In this episode, I’m going to share a recap of Traffic &Conversion Summit. It’s the big marketing conference that happens in San Diego every year. I came away with three key insights that I’m going to share with you. They’re what I call the Three Cs from Traffic &Conversion. We’re going to walk through those. Before we do, I want to encourage you to go get my latest book, The Exponential Network Strategy. It’s available completely for free. You can go to UnstoppableCEO.net/ExponentialNetwork and grab the book there completely free. You can download it. There are videos that take you chapter by chapter through the book where I explain each concept. You’re going to get a ton out of it. Our response has been positive so far. I look forward to you getting that. Drop me a line and let me know what you think once you got it.
Traffic &Conversion was a great conference. There were close to 7,000 attendees out there from all corners of the marketing world. As I talked with folks at the conference and attended sessions, in my mind there were three big themes that came out of it that you can apply in your business. I call them the Three Cs from Traffic &Conversion. The first C is content. There was a lot of talk about content and content marketing. It’s a digital marketing conference so no surprise there. What struck me was the fact that despite all of the changes in marketing, despite all of the content that is put out currently, more now than ever before in human history, content is still an incredibly one of the most effective ways to sell today. I see a lot of people doing it in a way that is damaging. They’re doing what I call churn and burn content where they’re creating fluffy content that doesn’t have a lot of depth to it. That isn’t working as well. That content is commoditized. You can get it anywhere. To be quite honest, Google isn’t going to reward that content. They’re not going to rank it.
What I gathered out of the conference from watching several speakers talk about this is that the real success is in sharing deep content., In-depth articles, in-depth videos, in-depth interviews where you’re going beyond surface level and getting into information that is worthy of someone’s time. It works for a number of reasons. Number one, it conveys to a prospect your worldview. When you have shared worldview with another human, you begin to develop a relationship. You begin to develop trust in that person or that business. Shared worldview is critically important and one of the things that needs to be in content. One of the reasons that you see that surface level content that a lot of people put out is that it can be done without sharing your worldview, without having much of an opinion. You see this in posts or articles that just share ten tips, but each of the tips is at the top surface level. That thing doesn’t get you the relationship and trust that you’re looking for to advance the sale. Google is the primary entity that can put eyeballs in front of that, unless you’re driving your own people to it through ads. They’re not going to reward that because their customers, the people searching, aren’t going to find that useful. It’s important to infuse everything that you’re doing with your worldview. It needs to be opinionated.
The second reason that it works so well is that when you transfer real insights, that’s something we’ve been doing as human beings for a long time. From an evolutionary standpoint, probably a fundamental advantage that humans have over other species on the planet is our ability to share information is unique and powerful. It’s something that’s baked into us. When we share useful information, particularly when it’s deep information that helps another person achieve something, get a result, or move forward in some way, gain some understanding that they didn’t have, it helps develop trust and relationship. We’re sharing something of ourselves, something that we’ve gained a resource in the form of knowledge, insight, wisdom that we’ve created, and we’re transferring that to another person. It’s incredibly powerful and can lay the foundation of trust and relationship and do it at a scale that you can’t do it in any other way. That part is critical.
We’re all beginning to understand what it’s like to operate a business in a truly global economy. That was talked about a lot in the ‘80s. It was talked about more in the ‘90s. It’s here now. One of the ways that we can build relationship across geographies, whether that’s a regional geography, whether that is national or international, is share our knowledge and insights. It’s one of the few ways that we can do right now with available technology that has a cost low enough that makes it work. That’s one of the reasons you’re seeing so much content out there. One of the reasons you didn’t see it twenty years ago is not that we have any more knowledge today than we had then, but it’s just so much easier to distribute it and less expensive to distribute it. We don’t have to stick it on a piece of paper and have someone physically deliver it. Because of that, we’re seeing a proliferation of the content. Service business are businesses where what we do isn’t easy to show anyone. What we do isn’t necessarily a tangible thing. Creating content, sharing your worldview and sharing your expertise, your wisdom, and your insights gives you a way to demonstrate that you can’t do in any other forum.