The moment leadership demands conversions from your content program is often the moment your content program starts to die.
Why?
#Contentmarketing often generates conversions via counterintuitive qualities.
And our lizard brains will double down on aggression vs. quality.
Why?
#Contentmarketing often generates conversions via counterintuitive qualities.
And our lizard brains will double down on aggression vs. quality.
Said another way.
Content that gives readers or viewers everything in return for nothing:
- education
- skills/applicable directions
- novelty
- entertainment
- add. resources
Performs better under every metric.
- Shares/amplification
- Rankings
- Backlinks
- Sessions
- Etc.
Content that gives readers or viewers everything in return for nothing:
- education
- skills/applicable directions
- novelty
- entertainment
- add. resources
Performs better under every metric.
- Shares/amplification
- Rankings
- Backlinks
- Sessions
- Etc.
What most programs will do in order to appease leadership and generate metrics/hit KPIs:
✅ Put sign-up forms on every piece of content
✅ Create only CTAs that result in short-term $$$
✅ Focus on last-click/direct attribution
✅ More gated content
✅ Bait people w/ headlines
✅ Put sign-up forms on every piece of content
✅ Create only CTAs that result in short-term $$$
✅ Focus on last-click/direct attribution
✅ More gated content
✅ Bait people w/ headlines
Some of those are great marketing practices at the right time.
But loyalty, retention, and fanatics for your content/brand generally come from what you give and not what you ask for in return.
And almost as if by magic, those loyal fans become generous customers.
But loyalty, retention, and fanatics for your content/brand generally come from what you give and not what you ask for in return.
And almost as if by magic, those loyal fans become generous customers.
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