Blog posts often get written just for SEO. eBooks and reports are mainstays of lead generation. Videos today are the "in thing" due to the engagement they get.
And yet, we don't create this content for the likes, views, shares or "gosh, that was amazing" emails. Content ultimately comes back to one thing: helping customers find you, then trust you… so they can buy from you.
And on face value, us folk in the marketing world generally agree about that. We know a blog post isn't going to get the cash register ringing, but it's an important step to attracting an audience down the funnel, into the flywheel or whatever customer journey model you subscribe to.
But when it comes to thinking about that content with the end in mind (i.e. buying from you), two things typically happen:
- We leave conversion-focused thinking at the door, not making the conscious link between our content and the role it plays in attracting prospects.
- We go too far the other way, making conversion-centric content that sounds like a thinly-veiled pitch (like a blog post that screams "10 Reasons Why Product X Is The Bomb")
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