Publishing

Serving Targeted Content Should be Easier

Delivering targeted content to your web visitors is important. But the difficulty in doing  so has been a barrier up to now.  That’s changing.

You wouldn’t be remiss to describe the present, adolescent period of the internet as the “SEO Years.” Even during the financial downturn of the last few years, spending on search engine optimization has risen exponentially.

Forecasters predict the trend to continue.  Which isn’t surprising when you really noodle on it.   Even if early adopters and bigger e-tailers  level their spending, that will still leave the majority of the market yet to spend much on their own  on SEO efforts.  But they will.  I’m not talking about big companies.  I’m talking about the bulk of the market – small to midsize businesses who are really just cutting their SEO chops. Companies like yours.

What with all their increased SEO focus and spending, many a business will be struck by just how poorly their websites convert hard-earned traffic to paying customers.  Oops.

As people get their SEO ducks in a row, CRO(conversion rate optimization)should naturally become a bigger focus. In fact, a lot of online  ‘experts’ are calling 2010 the year of CRO.  They might be right.  CRO spending– some of it spent to deliver targeted content – will certainly increase.

However, that kind of forecast can be misleading. For the last few years I’ve worked on a daily basis creating websites that deliver targeted content for small to midsize companies’ websites.  We call our system ‘Persona Architecture.’   Its complicated,  and would be impossible to re-create for the uninitiated.  And, like most systems designed to serve up content based on behavior – it works like the dickens.  It drastically lowers bounce rates and boosts conversion.  (If you’re new to the idea of targeted content, you might try checking out getsmartcontent.com

Yet, still I only see a tiny minority of businesses – most often the big boys with agencies and lots of money – trying to deliver targeted content in efforts to optimize their conversion rates – sometimes through companies like sitespect.com. The results are usually impressive and clear.  What is equally clear is  that actually making it happen is  pretty complex and time consuming.  Or, as you’ll see – used to be.

Its obvious that serving up behaviorally targeted content needs to be easier.  Thankfully, it seems to be getting that way.  Companies like Smart Content have now made delivering targeted content readily understandable and implementable for the uninitiated.  Its about as easy to do as adding a jpeg to webpage.  And if you’re one of the thousands of businesses out there with traffic you could be converting better – that’s a powerful thing.

Have an example of how a website is serving its disparate visitors targeted content? please share

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6 Responses to “Serving Targeted Content Should be Easier”

  1. Michael Drew November 10, 2010 at 7:04 am #

    Chris, Your spot on in your analysis of websites conversion vs. spending money on traffic through SEO. I can’t wait to see how our readers serve their disparate visitors by targeting their content.

  2. Tom November 11, 2010 at 1:50 am #

    Thank goodness for targeted content. And not a moment too soon. Overall, conversion rates are embarrassingly low – can’t believe the time, effort and resources millions of companies have dumped into their websites without ever checking to see if they’re doing what they want them to do.

  3. Tom November 11, 2010 at 1:50 am #

    Thank goodness for targeted content. And not a moment too soon. Overall, conversion rates are embarrassingly low – can’t believe the time, effort and resources millions of companies have dumped into their websites without ever checking to see if they’re doing what they want them to do.

  4. Brandon R Allen November 11, 2010 at 1:56 am #

    We often forget about what people are supposed to do once they get to our site which is convert. It’s like we give people directions to a house that we haven’t built yet.

  5. Anonymous November 14, 2010 at 3:19 pm #

    Okay Chris. you lost me when you started talking about SEO

    what does that stand for?
    Thanks

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  1. The Next Generation of Connecting with Your Audience | Beneath the Cover - November 13, 2010

    […] With the broad adoption of search engine optimization efforts in last few years, a second iteration of connecting with an online audience has become commonplace:  writing keyword specific landing pages to address exactly what a person has been searching for.   I’ve written more about this […]

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