In the world of content marketing, a lot of goals and KPIs are focused on acquiring more visitors, encouraging audiences to spend more time on the website, gaining more blog subscriptions, and earning more likes on social media.
If you’re focused on always getting more, you have to ask yourself if more is always better. Is your goal to have a large following or to improve sales and retain customers? While it’s nice to show that your efforts are driving more traffic to the website, if the traffic you’re driving will never buy your product or service, you might as well do nothing at all. On the other hand, if your goals are to increase conversions and reduce churn, make sure your efforts are attracting the right audience and improving their experiences to encourage sustained engagement.
Content marketing efforts
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to get more qualified leads and change the focus of your measurement from the popularity and performance of individual pieces of content to the impact your content marketing efforts have on higher revenue and lower churn rates. Shift your goals from attracting more people to attracting people who spend more money or stay with the brand for a longer period of time.
Content marketing goals to impact the bottom line
There’s already plenty of content on the Internet. At this point, there’s no reason to create content for the sake of having more content or growing your audience share, unless the audience you’re growing is also converting. Driving more traffic to your site and increasing pageviews doesn’t really mean anything unless you’re also increasing conversions.
“It’s pretty obvious to most people that driving a lot of traffic that’s the wrong traffic isn’t going to drive a lot of conversions, Ironically, that realization hasn’t really slowed down requests for content that does just that,” notes Erin Robbins O’Brien, President of
Sometimes requests for more content
are a knee-jerk reaction to the amount of content being produced by competitors. While monitoring your competitors is good, instead of measuring your competitiveness by the size of your content inventory, track their successes versus your own by how well they’re ranking on the search engines and how well content is performing. If you’re watching your competitors and notice they’re consistently ranking higher in search results and you decide it’s because they blog daily and you only blog weekly, you may be missing the point.
Instead of trying to compete with your competitors by increasing the amount of content you create, compete with them by creating quality content that better addresses audience needs. Blogging more won’t necessarily improve your search engine rankings; it just increases the number of blogs that exist on your site. Instead of competing for quantity, compete with your competitors for quality by producing content designed to engage your target audiences.
Just because someone is creating more content than you, doesn’t mean they’re selling more products or services than you. If your competitors are engaging more people, find out if they’re the right people for your product. If they are, create content that competes for those audiences by topic or type of content. Simply continuing to create more of the same content that wasn’t engaging in the first place won’t improve your rankings or your conversions.
According the Erin
“It’s like there’s a disconnect between knowing that you need people to convert and not recognizing how the content you’re creating has an impact on that outcome.”
Driving more people to your website isn’t necessarily to cure to a low percentage of conversions among your current traffic. Instead of setting a goal of creating more content to drive more traffic and maintain a low percentage of conversions, set a goal to improve your content and increase the percentage of conversions among the people who you’re already attracting to your website.
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You can choose to use your resources to create new content for people who might accidentally convert now and then or you can decide to spend your time and money making your existing site more relevant. Focus on delivering content assets the market actually needs and wants and make the customer journey through your content to conversion as easy as possible.
If the goal of your content marketing efforts is solely to drive new traffic to the site in hopes that some of them might convert, eventually you’ll run out of new people to drive to the site. Instead, amp up the conversion rate and understand how your content performs across the mediums, methods, and messages you’re using to improve its performance amongst the right audience – the ones that come to your site in search of your solution.
Set content goals that emphasize quality over quantity
Getting the desired results from content begins with setting the right goals. Make sure your goals are emphasizing quality over quantit
How much does neuroscience influence your content creation strategies? Maybe more than you think. When we attempt to evoke emotional responses through our content, we’re employing tactics to capitalize on what neuroscientists already know, that decisions are made at an emotional level.
In the early 1990’s Neuroscientist Antonio Damasio studied patients with brain lesions who were unable to feel emotions. What he found was that those same patients were also unable to make decisions. Relying on logic alone, his patients could describe situations in logical terms, but were unable to make the final decision. According to Damasio, “Emotions and the feelings are not a luxury, they are a means of communicating our states of mind to others. But they are also a way of guiding our own judgments and decisions.”
The role of emotional content
Influence, convince, and convert are some of the goals of content marketing and are dependent on eliciting emotions with our audiences. If we really want to convince our audiences to make the decision to engage with our content and ultimately to recommend or buy our product or service, we need to reach them at an emotional level.
But, which emotion should we be reaching? According to a study published in the University of Chicago Press, “Consumers want to be happy and marketer’s are increasingly trying to appeal to consumers’ pursuit of happiness. However, the result of six studies reveal that what happiness means varies, and consumers’ choices reflect those differences. …individuals tend to choose more exciting options when focused on the future, and more calming options when focused on the present moment.”
There are ranges of emotions
that content can, not all of them positive for the content creator. While angering a person can cause them to feel increased levels of passion, that passion may be directed against your brand and have the opposite effect you’d originally hoped for. Although we getting backlinks from country domains want to generate passion in our audiences toward our brand, we certainly don’t want to anger them into a passionate burst of energy designed to create a flame war and associate the brand with negative comments and distrust.
In an attempt to move people to action, marketers often attempt to create a sense of fear or anxiety amongst their audiences. Fear and anxiety help brands to create an atmosphere of change for their audiences, promising audiences that if they continue as they are, they’re doomed to fail or some other negative outcome. Creating anxiety for audiences has been a storyteller’s tool since time began, as early as Aesop’s Fables and other stories that warn of the pitfalls and dangers of not acting in a certain way.
According to the neuroscientists, if we want people to make decisions to adopt our product or services in the future, they need to feel excitement toward our brand. Somewhere in the content ecosystem, we need to bring them from fear and anxiety to a feeling of excitement over the prospect of solving their problems and relieving their anxieties. If we’re to follow the findings of neuroscientists, content marketers need to entice audiences with content that makes them feel excited and happy.
I’m happy when you solve my problems
You can make your audiences happy when you accurately discover their challenges, pain points, and unmet goals and then craft a story that portrays the problem with you and your product or service as the solution. Your audience will grow to trust you and ultimately choose your solutions, not just because it’s the logical choice, but because they feel you’ve helped usa b2b list them and it’s the right thing to do.
When you put yourself in the story as the solution to the problem, be cautious about how much you talk about yourself. Remember, you want to make your audiences happy, not annoyed. Offering content that solves problems, offers information, or provides entertainment shouldn’t sound like an ad for your product or service.
Here’s where having well-developed audience personas can help guide your content creation. Beyond knowing what position they hold or which industry they work in, find out who they are and what they care about.
Once you know your audience
create content experiences for them that will lead them to the next step in engagement. Since we don’t control the customer journey, every piece of content should be a gateway to engaging further with your brand. Make finding and using your content a pleasurable experience and continue to benefit from the positive emotions you’ve created with the initial piece of content.
Keywords and content to create positive experiences
If you want to know what your audiences care about, listen to the questions they ask. Your audiences are already engaging on social media sites and through organic search to ask their questions, get information, and find entertainment. Meet them where they’re already going with the answers and entertainment they seek. Use keyword.