© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What's Inside?
• The current state of content market...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
the current state of
content marketing
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
93% of B2B companies use content marketing.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
On average, 30% of B2B marketing budgets allocated t...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
58% of B2B marketers plan to increase their content
...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Brand awareness, customer acquisition & lead-gen cit...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
42% of B2B marketers believe they are effective at c...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
the problem?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
42%
58%
58% are still ineffective
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
why?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Create amazing
content
Distribute
amazing content
??...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
content
marketing is
huge.
content
marketing
needs g...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Answering the "what happens
next"? question is the d...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
passive active
Allows visitor to choose their own
ne...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
passive active
Allows visitor to choose their own
ne...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Think of "framing content" as the merchandising of t...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Landing Page Framing Content
Microsite format
provid...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A/B Testing Framing Content
Headline
Imagery
Copy
Vi...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The perception of what's required
can never be great...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
the fair exchange of content
the perceived value of ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
conversion-focused content marketing fails
when the ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
To Gate or Not to Gate?
Maybe
Blog
Checklist
Tip She...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
3 rules of effective
gating
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #1: Differentiate gated content visually
Gated ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #2: 'Feature' gated content
Gated content is
vi...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #3: A/B Test landing page framing content for h...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
9 ways to turn
content into
conversions
1. Up sell on your blog
Objective: Lead-gen
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #1: Related content must be highly relevant
Hig...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #2: Use framing content for relevance
Highly
re...
2. Offer nurture subscription on your blog
Objective: Lead-gen
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #1: Provide highly valuable incentives
Consiste...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #2: Offer more great content — more than the bl...
3. Cross sell
Objective: Lead-gen
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #1: Make the CTA highly actionable
ebrochure
la...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #2: Continue to offer & engage
landing page
whi...
4. Provide a white paper teaser
Objective: Reach + Lead-gen
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #1: Make the extract meaty enough to create des...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #2: Try tabbed or microsite format
Tabbed, inte...
5. Add CTAs into your infographics
Objective: Reach & Lead-gen
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #1: Offer must be complimentary
infographic
lan...
6. Allow for easy "sharing" of infographics
Objective: Reach
Social sharing
7. Try a webinar trailer
Objective: Reach + Lead-gen
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Tip: Extract reel trailer of key moments — elicit de...
Gate or Ungated Playback
Gates can work…
8. Use slides as bait
Objective: Reach + Lead-gen
Tip: Embed "sneak peek" of webinar slides — engage &
convert
9. Use slide decks to generate leads
Objective: Reach + Lead-gen
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Rule #1: Offers within slide decks must be highly re...
Bonus! 1-2-3 Punch
Webinar, slide deck & infographic
Rule #2: Keep same
topic, but market for
distinct purposes
virality
l...
Bonus! 1-2-3 Punch
White paper, free trial & infographic
Rule #1: Use your landing page to
present multiple offers
landing page
infographic
free trial
offer
report
offer
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
9 ways to turn content into conversions
1. Up sell o...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Two additional resources...
Get the idea book
Get th...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
@ioninteractive
info@ioninteractive.com
Landing Pages for Content Marketing
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Landing Pages for Content Marketing

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People want content. Brands are committed to delivering it. However, 58% of B2B marketers still believe they are ineffective at content marketing. Why? Because content marketing needs to meet brand, lead-gen and customer acquisition goals. How? By practicing active rather than passive content marketing.

This slide deck covers:

- The current state of content marketing
- Active vs passive content marketing
- A/B testing "framing content" for higher conversions
- The fair exchange of content
- How to capitalize on blogs, white papers, webinar & blogs for lead generation & brand building

Plus, 9 creative tactics for driving more leads from your content marketing.

