Today I will be presenting to some amazing folks at the Chicago Business Marketing Association. The topic is "How To Create Content That Converts."
But here's the simple secret: You have to earn conversions!
The best way to create content that converts is to start by creating content people actually want to read.
You don't need a whole bunch of new resources.
You just have to stop creating content that doesn't convert because no one wants to read it. Stop creating content that tries to convert and create content that people actually want. Then you can figure out the best way to convert them.
In The 2014 Content Marketing Imperative, I shared some amazing statistics that show that "content marketing is like sex" (Joe Pulizzi said it, not me): Everyone is doing it. But no one is very good at it.
Why? Because we are trying too hard to convert and not trying hard enough to make our buyers happy. If we focus on them and their needs, we can earn the right to convert them.
You may not get it perfectly right the first time. But if you keep creating content that people want to read, then you can test and learn what works.
This is the main point of my presentation today. We haven't figured it all out yet. But we're going to continue testing ways to earn our audience's attention through helpful content and how best to gain their trust.
You can see the slides here and please let me know what you think in the comments below. And follow me @BrennerMichael