If we stop sugarcoating the facts, we’d all agree that content marketing is about making money. Whether for SEO, lead generation, or brand awareness, every brand ultimately aspires to create content that brings in more revenue.

And to pursue the goal, every company is trying its hardest to produce content that resonates with its target audience. It would be pointless if they didn’t curate a well-thought-out content strategy. 
Remember: Quality content helps to pull the right audience towards your website, engages them, and compels them to take action.

Research proves that content marketing leaders are the pacesetters. In Aberdeen’s study, marketing experts’ unique site traffic grew 7.8X over the past year compared to followers’. For instance, the content marketing team of Search Engine Journal is constantly churning out high-quality content. This helps them to generate over 1,000,000 unique visitors every month!

Learning about outcomes like these makes brands wonder how they can do that better. Practicing the following tips will be a good starting point:

1. Tell Stories

   Brands can use storytelling to connect with prospects, create a unique voice, and let customers feel they are a part of something quite special. It hooks the audience and encourages them to probe into more details.
   
   Creating a compelling narrative can capture the audience’s attention, make a memorable impression, and enhance brand loyalty. 
   
   For example, Nike is known for its strong storytelling strategy. This element is apparent in virtually all advertisements they make. Take this video as an example. It features a group of heroes who achieved their athletic goals while fighting against stereotypes and racial differences.

2. Leverage Trends and Popular Culture

   Using trends and popular culture is the easiest way to ensure your brand never loses its relevance. Of course, it takes a savvy think tank to produce new content ideas and keep them fresh, but once you do that, it positions you as a company that feels prospects’ sentiments.
   
   When your brand comments on community events and debates, it shows the audience you are on the same page as they are, strengthening the connection. They look up to your brand as a thought leader. The content positions you as an expert people look up to for advice and analysis.

3. Make Your UVP More Unique

   Unfortunately, many brands today bury their value propositions under buzzwords or meaningless slogans. It is essential to eliminate this practice and learn how you can encourage your prospects to convert to your platform.
   
   A simple step to help you pull more leads is highlighting your unique value proposition (UVP). Your UVP should concisely explain how your brand resolves all the users’ pain points and how it stands out from other companies in the niche.
   
   You can give a makeover to your UVP by opting for either of the following tips:
   
   • Use powerful words.
   • Ask questions.
   • Pen down straightforward messages.
   • Use active words when talking about your product or service.
   Include statistical evidence.
   
   Uber sets a good example in this regard. Its landing page copy highlights the details that make traditional taxis a hassle and how Uber eases them.
   
   
   The value proposition of Uber is clearly positioned and more persuasive. This is an important requirement if a company operates in a crowded market with high competition. Handing the copywriting task to a professional agency might help you obtain the desired results.
   

4. Make Your Content More Visually Appealing

   Content marketing has progressed exponentially over time. Visual content marketing takes the lead in improving conversion. Brands must pay attention to it, even if they have to learn to flex some different content muscles to do it the right way.
   
   Know that visual content is more effective, entertaining, and easier to comprehend. In fact, according to Blog2Social, visual content can drive 12% more traffic to a website. It also helps to increase CTR by 47% and engagement by 200%.
   
   The image communicates the messages and conveys stories more efficiently. This makes them more memorable and lasting. Using stock images is one of the easiest yet most powerful ways to enhance the visual appeal of your content. You can access the online libraries of royalty-free photo websites and choose relevant images.
   
   Ensure that the images complement the context. You can also play around with colors to make them fit your overall brand theme. We often hear the phrase “a picture is worth a thousand words.” Sometimes, all a brand needs is a single shot to convey what it could have said in 1000 words.

5. Craft Compelling Headlines

   Attention-grabbing headlines are one of the oldest yet most potent ways to grab consumers’ attention. You must steal the focus of your prospects if you wish to win a click that eventually leads them to conversion.
   
   It is as simple as this – if your headline is not interesting, people will not read it. And if they’re not going to read it, your conversions won’t increase.
   
   Therefore, don’t leave your headline as an afterthought. It greatly impacts your traffic, click-through, and conversion rate. Some tips to follow when working on headlines are:
   
   • Make sure it runs along the same line as the content so readers know what they should expect.
   • Use emotional headlines where relevant.
   • Use numbers in the headline.
   • Emphasize the prospects’ pain points.
   
   For further analysis, test the well-ranking content and examine how your traffic changes. Use this insight to chalk out future content strategies and plan how you can continue to drive interest.