I have a new favorite phrase: Conversion Content Marketing.
As a writer with over 17 years of outside sales and sales management experience behind me, this phrase speaks to both sides of my brain.
As the name implies, Conversion Content Marketing focuses on leveraging your Content Marketing efforts to boost sales and improve your bottom line. In the coming weeks, we’re going to talk about this topic a lot. (The principles of Conversion Content Marketing form the foundation of the 2010 90-Day Content Marketing Challenge).
Before we talk about what this means to you and your business, take a look at this description of traditional Content Marketing:
Thriving at the intersection of SEO and social media, content marketing has become central to digital marketing strategy. Its objective is simple: create genuinely useful or entertaining content for many specific niches of your target audience—not to overtly promote your business, but to build rapport and brand equity—and give it away for free.
– Scott Brinker, guest post on SearchEngineLand.com
Unfortunately, this is where too many people stop with their online promotional efforts. They never find that happy balance between freely sharing their expertise and running a profitable business.There comes a point, however, when you need to see a healthy return-on-investment for the time and/or money you invest into your Content Marketing efforts.
In other words, simply creating a steady supply of informative or entertaining content won’t guarantee the long-term success of your business. It’s a great start, but you also need to connect all that valuable content into your overall business objectives, too.
In the coming weeks, we’re going to talk a lot more about how to get better business results from your Content Marketing efforts. I’d like to invite you to participate in the 2010 90-Day Content Marketing Challenge – so be sure to sign up below to have updates automatically delivered to your in-box.
Til Next Time,
PS For more on Conversion Content Marketing – check out the full post by Scott Brinker.
{ 4 comments }
Trish, I think you’re exactly right. People believe that if they write it, they come and buy. But that isn’t true. I am so excited for your 90 day challenge!
Thanks Danielle!
I’m excited to get started – and am looking forward to seeing how it works for you, too!
This is going to be interesting. I was just over at the SSWT elite forum and someone mentioned that a guy was busting out 300 articles a day and I keep wondering if he’s got the next piece of the puzzle because just putting out articles with no clear objective is not going to get you anywhere!
Hey Angie!
Really??? One person is writing 300 articles per day? I can’t even imagine that. Would be curious to see the quality of his writing… (or is he just “spinning” other people’s content??) If he is writing 15 hours a day… that would be 20 articles per hour – or one every 3 minutes! Even if you meant 30 articles – that is still 2 per hour – more doable, but not if you are trying to produce high quality work (IMO). (My brain would melt inside my skull within… oh, 1 – 2 hours!)
Maybe it’s just me – but I sometimes read where other writers say they can write 3 or 4 articles per hour, and think “Man, I am definitely NOT that kind of writer.”
Of course, some topics flow a lot better and quicker than others – either because I am really familiar with the topic or simply enjoy it. (For example, I could write all day about horses – but unfortunately, I haven’t worked on monetizing that interest yet… but I digress…)
But, yeah… back to your comment – without a strategy in place, it is difficult to accomplish your goals. It’s kind of like adopting an “accidental success” model…
Thanks for the comment!