If every visit to your site resulted in that person finding what they were looking for, that would be meaningful right?
You’d have an instant way to qualify them. You can see where they came from, and with a decent structure for them to choose their own adventure, you can also see where they opt to go.
It would also mean that you had congruent calls to action based on where they chose to go, because, remember, the goal is helping them find what they’re looking for, which often involves signing up for an ebook/email course/webinar or paid help.
Not only could you quickly and easily qualify them, they could also easily qualify you.
You’d have the answer for the thing they care about right then. That makes you competent, able to anticipate their needs, with the right answer at the right time.
I think we can agree, it would be nice.
Now what if every visit to your site ALSO resulted in that person changing, even in a small way, the way they see their world.
Content can change perspectives, improve outcomes, and completely alter trajectories.
Your most impactful stuff in front of those it would most impact.
What would that involve?
For one, you’d need to identify what content you had that was intended for who, what situations or conditions under which they would benefit from it given their context.
You’d probably have to stop treating your homepage like some catch all top of funnel squeeze page for a one dimensional drip sequence.
Your website would need to cease being the dumpster fire of content it inevitably becomes when you write by thinking.
You’d need a content strategy. Not some junk editorial calendar based around creating pages to match keywords you found.
I mean a proper content strategy: paying attention to the diversity of your audiences’ situations, what they’re focused on, and mapping that to your solutions in the form of authoritative treatments on those topics, each step guided by actual data.
I’m not saying your time isn’t better spent organizing your thinking in some more formal, traditional, linear way. People still read books.
You are biased toward:
- treating content as thinking
- treating organized content as products (books, courses, info products)
I want you to consider treating organized content as not just marketing, but as the engine for your business. I want you to treat mapping audience problems to your expert solutions as the rising tide that raises all those other ships you are more focused on – easier to write books, more relevant CTAs, clearer, more robust credibility, higher search traffic, subscription rates, and ultimately sales.
Treat your content as impact.