Earning the attention of a potential customer is one of the biggest challenges that marketers face.
The ability to convert cold traffic (visitors to your site who don’t know anything about you or your brand) to a warm lead is often expensive and time consuming. Blogs and content marketing may be helpful in solving this problem. When you create content that helps a user without attempting to sell to them, they are more likely to revisit your brand in the future. Social psychologists call this The Law of Reciprocity – when someone does something nice for you, you will have a deep-rooted psychological urge to do something nice in return.
By answering a question, offering a tutorial, explaining how-to, etc. you are satisfying the reader’s curiosity. If/when they see your brand again, they will be more willing to sign up for your newsletter, take your class, or complete that online purchase.