How pro cycling can improve any content marketing
May 28, 2020 3:59 pm
Hello Content Creators!
If your customers are dropping off without finishing your blog posts, videos and other content, maybe you should do what the pro cyclists do...
Do you REALLY know why cyclists ride in a line?
Sure, they're drafting, which saves energy. But in a race, riders are in a paceline because it helps them pull their whole team through to the end. That's where the prize is. If someone doesn't finish, they're never gonna get the goods.
It's the same for your customers!
If your content marketing isn't pulling them along, chances are they won't finish.
Which means they won't buy.
Then they'll get distracted by competitor's content that gets where they want to go.
How do you pull them to the "BUY" button?
I'm doing it right now. If you're still reading, then it's working.
Have you figured it out yet?
It's the way you format your content, not just what's in it, that will keep your customers engaged all the way to the pitch. Doesn't matter if it's written, audio (podcasts), video (YouTube, social, stories), or whatever.
OMG, just tell me already!
Will do. But first, your content actually has to be interesting, informative, educational, or entertaining. If you've got that going for you, it comes down to formatting and structure. Here's how to do that with written content:
- Use short sentences
- Use subheadings
- Use images
- Use bullet point lists
- Put a giant inflatable gummy bear on the back of your bike. Oh, wait...
See how I'm doing that here? See how your eye keeps getting pulled down to the next thing? And each next thing is super short so that you won't start skimming and move on?
See how each sentence makes you want to read the next one?
I made a short video to show you how to do this with video. Your customers may not know why, but they won't be able to look away!
A recent content project
Want to see an example of the lesson above? My story about the new Cannondale Scalpel mountain bike is posted here, and it uses this format and structuring concept to keep pulling the reader down the page. Check it out and see if you don't agree.
Keep in mind, anyone reading this is going to be at least marginally interested in mountain bikes and in learning about a new model or technology.
That's the first hurdle you need to overcome. But if your customers are interested in you (they wouldn't be your customers if they weren't, right?), it's safe to assume that as long as you're giving them something of value (even if it's just entertainment), then you've crossed that hurdle. After that...
Your job is to keep them engaged.
That's where formatting comes in. In this Cannondale post, note that you will always see something other than basic text on the screen. There's always something just coming into view.
Think about your current website content. Could you rework your sales funnel pages to pull people down to the "Purchase" button?
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Cool stuff I've found recently:
This week, it's all about packing a lot of power when it's time to travel...whenever that might be.
1. Nekteck high-power wall charger - Once I upgraded to a newer MacBook Pro with USB-C-only ports, I needed a new high-power charger to keep in my travel kit. I like to pack light, so this Nekteck model pumps out a dedicated 60W through the USB-C port, then spreads another 14W to three standard USB-A ports for charging everything else. One charger, all my devices able to plug in at once. Brilliant.
2. Anker 2-Port USB Car Charger - Most rental cars have a USB charger port built in now, but if you're paranoid about the car borrowing your address book, or you're traveling with friends and co-workers who also drained their battery on the plane, this is a life saver. Trust me, the cheapo chargers at the gas station will not last more than a day, and they transmit very little power. Travel with this one.
3. Anker 6-foot USB-C cable - Sometimes you're working at a desk, sometimes in the bed. Or fighting for a seat near the outlet at the airport or coffee shop. With a longer 6' cable, plus the power cord on the Nekteck brick, this buys almost 10' of reach so you can still plug in, then sit comfortably away from the huddled masses. I've been using Anker charging cables for years and they hold up to a lot of abuse, and they have a 12" Lightning cable that reduces counter-top cable clutter, too!
Thanks for reading! Question: If you had to forward this to two friends that'd enjoy it, who would they be?
Make it interesting,
*Any items, services, or products mentioned in these emails are provided solely because I think you'll like them. I don't sell this space, but some of links might be affiliate links, which earns me a small commission (beer money, really) if you buy something. This helps support all the free content. Thanks!