Helping the Great Content Market Itself
But I Still Want Conversions
Written by Alice Seba · Print This Article
Just read Problogger’s “The Myth of ‘Great Content’ Marketing Itself” and realize we’re in the thick of it right here at Contentrix.
When people look at great blogs that are ultra-popular, they might assume that it was just the great content that drove everyone there. I agree with Darren’s statement that:
“Each of the above statements [about content marketing itself] has elements of truth to it. Many bloggers have built successful blogs on the back of great content. However there are almost always other factors at play.”
But it’s rarely the content that completely drives it. It’s connections and visibility that brings people in. Word-of-mouth has a definite role, but for word-of-mouth to really take off, you still need those connections and visibility to start with.
I’m facing this reality here now. Contentrix has only been officially live for a couple of weeks and we’re starting to grow with very part-time efforts. Having come from a more popular venue (not Problogger popular, but popular to sustain a good living 
), it’s a challenge starting at square one. Of course, some of the readers from there will follow along, but essentially we’re starting from the beginning.
But Conversions Are Still My Focus
Popularity is great and having tons of people consuming your content every day is AWESOME. But what I think is more important (at least for our goals and objectives) is getting more of those visitors to become CUSTOMERS. That means that trying to grow the readership will take the backburner to getting more customers. After all, if I can have 10 out of 500 blog visitors become customers, I’ll take that over 5 new customers in a 1000 visitors.
(Oh and side note, our teeny weeny blueprint sales pages have been converting at over 10% on very targeted traffic…not too shabby!)
I honestly haven’t logged into Feedburner to see our RSS subscription numbers and I’ve been a bit lazy to set up a newsletter. I know…SHOCKING…I LOVE email! What we have done though is in the short time we’ve been live, built a list of nearly 200 customers (many of whom bought more than once – and will buy again) with just a bit of effort. And that doesn’t even include the extra revenues we’ve brought to All Private Label Content & All Custom Content.
So yeah, in short, I agree with Darren’s assertion that good content doesn’t just market itself. A little effort goes a long way – whether you’re looking for readers, customers or both.
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