SEO Content Creation: Content Marketing Institute Staff Discuss Website Traffic and the Results of New Research

Sunday, November 20, 2016

Content Marketing Institute Staff Discuss Website Traffic and the Results of New Research

The video below features a few professionals from the Content Marketing Institute discussing website traffic and the hidden messages your readers may be dealing with.  I've been following the Content Marketing Institute's blog and podcasts for a few years now and I've learned a lot from the staff.  They are always on the cutting edge and the content they produce is always fresh and useful.

This discussion is based on findings from Content Marketing Institute’s new B2C Content Marketing: 2017 Benchmarks, Budgets and Trends—North America report.  When it comes to content marketing, an unseen message in your website traffic could open a new approach to content. In this Content Marketing Strategy Session from Content Marketing World 2016, a panel of B2C marketing experts say that looking for ways to reach the audience that you have – even if it’s not the audience you wanted – may provide a path to new insights and activities.

See the content marketing research they discucss and read the blog post about this research.

Content Marketing Institute Video

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B2B Content

Research shows that 70% of a buyer's decsion making process is completed before the buyer makes contact with a vendor. Social Media Today recently reported that 87% of buyers admit content has a big impact on the decision making process.

A participant in a study said, "If I land on a website and it looks crappy or if there isn't any good content, I leave that site as quickly as possible.
Content with a Purpose

In order for content to successfully engage and convert buyers, it must tell the entire story of a company. Only then will content both educate and connect with buyers in all the ways they need to be throughout their long buying journey.

Effectively telling the entire story of a company is not simple – rather, there are multiple layers to achieving this, and as such requires employing multiple classes of content. In fact, there are five essential content classes, and employing them altogether is the most successful way to tell the full story.
Informational Content

The main purpose of informational content is to build confidence and knowledge in your product by allowing the prospect to 'get to know' your business and it's people. Informational content includes the facts, figures, details, and explanations of a company and its offerings.

The best informational content helps your prospect understand how your product will help him or her solve a business problem. It also details how the product works and how it resolved issues for others which experienced the same challenges.
Contextual
The purpose of contextual content is to build confidence and respect for your company, its leadership and its position in your industry. Contextual content includes thought-leadership publications such as:
- * White papers
- * Industry eBooks
- * Articles in large industry publications
- * A company blog
- * Solution pages
- * Webinars
White papers, solution pages and your company blog should contain content that focuses on market trends, best practices as well as insights, and analysis.
Motivational Content

The purpose of creating motivational content is to incite your audience into taking a desired action. An action may be signing up for your company newsletter or downloading a whitepaper from your website. And of course, an anction may include a purchase!

Motivational content includes stories of courage to pursue the new and different and pushes buyers to take on big challenges, and to push the boundaries. Successful motivational content propels buyers into motion by showing them the impact they can make.
Emotional Contetn

The purpose of emotional content is to create feelings of goodwill and affinity in your buyer. Emotional content includes anecdotes and imagery of everyday life and successes and situations that people can relate to and connect with. Emotional content is a big leap from highlighting the company and its product to focusing more on the audience. It causes buyers to feel good about the company – not in that they can trust and rely on them, but in that they feel the company can relate to them. Emotional content drives positive vibes.
Inspirational Content

The purpose of inspirational content is to influence your buyer’s beliefs on what is possible. Show your prospects that you want to help with them with their challenges. Demonstrate that you want to end those challenges and that you want to change the world so it doesn't occur again in your lifetime.

Inspirational content includes:

Novel perspectives
Stories of dreams
Visions of success

Focus on the human condition to change how we think, what we do, and how we relate to others. Inspirational content drives the buyer to think beyond their direct role and impact to how they can bring significantly larger benefits to their company and their own customers as a whole.

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