your company to the highest level.

The good news is, you don't need to be an influencer to establish alliances with brands. You just have to be a good writer and possess the ability to turn your expertise into solving problems for brands.

3 examples of how to repurpose your content

If you read the last section about different content levels and then thought "Ok but that's an awful amount of work" - don't worry!

Kyshira's preferred method to reduce time and money is to reuse content across different channels.

This works for free content and paid content alike.

Once you've made the content you want to share, you are able to easily modify and enhance it to suit different products and channels.

Three examples that will give you a better idea of how it functions.

  Example 1 - Blog posts  

If you take the time to write a long-form blog post - why not use that content in your posts on social media also?

You can easily dissect a 5 paragraph blog post into 5-10 tweets on social media For instance, you can do this by drawing the most important points, eye-catching statistics and bullet lists. Make use of your blog's existing structure to direct your posts on social media.

You could also develop infographics from the blog posts to make your blog posts a visual easily shareable elements.

These posts work well on Facebook, Instagram, and Twitter.

  Example 2. Live streaming  

Live streaming is one of Kyshira's top lead generation methods - and all that content is repurposed to create other types of content.

Kyshira likes to reuse her live stream content to be used across various platforms, such as:

• YouTube
• Social media
• E-Books
• Workbooks
• Webinars
• Mini courses
• Podcasts
• Email courses

It's really unlikely that every one of your audience members is going to watch live streaming - therefore recycle that knowledge and juicy video content in new formats!

The best tip is that your live stream themes can also take advantage of the content of your paid courses, so you don't even need to create new material there! Just adapt your existing course or coaching content for live streaming or webinars. This lets them function as teasers for paid content.

  Example 3 - Case studies  

Case studies are a super customizable content format that is suitable for an array of different information that can be used to convert your consumers.

case studies can be brilliant in showing potential customers what's possible with your business, giving the audience a live example of ideas and showing your strategy to specific problems and issues they may have.

Here are some suggestions for various types of cases studies:

• Success stories of clients
• Step-by-step case study of how to approach situations
• Current events

If you have long-form testimonials from clients They're a great type of content to turn into case study. Gather customer feedback, reviews as well as testimonials. Then, transform them into blog articles, social media posts interview, podcasts, email content and more.

How do you plan your strategy for content

The secret to creating contents that are consistent, consistent and attracts new customers is to pre-plan what you want to produce and the timeframe for it.

It's much simpler to make content when you've got a program to refer back to. Kyshira describes this as her Content Vault basically an equivalent of a Google Drive where she stores every idea for content she has each month.

Her favorite technique for making content comes from the technique of index cards. Learn how.

The index card technique

• Make sure you have index cards. To start by: Cut a sheet of paper into rectangular shapes or get index cards take out your pencil and begin making notes...
• Consider 2-3 subjects: Choose topics you're competent to discuss, that you are comfortable with, as well as that relate to the course material. Consider broad, general subjects. Put them on the reverse on the index card.
• Select subtopics: Flip the index cards and create subtopics for every major subject, about 3-4 per card. they are more specific concepts to your web content.
• Connect your topics together: Once you've got your topics down, you can look at how to link them together into a series. Think about how they can be used as a series of guides and live streams, or even podcasts. Then, just like that you've got months of information.

This kind of brainstorming can be very beneficial to get the overall picture of the content you will be creating for each month. Repeat it 12 times, and you'll have a whole year of creative ideas for your content.

Also, you can make use of a spreadsheet in case you prefer a digital version of the index card technique.

An example shows how this technique could be used with Kyshira's website:

Major topic: How to make yourself stand out in an overcrowded market

  Subtopics:  

• 3 strategies to make yourself stand out on Instagram
• Five ways to discover your unique worth proposition
• 3 ways to cost yourself competitively

  Content ideas:  

• Blog series
• podcast series
• Newsletters
• Captions for social media

Kyshira can use each of her subtopics to develop four different kinds of content. This gives her the opportunity to create content for a month across 4 different channels, all focused on one topic which links to her paid content or courses.

  Imagine every device as having a distinct user interface  

How to make content that converts is to look at your content strategy in a holistic way.

Instead of taking each channel in isolation each channel, your entire content must connect and complement one another.

Why?

Most people engage on multiple platforms and types of content.

It is possible to read some of a company's marketing emails, check them out on Instagram or listen to their podcast now as well as later.

Your job as a content creator to think about how you can leverage all these tools in connection with one another.

This can make your content strategy a lot easier for you to create as well as for your clients to comprehend and digest.

It isn't necessary to have 30 pieces of content spread across all channels. Instead, you could create five to 10 pieces of content, and make them adaptable for every media channel.

After having brainstormed the content you want to publish and laid it out, you're able to utilize it later to develop an editorial calendar to are aware of what content you must create and when, and also have a clearly defined timeline.

Here are Kyshira's top 5 suggestions to help you create material that is converting to keep your clients staying loyal,

5 ways to make content that converts

  1. Make the most of trends, pop culture, and the latest events

If you're writing content to promote your brand, use trends, event days and pop culture to your advantage.

