Do the content should be based on marketing, otherwise it is playing rogue

Many people are aware of the importance of content, and they will follow the very reasonable slogan of "Content is King." But many people fail to figure out exactly what the value of content is. Or already know what to do with the content, such as the following is the most typical understanding:

The content is to please the audience, people stunned, and then point and forward, forward. Therefore, the content must be fantastic. Since it is to do the content, we must maximize the content.

This view may still be relatively healthy, early SEO, the brain may have the following cynical:

The content is to make search spiders have the content can be crawled in front of the search engine brush a sense of presence, let it know that your site is not out of breath.

Therefore, most people do the basic idea of ​​the content: Brainstorming theme - brainstorming creativity - work hard to produce content - prayer audience applause.

Ever since, content has become a very cool thing, creative, good sense of accomplishment, feel like an artist, proud of.

This very passionate day of content may be enjoyable, but not the most efficient, and sometimes for the most part or two you do not know if your content is working.

The so-called content marketing, of course, is for marketing purposes, that is, conversion occurs. Not for the purpose of marketing content are rogue, or simply to attract the eye for the purpose of the content is not marketing-oriented content, but the media content.

So, what kind of thinking to do with content to do it? I think, content marketing content to do to reflect the desire to marketing, a word can be summarized:

The content of each page should be advertised for the content of the next page, be it PC-side or mobile-side content.

This is the content of content marketing ideas. The purpose of each page has one purpose: to direct the visitor to the next page.

Do the content should be for marketing purposes

So, from the first page, leading to the Nth page, in the end lead to what month? The answer is: there is no end.

It is generally assumed that the end point we are bringing to our visitors is the page where the visitor made the conversion action, such as a purchase page or a phone consultation page, as this completes the conversion. But after the transformation? Let the customer why do you want to do? This seems to be too inhuman, it seems to pull the others to pull out the same side.

So, the path to the page should be a cycle, walk through from beginning to end can only say that is completed a loop, come to an end, rather than the end. For example, for the first visit to the site customers, from the visit to the first page to pay the final order, it is a complete cycle. The last page of this loop should be the start page of the next loop, the beginning of the second purchase.

In other words, the page and the page advertising each other is a specific path, it should be from shallow to deep, layers of depth, has hit the customer pay that page. In the meantime, there is a basic principle when making content that the content of each page is used to make the visitor take the next step.

Summarize the basic idea of ​​doing the content, you can get the following two very practical conclusions:

1, different content constitutes a map with the guiding function to guide visitors along the conversion path to go.

2, each content page should have action button, let the visitors to move to the next step.

It should be noted that the conversion path can have a lot of articles, because of the wide variety of personas (concept parsing: What is personas?). For different types of customers can set a conversion path, put chicken soup that everyone is taking the road is not the same, the demand is not the same, so entertain his content must also be different, otherwise it is invalid content . For example, the same is to buy a toothbrush, a family of three toothbrushes on the demand is different, to convince them that the content there is a difference.