Site Content and the Stage of the Buying Cycle
There are Two Types of Website Visitors at Different Stages in the Buying Cycle
Our friends at Orbit Media in Chicago posted an awesome Infographic that illustrates the difference between writing content for a website and a blog based on visitor intent and where they are in the buying cycle.
I alluded to this in a previous post, but it’s so good and so important that I wanted to share. (There is also another content lesson in their post that I will share later. (See Getting Traffic from Inbound Links below.)
There are 2 types of search terms; Questions or Informational and Answers or Transactional. This reflects buyer intent and how your content should be developed.
There are 2 types of content; blog posts or articles and product or services pages.
Leading to 2 types of visitor characteristics that you can evaluate in Google Analytics by comparing the percentage of new users, Bounce Rate, time on page, pages per visit, etc.
Resulting in success at the top and bottom of your sales funnel: Awareness and Action.
Most website owners fail to understand any of the audience characteristics of their visitors, and filtering between the two intents yields much better results and a higher website ROI.
Moreover, most web queries are “Informational” according to research done last year at Penn State. 80% of searches come from people looking for information, which suggests that blog content should be a big element of your content strategy. [Read more…]