Creating High-Value Content that Drives Purchases

About this video

The guest, co-founder of a pet content and e-commerce company, shares how they bootstrap 500 pieces of content monthly with a five-person team by using a content versioning strategy. Rather than creating 100 unique pieces to get five winners, they write one strong piece, test it with paid traffic, then create hyper-relevant variations targeted to specific audiences—discovering that only 5% of content drives 95% of traffic and revenue.

Key takeaways

• The guest’s strategy is to write one well-researched piece of content, test it with paid Facebook traffic to validate demand, then create five to one hundred variations by changing headlines, opening paragraphs, and targeting language to make it hyper-relevant to specific audience segments (e.g., ‘Senior Boxer Allergies’ from a general ‘Dog Allergies’ piece).
• High-performing content shares three traits: hyper-relevancy (extremely specific to a target audience, not general), value-driven reciprocity (creating enough value that audiences want to exchange email or take action), and clear intent (every piece must have a defined purpose and point).
• The guest’s company uses data from content variations to inform product development—discovering which breeds and conditions generated the most engagement helped them build supplements and toys that directly address real customer needs, turning content insights into an e-commerce business.

Episode details: published January 18, 2018 · 849 views · 18:25 long. Summary written by Self Growth Videos from the episode itself. The business ideas, figures and results discussed are the hosts’ and guests’ own claims, shared as brainstorming and entertainment — not verified facts and not investment advice.

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