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How to leverage content for conversions
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How to leverage content for conversions

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There's an important difference between creating content and creating content strategically and presenting it at the perfect time. …

There's an important difference between creating content and creating content strategically and presenting it at the perfect time.

In this Unwebinar, content marketing experts Joanna Lord and Ashley Tate will teach you how to:

- Capture customers through content
- Deliver content at the best point in the customer journey
- Present your content on landing pages for maximum conversions

Published in: Business, Technology

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Transcript

  • 1. BigDoor Ashley Tate Content Manager @ashtate Wednesday, 20 November, 13 Joanna Lord CMO @joannalord
  • 2. Recording and slides will be emailed by the end of the week Wednesday, 20 November, 13
  • 3. try.unbounce.com/for-your-content-strategy Wednesday, 20 November, 13
  • 4. Wednesday, 20 November, 13
  • 5. Stick around afterward See how Unbounce can help you quickly build and publish targeted landing pages (without having to code) Wednesday, 20 November, 13
  • 6. Ryan Engley Director of Customer Success Unbounce @ryan_engley Join our chat on Twitter Wednesday, 20 November, 13
  • 7. Joanna Lord Chief Marketing Officer BigDoor Wednesday, 20 November, 13 Content Manager BigDoor @JoannaLord Join our chat on Twitter Ashley Tate @AshTate
  • 8. Who are we? Based out of Seattle (hey there, rain!) BigDoor powers loyalty programs for some of the biggest brands, creates loyalty campaigns for retailers & publishers, hipsters, geeks, biz-money peeps and a beta fish named Reese Oh yeah. We love content. We like love love love it. Wednesday, 20 November, 13
  • 9. Why “Content For Conversions”? “Content is the reason search began in the first place”. - Lee Odden Wednesday, 20 November, 13
  • 10. When we say “content” we mean this sort of crazy stuff. “The Dark Knight” : A year in the making Wednesday, 20 November, 13
  • 11. learn more about this campaign: http://bit.ly/12iwHYi “The Dark Knight” : A year in the making Wednesday, 20 November, 13
  • 12. And this sort of awesomeness. “Scale of the Universe” : Seriously?! OMG! Wednesday, 20 November, 13
  • 13. “Scale of the Universe” : Seriously?! OMG! Wednesday, 20 November, 13
  • 14. “Scale of the Universe” : Seriously?! OMG! Wednesday, 20 November, 13
  • 15. “Scale of the Universe” : Seriously?! OMG! Wednesday, 20 November, 13
  • 16. learn more about this campaign: http:// htwins.net/scale2/  “Scale of the Universe” : Seriously?! OMG! Wednesday, 20 November, 13
  • 17. But it’s not easy Wednesday, 20 November, 13
  • 18. We need to rethink “conversion” Wednesday, 20 November, 13
  • 19. We need to rethink “conversion” Conversion Wednesday, 20 November, 13
  • 20. We need to rethink “conversion” Downloads. Shares. Loyalty. Referrals. Data. Emails. Membership. Comments. Conversion Wednesday, 20 November, 13
  • 21. But where do you start? Wednesday, 20 November, 13
  • 22. With the customer [journey] of course! Wednesday, 20 November, 13
  • 23. Customer journey map: A framework that maps out the stages of your customer's lifecycle. It enables you to improve your customer experiences through helping you best understand how customers are interacting with you now and what areas to invest in moving forward. Wednesday, 20 November, 13
  • 24. Common customer lifecycle phases Discovery Wednesday, 20 November, 13 Comparison Transaction Retention Advocacy
  • 25. Common customer lifecycle phases Discovery Wednesday, 20 November, 13 Comparison Transaction Retention Advocacy
  • 26. Common customer lifecycle phases Content can be used at every stage of a customer’s lifecycle to help them convert. Discovery Wednesday, 20 November, 13 Comparison Transaction Retention Advocacy
  • 27. Let’s talk specifics. What kind of content works? Wednesday, 20 November, 13
  • 28. Content For Discovery Wednesday, 20 November, 13
  • 29. Help Scout: Thought Leadership https://www.helpscout.net/resources/customer-loyalty/ Wednesday, 20 November, 13
