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The Definitive Presentation on Content Conversion
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The Definitive Presentation on Content Conversion

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Explore the collaborative world of content creation and presentation, with an emphasis on strengthening marketing and conversion efforts for better leads and a solid bottom line.

Explore the collaborative world of content creation and presentation, with an emphasis on strengthening marketing and conversion efforts for better leads and a solid bottom line.

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  • 1. the definitive presentation on contentconversion A Seal and Sweezey Production
  • 2. How This Will Go Matthew Sweezey Cliff Seal Marketing Automation Strategist User Experience Designer for Pardot Authoring “Marketing Automation Thought leader for UX Design and notedFor Dummies” to be released later in speaker on the topic 2013
  • 3. @msweezey @cliffseal#pardotwebinar
  • 4. Get Your Strategy Right First User storiesKnow how they researchKnow when they research
  • 5. Build Your StagesBreak your marketing cycle into stages (Start with 3)
  • 6. Create Scores to Define Stages Formula for creating a score for content Percentage of Sales Ready x = ScoreSales Readiness Score
  • 7. Let’s Talk GoalsNew goals for new thinking PPC conversion Nurturing conversion
  • 8. 5Now Create
  • 9. 1 10Now Create for
  • 10. Map Content to Stages Stage 1: They have no clue Blog post General to their role Not product or company specific You don’t have to author these
  • 11. Map Content to StagesStage 2: They know they have a pain Social proof Case studies Industry reports
  • 12. Map Content to StagesStage 3: They want to demo (just not yet) Buyer’s guides Press releases Wave report Magic Quadrant report
  • 13. Be AgileTest out “Pre-Release” contentTrack engagement over time Slice and dice
  • 14. Know Your Audience Interact whenever you can Do what your audience doesYou might need “team stories”
  • 15. Be HelpfulSet a precedent for being a problem-solverKnow the “pain” better than your audience
  • 16. Stay RelevantUse the score-based stages How can you be helpful atevery point in the process?
  • 17. Tailor Content to StagesStage 1: Provide habit-forming content Trigger: Consistent output (time/email) Action: Fast-loading, legible content Reward: Provide value consistently
  • 18. Tailor Content to Stages Stage 2: Show them the way Contrast Principle Adapt Aristotles AppealsKeep your value proposition clear
  • 19. Tailor Content to Stages Stage 3: Be the Go-To Focus on your strengthsStay conversational (not pushy) Seize opportunities to delight
  • 20. 10You Have Seconds(to present value)
  • 21. 1/20 You Have of a Second(to influence first impressions)
  • 22. Test YourselfAudit your assumptions A/B or MAB test CTA’s Measure success based on stage
  • 23. ?Questions

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