Too often entrepreneurs create random content hoping something sticks. Or, they focus on education, lifestyle or branding content, which is directed at uninformed prospects, who are unaware of their product or service and the benefits they provide.

The founders of the content marketing agency, Grow and Convert, suggest that content which gets the most results is bottom of the funnel content. Such content is directed towards clients who already know what product or service they need. When you write for this type of customer, your content is focused on getting conversions, which is demonstrated by:

• Your amount of traffic: Directs customers to your website, leading to conversions. ​
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• The number of leads: Once on your website, customers make a decision to get in touch with your company, with the purpose of buying your product or service.

How to write content that converts

Grow and Convert has created a "Pain point SEO" system that converts based on:

1. Knowing your customer’s pain points.
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2. Coming up with content ideas based on those pain points, and then weaving in your product or service as a solution.
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3. Finding keywords which match those topics.

To get started, do a SERP analysis to understand what your customers are looking for:

A search engine results page (SERP) analysis evaluates the top-ranking results for the keywords you’re targeting. It helps you determine what type of content to create to satisfy readers’ intent.

1. What types of content are ranking high on Google? e.g., blog posts, how to guides or case studies? The results will show what Google thinks this is the best option for the keyword.
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2. What topics are being discussed in the content pieces? Focus on the subheadings.
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3. Determine the intent of searchers who look for these keywords.

Then use this research to determine the type of article to create.

Tools to help you with SERP analysis

Clearscope: Clearscope is a multi-faceted tool that will help you figure out which keywords will rank in Google, and is also a research and writing tool.

A research tab with key questions helps to guide your research process, while an outline tab will structure your content and ensure you cover relevant topics your readers will care about.

Cost: Starts at $189/month for 100 content inventory pages, 50 monthly keyword discoveries and 20 monthly content reports.

iSpionage: Put your competitors' domain names into the iSpionage tool to identify what paid and organic keywords your competitors are bidding on.

Cost: Starts at $59 per month, unlimited competitor research, keyword searches, search engine monitoring, and ranking keywords.

SparkToro: SparkToro is a research tool which explores the social networks, apps, and tools your audience uses. It also provides demographic data, as well as keyword and SEO insights.

The platform also helps with social listening, competitor analysis, and search intent analysis.

Cost: Free at 5 searches a month. The Personal plan starts at $38 per month for 50 searches a month, and provides much more extensive information about your audience. This includes information from keywords, social accounts, websites visited, podcasts visited, as well as YouTube and Reddit sites your audience explores.

Thank you for reading!​
Temi

What software would you like me to review in future issues?
Let me know at: news@softwareroiguide.com​

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