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People are emotionally connected to internet content. Why is your business not creating some?
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Web 2.0
A new study from the University of Missouri called "The Effect of Searching Versus Surfing on Cognitive and Emotional Responses to Online News" is confirming what online marketers have suspected for years, that people become emotionally attached to businesses that they find are providing them with useful information. Purchasing decisions are made emotionally, and will generally favor businesses that you feel are speaking to you and providing information that is of value to you. In a nutshell, it is a perfect argument that the quality content that is created for your website is not just for pure search engine optimization and rank building, but also serves to build revenues by influencing people to shop at your location or utilize your services.
71% of American adults utilize the internet on a daily basis. The majority of those Americans respond that they are influenced by content on the internet to make decisions in their life, including buying decisions. By becoming emotionally connected to the public as an information source, you are also creating new sales.
One flaw in the study referenced is that they recommend outbound marketing tactics to capitalize on this information. In essence, they are telling businesses to place ads in spaces that are likely to be indexed by search engines. This advice is incorrect and should instead recommend inbound marketing tactics to draw traffic to your content within your own space. Basically the content is what gets you indexed and what allows people to find it when searching. This can be compared to old-school methods of advertising being suggested for online campaigns, they simply don't work and will fail. Think about it this way...in the past you wanted to advertise your business with a billboard. You found the busiest road you could and put a billboard on it for all traffic to see. You then hoped they would remember you and call you when they were ready to buy. Content creation for seo and online marketing is more like finding a place where traffic needs to travel and building the road itself, and because you own it you can build the only store on it. Your content builds the traffic, creates the emotional connection, boosts your own rankings, and creates more customers.
For more info: Raymond Santopietro is the President of Focus Internet Services (SEO) 702-767-4637 focusinternetservices@gmail.com . Focus specializes in online marketing, branding and exposure for small to medium-sized businesses.
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