Attention Grabbing Posts Will Bring Visitors
One tactic is to publish posts that are “timely” which is another way of saying relates to some current news story. This specific tactic is called “News Jacking”.
This post examines if this tactic is good for your business.
While I’ve done this myself, I’m not convinced it brings in the right visitors.
What is The Value of These Visitors?
When you sell advertising, the quality of the visitor is not critical. Eyeballs are eyeballs and you’re paid per advertising impression one way or another.
When you sell goods and services you need more than “just” visitors. You need conversions. You need to attract visitors who are most likely to buy your products or services.
An example of news jacking would be to tie something one of the Kardashian clan members recently did or said into your post.
There are legitimate reasons why this may work for you, but I think they’re few and far between.
If in the course of whatever news story you’re hoping to ride the coat tails of the target celebrity used something you sell, this can work to your advantage. Maybe they wore an article of clothing from a line you sell, or they used a brand of dog food you sell. In these instances your sales may improve by news jacking the story.
I expect these opportunities are the exceptions and not the rule.
Is “Fewer but Better” Better for Your Business?
I’d like to suggest that “better” prospects are to be preferred over “more” prospects.
The single most important aspect of website conversion is having website visitors who have a genuine interest in your products or services.
1,000 visitors who have a real need are better than 10,000 who don’t.
Do You Understand Who Your “Best” Customers Are?
So it make sense to write for a generic audience, or do you know who your best prospects and customers are?
When you do, should you focus all your attention on them?
Different marketing consultants give different advise and solid case studies on this seem to not exist, so my recommendation is the old 80/20 rule.
At least 80 percent of what you publish should be solid content focused on the persona of your best customers, and no more than 20 percent should include any form of news jacking.