Use all 7 Senses for a Variety of Web Content

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What type of content pulls the buyers?

Video, text or audio (podcasts), or videos?

Does it matter as long as we get sales?

Yes, absolutely, it matters.

When you’ve found the best type that resonates then people say “he gets me“.

But here’s the thing:

Your boss, probably, will say “I want pages and posts that pull the leads and convert them into sales!“
Your boss is not wrong.

Right?
But, “what is web content“?

“We define content broadly as ‘the stuff in your website.”

Lou Rosenfeld and Peter Morville

A variety of web content is the “stuff in your website”.

So, Do you need the Full spectrum🌈 of Content to make sales?

Nope!

Keep in mind people will consume “web content” differently and differently throughout the day.

For example, people listen to podcasts during the morning commute, read blog posts during lunch, and watch videos in the evening.

Does that still mean you need all of it? Nope, only if you want to be on every channel and seen everywhere.

“That👆, Urban, sounds like a sh1t ton of work to make podcasts, videos and written posts.”

Yes, if you make all that at the same time. Are you ready to hire 2-3 VAs to help chop and change videos in Reels, pull quotes and 1-minute video snippets and convert video to audio?

If yes, then contact me as I have all the systems, processes and checklists to produce content, hire VAs and output massively.

People who succeed at internet marketing do one thing very well:

They focus on one content type, or modality, and master that. Then they move on to other types. Think 🚶‍♀️walk, jog and then 🏃‍♀️ run.

The Point of Content Marketing is to Answer all the Questions people are asking

People want to know more than just the price and if you have a coupon code.

The price is a bottom-of-the-funnel, BOF, question for the cash-in-hand buyers…but what about the millions that cash-in-hand buyers….it is the questions those millions of people have you want to answer.

But I hear you ask:

How do I know what questions people are asking?

Answer the public .com is a perfect starting point. Put in the keyword and out pop all the questions. Point #3 keyword research in this Base SEO Concepts post walks and talks through using the answer to the public.

All the Variety of Web Content Falls into Two Buckets

Content is either high-converting or low-converting (not all conversions are buying or converting into customers/clients even reading more articles on your blog is a micro-conversion).

“Bob I’ll take door number #1”

You must have high-converting landing pages and content. And “low converting” content.

However, is the “high converting”, or “Click here for 10% off” the only content your customers want to make their buying decisions?

Nope. That is why we have door #2.

What is the Web Content Behind Door #2?

Web content behind door #2 is for everyone else. “But, I only want to pull cash-in-hand buyers“

Don’t we all? Is every visitor to your website ready to buy now? Nope.

Riddle me this:

What is the audience size of the “cash in hand” buyers buyers group? A baker’s dozens, 2 dozen, a gross or maybe a half a great gross?

What is the size of the “not ready to buy today” buyers group? Hundreds, thousands or millions?

Should you ignore those millions of minions and be the high princess of the realm only looking for Mr/Ms. Right to arrive?

Which type of web content should you publish today to help the “millions of minions” become tomorrow’s “cash in hand” buyers?

That content is behind door #2

Variety of Web Content for the Entire Funnel

Go back to the basics and “…people must know you, like you and trust you before they buy from you” 👈 is the internet marketing equivalent of the Roman Catholics Daily Decade of the Rosary – “Hail Mary full of grace“.

The know, like, and trust overlay exactly, with the Why, How, and What, and overlays precisely with the awareness, consideration, conversion, (ACC) funnel stages.

The ACC three-step funnel is how Google, Facebook/IG, and Twitter view the buyers’ journey. And you should also.

This image 👇 shows the overlap of the three.

Does the Customer Journey overlap with the ACC Funnel?

Yes, and Eugene Swartz defined 5 stages of the buyers’ journey. People start in:

1. A problem-unaware state then,
2. Realise they have a problem (problem aware) then,
3. Realise a solution exists to the problem (solution aware) then,
4. Realise a company can provide the solution (provider aware) then,
5. People are ready to buy and fix the above problem (most aware)

Keep in mind:

The speed people move from 1 to 5 depends on how complex the problem is and the urgency to solve the “problem”.

Think of the urgency here:

A cure for hives or a flat tyre costs a few quid and is a simple fix. Overcoming the fear of swimming and drowning is a different-level problem and a much higher “cost to fix”.

The 5-states look like this:

• “What a great life I have (stage 1).
• “No, I cannot go swimming, I’ll drown!” (stage 2),
• “Oh, I can fix my fear of swimming (self-limiting beliefs)” (stage 3),
• “Ok, a life coach can help me overcome my fears” (stage 4),
• “And a clinic 1 mile away from me can help” (stage 5).

Do people have questions at every stage? Yes, and people want expert advice and guidance to solve their problems.

Your “job”, no your responsibility, as a subject matter expert, is to answer all the questions people have at each of these 5 stages of their journey.

By answering the question you become the expert the trusted source of knowledge. And what is the one “thing” people must have before they buy from you?

Trust.

People must know you, like you, and trust you before they buy from you.

Closing the loop here: when you answer questions at each stage, your boss is happy because door #1 has high-converting web pages and people are happy because behind door#2 are informational and helpful pages and posts answering the questions they have. And this all helps them move from stages 1-5.

So what do you do with that Variety of Web Content?

Decide which content type is your speciality and go all-in on that modality.

Figure out what questions people are asking at each of the 5 stages of their buyer’s journey. And answer them.

But Wait That’s all folks 🐰

Image credit: Battlecreek Coffee Roasters

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