How to Start Optimizing Your Content For Conversions [Podcast + Webinar]
Conversion rate optimization takes time to master — usually more than most entrepreneurs and small business marketers can muster.
And while there are plenty of tools to make the testing and optimization process more simple, even veteran marketers often get stumped deciding what to test next.
Whatever level you’re at, one rule holds true: All the testing tips and tricks in the book won’t get you very far if they’re built on a shaky content strategy.
Put People First With Content
No matter what you’re selling, you’re doing business with real people.
And just like you and me, those people want to trust the other party, whether it’s giving an email address or their credit card digits.
They’re not just data points, like unique site visitors, sales leads or email list names to be “blasted” (ugh). They’re us. We need to put their needs ahead of our own, and content is the vehicle that helps us do that.
This was summed up nicely in a new post by Marcus Sheridan, who wrote, “the businesses that see themselves as teachers and problem solvers, and then take the time to tell the world what they know, are going to earn the most trust and ultimately the most business.”
Are You Building A List, An Audience, Or A Community?
We all know the content “arms race” is heating up, and quantity alone won’t win, so how can you crank up the quality and create content that builds a legion of fans and friends?
The answer to that question (and more) plus several examples, is what I explored with Alex Harris of MarketingOptimization.tv on his latest optimization podcast.
In this 23-minute episode, we discuss:
- The importance of audience-driven content
- Multichannel formats
- Taking interaction seriously
- Building authority
- Projecting your personality and expertise
If you’re trying to grow your business with content marketing, we’d love to hear what you think of the ideas and examples in the podcast. Have you applied any of the concepts yet? Have they worked? What challenges have you run into?
Drop a comment below and let us know your thoughts.