Creating value adding content that converts

Creating value adding content that converts

Content is king – always has been, always will be. But not all content is created equal, obviously… There are trends within content that converts and content that’s just doesn’t.

Over the years, I have worked with many different marketing and PR people, as well as a number of online magazine websites. Some clearly understand how to sell a product through value adding content. While others seem to seek quick client kudos, creating content for the client and not the end user.

Marketing 101 – Benefits not Features. People don’t care what your product is made from (feature), they care how that feature affects them (benefit).

What is spammy content? 

We have all seen spammy content. Articles written about a product is without any real intrinsic value. These articles babble on about the product and features, barely mentioning why those features exist.

These articles are what I call spammy content. They don’t teach the user anything new. They don’t inspire. They are just fluff. Readers see through this spammy, low value content, and exit quickly. This also results in higher bounce rates and Google decreases your page rankings.

What is value adding content?

Great value adding content focuses around the user not the product. This is the type of content that has been thought out, researched, and gives the user unique information that teaches, inspires, and/or entertains.

One of your marketing goals might be ‘to be known as an industry leader’. This is achieved through industry related content. You’d be focusing on teaching people about your industry, not bombarding them with content about how great your product is.

SEO & high quality content

Currently, Google is heavily focused on valuing content. It’s latest search engine updates are putting more importance on things like bounce rate and less importance on keywords. If you have captivating, value adding content, the user will stay on the page longer. Bounce rate is just one way Google can track if your content is relevant to your target market. If your content is captivating and people are sticking around to read it, then Google will rank that page higher in it’s results.

Creating value adding content

You need to think about where the value adding story is. Is it compelling? Is it entertaining? does it inspire? or does it teach the user something they want to learn about? Is it something you would want to read or engage with?

For example:

Your client ‘Business A’ has come out with a new waterproof digital watch. You are writing a press release about this amazing new product to entice media to run this story.

Let’s look at the features:

– Waterproof
– Digital interface
– First waterproof digital watch ever
– Solar charge never dies even in low light
– Send messages from watch

There are a number of ‘stories’ that come to mind here. But before we jump into a fluff piece about features lets think about the benefits.

Story ideas based on benefits could be:

For sport media – Become a faster, better swimmer. The new way to track your training.

For dive and boat media – Communicate with your dive team on the surface or underwater.

For fashion media – Stay connected while you’re swimming this summer.


Keep your online content structured into short sharp snippets. Lots of sub headings is key. Content needs to be scannable.

About the author

Carl Thomson is an expert author.

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