Are you creating content for your small business? If you are, you may be happy with the increase in traffic, but are you happy with your conversion rates?
You create content to grow your business, so it’s essential that you create that content with conversions in mind. We discussed growing your content to support your marketing goals well over a year ago. It’s even more important now, because the competition for attention is so much greater.
Think about the flood of content which spills onto the Web each day. KISSmetrics reports:
According to a 2012 study by AOL and Nielsen, 27,000,000 pieces of content are shared every day. By now, the mantra of “content is king” has been relentlessly drilled into our collective heads – but more isn’t always necessarily better.
(Read the article, it gives you some great ideas for getting ready for 2014.)
Yes, that’s 27 MILLION pieces of content – in 2012. Within a few weeks, 2014 will be here, so that research was 12 months ago. It’s scary to think that that 27 million might be 50 million pieces of content per day by now.
Think conversions, rather than traffic.
Measuring the effectiveness of your content via traffic is easy, so that’s what everyone does.
Instead, consider measuring via conversion rates, rather than traffic.
If you do that, you’ll start thinking differently about your content.
In her excellent KISSmetrics article, Sherice Jacob predicts that companies will measure content by conversions in 2014:
Success will be measured according to the metrics that matter for that particular industry – whether it’s number of downloads, order volume, quality leads or a combination of those criteria.
Content is for your customers: what’s in it for them?
You’re creating content for your customers, aren’t you? Sad to say, most companies are not.
Look at the “Current Trend: What Type of Content is Created Most?” graph in Sherice’s article. You’ll see that well over half the content that companies created was about news and current trends, or about the company itself.
Why? Because creating that kind of content easy; it’s an ego boost, too. And there’s nothing wrong with that. Occasionally.
But when you talk about yourself you can’t expect great conversions. Your content is for your customers. I talked about WIIFM (“what’s in it for me”) in yesterday’s article on headline copywriting, and said:
Put yourself in your audience’s shoes. Think about your ideal customer (or your email recipient, your blog’s readers, etc.) Everyone wants to know what’s in it for them.
Measure by conversions in 2014.
Create user-focused content in 2014, and measure by conversions. It’s the only metric which counts.
What to do now: check your content.
Take a look at the content you’ve published in the past 12 months, especially your “greatest hits.” Is the content customer-focused?