Content Marketing could be considered a trend, but it’s not going away anytime soon. If you’re a business owner or marketing manager, you’re well aware that blogging, social media, email, and downloadable content are valuable tactics to help bring awareness to your brand. These tactics can also drive traffic to your website. But what comes next?

What Is a Conversion?

conversion is where the magic happens

If your content marketing team is having conversations about traffic and reach without mentioning conversion, you’re missing a key component of your marketing plan. The conversion is where the magic starts to happen. It’s the point in your marketing process where you can actually actively start building a relationship with your prospect.

Traditionally, a conversion is created when a website visitor fills out a form, which gives you a piece of valuable information about them. Think email address. Until this point, you have no way of knowing who is interested in becoming your customer.

How to Get Website Visitors to Convert to Leads

Quite simply, you’ll need to develop a series of content to convert a visitor to a lead. There are four basic standards you’ll need to follow:

  • Develop an offer. This could be anything from an eBook to an infographic that your prospects will value. Why? You’re trading this piece of content for their contact information, so it better be worth it!
  • Create a clear, enticing call to action (CTA). This often looks like a “button” or a pop-up or slide-in banner.
  • When a visitor clicks on your CTA, they should be prompted to fill out a form.
  • Once the form is submitted, you’ll want to thank that new lead for their interest in your brand.

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How to Measure Your Conversion Rate

conversion rate calculationHere’s the easy part…

All you need to do to calculate your conversion rate is to take your number of leads per month and divide it by the total number of website visitors per month.

For instance, if you had 1000 visitors and 10 filled out a form, you’d have a 1% conversion rate. As you start to track this metric, you’ll be able to test the success of your content, calls-to-action, and forms. If your conversion rate isn’t increasing, it’s time to take a look at your content.

What to Do Once a Visitor Converts

permission to communicate

Yippee! Now you’ve got website visitors who are telling you that they’d like to know more about your business! And, they’ve given you permission to communicate with them in a more direct way.

One way to follow up is to create an automated email drip campaign. Another is to add them to an email list that offers consistent updates, special offers, or targeted information.

Content Marketing Isn’t Working Without Conversion

We hope you enjoyed reading our blog post “Why Content Marketing Without Conversion Is a Waste of Time”. Remember, you can write 100 blogs and post on social media multiple times a day, but unless you’re getting leads out of your effort, it’s not worth the investment of time and money. Start tracking your conversion rate today! And, if you want more tips on how to create an excellent call-to-action, click below:

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Why Content Marketing Without Conversion Is a Waste of Time

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Kelly Andrew CEO

As Filament’s owner and Chief Ideas Officer, I’m passionate about helping businesses grow and thrive through internet marketing. I’m Hubspot certified. I love cooking, yoga, and my three cats: Bebe, Coach, and Coco. Contact Filament today to see how we can make your brand shine!

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