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AVOIDING CONTENT DEAD ENDS
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1. When the path stops
2. When there are not the right paths
3. When you send a prospect to a competitor’s path
What is a Content Dead End?
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• Don’t be shy• Have a CTA for every SMB• Pack them for travel• Test them
Use CTAs to extend the path
1. When the Path Stops
of SMBs learn about products via online resource centers50%
of SMBs say product information is the most important aspect of content marketing77%
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Think about potential pathways on your site and rid them of dead ends
2. When There are not the Right Paths
AwarenessInterest
PurchaseResearchLearn / Engage
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• Use content formats that appeal to SMBs
• Focus on topics of interest / relevance
• Have enough content• Make the content actionable
Keep SMBs on your site by offering the educational content they want
3. Don’t Send Prospects to Competitor’s Paths
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Make sure you develop content for all visitor paths through your site
Talk to the SMB content experts at Bredin
Audit your content to be sure there is a CTA for every element
Ensure your content provides unique value relevant to your brand and offerings
Four To-Do’s
Stu Richards, [email protected]
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