The Engaged Consumer

Yesterday I read an article from Writing on the Web about the Content Marketing Information Funnel. It applies the traditional sales funnel methodology to the specific business of selling content, and outlines simply and powerfully how to create a sales funnel for content that converts content consumers from free to fee. While I’m not in the business of creating content that consumers are willing to part with their dollars and cents for, I am all about using content to get them to part with something almost as previous: the valid contact information they have to share in order to join a community. The concept of the content sales funnel as it applies to using professional content to drive community success was intriguing to me. What content best practices does it take to convert community visitors who aren’t natural contributors from “lurkers” to registered members of the community?

Content as the Hook for Community

• The content is created by a credible subject matter expert. For example, an online tutorial created by a well-known financial expert is of high value to anyone looking for trusted and credible information in a noisy content space. The key here is that the content must not be duplicative of other online information provided by the same expert.
• The content provides a depth of information not typically found in other online sources. An in-depth workshop on mastering Adobe Photoshop is registration-worthy, particularly if most other online Photoshop content is in the form of tips and tricks. When a user is ready to expand their knowledge base significantly, they will happily trade data for extended information experiences.
• The content isn’t generally available elsewhere on the Web. A personal training program based on the New England Patriots off-season workouts, a first look at a new product, and tools for managing weight loss in accordance with a specific diet are all examples of hard-to-find and high-value content that will drive registrations.

• Beef it up with additional in-depth information.
• Make it more useful and visually compelling with informational graphics or useful interactive components.
• Provide the core information in an alternate format like a podcast, video, or downloadable PDF.
• Have a subject matter expert add an introduction or special tips and tricks.

1. Show by doing that you really are developing a destination that is user-centric and user-focused. This helps build their confidence in your motives and helps them look less and less for the bait and switch.
2. Give them a taste of how great and useful your content really is, sort of a “try before you buy” approach where their valuable personal information is currency.