  • 30. MOZ: Education http://moz.com/beginners-guide-to-seo Wednesday, 20 November, 13
  • 31. Content For Comparison Wednesday, 20 November, 13
  • 32. McDonalds: Transparency http://yourquestions.mcdonalds.ca/ Wednesday, 20 November, 13
  • 33. MailChimp: Makes Pricing Interactive http://mailchimp.com/pricing/ Wednesday, 20 November, 13
  • 34. Content For Transactions Wednesday, 20 November, 13
  • 35. Epipheo: Creates trust through design http://www.epipheo.com/ Wednesday, 20 November, 13
  • 36. Google: Decisions through data http://www.google.com/think/collections/zero-moment-truth.html Wednesday, 20 November, 13
  • 37. Content For Retention Wednesday, 20 November, 13
  • 38. Buffer: Honesty Wins Loyalty http://open.bufferapp.com/buffer-has-been-hacked-here-is-whats-going-on/ Wednesday, 20 November, 13
  • 39. Chipotle: Focus on your “why” http://www.scarecrowgame.com/ Wednesday, 20 November, 13
  • 40. Content For Advocacy Wednesday, 20 November, 13
  • 41. Virgin: Focus on making it fun http://www.cnn.com/2013/10/30/travel/virgin-america-safety-video/ Wednesday, 20 November, 13
  • 42. Gaga: Hand over the reigns https://littlemonsters.com/ Wednesday, 20 November, 13
  • 43. Sounds pretty cool huh? Wednesday, 20 November, 13
  • 44. Capturing interest, conversions & fans is easy... With the right content. Wednesday, 20 November, 13
  • 45. What will you need? Wednesday, 20 November, 13
  • 46. Top-Down Support Wednesday, 20 November, 13
  • 47. What is Top-Down Support? Executive support for content -centric strategy. Marketing team structured around great content. Dedicated content resource (people & budget). Reporting & KPIs include content efforts. Wednesday, 20 November, 13
  • 48. Design, Design, Design Wednesday, 20 November, 13
  • 49. What Do We Mean By Design, Design, Design? Dedicated content design resources. Dedicate content design budgets. Raise the bar on your design efforts. Specific, on-brand, innovative designs. Multi-media design executions. Cross-device design efforts. Wednesday, 20 November, 13
  • 50. A Content Champion Wednesday, 20 November, 13
  • 51. What is A Content Champion? Content lead to manage content projects. Content analytics in place. Content metrics given the attention they deserve. Content code, voice doc, brand guide. Wednesday, 20 November, 13
  • 52. An Evangelism Process Wednesday, 20 November, 13
  • 53. What is An Evangelism Process? Process for reporting out content efforts. Process for reporting out content performance. Customer journey map published with content accounted for. Ongoing content calendar shared. Wednesday, 20 November, 13
  • 54. Data, Data, Data Wednesday, 20 November, 13
  • 55. What Do We Mean By Data, Data, Data? Content lead to manage content projects. Content analytics in place. Content metrics given the attention they deserve. Content code, voice doc, brand guide. Wednesday, 20 November, 13
  • 56. Unbounce: Create Content Based on Data Wednesday, 20 November, 13
  • 57. Okay, let’s wrap this party up Wednesday, 20 November, 13
  • 58. For those tweeting while we talked... A checklist! Create a customer journey map & identify opportunity for content Rethink conversions & match the content opportunities Get top-down buy in, give it a champion, and create a process Allocate design resources to create content that really stands out Measure & use that data to steer your content efforts Wednesday, 20 November, 13
  • 59. About BigDoor • BigDoor is a white label software platform that helps brands increase customer engagement, reward users, and build loyalty.  • We work with some of the biggest brands in the world, including CBS, Starbucks, Pepsi, Microsoft, and more.  • Interested in hearing more? Drop us a line directly at marketing@bigdoor.com. Wednesday, 20 November, 13
  • 60. try.unbounce.com/for-your-content-strategy Wednesday, 20 November, 13
  • 61. Why use Unbounce to build your landing pages? Wednesday, 20 November, 13
  • 62. You’ll get better results from your campaigns Increase your conversion rates with targeted pages & A/B testing Wednesday, 20 November, 13
  • 63. Building pages with Unbounce is fast Quit waiting weeks for your developers Wednesday, 20 November, 13
  • 64. You maintain control of your campaigns Build, publish and optimize without having to wait for developers or designers Wednesday, 20 November, 13