Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization.Read All Predictions>
Content publishing and syndication without a reason will go away
There’s only one reason your company should be cranking out informative content – and that is to ultimately get people to engage with you or to buy from you. So, content without conversion is completely useless. If you’re just on an editorial schedule and you’re worrying about where to publish crap, and how many likes you’ve gotten on Facebook as a result, you’re really missing the boat. What you need to focus on are the steps in your prospects’ or customers’ psychological journey from early-stage, to middle-stage, to late-stage when they become a lead or a buyer of your services. And for every stage of their customer journey, you have to create appropriate content – you have to figure out whether to ask for something in exchange (like information, or a form fill, or an email address), or whether to give it to them completely un-gated and un-restricted. And you have to figure out the connective tissue of how do you get them to the next stage in the sales funnel? How do you smooth call them via a series of micro-conversions towards the ultimate goal of getting the phone call, the form fill, or the online buy. So, if your content strategy isn’t completely focused on lining up with your customers’ experience and with conversion, you’re just creating a bunch of noise, and you won’t have much to show for it.