By Gloria Kopp.

Writing content for your business and marketing strategy is no easy business. The mastery comes in when you’re able to find the right balance between promotional and informative content but, of course, this varies business to business, industry to industry.

Once you’ve found your balance, then comes the challenge of actually writing the content that convinces your potential lead to convert into a paying customer. This is especially important when it comes to creating content for your native advertising campaign since the content needs to be personalised and custom-made.

Here to ensure your writing process is effective and actually boosts your conversion rates, these are seven key steps you need to take to make a real impact on your marketing strategy.

Research Your Trending Topics

The first thing you need to do when you sit down to write content for your native advertising campaign is to find topics that your readers want to read about. Typically, these will be trending topics that talk about current events or in other ways, remain relevant to your reader.

Ask yourself questions like ‘what do my readers want to read’ and ‘what topics are they already reading and talking about?’. List up as many topics as you can before narrowing down your selection to what you’re going to write about next. You can find more topics and ideas that are relevant by heading over to Via Writing.

Be sure to include links and citations to trending topics or pages that can help build your SEO ranking while giving your readers access to information they want to read. You can professionally add these citations to your native advertisements using tools like Cite It In.

Summarise the Problem

Marketing a product or service is simply convincing a customer to invest in what you have to offer. However, this won’t happen if the customer isn’t aware of why they should be buying a product in the first place.

This can be easily overcome by spelling out the problem in your native advertising content. Whether you’re selling headphones that block out external sounds for a clearer experience or fruit that will help make your healthier, outline the problem in your content and then state how your product addresses it.

However, it’s worth remembering that native advertising means that you don’t directly link the product itself and it’s more about providing valuable information to your readers. This can be overcome by simply detailing the problem in the content that gets the customer thinking about the problem and what they can do to address it. When talking about solutions to the problem, in this example of headphones, you can talk about the latest technology that has come into play to minimise the risk of this problem happening, such as advanced noise cancelling technology that entices the user to want to look into buying the product.

Using Metaphors in Your Headlines

The headline is potentially one of the most important aspects of your native advertising content as it will be the first thing your reader reads and will entice them to click on your link to find out more.

One of the more effective ways to boost the click-through rates of your headlines is to chuck in metaphor. Not only is this a great way to add some spice to your headlines, but Princeton University also found that metaphors are one of the most persuasive literacy devices around.

There is a tonne of tools out there that can help you with finding appropriate metaphors, much like Grammarix and State of Writing.

There are also many services out there that can help you define and choose a captivating headline for every piece of content you write. Using tools like Essay Roo or Boom Essays, as recommended by the HuffingtonPost, you can test and sample multiple versions of a headline before deciding on the best one for you.

Implement Effective Calls to Action (CTA)

Right at the very end of your native advertising content is the part where you want to make the conversion happen. One of the most effective ways to do this is to use a powerful call to action that basically guides the user on what to do next.

Whether it’s signing up and following your social media pages, joining your mailing list or taking advantage of the 10% discount you’re currently running, always include a call to action to boost your conversion rates.

Tell a Story In line with Your Business Interests

Take a look at the Red Bull business and see what they do when it comes to content. You regularly see people jumping out of planes, doing triple flips on motorbikes, freestyle diving off cliffs and even the nail-biting stunt that was Red Bull Stratos where skydiver Felix Baumgartner jumped from 24 miles high in the Stratosphere where he reached speeds of over 843.6mph, causing him to break the sound barrier.

This is native marketing done right. Red Bull is all about ‘getting wings’ and having the energy to do the things you want to do, which is evident in these videos that they are producing. One of the best ways to create compelling native advertising content is to tell a story that matches the interests that your Ecommerce store has. Don’t forget to edit any story you choose using editing tools like Ox Essays.

For example, if you’re a clothing store that sells winter clothes, find an influencer or create a story about someone that works in snowy conditions and the life that they live. If you want ideas from a professional copywriter, you can enlist the help of services like Paper Fellows or Academadvisor.

Tell a Story in Your Content

Hand in hand with the consideration above, the aspect of telling a story is so important that it needs a section of its own. Even if you’ve never written a story before, imagine you are doing so with every single piece of content that you write. Every piece of content has a beginning, a middle and an end and chapters in the middle.

Within the story, you’ll have a main character in which the story follows. This character needs to come across a problem or some level of hardship in which can be conquered by the end of the story. In some cases, this could be as simple as good versus evil or in the case of your eCommerce store, perhaps the character is falling in love or needs helps with something.

The most important thing to remember is that the character needs to be relatable and you need to convey emotion in what you’re saying. If the reader can’t relate to the character and feel how the character is feeling, the story won’t work.

You can use editing tools, like Assignment Help, to create a story and then to go through it to make sure that it makes sense, is relevant to your advert and communicates the message you want it to. If you’re struggling for ideas in the first place, you can always use idea generation tools, such as My Writing Way.

“Follow the above format to make sure that your content, your sentences and your journey through the topic is fluid and doesn’t jump around to confuse the reader. Stay on point, and you’ll be able to keep your readers engaged from start to finish” – explains Ramon Hart, a Content Strategist at Ukwritings.

Ensuring Your Content is Digestible

One of the biggest mistakes that a lot of content writers make is not writing, or formatting, their content into an easily digestible format that makes it easy to read and consume what is being written.

Imagine if this article was in a huge block format without subheadings or paragraph breaks. You’d take one look at the behemoth task and probably tap the ‘back’ button.

Additionally, it’s important to plan and be aware of where your native advertising content is going to be posted. For example, you could be writing a technology piece for your eCommerce store but if you’re writing for a site like The Guardian or an online publication like Mashable, you’re going to be using two different types of style, format and language that you’ll need to be aware of.

Conclusion

As you can see, creating content that can dramatically boost your conversion rates isn’t difficult, it’s simply a case of being smart and making sure that you give your readers the best experience when they are reading your content. Create the best experience, and you’ll see those all-important rates start to climb.

By Gloria Kopp

“Gloria Kopp is a marketing manager at Resumention. She is a review writer at Studydemic blog for students, and is a regular contributor at The Tab and Revieweal blogs”.