Traffic Doesn't Pay The Bills. Customers Do.

 

The Problem

 

I have heard the following from many business owners and marketing managers.

 

• We have an active blog, but the business is still not growing (by far the most common sentiment). 

• We are spending a lot of money to create blog posts, but we are not seeing the returns on our investment. 

• It doesn't seem to make a difference to our bottom line whether we have a blog or not.  

​

All these complaints stem from a single root problem: content that doesn't convert.

​

A lot of writers, even good ones, only care about writing high quality content that ranks well and brings in more traffic. The assumption is that more traffic = more money. 

​

But unless you make your money from display ads, that's almost always not true. You can have a website that gets lots of eyes, but no one is actually buying anything from you. 

​​

Traffic, page views and time on page are vanity metrics that may not translate into what actually matters - leads, signups and customers. 

​​

The Solution

The solution is creating blog content that converts. 

​​

What differentiates this type of content from dead-end content is the thinking and strategy behind it. 

​​

Instead of traffic, I focus on conversions: these include demo requests, sales qualified leads, and customer sign ups. Things that actually matter for your business. 

​​

That requires a whole different approach to content strategy including the keywords you use, the type of content you create and even the topics you write about.  

​

My Process

The normal content writing process for many businesses goes something like this: 

​

Research high traffic volume keywords → write as many blog posts as possible to rank for these keywords → sit and watch the traffic grow

​

This is the wrong approach and it's why your content is not resulting in higher revenue for your business. Below is my proven process. 

​

1. Research your target customers who have a high intent to buy  

2. Find keywords that specifically targets them

3. Write high quality blog content that solves specific problems or needs.

4. Provide your product as the best solution to their problems/pain points 

5. Track conversions  

​