How to Create Profit-Driven Content
To optimize a website, you must perform two distinct, but equally important, roles: content marketing and technical SEO. Most online business owners and marketing professionals presume to know the purpose of content.
However, as Alex Stepman of Stepman's SEO says, "Most people do not understand the true purpose of content." Stepman often asks his new clients: "What is the purpose of your existing content?"
In response, he told us, he often hear vague answers that miss the point.
"To promote my brand." "To share my message." "To advertise our products."
Of course, in a basic sense, all of these answers are viable. Yet the true purpose of content for an online business must be more specific.
The Purpose of Content
If your goal is to create and sustain a profitable online business, your content must be to created, first, with one goal in mind: conversions. You're running a business, after all, so your content must achieve a specific goal, and that goal must be focused on not merely attracting potential customers. To succeed you must make customers.
Content that promotes a brand, shares a message, or advertises a product, of course, can be valuable. But without a focus on conversions, content may only attract, and not necessarily, make customers.
How to Create Profitable Content
So how do you create profitable content that inspires conversions?
Alex Stepman's experience has taught him a valuable lesson about content marketing: "There is no magic bullet for creating content that inspires conversions," he says.
This is why The Organic SEO Blog--and nearly every other SEO publication--writes so extensively about content. For our part, we try to present content marketing from different perspectives.
Below we offer a few unique perspectives (among many) as well as the singular key for making sure your profit-driven content performs its most basic function: converting a visitor into a customer.
You might create content that inspires emotions. We've reported, for example, on the work of Kelsey Libert and Kristin Tynski, who writing for The Harvard Business Review, reviewed 30 of the top 100 images from imgur.com "to understand the best emotional drivers" of viral content.
The pair offered a valuable insight: "Think carefully about how your company, product or service is related to a topic or topics that taps into deep-seated human emotions within your target demographic."
Read: "Like Attracts Like: SEO and The Power of Emotions."
With the recent emphasis on voice search, which usually means longer queries often in the form of questions, one of the best ways to create profitable content is to answer a specific question. As we noted last week:
"At least since the release of the Hummingbird algorithm, in 2013, when we first reported on the rising tide of voice search, Google has implied a preference for content that answers longer, more complex demands."
Read last week's post, which details a five-step plan for writing content to answer questions: "How to Optimize Content for Voice Search."
The amount of new content produced each day is staggering--and our appetite for content is equally staggering. A 2017 study revealed that US adults spend about 12 hours, 7 minutes each day consuming media.
However, despite the abundance of new content must online content--even great content--is ignored. It's a sad truth: for every popular online topic, you will likely find a piece of content better than yours. Instead of writing yet another piece of content that focuses on a popular topic, create something new, fresh, bold.
If you can add a new element to our existing understanding of a product or service. Differentiate your content with your voice or your knowledge. Add your unique perspective.
Read: "What Are You Adding to the Conversation?"
Read: "Two Simple Questions to Inspire New Content"
Whatever strategy you assume, your purpose must be the same: to create a conversion. After all, this is the only purpose that speaks to the elemental purpose of your online business: to make money. To do so, you must assure that each piece of content includes a "call to action."
The phrase "call to action" likely evolved from "call to arms," which was first recorded in the mid 19th century (source). Today, "call to action" is commonly understand as a marketing term. In online marketing, a "call to action" is any on-page element that solicits a desired action--like a link or button.
To learn more about how to craft specific and effective calls to action, read our seminal post on the topic: Crafting Effective Calls to Action: Three Simple Tips
Create Profit-Driven Content with Stepman's SEO
If you're looking for an online marketing company that understands how to effectively promote websites with profit-driven content that converts visitors, we suggest contacting our sponsor, Stepman's SEO: 215-900-9398.
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective content marketing campaigns.
However, as Alex Stepman of Stepman's SEO says, "Most people do not understand the true purpose of content." Stepman often asks his new clients: "What is the purpose of your existing content?"
In response, he told us, he often hear vague answers that miss the point.
"To promote my brand." "To share my message." "To advertise our products."
Of course, in a basic sense, all of these answers are viable. Yet the true purpose of content for an online business must be more specific.
The Purpose of Content
If your goal is to create and sustain a profitable online business, your content must be to created, first, with one goal in mind: conversions. You're running a business, after all, so your content must achieve a specific goal, and that goal must be focused on not merely attracting potential customers. To succeed you must make customers.
Content that promotes a brand, shares a message, or advertises a product, of course, can be valuable. But without a focus on conversions, content may only attract, and not necessarily, make customers.
 |
| Customers at a drug store. The purpose of business has always been the same: to make customers. This must be the purpose of your content, too. |
How to Create Profitable Content
So how do you create profitable content that inspires conversions?
Alex Stepman's experience has taught him a valuable lesson about content marketing: "There is no magic bullet for creating content that inspires conversions," he says.
This is why The Organic SEO Blog--and nearly every other SEO publication--writes so extensively about content. For our part, we try to present content marketing from different perspectives.
Below we offer a few unique perspectives (among many) as well as the singular key for making sure your profit-driven content performs its most basic function: converting a visitor into a customer.
Emotion-Driven Content
You might create content that inspires emotions. We've reported, for example, on the work of Kelsey Libert and Kristin Tynski, who writing for The Harvard Business Review, reviewed 30 of the top 100 images from imgur.com "to understand the best emotional drivers" of viral content.
The pair offered a valuable insight: "Think carefully about how your company, product or service is related to a topic or topics that taps into deep-seated human emotions within your target demographic."
Read: "Like Attracts Like: SEO and The Power of Emotions."
Content That Answers a Specific Question
With the recent emphasis on voice search, which usually means longer queries often in the form of questions, one of the best ways to create profitable content is to answer a specific question. As we noted last week:
"At least since the release of the Hummingbird algorithm, in 2013, when we first reported on the rising tide of voice search, Google has implied a preference for content that answers longer, more complex demands."
Read last week's post, which details a five-step plan for writing content to answer questions: "How to Optimize Content for Voice Search."
Content That Adds to the Conversation
The amount of new content produced each day is staggering--and our appetite for content is equally staggering. A 2017 study revealed that US adults spend about 12 hours, 7 minutes each day consuming media.
However, despite the abundance of new content must online content--even great content--is ignored. It's a sad truth: for every popular online topic, you will likely find a piece of content better than yours. Instead of writing yet another piece of content that focuses on a popular topic, create something new, fresh, bold.
If you can add a new element to our existing understanding of a product or service. Differentiate your content with your voice or your knowledge. Add your unique perspective.
Read: "What Are You Adding to the Conversation?"
Read: "Two Simple Questions to Inspire New Content"
The Key to Creating Profit-Driven Content: The Call to Action
The phrase "call to action" likely evolved from "call to arms," which was first recorded in the mid 19th century (source). Today, "call to action" is commonly understand as a marketing term. In online marketing, a "call to action" is any on-page element that solicits a desired action--like a link or button.
To learn more about how to craft specific and effective calls to action, read our seminal post on the topic: Crafting Effective Calls to Action: Three Simple Tips
Create Profit-Driven Content with Stepman's SEO
If you're looking for an online marketing company that understands how to effectively promote websites with profit-driven content that converts visitors, we suggest contacting our sponsor, Stepman's SEO: 215-900-9398.
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective content marketing campaigns.
How to Create Profit-Driven Content
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