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Each week on the Content Marketing World blog, we’re going to feature a CMWorld 2020 speaker blog post that dives into the topic they’ll be covering at CMWorld, plus a few additional articles they’ve written to help you prepare for their session.
Today, we’re completing the series with Tom Martin, a CMWorld speaker and a leading voice on lead generation via digital tools and technologies. Make sure you check this post out for Tom’s latest insight on sales and lead generation strategy.
Yet, as you read posts penned by lead generation agencies and lead generation thought leaders, listen to popular podcasts or attend demand gen conference sessions, you won’t hear anyone acknowledge the most closely guarded lead generation secret of our time. Until today!
That’s right… I said it.
Clicks… clicks…. clicks… it’s all anyone wants. Because marketers, specifically content marketers believe that a click equals intent. And a download… well that is the holy grail of intent… I mean clicks.
But humor me for a few minutes and consider a world where a click is just a click. In that world you might believe that:
“If I focus all of my attention on conversion content and neglect awareness content, won’t I begin to harm my lead generation efforts? Isn’t there value in popular content that gets shared at a higher rate even if it doesn’t necessarily drive conversions?”
-Brian Clark, Copyblogger
The short answer is that nothing in sales and marketing is ever an absolute. Everything in sales & marketing exists as part of a delicately balanced ecosystem.
True, there cannot be a conversion without first establishing awareness. In fact, the law of propinquity states that all relationships move through a predictable series of steps beginning with awareness, followed by knowing, liking and ultimately converting.
So yes, there is an argument to be made for paying attention to popularity. My point here, just don’t become a slave to the click. At some point, fame is fine but fortune is better. And to obtain fortune, you need conversion.
But enough about what I think…. what do YOU think? Is there too much focus on creating popular content? Do we as an industry need to focus more on conversion? Even if that means we’ll see less traffic?
This post originally appeared on Converse Digital Blog
Looking for even more from Tom? Check out these three blog posts that will help you dive deeper into the science of memorable content and prepare you for Tom’s CMWorld workshop:
Register today for Content Marketing World 2020, where you’ll hear from Tom Martin and 150+ other incredible content marketing leaders. Use SPEAKER100 to save $100 off your pass!