Published on February 5, 2014
Content That Converts: Win Leads and Inﬂuence People
Every Business Has a Problem The Problem? User acquisition. How do we target potential customers and convert them into users? ! The Solution? There are many ways to drive users. Let’s look at some of the basic ways. 2
User Acquisition Strategies - Display Ads Beneﬁts: • Great for brand exposure ! Drawbacks: • Low clickthrough rate (0.1%) • The average person is served 1,700 banner ads per month 3
User Acquisition Strategies - PPC Ads Beneﬁts: • Tied to search behaviour • More likely to lead to purchase intention • Aﬀordable ! Drawbacks: • Low clickthrough rate (2%) 4
User Acquisition Strategies - E-mail Beneﬁts: • Access to optin audience • Personalizable • Preferred by users for promotional messages ! Drawbacks: • Variable conversion rate (5-50%) • Requires great content 5
User Acquisition Strategies - Promotions Beneﬁts: • High conversion rate: 73% • Generates leads and engagement ! Drawbacks: • Can only run 1 per month at most • Requires great content 6
User Acquisition Strategies - SEO Beneﬁts: • High potential for click-through if you can rank well • Targetted traﬃc tied to purchase intention ! Drawbacks: • Ranking well is getting harder • Requires great content and inbound links 7
User Acquisitions Strategies - Social Media Beneﬁts: • Low-cost tools • Access to a large audience • Generates leads and engagement ! Drawbacks: • Crowded and noisy • Requires great content to stand out 8
All Routes Lead to… Great Content You simply can’t get traﬃc, leads and conversions without awesome content 9
What is Good Content? Good content = Clear, informative, entertaining, educational ! Bad content = Boring, overly salesy, full of errors, lacks concrete, actionable information, focuses on you instead of your reader, tries too hard to be funny 10
What is Good Content? In its early days, Groupon used outlandish copy in an attempt to stand out. It used descriptions that were so bizarre they bordered on fantastical. ! Hair was described as “frayed head threads,” while spray tanners were “handheld hue-changers” and teeth were “mouth cubes.” Here’s an example: “The earliest salons were informal gatherings where B-list philosophers gibbered away so they couldn’t hear themselves dying of plague. Get an earful of the modern salon’s soothing hair-dryer purrs and scissor chopchops instead with today’s deal: for $30, you get $100 worth of services at Gary Patrick Salon at its location in Pleasanton.” 11
What is Good Content? Now, Groupon’s copy is clear, direct and much easier to understand. Readers don’t have to work so hard to ﬁgure out what the deal is. For example: 30 Days of Unlimited Hot-Yoga Classes or 10 Classes at Westcoast Hot Yoga (Up to 69% Oﬀ) Build strength, balance, and ﬂexibility while stretching and bending in a 30to 40-degree room 12
The Internet is Noisy • 2 million blog posts published each day • 55 million photos uploaded to Instagram each day • 100 hours of video uploaded to YouTube every minute • 30 billion pieces of content shared on Facebook every month ! How will your content stand out? 13
First, Decide on Your Format Text Visual Blog post Tweet Photo Gallery Presentation FB post Video Quora answer 14 Infographic
Next, Pick Your Channel Your blog Break original story into chunks and distribute across multiple channels 15
Basic Blog Post - Best Practice Avoid the direct sales pitch. ! Avoid running press releases as blog posts. ! Keep the post reader-focused. The reader wants to know what’s in it for them. 16
Basic Blog Post - Best Practice Use an attentiongrabbing headline. ! Include pullquotes and key takeaways. ! Make it compelling and make the reader beneﬁts obvious. 17
Instagram - Best Practice Avoid using the same visual over and over again. ! Avoid nothing but product shots. 18
Instagram - Best Practice Show your product in unique contexts. ! Catch the eye and build a story around your brand. 19
Twitter - Best Practice Avoid leveraging eyeballs on the back of human tragedy. 20
Twitter - Best Practice Leverage current events in a positive way. ! There’s no need for a sales pitch when the image sells itself. 21
Twitter - Good or Bad? There’s a lot of grey area when it comes to creating good content. ! This tweet could be funny, or it could be oﬀensive, depending on where you live and what you drive! 22
Quora - Best Practice Avoid overly selfpromotional content. ! Focus on delivering value. 23
Quora - Best Practice Answer questions thoroughly. ! Include visuals. ! Be interesting. ! Include a link back to a longer blog post. ! Be helpful to people without the sales pitch! 24
Infographics - Best Practice Avoid overly complex graphics that are virtually impossible to decipher. 25
Infographics - Best Practice The purpose of an infographic is to use visuals to convey information more quickly and eﬀectively than you could with straight text. ! Use a simple schematic that is easy to decipher and nice to look at! 26
Your Content Mix This content matrix, produced by Distilled, illustrates four types of content that every brand needs: - Entertaining content - Educational content - Persuasive content - Conversionoriented content 27
Average Content Mix • Social media (other than blogs): 87% • Articles: 81% • E-newsletter: 80% • Blogs: 76% • Case studies: 73% • Videos: 73% • White papers: 64% • Infographics: 51% 28
Content Must-Haves Here’s a look at the elements you’ll want to have in every blog post to ensure its success. ! We’ll dissect our most popular post — What Burberry’s Doing Right in Online Marketing 29
Content Must-Haves - Title Title: Must be clear, compelling and communicative. ! The title is often what the reader will use to determine whether they will click-through and read the piece. ! Be interesting, use keywords and promise the reader something of value. 30
Content Must-Haves - Microcontent Microcontent: Subheadings, pullquotes, and other small bits of content that help the reader navigate your page. ! Use micro content that helps tell the story and makes the page scannable. 31
Content Must-Haves - Keywords Keywords: Use words that describe the essence of what your content is about. Repeat them in your title, meta-title, subheadings, and body copy. ! Keywords are important for SEO, and also help your reader identify your subject matter. 32
Content Must-Haves - Visuals Visuals: Visual content enhances readability. It grabs the reader’s eye. It gives the eye a break from large blocks of text. It breaks up the content and makes it more manageable on the screen. ! Visual content also gets more shares on social media channels. 33
Content Must-Haves - Call to Action Call to Action: At this point, you’ve earned the right to be a little salesy. Bring it home and go for the ask - tell your reader what you’d like them to do next. 34
Understand Web Reading Patterns • Most web readers • • Look to bold headings, subheadings and links to help them ﬁnd the information they’re looking for • Often only scan the ﬁrst few words of a sentence, paragraph or teaser text to determine whether or not to read on • Often won’t scroll below the fold if what they're looking for hasn’t been conﬁrmed above it • • 35 Scan a page in under 10 seconds looking for speciﬁc information. They typically do not read every word - at least at ﬁrst Will read, on average, only 20% of the text on a page Will leave a site/page quickly if they can’t ﬁnd what they need
Repurpose, Repurpose, Repurpose • People learn diﬀerently, so use diﬀerent formats for your content blog post 36 infographic slideshow
Content Must-Haves - Shareability Understand what motivates people to share content, then create content that ﬁts the diﬀerent sharing personalities. 37
How Do You Know if it’s Good Content? • Measure it • • • • • • 38 Traﬃc Shares Longevity Virality Engagement Conversion
Study, Rinse and Repeat • Study what works and do more of it ! • Title: • Timing: • Subject: ! ! 39
We can help you launch a promotion designed to generate leads and engagement with great content ! ! Contact us for details http://www.strutta.com/contact/ ! www.strutta.com
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