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Less focus on quantity, more focus on quality might yield a substantially higher conversion rate: 5 a week or even 2-3 well done articles a week may be a much b

Less focus on quantity, more focus on quality might yield a substantially higher conversion rate: 5 a week or even 2-3 well done articles a week may be a much better goal, especially if he can hunt for more enterprise accounts that create recurring revenue. A mix of media (e.g. podcast, short videos, webinars, e-book, etc...) and formats (e.g adding case studies, interviews of customers, panels of freelancers, business and process self-assessments, etc...) may have a bigger impact than 500 short articles.

luxpir 10y ago
I posted this 3 hrs ago, didn't want to respond too early in case it killed any potential conversation. But I think it's probably run its course by now. Thanks very much for the thoughtful comment. I did originally have 5 a week in as a target, but it didn't feel substantial enough. But I know you're right in that my most popular 'hits' (no conversion at all, but widely read) were the most in-depth pieces. I'm not convinced that a multimedia shower will convert better than the equivalent articles, I have no data on that at all. I presume you've seen some indicators pointing to mixed media working effectively so I'll take your word for it and definitely incorporate it where possible/relevant. Hopefully I'll have some interesting data of my own to report at the end of the challenge. Or sooner if it works better than expected. If you've any cases in mind of others doing similar things, with their results, I'd be all ears.
- skmurphy 10y ago
  Voice (podcast / video) builds trust faster than print/text; text is better for detailed technical information. Especially for Enterprise accounts this is a complex sale not an impulse purchase and you need to establish trust and credibility. Stanford credibility guidelines are also useful: https://credibility.stanford.edu/guidelines/ https://credibility.stanford.edu/guidelines/ your site fails many of these tests.

luxpir 10y ago

I posted this 3 hrs ago, didn't want to respond too early in case it killed any potential conversation. But I think it's probably run its course by now. Thanks very much for the thoughtful comment. I did originally have 5 a week in as a target, but it didn't feel substantial enough. But I know you're right in that my most popular 'hits' (no conversion at all, but widely read) were the most in-depth pieces. I'm not convinced that a multimedia shower will convert better than the equivalent articles, I have no data on that at all. I presume you've seen some indicators pointing to mixed media working effectively so I'll take your word for it and definitely incorporate it where possible/relevant. Hopefully I'll have some interesting data of my own to report at the end of the challenge. Or sooner if it works better than expected. If you've any cases in mind of others doing similar things, with their results, I'd be all ears.

skmurphy 10y ago
Voice (podcast / video) builds trust faster than print/text; text is better for detailed technical information. Especially for Enterprise accounts this is a complex sale not an impulse purchase and you need to establish trust and credibility. Stanford credibility guidelines are also useful: https://credibility.stanford.edu/guidelines/ https://credibility.stanford.edu/guidelines/ your site fails many of these tests.