One of my favorite models of a website that has figured out how to drive leads and convert those leads to a sale is Mint.com.  Mint.com utilizes a multi-focused blog to attract a few different target audiences and convert them to sale (or in the case of Mint.com, a signup) as quickly as possible.  Let’s take a closer look at what exactly is going on here, but first we need to understand the difference between dynamic and static content.

Dynamic Content

Articles that are created on a daily basis, these are normally discussions of interesting topics that sometimes include current events or more recent information. An example of this would be H&R Block writing an article on top 10 tax returns during Tax Season.  Not only would this article interest someone who is planning to file their taxes, but it would also give them a reason to visit H&R Block’s website today! Dynamic content gets much more engagement from Social Media sites like Facebook and Twitter as opposed to a more standard dished product landing page that isn’t time sensitive (see Static Content).

An example of Dynamic Content:

The Financial Burden of the Penny – Mint.com Blog

Static Content

Typically product landing pages that have some sort of conversion point such as a “Buy Now” or “Signup” button.  These pages often have descriptions of a product offering and often collect information of some sort.

An example of Static Content:

Mint.com – Free Personal Finance Software

How the Sales Conversion Funnel Works

The goal here is to bring relevant traffic from various sources and direct that traffic to a conversion as quickly as possible. At Arkayne we utilize a Dynamic Content strategy to bring in relevant traffic to the Arkayne Blog from Google, Bing, Yahoo, Facebook, Twitter, and Partner Sites. Once the viewer has made their way from these various sources to our blog we include a button on the bottom that includes a call to action and links directly to a sales landing page on Arkayne. It is important that your Dynamic Content strategy discusses topics that are interesting to your target audience. Be sure not to talk about your products all the time, instead discuss industry best practices, hot industry topics, and success stories.

Cheers!