Reading time: 3 minutes

I follow Marcus Sheridan’s blog, The Sales Lion. It’s always a good read, but the other day I just had to push a blog post to my “read later” cue (which is sort of stacking up, but that’s another story). However, I read the post about content tipping points — and the concept is highly interesting: What […]

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

I follow Marcus Sheridan’s blog, The Sales Lion.

It’s always a good read, but the other day I just had to push a blog post to my “read later” cue (which is sort of stacking up, but that’s another story).

However, I read the post about content tipping points — and the concept is highly interesting:

What if every website has a magic number?

The Content Tipping Point for Websites

Here’s an excerpt of Marcus Sheridan’s post:

“Then came the beginning of 2011. One night, as I was happily sitting at my kitchen table and comparing all of my leads vs. leads-turned-customers from 2010, an epiphany hit me like a ton of bricks.

To make a long story short, I noticed a simple pattern, and it was this:

If I could get a lead (someone that filled out a form on my website) to view at least 30 pages of my website, I would close said lead about 80% of the time assuming I went out on a sales appointment.

Although these numbers may sound insignificant to most of you, to me it was groundbreaking, as the swimming pool industry average is around 15%.

Once I knew that 30 page views was a magic number, or content ‘tipping point’, I developed my whole sales process around this simple truth.

In other words, I worked doggedly to make sure prospects read 30 pages of our site before they had a sales appointment. And what were the results?

Well, to state it briefly, 2011 has been far and away our best year ever as a swimming pool company. We’ve broken all records in sales, closing rates, profits, etc. We even are booked-out until the beginning of 2012 with pools to install. It’s amazing. And it all came down to a simple ‘tipping point’.”

Reading this, I couldn’t help but think: What’s my content tipping point? What’s my website’s magic number?

Focus on Deepening the Relationship

Isn’t this sort of web analytics something to explore?

My blog is just a hobby and I like to keep it casual. Still, I do examine my Google Analytics dashboards every now and then. I have relatively few readers (not that volume matters all that much), but I’ve noticed how my blogging efforts have impacted my sales positively.

And I do have one particular analytics score that I’m proud of:

My bounce rate lies between 5 and 8 percent. It means most people check out at least one more page or post before leaving.

So it might just be a good question to ask yourself when creating your own tipping point content strategy: How can you allow your visitors to dive deeper and deeper into your content?

Finally, did I find a content tipping point for my website?

I didn’t find a ‘magic number’. However, if my prospects have read my blog and found something they like (or agree strongly with), then I can almost always enter into a client relationship.

Maybe that’s my tipping point? To get a prospect to browse my content until we can find common ground?

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Behind the keyboard:

Jerry Silver is the author of Doctor Spin, a PR blog that's been around for 15+ years. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, news anchor and television host, and their three-year-old son, Jack.

Add your comment:

Marcus Sheridan

Jerry, man, just got to thank you for this kind mention here, and the fact that you read my blog at all. It’s great to have you and even better hearing your interest in ‘tipping points’, a digital frontier that has more potential that Star Trek in my opinion ;-)

One thing is for sure: There are tipping points for every product, service and website out there. I’ve taught this concept quite a bit these last 6 months and those that really go back and look, always are shocked to see the results.

Have a great weekend brother.

Marcus

Reply
Doktor Spinn

You too, Marcus!

Marcus Sheridan

Jerry, man, just got to thank you for this kind mention here, and the fact that you read my blog at all. It’s great to have you and even better hearing your interest in ‘tipping points’, a digital frontier that has more potential that Star Trek in my opinion ;-)

One thing is for sure: There are tipping points for every product, service and website out there. I’ve taught this concept quite a bit these last 6 months and those that really go back and look, always are shocked to see the results.

Have a great weekend brother.

Marcus

Reply
Doktor Spinn

You too, Marcus!

Have you read Doctor Spin’s latest article?

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