In the content marketing game, things have been tougher going for businesses online. Previously, there was an ability to create content online that simply operated as a landing page – get users to move through a funnel, and then convert them. However, this kind of event has gotten harder and harder to do, as the primary search engines make it more difficult to get visits from them through refined results, improved algorithmic targeting, and the like. For affiliates and other “lead gen” type companies that aren’t the true, best result for a main, commercial term, they must resort to secondary value-adds that hopefully create a “secondary” or “latent” conversion – that is, the hope that the user browses and/or signs up for a newsletter and hopefully convert later.
This development online has lead to content that accelerates through the long tail – creating value near the end of the market in hopes that it’s ability to move and capture that information can get users to fulfill their needs. Similarly, for those brands that are aware of this potential for a “secondary conversion”, they can also make moves to expand their market share past the main terms and audience to create additional mindshare. Those that think past the “primary conversion” to develop long tail content can create better, more expansive models of conversion and audience fulfillment that satisfies their business growth needs online.
Secondary Conversion Examples
Coca Cola – Just announced this week, Coca Cola has debuted “Coca Cola Journey” as a new method of marketing their soft drinks. Their website is meant to bring additional users to consume content through the idea of the Coca Cola “story” – done through content that may appeal to the folks that drink Coke. Coke creates a “secondary conversion” through signups to their social accounts, and also, overall brand awareness that they hope comes through pushing quality content through their CMS.
HealthyHearing.com – Healthy Hearing is a primary “lead gen” example of a company that has created an expansive information resource directory that meets their content goals online. While they do attempt to appear for terms like “hearing aids”, their main goal – getting users to eventually look for a place to get hearing aids, is met by expanding the research and information around hearing online. They eventually fulfill their needs by looping users into their newsletter, Facebook or Twitter and returning when they are ready to make a purchase.
Bankrate.com – Bankrate is the leader in “information knowledge” online, bringing financial literacy to consumers such that they might eventually investigate financial options on their website. Bankrate aims to educate and through that ideal, potentially eventually get their users to convert by returning to them for additional news about things like refinancing. By focusing on this need – rather than the primary goal of pointing people at a main landing page, Bankrate has thrived in their market.
American Express OPEN FORUM – American Express created a content platform for business owners to write about creating a better business. Naturally, the fit is beautiful – their OPEN card is targeted at business owners, so by creating good content around building a business, they get natural brand impressions with ease, creating inbound conversions through secondary non “business credit card” type searches by simply getting the engine of good content humming online.
Secondary Conversions – Hard, Consistent Work – But Worth It
In general, you’ll see that these examples all have things in common – a huge amount of high quality content. Unfortunately, these types of things aren’t easy to create, but they pay off in spades as users find their way to the main conversion – and they do so continuously as the communities fund themselves with additional fans, followers, subscribers and visitors that come through longer tail keywords online. Secondary conversion content marketing isn’t a new thing, but its popularity is – and it surely isn’t a fad that looks to disappear anytime soon.