How to Build an Optimized Content

1. Ian Cleary
Building Your Content
Conversion Funnel

2. The PRISM Funnel is our framework…

3. Young Athlete
17 to 25 - Very active
Interested in Triathlons and competitive
sports
Income 15k to 35k
Create
Personas
Understand the buyer
Business Professional
25 to 45
Wants to improve fitness levels but
doesn’t have too much time for fitness
Income 25k to 75k

4. Understand what stage of the buyers journey you are targeting
AWARENESS
May be unaware of
you or unaware
they have a problem
CONSIDERATION
They have a better
understanding of
their problem so
they are searching
for a solution
DECISION
They are aware of
solutions but are
looking for
validation before
making a decision

5. Segment your audience from the outset

6. Getting people to share or subscribe

7. Distribute content to
get maximum exposure
DISTRIBUTE
Social Media
Social Ads
Email
Outreach
Guest Posting
Email List

8. The type of content can have a big impact

9. The type of content can have a big impact

10. Build out your funnel…

11. Example next step after subscribing
Sell a related
product
Sign up for a
Free Trial
Free Consultancy
Session
Free Report on
your website

12. Selling a related product
OR letting them see what
others bought

13. Follow up email nurturing sequence
 1st email – Reiterate the offer
 2nd email– Discuss the problem
 3rd email – Agitate the problem
 4th email – Provide a solution to the problem
 5th email – Reminder
 6th email – Alternative offer

14. Retarget at various stages of the buying cycle

15. Facebook retargeting

16. Retarget people that didn’t sign up

17. Retarget people that don’t watch your video…..

18. Set up goals with Google Analtyics
You can’t evaluate what you aren’t tracking
Website Traffic
Upsell
Opt-in on website
Download
Offer
Buy Now
Bonus

19. Setup Goals in Google Analytics

20. Setup Stages of the Funnel

21. Funnel Visualization Report

22. But this doesn’t apply to me…
23

23. Tools for Monetization
Google Analytics Ontraport LeadPages AdEspresso

24. The PRISM Funnel

25. Hungry for more?

26. Just text your
name & email address to
automatically receive more
valuable information
on PRISM
Text your name and email address to
+44 7481 345345
SMS
@IanCleary