27 Million Pieces of Content Are Shared Daily: How Will You Survive The Content Craze?

27 Million Pieces of Content Are Shared Daily: How Will You Survive The Content Craze?

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?


, and on Twitter: @angee

Twitter’s New Embedded Timelines Widget: Keep Your Customers Updated Automatically

Twitter Timeline

Are you using Twitter’s new embedded timelines widgets on your sites? In the image above, you can see my @angee Twitter account timeline on my site.

On this page, Embedded Timelines | Twitter Developers, Twitter tells you about the timelines widget:

“Available Timelines

You can embed a timeline for Tweets from an individual user, a user’s favorites, Twitter lists, or any search query or hashtag.


You may create an embedded timeline for any public Twitter user. The example posted above is the public user timeline for @twitterapi. Each user timeline includes a follow button in the header, allowing website visitors to follow the account with one-click. There’s a Tweet box in the footer, enabling visitors to Tweet directly to the user without leaving the page.”

The embedded timelines widgets are interactive. This means that your customers can respond to you directly, and can follow you.

Ideas you can try

* Embed the timeline widget for any user account to a webpage. You’ll keep your customers updated directly on the page. They can follow links, follow you, and can communicate directly with you;

* Create hashtag widgets. You can use any term you like as a hashtag. So, if you have a product you’re promoting, or are running a special deal, create a hashtag for it — viz #todaysdeal. Then, create a widget for it, and post the widget on your website.

You need to tell Twitter the domains on which you’ll be posting a widget. (You can have up to six domains per widget.)

* Create list widgets. If you’ve got a Twitter list, chances are most of your customers aren’t aware of it. Create a list widget, and embed it on your site.

Faster, simpler, easier communication

Twitter’s nifty new widgets make it easier to communicate with your customers, because you can simply tweet, rather than updating a webpage.

Get started — create an embedded timeline widget now, and post it on our site. These widgets make it much easier to update your customers. Get creative. I’m sure you’ll think of lots of ways to use them.

Danger, Danger, Here Comes Google

Google Penguin update
Penguin ready to peck

OK, everyone look busy, here comes Google with yet another update: Penguin… and with further updates to Panda.

If you’re feeling like a galley slave of old as you try to maintain your search engine visibility, I sympathize. From what I’ve heard, lots of others are feeling bruised and mistreated too.

So, what the heck is the Penguin Google algorithm update? Only Google knows. But something’s happening, and if your site has tanked, welcome to the dangerous world of the Googleized Web.

If you’re buying links, you may want to stop or reduce your activity for a while. Adjusting Your SEO Strategies During Panda & Penguin suggests focusing on content:

Because paid links are a little too risky for me right now, I’d recommend moving the majority of any paid link budgets over to the budget for content creation.

Far be it from ME to suggest otherwise; I’m a content creator after all. :-)

If you’re really into buying links, look at it this way: you can “buy” links when you create great content. Post your content on your own website(s), and/ or create content and offer it to others in return for a link.

Stop relying on Google

I’m sorry if you’ve been slapped in the latest round of updates. There’s nothing you can do but dust yourself off, and get to work to recover.

Make this a priority however: stop relying on Google. Yes, it’s easier said than done. But the benefits are huge.

There’s no need to allow Google to terrorize you. Look at it this way. Who’s your customer? It isn’t Google, although it may be, if you’re monetizing websites with AdSense – in that case, you’re on your own. But chances are that you have REAL customers.

Start catering to your customers. Use everything that Google provides, but take the focus off the search engines, and focus on the end result – your customers.

Focus on customers

Start by creating a mailing list if you haven’t done so already. If you’ve already got a list, focus on what you can provide to your customers via your list. Your mailing list can be the life blood of your business, so put your customers, and what you can for them via your list in the forefront of your mind.

Next, create more content, and repurpose that content. You can turn a page of Web content into social media snippets, a report, a YouTube video, a blog post… Get creative, while keeping the focus on your customers.

When you put the focus on your customers, you don’t need as much traffic. Indeed, if you have a decent mailing list, that list can provide all the traffic and sales you need.

There will always be Google updates. If you haven’t been slapped yet, congratulations. However, you may be slapped next time around, so don’t get too smug.

Slapped or not, focus on customers. Google will do what it does. You do what you do: run your business.

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