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Content marketing 101: How to get more conversions from content

The best content is one that tells the reader a story. If you want to increase your conversions from content, then you want to create a story that places your customer as the hero. What are you selling that will change their life in a meaningful way?

The best copywriters use The Hero’s Journey layout to create content that sells. If you’ve ever seen the Star Wars movies, it’s one of the best examples of this monomyth.

If you want to use it, you should think of your customer as the Luke Skywalker in your story.

What is The Hero’s Journey and how does it apply to content?

The Hero’s Journey refers to the story that your content tells. This is where an ordinary person is living an ordinary life, such as Luke Skywalker living with his Aunt and Uncle.

However, something happens, or a problem is created.

In the case of Star Wars, his Aunt and Uncle get killed by the Empire, giving Luke the opportunity to embark on the adventure of a lifetime, fighting evil and facing moral dilemmas along the way.

Regarding your content, storytelling in this way has been proven time and time again to be one of the most successful methods of selling a product, generating leads, and boosting your conversation rates.

This is because the reader can relate to a single person on an emotional and personal level, rather than trying to relate to a business or brand. This is the perfect selling tool, especially when it comes to posting and sharing your content on social media and on your website.

Here is an in-depth analysis of how this framework can help you create more conversions and really speak volumes to your audience.

1. The Ordinary World

Any story using The Hero’s Journey will begin in the ordinary world. Your prospective customer is aware of the problem they have, but they haven’t resolved to do anything about it yet. This is where you need to have done your research and understood the buyer’s needs and desires.

Real world example: if you’re a business that sells running sneakers online, you might like to start your content piece with an introduction that your customer can relate to. You can set a scene, such as waking up in the morning and getting ready to go for a run. You could also introduce a character, such as Elizabeth in this article from Mint.

This draws the reader in and makes them feel as though they are reading about a real person, automatically connecting them on an emotional level.

2. Call to adventure

This is where the prospect decides to do something about the problem they have. The reasons may differ, but the result is the same. Your job is to see why they’ve decided to start now.

Is it a new year’s resolution, a goal that they’re choosing to work towards, or a problem that only now needs fixing? You’ll write copy that shows how your product can help them achieve their goals and solve their problems.

Real world example: in this scenario, relating back to the running shoes, you could state how their original running shoes may be getting old, and it’s time to start thinking about buying new ones. Maybe the shoes they have aren’t actually designed for running and could be causing damage to their feet?

You can really get creative here by describing the problem or niche that your product or service addresses, and start to introduce the concept as to why your business can help to fix that problem. Clif Bar, an adventure/energy bar company, had a great interactive video on their website with a literal call to adventure.

3. Resistance to the call

Your prospect may start to waver in their resolution to solve their problem. They’ll think it’s too hard, too expensive, or there are too many barriers. It’s what stops people from buying from you and abandoning their shopping carts.

Your goal is to remove these barriers in your copy, so it seems much easier for them to achieve their vision. Once you remove them, they can then proceed to the next step.

Real world example: If this is the case, use the character within the content piece to start describing how much better things are with the new product or service, and make sure the customer is clear that the pros outweigh the cons.

4. The mentor and the gift

“In this narrative, you are the mentor,” says professional content writer Sue Dallas at Elite Assignment Help. “You’re the one with the knowledge who comes along to give the reader what they need. That could be information or a solution.

“The reader, at this point, should accept your gift, as they become engaged and read further to see how you can help them. You are the holder of knowledge, that can share the secret of success with your customer.”

Real world example: This section is the perfect place to start introducing the rest of the positive benefits that your product provides. You can also give advice on how to use your product as well, as taking the opportunity to get creative with its uses.

5. Crossing the threshold

This is the point that your customer becomes converted, and buys a product or service from you. The mistake that some copywriters make is assuming that this is the end of the journey. In fact, it can lead on to help you create a return customer, with some careful nurturing . Once the customer has checked out with you, keep in touch with them to ensure that you’re still fresh in their minds.

This can also be described as the moment where your hero, or character, in the journey, leaves the ordinary world and the adventure really begins. In a sales term, this is where your customer is hooked on your product and is seriously considering purchasing it.

In your content, this will be wording your copy in a way that the user envisions themselves using the product in their own lives. Try to use descriptive imagery words in this section.

6. Traveling the road

Now that your customer will be using the product or service, you want them to be happy with it. This means you need it to be solving the problem they had in the first place. If you abandon the customer here, they could well become unhappy with what you’ve sold them and request a refund.

Successful sellers continue working with the customer, whether that’s with written guides, newsletters, or other support to help them get the most out of the product.

One study shows that you need to be proactive when following up. In short, you’ll need to use email automation that triggers when your customer has made that purchase, sending the email within 24 hours.

7. Seizing the treasure

This is where your customer finds success with your product. What this looks like will be different for every company that uses it. If your customer seizes their treasure, what will it look like?

Real world example: if you run a genealogy website, the treasure is your customer putting together a complete map of their family tree. That’s the goal you need to be aiming for.

8. The New Ordinary

Now that the customer has obtained success, their life should have changed in some way for the better. This is where you’ll be able to upsell and create referrals. At this point, you’re looking to create retention with your customer, and you can even request reviews and testimonials from them if they’re happy with their purchase.

These reviews are important as 88 percent of customer trust reviews from strangers as much as they do personal recommendations from friends and families. That’s why it’s so important to source these good reviews because if a customer is happy, they’ll simply be happy.

If they’re not, nearly all of them will leave a bad review and with 61 percent of those customers basing their purchasing decisions on reviews, you want to make sure that they’re there.

Creating the right content

Now that you have an idea of the type of content you want to create, you’re going to need some help in creating it. There’s plenty of tools online that give you a helping hand in creating compelling content, whether that’s by helping you write it, edit it, or shape it for use online. Here are some tools that you may find useful during this process:

What are your tips and experience on increasing conversions from content?

We’d love to hear from you! Let us know all about your experiences with creating content that converts (positive and negative) in the comments below or by connecting with GetApp on Twitter.


About the author

Mary Walton is a writer at Grade On Fire, website for college students. She helps with content management at Essay Services, and proofreads for Revieweal, websites that review popular online educational services.

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