Content is not king.
Yep, I said it. (This guy did, too.)
In the realm of content marketing, the customer is ruler of our domain.
Without falling deep into a series of Game of Thrones allusions, let’s agree that all content must be created with the customer’s needs in mind. Otherwise we are wasting time and resources as marketers.
I’ve already written much on personas and their usages across digital marketing, but it’s tying those personas to user journeys and content that yields remarkable increases in conversion.
I hear it constantly: “My niche isn’t sexy enough for content marketing.”
It’s a lie.
It’s a crutch.
It’s a flat-out excuse.
The problem isn’t with the niche, it’s with your perception. The problem is you aren’t thinking about what makes your steak sizzle.
The “boring” niche actually has a secret weapon.
Do you feel like that on Mondays?
You wake up, take the kids to school, and off to the office you drive.
After downing several cups of coffee, you muster the inner strength you need every day to make a living.
You start with the emails to prospects, make a few cold calls, and zip off to an appointment … all with the hope of “closing the deal.”
Some days the tedium wears on you like a musty coat. Other days, days when a sale is made, the “thrill of the kill” makes it all seem worthwhile.
But that momentary exhilaration is replaced with the thought that tomorrow, it starts all over again.
Day in and day out, it’s the same. And yet you know that there has to be a better way to make a living selling.
You have 0.05 seconds to make a good first impression online.
That’s only 50 milliseconds to hook someone — according to researchers at Carleton University.
Most important, this happens before a user reads any of your content. So, you have to capture their attention with your website’s nonverbal cues.
Do you have any of the following?
- Low conversions
- High bounce rate
- Short average visit duration
- Low sales
- Slow traffic
Then you need to optimize your website’s nonverbal first impression.
I’m a human behavior hacker, and I’m going to show you how to use science to optimize your website.