Connecting content to sales.
THE PRINCIPLE
Content should lead somewhere.
WHAT THAT MEANS
Every article should relate to something you sell, however indirectly.
THE PATH
Someone searches a problem Finds your article Learns you solve that problem Contacts you
WHAT BREAKS THE PATH
Articles with no connection to your services Articles that end without a next step No visible way to contact you
THE NEXT STEP
Every article should end with one.
Not aggressive selling. A clear statement of what you do and how to reach you.
WHAT TO MAP
Your services, and the questions people ask before buying each.
That is your content plan.
WHAT TO AVOID
Writing about subjects that attract visitors who will never buy.
Traffic without relevance costs bandwidth and produces nothing.
WHAT TO MEASURE
Whether content produces enquiries, not just visits.