It makes it easier to think up new content ideas and keep your content fresh - it also makes sure your company's image is current and up-to-date.

This is especially important for big changes in your industry or industry to be a thought-leader it is essential to comment on debates, events and changes to show that you're aware of what's happening and what's important to the people you serve.

  2. Be sure to keep your content short and simple

In every piece of content that you produce, be sure it's accessible and easy to understand for ordinary people. Write about every topic in a simple language, and don't get bogged down by jargon and large words.

Keep it simple and communicate clearly to your audience.

  3. Incorporate a call-to-action and powerful words

CTAs within your content will indicate the steps your readers need to complete whether it's signing on to your mailing list, downloading an item or purchasing. Include them in all of your content, which includes podcasts, social media posts blogs, and blog posts.

  4. Social proof can be used to help create FOMO

Another method to alter your content is to use social proof within your content - by showing off who else is using and buying your products and services.

Social proof lets you leverage FOMO - the anxiety of not being noticed - through your content and turn an increasing portion of your followers into buyers.

• Testimonials
• Brand partnership
• User generated content (UGC)
• Customer examples
• 3rd party reviews

You can either create dedicated social proof content - for example, case studies. Or you can sprinkle social proof throughout other types of content.

Top tip: Include a call-to-action to your content to generate additional social proof to your business, such as "Write us reviews today and tag us in your photos and share our content on social media!

  5. Do not worry about having to be on every social media platform

If you're a small business owner, don't get caught up in the trap of thinking you need to be active across every social media channel for you to make your fans to clients.

There is no requirement to be on Facebook, Instagram, LinkedIn, Twitter, TikTok and YouTube. These are all amazing tools and platforms to help you grow your business , but it doesn't mean that you have to leverage every single one.

When you're starting out with the creation of content for your business or as a solo business owner you can pick the one or two platforms that you'd like to explore.

This allows you to concentrate on creating content for those platforms and not burn out in the process.

In order to ensure your brand's longevity, Kyshira recommends making profiles on every popular social media site so that you can secure your brand name. Make a profile, add a bio, add a link to your website and upload a photo of yourself or your brand logo. Don't forget it, you know it's there if you need it, but it doesn't require your attention right now.

For content to be a success and converts it is important to focus on your strongest marketing channels .

  6. Utilize analytics to your advantage

Every major content platform has an integrated set of analytics and tools that you can leverage to benefit yourself. You should be reviewing your data regularly to determine which features are working best for you, and the areas where you're getting most engagement. This also lets you decide what platforms to focus on in order to reap the greatest return on your investment.

If you're trying to make content that is converting - you need to be monitoring your conversions in order to determine the areas where your strategy for content needs adjustment.

Kyshira's 3 key takeaways

Here are Kyshira's top content tips to make sure every piece of content that you create will result in the results you've been hoping for.

  Be constant  

When it comes to creating content that converts, Kyshira highlights the importance of consistency. It doesn't mean that you should post daily on every channel you have. What is important is being present when your target customers expect that you will.

In this case, for instance, if you set a routine that you're going to be hosting an Instagram Live on Mondays every Wednesday, Friday and Monday every week, you must ensure that you're meeting the standards for your viewers.

This is the way to establish yourself as an expert in your field and turn your followers into customers in the future.

  Be selective  

In any piece of content you produce It's about quality over quantity.

Create content not just to make it look good. Create with purpose.

It's crucial to share new content regularly so the public knows that you're in the game, you don't have to create each day with new content in order to be seen and gain visibility.

In the end, according to Kyshira, it's all about leaving a lasting impression with your posts. Make something that is memorable and useful for your viewers and they'll keep coming to your site.

Don't forget it is possible to reuse older content and still produce valuable information for your customers.

  Be patient  

One common pitfall Kyshira sees in her students are creators who try with a funnel of content, then throwing it away in the event that they don't see the results they're looking for right away.

In the process of creating new content and repurposing your previous content, you have to have patience.

If you're having trouble converting, Kyshira recommends looking at your data and pinpointing the areas where you might have missed a step in the funnel rather than starting from scratch.

This might mean analyzing the areas where users have stopped or checking to make sure that there's nothing technical hindering converts.

If you are able to continue to edit your funnel and modify it, you are able to keep building on your existing effort to obtain the results you're looking for. This requires patience as well as trials and errors But don't stop trying!

For content to be converting you must have the right plan in place and the long-term plan, because change likely won't be instantaneous. In the meantime, it's possible to improve your conversions and strengthen your name.

The key to creating material that converts

There is no requirement to be the biggest name brand or influencer to create content that converts your audience into paid customers. Anyone who is an entrepreneur, course creator or instructor is able to create content that offers value to your audience and makes them long-term, loyal customers.

Join us as we host a panel of women who are inspiring of Color who will share personal experiences, tips and suggestions entrepreneurs who want to achieve satisfaction from their digital marketing ventures.