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Content - What You Offer and What Your Prospects Want

You know that your site content can help with SEO and that it also plays a huge role in getting your prospect to take the action you want them to. But how do you know WHAT content will get you the greatest mileage?

The OMMA Magazine in my mailbox yesterday put out some interesting data by Knowledge Storm and Marketing Sherpa about the pass-along effect of different content items. Here are a couple interesting figures:

Case Studies
marketers offer: 80%
prospects pass along: 45%

Analyst Reports
marketers offer: 37%
prospects pass along: 47%

Product Literature
marketers offer: 76%
prospects pass along: 49%

Industry Articles
marketers offer: 37%
prospects pass along: 50%

White Papers
marketers offer: 75%
prospects pass along: 72%

What's this mean for you? As you are building your optimized content, consider how it can be repurposed to be offered in other forms that may be meaningful to your audiences. Perhaps the informational content on your site could be organized and edited into a white paper that can be downloaded and passed along to reach more people virally.

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