4 Principles Of Conversion Content Marketing

4 Principles Of Conversion Content Marketing via @sengineland

Content marketing, in the words of Chris Brogan, can really “shake the tree .” Thriving at the intersection of SEO and social media, content marketing has become central to digital marketing strategy. Its objective is simple: create genuinely useful or entertaining content for many specific niches of your target audience—not to overtly promote your business, but to build rapport and brand equity—and give it away for free. Content marketing influences prospective customers with authority, liking and reciprocity (in the terms of Robert Cialdini ). It educates them about new ideas and opportunities that will nudge them toward your funnel. But generally, it doesn’t attempt to convert people immediately, instead sowing seeds to be harvested later. In contrast, landing page optimization has traditionally focused on a much shorter time horizon, aiming to convert people right away...

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