This is an installment in the Content Marketing 101 series.
Your business needs help, fast. Your site isn’t getting the traffic you need. You aren’t converting that traffic to sales. The tactics you used to rely on aren’t working. And the lousy economy means you won’t be able to even give up in disgust and just keep (or go get) a day job.
You want to find your own village of loyal customers, but you can’t seem to capture their attention. And when you do get it, you aren’t closing as many sales as you need to.
You need to know what works today to find customers and persuade them to buy. And the answer to that question is content marketing.
It can’t be bargained with. It can’t be reasoned with. It doesn’t feel pity, or remorse, or fear. And it absolutely will not stop, ever. ~ Kyle Reese, The Terminator
Remember the first time you saw it?
The yellow highlighter? The centered red headlines? The fake handwriting and the blinking arrows?
You thought the same thing everyone thinks. “Who in their right mind would give this person a credit card number?”
You didn’t realize what a ruthless, efficient machine you were looking at.
The advertising world is obsessed with “eyeballs.” If you want to sell ads on your blog, for example, you’ll have to show potential advertisers how many unique users are coming to the site each week–how many eyeballs are looking at your stuff.
But readers are made of more than eyeballs. If you want to get beyond advertising to where the real money is, and find your village of profitable customers, you’ll need to get beyond simplistic eyeball thinking and start addressing whole human beings.
There’s a great divide in the online marketing world at the moment.
On one side is the Tribe of the Cool Kids. They’re part of The Conversation. They use the niftiest open-source tools. They have trendy haircuts. They’re about voice and influence and attention.
I was a little surprised this morning when, after I’d given a talk on business blogging, a seminar attendee asked if I’d seen the Newsweek article this week on why it’s impossible to make money with blogs.
“Guess I’ll give it all back, then,” was my off-the-cuff answer.