Today’s web user has an extremely short attention span but an insatiable appetite for data. How you create content for your website or blog can work both of these traits to your advantage. Change the way you think about your writing and how it addresses the “buyer mentality” and the “researcher mentality” and you could see your website become more relevant and have sustainable traffic.
Let’s use the example of purchasing a mountain bike. A person in the frame of mind to buy has most likely done some research and simply wants to know price, availability and customer service ratings of the local bike shop. All of this information is easily presented in a short, concise format and is likely to change based on time and maybe, user input. The usefulness of the content is confined to a short time period. The store owner who creates content offering the short answers that are relevant to the purchase is more likely to win the attention of the buyer and quite possibly the sale. However, the store owner most likely wants to turn this one-time buyer into a repeat customer. So, how does the bike shop owner create content to keep the customer engaged beyond the sale?
After the customer buys the mountain bike, a store owner can keep the client’s interest by maintaining long-term relevant content that is still related to the short-term bike purchase. This content may come in the form of how-to articles that outline care and maintenance of a mountain bike. It might take the form of blog entries about local trails or riding groups. Any content that keeps the focus on the shop owners store in a passive, relevant manner is good content. The key is to offer content that effectively moves the client between the buyer mentality and the research mentality in a seamless manner. A good example of this would be a how-to article for selecting the proper riding gloves that outlines a few brands carried in the store and how they enhance the experience of riding that new mountain bike. This combines education, passive marketing and long-term, mountain bike relevant content that has better staying power than just an ad to sell gloves.
So, if you constantly write content that is addressing the hot buy or news of the moment, you may be relevant for the short term but will miss out on the sustainable relationship with clients. If you write nothing but long, data-rich posts on your blog, you may pick up traffic of the researcher but miss out on the buyer. You have to maintain a balance of both. Search engines will find you more relevant when you are getting the traffic volume of timely buyers while scoring high in relevancy due to archives of content related to client search habits.
If you are having trouble formulating a content generation strategy to reach both the long and short term web user, just send us an email and we will give you a few ideas to try.