• Share
  • Email
  • Embed
  • Like
  • Private Content
Landing Pages for Content Marketing
 

Landing Pages for Content Marketing

on

  • 2,973 views

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, ...

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.

Statistics

Views

Total Views
2,973
Views on SlideShare
1,676
Embed Views
1,297

Actions

Likes
4
Downloads
84
Comments
0

7 Embeds 1,297

http://ioninteractive.com 1244
http://feeds.feedburner.com 24
http://cloud.feedly.com 16
https://twitter.com 6
https://ion14.squarespace.com 4
http://www.ioninteractive.com 2
http://translate.googleusercontent.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Landing Pages for Content Marketing Landing Pages for Content Marketing Presentation Transcript

    • © 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!
    • © 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 to content marketing.
    • © 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.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Brand awareness, customer acquisition & lead-gen cited as top content marketing goals.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 42% of B2B marketers believe they are effective at content marketing.
    • © 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 ??? Brand, leads & sales. What happens next? some content marketing programs look like this….
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com content marketing is huge. content marketing needs goals. key takeaways
    • © 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
    • © 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
    • © 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
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Think of "framing content" as the merchandising of the content
    • © 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
    • © 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
    • © 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
    • © 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
    • © 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'
    • © 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
    • © 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 asset is visually prioritized over ungated assets Ungated assets are consistent in design, placement & style
    • © 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'
    • © 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
    • © 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 Highly relevant to blog post Highly valuable offer Low barrier to entry
    • © 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
    • 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 Consistency in baking "theme" from blog post to offer "Exclusive" membership offer (free!) Coupons and free samples are highly valuable incentives
    • © 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
    • 3. Cross sell Objective: Lead-gen
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #1: Make the CTA highly actionable ebrochure landing page
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rule #2: Continue to offer & engage landing page white paper infographic landing page
    • 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 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
    • © 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
    • 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 landing page
    • 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 desire landing page webinar trailer free trial sign up
    • 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 relevant & valuable landing pageslide deck cross-sells white paper
    • 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
    • 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 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
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Two additional resources... Get the idea book Get the infographic
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com