How to Create Content That Converts
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The document outlines strategies for creating effective content that converts leads at each stage of the marketing funnel, emphasizing the importance of understanding the audience and crafting valuable, relevant content. It also discusses the user experience in content delivery, the necessity of clear calls-to-action, and methods for gating content to maximize lead generation. Successful execution includes easy navigation, personalized experiences, and continuous testing for optimization.
How to Create Content That Converts
- 1. HOW TO HANA ABAZA VP Marketing at Uberflip THAT CONVERTS CREATE CONTENT
- 2. @Uberflip #CROday@HanaAbaza ABOUT UBERFLIP We help marketers create, manage and optimize the content experience at every stage of the funnel – no IT required! Power your content library, resource center, blog and more.
- 3. @Uberflip #CROday@HanaAbaza WHY CONTENT? Awareness / Engagement Subscribers Lead Generation Purchases / Sales What’s your conversion goal?
- 4. @Uberflip #CROday@HanaAbaza 1. The Content Journey 2. Crafting Your Content 3. The Content (user) Experience 4. Gating Content for Lead Gen Creating Content That Converts
- 5. @Uberflip #CROday@HanaAbaza THE CONTENT JOURNEY
- 6. @Uberflip #CROday@HanaAbaza Know who you’re talking to…
- 7. @Uberflip #CROday@HanaAbaza Learn what they’ll need…
- 8. @Uberflip #CROday@HanaAbaza Learn what they’ll need…
- 12. @Uberflip #CROday@HanaAbaza It depends – value is subjective! Focus on being: Relevant Consistent Trustworthy Authentic Useful Engaging What the is “valuable” content?
- 13. @Uberflip #CROday@HanaAbaza But what do all of those things mean?!
- 14. @Uberflip #CROday@HanaAbaza Relevant Is it right for your audience?
- 15. @Uberflip #CROday@HanaAbaza Consistent Does it align with their expectations? Frequency? Branding?
- 16. @Uberflip #CROday@HanaAbaza Trustworthy Is it believable or is it bullshit? Credibility? Grammar? Spelling?
- 17. @Uberflip #CROday@HanaAbaza Authentic Does it prove you’re a human? Jargon? Personality?
- 18. @Uberflip #CROday@HanaAbaza Useful Does it benefit your audience now? Practical? Actionable?
- 19. @Uberflip #CROday@HanaAbaza Engaging Is it an enjoyable experience overall? Scan, Share, Scale, Act
- 20. Great, but how do I get this well-crafted, well-targeted content to actually generate leads?!
- 21. It’s the content, stupid.“
- 22. @Uberflip #CROday@HanaAbaza The Content (user) Experience 1. The overall content experience (blog, resource center etc.) 1. Gate “premium” content (eBooks, webinars etc.) to generate leads
- 23. @Uberflip #CROday@HanaAbaza HIGH CONVERTING KEY ELEMENTS OF A CONTENT EXPERIENCE
- 24. Easy to navigate (menu structure) Easy to find stuff (search ability) Mobile friendly MAKE IT EASY
- 25. Learn from Ikea! Where should people go next? Recommended content Call-to-actions CREATE AN ENGAGEMENT PATH
- 26. @Uberflip #CROday@HanaAbaza No distinct call to action No recommended content Nowhere to subscribe No images or videos No links to learn more AVOID THIS!
- 27. @Uberflip #CROday@HanaAbaza Call to action Recommend content Useful image Discoverable
- 34. @Uberflip #CROday@HanaAbaza GENERATE LEADS GATING CONTENT TO
- 35. Should I gate it, or leave it?
- 36. @Uberflip #CROday@HanaAbaza What is your goal? More leads Increase awareness and reach Is the content high value? Yes! Not gated No No Do you have a large enough audience? Yes! Gated content Create content
- 37. HOW TO GATE CONTENT: 2 APPROACHES (1) LANDING PAGES (2) OVERLAY CTAs
- 38. @Uberflip #CROday@HanaAbaza Simple, clear and concise Call-to-action Optimize forms for goals Add a human being Landing Pages
- 39. @Uberflip #CROday@HanaAbaza Concise message Context matters Source traffic matters CTA Overlays
- 42. @Uberflip #CROday@HanaAbaza A few examples…
- 43. @Uberflip #CROday@HanaAbaza Limited fields (using progressive profiling) Responsive Compelling messaging Eliminating steps
- 48. @Uberflip #CROday@HanaAbaza Number of fields weeds out “fake” leads Images Responsive Descriptive (highlighting the value and explaining the purpose) Clear call-to-action
- 49. @Uberflip #CROday@HanaAbaza Large, attention grabbing image dominates page Responsive Brief description (straight to the point) Clear calls-to-action
- 50. Only one field (higher conversion?)
- 51. Smart fields and Progressive Profiling
- 54. MEASURE PERFORMANCE & TEST And then test again.
- 55. Landing Page
- 56. Landing Page CTA Overlay
- 57. 250% increase in conversion Landing Page CTA Overlay
- 58. 250% increase in conversion Landing Page CTA Overlay
- 61. @Uberflip #CROday@HanaAbaza The Definitive Guide to Lead Nurturing by Marketo (get eBook) Demystifying Valuable Content by Uberflip (read article) The Do’s &Don’ts of Gating Content by Uberflip (watch video) The 7 Day Lead Gen Landing Page Course by Unbounce (sign up) Why Great Content Isn’t Enough to Generate Leads by DGR (read article) More Kick-Ass Resources
- 62. @Uberflip #CROday@HanaAbaza THANK YOU! Questions? I’ve got answers! hub.uberflip.com