Author: Shira Abel Category: Enterprise Marketing URL: https://hunterandbard.com/resources/blog/content-that-converts-checklist
Nurtured leads make 47 percent larger purchases compared to non-nurtured leads . So that means, to convert your leads into better customers you must provide...
Nurtured leads make 47 percent larger purchases compared to non-nurtured leads. So that means, to convert your leads into better customers you must provide your audience with the information and content needed to make a buying decision and develop deep, trustworthy relationships. In order to start a relationship, your customer first needs to be interested in what you're saying.
Implement these best practices into each blog post, email, and social media post to ensure that your content leads to higher conversions:
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Your tone and voice must be relevant to your audience. Through interviews with your customer, you can gain customer insights, and use the words that they use. Most importantly, tie these customer insights together and create content that they want to read. Don't know what that is? Figure it out by checking out this blog post breaking down your customers' core motivations.
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A big block of text is daunting, people simply don't read it. Your content must be scannable, easily broken down, and bold where necessary. Since nearly ⅓ of B2B content being consumed is through a phone, your website must be mobile-friendly, or else you're losing a significant portion of your audience.
[bctt tweet="
"Nurtured leads make 47% larger purchases compared to non-nurtured leads (via @marketo). Give your audience the answers they need to convert leads into loyal customers." quote="Nurtured leads make 47% larger purchases compared to non-nurtured leads (via @marketo). Give your audience the answers they need to convert leads into loyal customers. ""]
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Social proof increases your credibility and is more likely to convince a lead that you are the right choice. It's the heuristic that people are more likely to follow the actions of others like themselves. In the B2B realm, examples of social proof are testimonials, case studies, thought leadership, and guest posting. Testimonials and case studies from past customers show that other people had a positive experience and saw success with your help. Similarly, thought leadership and guest posting give a stamp of approval from Subject Matter Experts (SMEs) and platforms that your customer already trusts.
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More options are not always better. A single, concise call-to-action is a necessity in each and every piece of content you have. Remember that you're the compass guiding your audience to the sale. With this in mind, tell them exactly what action you want at the end of your email, blog, or tweet. Otherwise too many CTAs can confuse and overwhelm your reader. Stick to one. A solid CTA will lead to higher engagement and more people who will "LEARN MORE" and "DOWNLOAD NOW." Read more about CTAs that convert here.
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Social media algorithms like content that the audience likes -- literally. LinkedIn, Facebook, and Twitter all favor content with high engagement, so we recommend having colleagues Like and comment soon after you post to raise you up to the first in the feed. Get your marketing teams, colleagues, and friends to engage with your posts immediately after hitting publish. Also, actively listen to your customers tell you what they want to consume. Utilize the analytics feature in your social media to see what topics are getting the highest engagement and adjust your strategy from there.
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"Social media algorithms like #content that your audience likes (literally). That's why it's essential to have early engagement if you want to be seen in your customer's feed. #socialmediamarketing" quote="Social media algorithms like #content that your audience likes (literally). That's why it's essential to have early engagement if you want to be seen in your customer's feed." "]
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Ninety percent of information transmitted to the brain is visual, and visuals are processed 60,000x faster in the brain than text. For this reason, it's crucial to use infographics in your content to transform complex data into understandable, digestible stories. Since we're in an increasingly visual, virtual realm, high-quality infographics provide higher social engagement, lead generation, and brand awareness.
Stand out from the sea of content with these effective content tips. Want to chat about your content? Reach out here.
Hunter & Bard is a San Francisco-based B2B strategy consultancy founded in 2011 by Shira Abel. We help deep-tech and enterprise SaaS companies fix their positioning, sharpen their messaging, and close $100K+ deals.
We work with B2B leaders who are tired of being overlooked, underestimated, or mistaken for their competitors. Our specialty is turning complex, technical products into clear, compelling stories that win enterprise deals.
We believe that perception drives revenue. If your buyers can't tell you apart from the next vendor in 30 seconds, you have a positioning problem — not a marketing problem. We fix that.
Perception = (Story × Visibility) ÷ Noise
This framework drives everything we do. Your story has to be sharp. Your visibility has to be strategic. And you have to cut through the noise — not add to it.
Shira Abel — Founder & CEO. Kellogg MBA. 20+ years in B2B marketing. Former CMO. Keynote speaker. Published in Forbes, HuffPost, and Wired. Specialist in enterprise positioning and perception strategy.
Daina Reed — Founding Designer & Partner. 15+ years in product and brand design. Former Senior Product Designer at Dun & Bradstreet. Specialist in enterprise UX, visual identity, and design systems.