Alt Title: 5 High-Converting Content Formats That Outperform Blogs
Blog posts are the foundation of many marketing strategies, but when it comes to turning readers into paying customers, blogs usually fall short. Blog articles can build awareness, but they don’t push people to make a buying decision. However, other content formats, like tutorials, videos, and case studies can encourage action.
If you’re looking for ideas to maximize your marketing ROI, the following content types will help you get more conversions.
1. Video tutorials and demos
Tutorials and demos consistently outperform blog posts because they show people exactly what to do. And screen recorders make it easy to produce in-depth walkthroughs and quick how-to clips that can be used on your website and all your social channels. In fact, 91% of businesses use video as a marketing strategy, and 96% say it improves how users understand their offer.
Here’s how you can use video to improve your conversions:
- Leverage screen recording. Use screen recordings to create walkthroughs, tutorials, and how-to segments for customers to help themselves. You’ll not only provide customers with clarity, but you’ll also reduce the number of support ticket requests you get. Once you have these videos, you can put them in a repository for customers to find, or send them to customers individually when needed.
- Repurpose video content on social media. A single video demo can be sliced into short videos for social media, placed inside knowledge bases, or expanded into full training libraries. Using your videos like this will multiply your ROI without adding extra costs.
Video content provides clear visual instructions that reduce confusion and boost customer confidence. This plays a huge role in the video’s power to convert.
2. Case studies and customer stories
Nothing convinces people to buy faster than seeing proof that others just like them have already found success with a given product. Case studies are one of the most persuasive forms of content because they demonstrate results in a way that blog posts can’t.
When creating case studies or using customer stories to sell your product or service, show quantifiable outcomes like revenue growth and cost/time savings. Specific numbers stick with buyers far more than general claims.
When sharing stories, focus on relatable pain points and narratives. Buyers need to see themselves achieving the same results, and they need to see themselves in the stories you tell.
3. Interactive tools and calculators
Static blogs educate people, but interactive content makes them take action. Calculators, quizzes, and other interactive processes give users instant value. Research shows that 81% of marketers say interactive content grabs attention better than static blog posts.
The best way to deliver this content is to provide personalized results. People love tailored insights and results. It makes them far more likely to convert.
For optimal results, keep input fields short and intuitive. Interactive content should be fast-paced to prevent users from losing interest. The goal is to make it a quick activity with useful, personalized output.
4. Webinars and virtual events
Webinars provide the face-to-face engagement that blogs lack. They allow prospects to interact with you and your team, ask questions live, and see you in real time. Many marketers say webinars outperform other channels in creating qualified leads.
Webinars make it easy to position yourself as an authority in your niche and deliver expert knowledge that demonstrates credibility. Implementing live Q&A sessions creates the live interaction people crave and can make people feel more invested in your business.
Best of all, once you have a webinar recorded, you can run it again indefinitely as a full replay or splice it up into highlight reels and recaps for social media. Webinars are crucial for moving prospects further down your funnel.
5. Whitepapers and research reports
While blog articles just touch the surface, long-form resources dive deep. They’re ideal for buyers who need data to make a decision. Surveys and studies lend authority to your content, making it more likely to be shared. When you pair data with useful recommendations, it becomes a useful resource.
The trick is to gate your whitepapers and reports so people need to give you their email address to get access. This is a great way to acquire hot leads.
Create content that converts
Blog posts serve a purpose, but they aren’t going to drive conversions. If your goal is to generate more leads and sales, start creating content that will convert fast, like videos, webinars, and data-driven reports. Unlike blogs, these types of content inspire action and can be repurposed across multiple channels without any additional cost. Businesses that diversify their content beyond blogs are the ones that generate more leads and sales.