Published in: Business, Technology

Landing Pages for Content Marketing

  1. 1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What's Inside? • The current state of content marketing • Active vs passive content marketing • A/B testing "framing content" for higher conversions • The fair exchange of content • How to capitalize on blogs, white papers, webinar & blogs for lead generation & brand building • 9 Ways to turn content into conversions • Lots of examples!
  2. 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com the current state of content marketing
  3. 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 93% of B2B companies use content marketing.
  4. 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com On average, 30% of B2B marketing budgets allocated to content marketing.
  5. 5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 58% of B2B marketers plan to increase their content budget in the next 12 months.
  6. 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Brand awareness, customer acquisition & lead-gen cited as top content marketing goals.
  7. 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 42% of B2B marketers believe they are effective at content marketing.
  8. 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com the problem?
  9. 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 42% 58% 58% are still ineffective
  10. 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com why?
  11. 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Create amazing content Distribute amazing content ??? Brand, leads & sales. What happens next? some content marketing programs look like this….
  12. 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com content marketing is huge. content marketing needs goals. key takeaways
  13. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Answering the "what happens next"? question is the difference between passive and active content marketing
  14. 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com passive active Allows visitor to choose their own next step Gives the visitor a next step Builds brand awareness & thought leadership Deepens brand engagement & participation, provides measurable results Generates website traffic Generates leads & sales "Publish-and-pray" Tests & optimizes "framing content" to increase conversions Passive vs Active Content Marketing Read more: Passive vs Active Content Marketing
  15. 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com passive active Allows visitor to choose their own next step Gives the visitor a next step Builds brand awareness & thought leadership Deepens brand engagement & participation, provides measurable results Generates website traffic Generates leads & sales "Publish-and-pray" Tests & optimizes "framing content" to increase conversions Passive vs Active Content Marketing
  16. 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Think of "framing content" as the merchandising of the content
  17. 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Landing Page Framing Content Microsite format provides easily digestible information "Our Promise To You" builds trust & credibility Student video testimonial provides excellent social proof Supporting content focuses on benefits, not features
  18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A/B Testing Framing Content Headline Imagery Copy Video/ testimonial Form copy Trust assurances Navigation & additional content
  19. 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The perception of what's required can never be greater than the perception of what's offered
  20. 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com the fair exchange of content the perceived value of the content is proportional to the effort require to acquire it 16-page white paper 5 field form
  21. 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com conversion-focused content marketing fails when the fair exchange is imbalanced Product guide Should be left 'ungated'
  22. 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com To Gate or Not to Gate? Maybe Blog Checklist Tip Sheet Case Study Brochure Data Sheet Live Demo Live Webinar Research Report Coupon eBook White Paper Webinar Playback Recorded Demo yes no
  23. 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 3 rules of effective gating
  24. 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #1: Differentiate gated content visually Gated asset is visually prioritized over ungated assets Ungated assets are consistent in design, placement & style
  25. 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #2: 'Feature' gated content Gated content is visually separated from ungated content Categorized as 'Featured Resources'
  26. 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #3: A/B Test landing page framing content for higher conversions Test framing content in various page layouts — form on bottom, form on right, etc. Test presentation of e-book, white paper or guide Test social sharing elements
  27. 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 9 ways to turn content into conversions
  28. 28. 1. Up sell on your blog Objective: Lead-gen
  29. 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #1: Related content must be highly relevant Highly relevant to blog post Highly valuable offer Low barrier to entry
  30. 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #2: Use framing content for relevance Highly relevant to blog post Great use of framing content Benefit- driven offer, clear call-to- action
  31. 31. 2. Offer nurture subscription on your blog Objective: Lead-gen
  32. 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #1: Provide highly valuable incentives Consistency in baking "theme" from blog post to offer "Exclusive" membership offer (free!) Coupons and free samples are highly valuable incentives
  33. 33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #2: Offer more great content — more than the blog Copy clearly outlines breadth of content Clear headline Concise call- to-action
  34. 34. 3. Cross sell Objective: Lead-gen
  35. 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #1: Make the CTA highly actionable ebrochure landing page
  36. 36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #2: Continue to offer & engage landing page white paper infographic landing page
  37. 37. 4. Provide a white paper teaser Objective: Reach + Lead-gen
  38. 38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #1: Make the extract meaty enough to create desire for additional content Up sell to "bonus content" (.pdf file) Allows for easy sharing & social distribution "Top 10" format extremely popular and easy to digest
  39. 39. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #2: Try tabbed or microsite format Tabbed, interactive content is highly effective at engaging visitors to explore Up sell to 'Get Quotes' from landing page .pdf version available for download
  40. 40. 5. Add CTAs into your infographics Objective: Reach & Lead-gen
  41. 41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #1: Offer must be complimentary infographic landing page
  42. 42. 6. Allow for easy "sharing" of infographics Objective: Reach
  43. 43. Social sharing
  44. 44. 7. Try a webinar trailer Objective: Reach + Lead-gen
  45. 45. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Tip: Extract reel trailer of key moments — elicit desire landing page webinar trailer free trial sign up
  46. 46. Gate or Ungated Playback Gates can work…
  47. 47. 8. Use slides as bait Objective: Reach + Lead-gen
  48. 48. Tip: Embed "sneak peek" of webinar slides — engage & convert
  49. 49. 9. Use slide decks to generate leads Objective: Reach + Lead-gen
  50. 50. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #1: Offers within slide decks must be highly relevant & valuable landing pageslide deck cross-sells white paper
  51. 51. Bonus! 1-2-3 Punch Webinar, slide deck & infographic Rule #2: Keep same topic, but market for distinct purposes virality lead-gen virality & lead gen
  52. 52. Bonus! 1-2-3 Punch White paper, free trial & infographic
  53. 53. Rule #1: Use your landing page to present multiple offers landing page infographic free trial offer report offer
  54. 54. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 9 ways to turn content into conversions 1. Up sell on your blog 2. Offer complimentary nurture subscription on your blog 3. Cross sell 4. Try a white paper teaser 5. Add a subscription call-to-action to infographics 6. Allow for easy sharing of infographics 7. Try a webinar trailer as lead-gen bait 8. Use slides as lead-gen bait 9. Use slide decks to capture leads Read the full article: 9 Ways to Drive More Leads from Your Content Marketing
  55. 55. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Two additional resources... Get the idea book Get the infographic
  56. 56. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com
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