I’ve been deeply interested in conversion for quite some time, and watching how different types of content helps or hurts conversion for each client is a fascinating thing.
Because I focus on the integration of content with SEO and social media, I am lucky enough to see the entire spectrum from creation to ROI – something many marketers don’t get to do as an agency. They create and post, then pass the baton to the client. One of the reasons I appreciate the ability to measure so much is the insider’s view on what works and what doesn’t.
This I know: my goal for creating content is to drive website traffic that is ideally situated to convert. Otherwise, why bother? Driving traffic doesn’t help if it’s the wrong target market, or it’s a market so vast that it takes massive effort on a website page to identify the right audience and convert just that portion of the audience you’ve so carefully driven to your website. Likewise, a fantastic headline is useless if it isn’t related to content your specific target audience finds irresistible.