The Truth About Online Content Consumption

The shift is happening NOW. Consumers are smarter with the internet, and they no longer purchase online without thorough research and trustworthiness from a company. Here’s what you need to know about creating quality content that will keep your business alive and thriving.

User Experience is Greater Than SEO Hacking

When SEO first became a thing that every marketer obsessed about, all they did was worry about how to beat the algorithm. Don’t be one of those people.

Google is constantly updating their algorithm anyways, so every time these SEO hackers try to figure out how to rank, the next update just throws them under the bus, and they have to start dissecting the next algorithm update.

Google updates its algorithm continually because they want to show off people like YOU who care about providing quality content, not people who just want to beat the system. If you focus on creating the best content and user experience with a

There’s so much competition out there, even Dollar Shave Club, a company you would only expect to simply sell razor blades, is creating awesome, relevant content within their blog.

Dollar Shave Club

You Need to Specialize

The internet of flooded with information to the point where there are multiple “experts” discussing the same topics. A simple Google search can clarify this point. Just search any topic, and you will see answers and information from hundreds of different sources.

What this means for you is that you have to specialize in one area. Be the guru for your industry. The more specific, the better. Remember the saying “jack of all trades, master of none”? The only way to truly stand out is to be the leading expert on a particular topic so Google searchers will come to you.

Sales is About Building Relationships

From “Surprise and Delight” to “Educate and Delight”

Most modern, digital companies are making the shift from one time purchases to monthly subscriptions. A great example is Apple Music where people can now pay a monthly fee to listen to all the music they want instead of purchasing individual albums on iTunes. This means that customer retention and satisfaction are way more important than closing the sale.

Establishing Trust and Credibility

The best way to bring in new customers and keep the ones you have is by having authority. By understanding how to increase page and domain authority, you can kill two birds with one stone because you’ll start ranking higher on Google AND people will start to trust your brand more.

Give Away a Taste of Your Service

Most people are skeptical, especially with all of the choices they have. Offering a free demo, trial, or sample is a great way to get people’s attention and let them see if they want to upgrade to more features or continue after their trial ends. Instead of relying on testimonials or customer reviews, let people form their own opinion with a free trial.

Keep in Touch with Your Customers

Don’t take it personal when people discover your brand, maybe even browse for a while on your site, but then forget about you. People are very distracted, especially online. It’s hard not to be when everyone’s trying to get your attention and ads are becoming more and more relevant to your interests.

The Psychology Behind it All

Understand the 3 Types of Content Consumers

Thorough Readers

While there are less of these consumers compared to the other two types, these people are still out there. They’re the ones who follow their favorite bloggers, fully analyze web pages, and research all the competition before purchasing.

To resonate with these readers, provide articles that are long and packed with value. Use a lot of external links to show them where you got your facts from because these are the hardest type to build trust with.

Content Scanners

These are the people who want to learn it

Content scanners love short and informative videos or captivating and valuable headlines that get their attention and summarize what you’re about to discuss.

Bottom-Liners

They only care about the answer to their question or the solution to their problem.

The good news is that bottom-liners are more likely to purchase on the spot, because once they found what they are looking for, they want to solve their problem and be done. While they still do research before buying, it’s usually not as much as the scanners or thorough readers.

The bad news is that it’s harder to get their attention. The second that you ramble on about your life story in a blog post, they are gone.

The best way to reel these consumers in is by being extremely clear and direct with the goal of your article, video, or product in the headline.

How to Track Your Metrics

Use These Metrics to Know if Your Content is Working

Pageviews

High pageviews means that visitors are engaged and enjoying your content, or they are clicking around because they are having trouble finding what they are looking for on your website.

Return Visits

The goal of content marketing is to build a long term relationship, and this is the best way to see if people are remembering your brand.

Average Duration

This can help you get an idea of whether your visitors are readers, scanners, or bottom-liners, or it could mean that they can’t find the information they want to find.

Bounce Rate

If people are bouncing a lot, it means that your headlines and SEO descriptions are misleading or that your visitors are simply not interested.

See for Yourself

You may have noticed that even looking at these metrics sometimes don’t give you a lot of insights. Thanks to Inspectlet, you don’t have to measure your success with only analytic numbers. Utilize heatmaps and session recordings to know exactly what resonates with your website visitors.

Give More Than You Ask

Here’s the Main Takeaway from This Article

To stand out in the online business world, your focus needs to be on long term strategies (as opposed to short term sales numbers), giving away free valuable content, and building a brand that will be remembered positively. Check out Gary Vaynerchuk’s “Jab, Jab, Jab, Right Hook” to understand this concept in more detail.

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