and other things I've learned from the convergence of online and offline life.
The following is an unedited excerpt from my soon to be released book titled, Content Warfare: How to find your audience, tell your story and win the battle for attention online.
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In terms of marketing your business online, think of attention as currency.
The American Dollar has value because there is trust, throughout the world, in the US's stability and backing of the dollar. Without that trust, the dollar is worthless.
Attention works the same way.
A classic example of this is StumbleUpon. As an online bookmarking service, StumbleUpon has capacity to sends thousands, in some cases tens or hundreds of thousands of views to a website in very short period of time.
If all you care about is attention, in the form of pageviews, StumbleUpon is a tool of endless potential. However, there is one caveat. StumbleUpon generated traffic traditionally produces some of the worst bounce rates on the web.
One reason is because of the way the tool works and why people use it. Stumblers are mostly looking for short blasts of entertainment or information and then they're on to the next Stumble.
There is no trust built between the site and the visitor. Your site is just the next thing to pop up on their screen. Sure if the page a Stumbler lands on is so incredibly compelling they may stop stumbling and spend some time.
But therein lies the point. When no time is spent, when no trust is created, attention is worthless.
Website visitors are human beings. I think we forget that. We see them only as contributing to the line graph in our Google Analytics account. But if we've learned anything from and his work building www.socialtriggers.com it's that content marketing is as much about psychology as it is actually producing content.
Human beings don't place value on anything they don't trust. So if they don't trust your website, your blog posts, your videos, your social media posts, they're not going to place value on you or your business.
#attention #contentwarfare #webtraffic