Content That Converts: 
Win Leads and Influence People
We Have a Problem

The Problem? User acquisition. How do we target
potential customers and convert them into users?
2
User Acquisition Strategies - Display
Ads

3
User Acquisition Strategies - PPC Ads

4
User Acquisition Strategies - E-mail

5
User Acquisition Strategies Promotions

6
User Acquisition Strategies - SEO

7
User Acquisitions Strategies - Social
Media

8
All Routes Lead to…

Content

9
Good Content vs. Bad Content

Good content = Clear, informative, entertaining, educational
!

Bad content = Boring, overly...
Good Content vs. Bad Content
In the beginning:
“The earliest salons were informal gatherings where B-list
philosophers gib...
Good Content vs. Bad Content
Now:

30 Days of Unlimited Hot-Yoga Classes or 10 Classes at
Westcoast Hot Yoga (Up to 69% Of...
The Internet is Noisy

•2 million blog posts published each day
•55 million photos uploaded to Instagram
each day

•100 ho...
First, Decide on Your Format
•

Blog post

•

Photo gallery

•

Video

•

Infographic

•

Tweet

•

Facebook post

•

Quor...
Next, Pick Your Channel
Your blog

Break original story into chunks and distribute across multiple
channels
15
Basic Blog Post - Bad Practice
“Dallas-based
Aimbridge
Hospitality and Haitibased corporation
Carabimmo SA in
partnership ...
Basic Blog Post - Good Practice

17
Instagram - Bad Practice

18
Instagram - Good Practice

19
Twitter - Bad Practice

20
Twitter - Good Practice

21
Twitter - Good or Bad?

22
Quora - Good Practice

23
Quora - Bad Practice

24
Infographics - Good Practice

25
Infographics - Bad Practice

26
Your Content Mix

27
Average Content Mix
•

Social media
(other than
blogs): 87%

•

Articles: 81%

•

E-newsletter:
80%

•

Blogs: 76%

•

Cas...
Content Must-Haves

29
Content Must-Haves - Title

30
Content Must-Haves - Microcontent

31
Content Must-Haves - Keywords

32
Content Must-Haves - Visuals

33
Content Must-Haves - Call to Action

34
Understand Web Reading Patterns
•

Most web readers

• Scan a page in under 10 seconds looking for specific

information. T...
Repurpose, Repurpose, Repurpose
•

People learn differently, so use different formats for your
content
blog post

36

info...
Content Must-Haves - Shareability

37
How Do You Know if it’s Good
Content?
•

Measure it

• Traffic
• Shares
• Longevity
• Virality
• Engagement
• Conversion
3...
Study, Rinse and Repeat
•

Study what works and do more of it

!

• Title: 
!

• Timing: 
!

• Subject:
39
Thank you!

www.strutta.com
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GROWtalks - Content that Converts: Win Leads and Influence People - Lisa Manfield

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GROWtalks Vancouver - January 30th, 2014

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GROWtalks - Content that Converts: Win Leads and Influence People - Lisa Manfield

  1. 1. Content That Converts: Win Leads and Influence People
  2. 2. We Have a Problem The Problem? User acquisition. How do we target potential customers and convert them into users? 2
  3. 3. User Acquisition Strategies - Display Ads 3
  4. 4. User Acquisition Strategies - PPC Ads 4
  5. 5. User Acquisition Strategies - E-mail 5
  6. 6. User Acquisition Strategies Promotions 6
  7. 7. User Acquisition Strategies - SEO 7
  8. 8. User Acquisitions Strategies - Social Media 8
  9. 9. All Routes Lead to… Content 9
  10. 10. Good Content vs. Bad Content Good content = Clear, informative, entertaining, educational ! Bad content = Boring, overly salesy, full of errors, lacks concrete, actionable information, focused on you instead of your reader, tries too hard to be funny 10
  11. 11. Good Content vs. Bad Content In the beginning: “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 chop-chops instead with today’s deal: for $30, you get $100 worth of services at Gary Patrick Salon at its location in Pleasanton.” 11
  12. 12. Good Content vs. Bad Content Now: 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 30- to 40-degree room 12
  13. 13. 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
  14. 14. First, Decide on Your Format • Blog post • Photo gallery • Video • Infographic • Tweet • Facebook post • Quora answer • Slideshare slideshow 14
  15. 15. Next, Pick Your Channel Your blog Break original story into chunks and distribute across multiple channels 15
  16. 16. Basic Blog Post - Bad Practice “Dallas-based Aimbridge Hospitality and Haitibased corporation Carabimmo SA in partnership with U.S.-based Best Western International, are pleased to announce the opening today of the luxury Best Western Premier Petion-Ville, Haiti…” 16
  17. 17. Basic Blog Post - Good Practice 17
  18. 18. Instagram - Bad Practice 18
  19. 19. Instagram - Good Practice 19
  20. 20. Twitter - Bad Practice 20
  21. 21. Twitter - Good Practice 21
  22. 22. Twitter - Good or Bad? 22
  23. 23. Quora - Good Practice 23
  24. 24. Quora - Bad Practice 24
  25. 25. Infographics - Good Practice 25
  26. 26. Infographics - Bad Practice 26
  27. 27. Your Content Mix 27
  28. 28. 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
  29. 29. Content Must-Haves 29
  30. 30. Content Must-Haves - Title 30
  31. 31. Content Must-Haves - Microcontent 31
  32. 32. Content Must-Haves - Keywords 32
  33. 33. Content Must-Haves - Visuals 33
  34. 34. Content Must-Haves - Call to Action 34
  35. 35. Understand Web Reading Patterns • Most web readers • Scan a page in under 10 seconds looking for specific information. They typically do not read every word - at least at first • 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 • 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 35
  36. 36. Repurpose, Repurpose, Repurpose • People learn differently, so use different formats for your content blog post 36 infographic slideshow
  37. 37. Content Must-Haves - Shareability 37
  38. 38. How Do You Know if it’s Good Content? • Measure it • Traffic • Shares • Longevity • Virality • Engagement • Conversion 38
  39. 39. Study, Rinse and Repeat • Study what works and do more of it ! • Title: ! • Timing: ! • Subject: 39
  40. 40. Thank you! www.strutta.com
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