Conversion VS Awareness Content
We all know that content is QUEEN when it comes to social media marketing. It's the sneaky little reason we find ourselves wide awake at 1 AM, despite promising ourselves an early night with that one book we can’t seem to finish.
While scrolling through your fave platform, you might not even realize that each piece of content has been intentionally curated just for you. Whether this is the first time you're seeing the brand, the third, or even the tenth. This all boils down to the content strategy that the brand has chosen.
Here at Reframed, we stick to two content strategies crucial to our client's success: conversion content and awareness content.
Let’s get into it.
Conversion content is designed to prompt immediate action from your audience. The primary goal is to move users down the sales funnel, eventually leading to conversions such as purchases, sign-ups, or downloads.
Conversion content might look like…
Call-to-Action (CTA): CTAs are explicit and guide users to take a direct step, such as "Shop Now," "Sign Up," or "Send me a DM."
Focused on Products or Services: This type of content often highlights the features, benefits, and value propositions of an offering. The point is to showcase what makes your products or services unique and valuable to potential customer.
Direct Links: Attention spans are short, and if you’re trying to sell something, you better make it easy for your potential customer. Think including direct links in stories, or creating a shippable post on Instagram.
Metrics: Success metrics for conversion content include click-through rates, conversion rates, and ROI. You're measuring how effectively content drives tangible actions that contribute to a business's bottom line.
Examples of conversion content…
Awareness content, on the other hand, focuses on building brand recognition, educating an audience, and sparking conversations. The immediate goal isn’t conversions but rather building a community and the foundation for engagement.
Awareness content might look like…
Educational & Entertaining: Awareness content aims to inform, entertain, or educate your audience. It's about offering value beyond just the products or services you offer.
Soft CTAs or None at All: While awareness content might include subtle calls to action, they aren't as direct as those found in conversion content. The focus is on building a relationship rather than prompting immediate actions.
Visual Storytelling: Using compelling visuals and narratives, awareness content captures attention and resonates emotionally. It can help shape your brand identity and values.
Metrics: Metrics for awareness content include likes, shares, comments, and overall engagement. The goal is to initiate conversations and create a community around your brand.
Top-of-Mind Awareness: By consistently sharing valuable and engaging content, you're positioning your brand as a thought leader or trusted source in your industry. This familiarity pays off when users move further along the buyer's journey.
Examples of awareness content…
Both conversion and awareness content have a time and a place. If you’re looking to build your community, boost engagement, and build brand recognition, you’ll want to put focus on awareness content. If you’re looking to encourage immediate action like a sale or a sign-up, make sure your content is conversion-focused.