The secret of content marketing: Avoid high bounce rates
Julian Shapiro Contributor Share on Twitter Julian Shapiro is the founder of BellCurve.com, a growth marketing agency that trains you to become a marketing professional. He also writes at Julian.com. More posts by this contributor How to see another company’s growth tactics and try them yourself How do you hire a great growth marketer?
Advice on content marketing always talks about getting people to your blog.
But, what about once they’re there — how do you get them to then buy from you?
That’s the conversion half of content marketing, and that’s what I’ll cover: converting your readers into paying customers.
First, they read. Then, they buy.
When visitors arrive on your blog, three things should happen:
First, they must start reading — instead of bouncing. Next, keep should keep reading until at least halfway through. Finally, they should be enticed to read more or convert: sign up, subscribe, purchase, etc.
Demand Curve’s data shows that when readers complete this full chain of events — as opposed to skipping step #2 — they’re more likely to ultimately buy from you.
Why? People trust your brand more after