A Great Example of “Sticky Content”

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Whether you want new visitors or search engine rankings, the best way to get either is to have sticky content – information on your page that makes people want to stay on your page. If you can make posts to your blog that have low bounce rates and long times on site, (things you can measure with Google Analytics, you haven’t set that up for your site already), people will bookmark your post and share it with others. When they do, this will bring in more visitors to your site.

It will also get you more quality inbound links, which Google and Bing look for when deciding how high a ranking to give a website in search engine rankings.

So what is sticky content? Believe it or not, it is not a well written description of what you’re selling. Think of how you look at web pages yourself: You’re either looking specifically for something, or you’re passing the time, looking for something new. If someone comes to your site looking to buy Isagenix nutritional cleansing products, then yes, you’ll want to have the right copy on your site to convince them to buy.

However, if you want to get people’s interest so they share your page around, you’ll want to share something that’s relevant to what you do, but doesn’t promote what you do.

Here’s a great example of sticky content:

http://blog.koldcast.tv/2010/show-news/the-fifteen-most-expensive-cities-on-the-planet/

This post doesn’t try to convince you or sell you anything. It’s simply interesting.

I’m not suggesting you create your own, “15 Least Expensive Cities” post to gain viewers and links. After all, since you’re an e-commerce blogger, you’ll want what you post to be at least tangentially related to your business. After all, you could probably get a lot of traffic if you published photos of a prototype iPhone 4G you found in a bar. The problem is, since your business isn’t related to selling iPhones, this traffic is very unlikely to turn into customers for you.

Thankfully, there are a lot of sources you can draw on to create relevant posts like, “Food Myths dispelled,” or “5 Things you didn’t know about nutritional cleansing.” These are subjects where you don’t have to talk about your product – which is a turn-off for people who aren’t in the market for anything – but can talk about something related to your product. When someone who could be a possible customer takes interest, there’s a greater chance they’ll continue on to your site and want to know more about what you are selling.

Tips for creating sticky content:

  1. Do your research – Find relevant sources of information to base your posts on, and link to them freely. You aren’t loosing traffic when you do this, you’re showing you’ve done your homework.
  2. Include photos – People think video is the stickiest kind of content for a page, but frankly a good photo is better because you don’t have to sit through it. If you have your own compelling images to add to a post, they’ll go a long way towards keeping people on your page to read what they’re about.
  3. Top 10 Lists – It’s almost a cliché at this point, but Top 5, 8, 10, 20, 100, etc. lists are popular with people. That’s because they will, by design, get to the point quickly. Rather than sifting through several paragraphs to get the point, Top lists kick out what they were coming for quickly, concisely, and in bulleted lists.
  4. Don’t forget to share! – Twitter, Facebook, Digg and StumbeUpon are all great places to leave links to your sticky content once it’s done. Don’t rely simply on people finding what you’ve written so they can share it themselves. Start sharing it yourself, then see if it catches on!
  5. Don’t stop – The truth of the matter is you will need to do this several times before you create something truly viral. The “Leave Brittney Alone” guy had actually been posting to his video blog for months before that particular gem made him famous. Even if what you’ve written is outstanding, it may not be what catches on with people. So what!?! Do another one, and another one, and another one after that. Keep generating useful, relevant content until something gets people’s attention.

In the end, you’ll be surprised what gets people to link to you!

About the author

Brian Uber-geek and compulsive gadget junkie. Web dude. Fu-manchu-rocking bald guy. Director of Member Solutions. Overall super-busy cat. All that and a tic-tac.

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