5 CONTENT-FIRST MARKETING STEPS TO JURASSIC CONVERSION

ANGIE SCHOTTMULLER
Marketing Optimization Advisor
@aschottmuller
linkedin.com/in/angieschottmuller
aschottmuller@yahoo.com

#MnSummit #content #CRO
@aschottmuller
Tweet this session!
Angie Schottmuller | @aschottmuller | #MnSummit

DESIGN vs. CONTENT
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummitImage credit: Jurassic World – AMC Theaters
WEB REDESIGNS
#NomNomNom

CUSTOMER CONTEXT dictates
CONTENT, which informs DESIGN.
…NOT the other way around.
Angie Schottmuller | @aschottmuller | #MnSummit

WHAT IF process and budget
priorities were optimized for
conversion and satisfaction?
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
The REDESIGN
DOMINANCE era is
about to end.

EXCEED your business goals by
putting customer context and
value-added content FIRST.
Angie Schottmuller | @aschottmuller | #MnSummit

CONTENT-FIRST APPROACH:
1. Discover User Context
2. Create Value
3. Draft Content
4. Plan Design (Layout & Appearance)
5. Optimize (Content & Design Together)
1
2
3
4
5

STAGE 1: DISCOVER
USER CONTEXT
Who is the audience? What’s the context? What
questions or problem needs solving?
Angie Schottmuller | @aschottmuller | #MnSummit

- Bryan Eisenberg
@TheGrok, Conversion Optimization Expert, Speaker & Author
Conversion rate is a measure of your ability to persuade
visitors to take the action you want them to take...
For you to achieve your goals,
VISITORS must first achieve theirs.

Angie Schottmuller | @aschottmuller | #MnSummit
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?

BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
USE CUSTOMER JOURNEY MAPS

DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapping
Angie Schottmuller | @aschottmuller | #MnSummitReference of buying stage names from BigDoor.com
goals questions influences interactions

DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
c o n t e n t

DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content

DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content

DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content

DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content

DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content

Plan RESOURCES to ANSWER
QUESTIONS for EVERY stage.
Angie Schottmuller | @aschottmuller | #MnSummit

DON’T SELL.
Help facilitate good decision making
with quality content.
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
PERFORM CONTENT INTERVIEWS

Get to know your audience directly…
Angie Schottmuller | @aschottmuller | #MnSummit

Get to know your audience directly…
Angie Schottmuller | @aschottmuller | #MnSummit
NOT Bravo??
There’s a story there!

Image credit: mncm.org
Interview Customer
Service
Survey Recent
Customers
Poll Sales
Team
Run Website
Online Polls
Start Discussions on
Social Media
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
THE MOST IMPORTANT THING TO UNDERSTAND IS:
WHY?

Why DO or DON’T they…
click/buy/act/CONVERT?
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
“Which means…?”
“Define ‘quality’”

HELPFUL INTERVIEW TOOLS
Angie Schottmuller | @aschottmuller | #MnSummit
@stipso | www.stipso.com
Example on Unbounce: http://bit.ly/1JfDlVu

Angie Schottmuller | @aschottmuller | #MnSummit
TAKE INVENTORY:
 Images / Videos
 Social Proof
 Downloadable Resources

Angie Schottmuller | @aschottmuller | #MnSummit
RESEARCH
COMPETITIVE
THREATS
(SWOT Analysis)

STAGE 2:
CREATE VALUE
Brainstorm and create “bait” incentives.
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
Companies with 30+ landing
pages OFFERING CONTENT
generate 7X MORE LEADS.
- HubSpot Research Study

Angie Schottmuller | @aschottmuller | #MnSummit

What do YOU have to offer?
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
IMPOSSIBLE

KEEP IT SIMPLE.
Help users make a good decision
with quality content.
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
IMPOSSIBLE
DOABLE

Angie Schottmuller | @aschottmuller | #MnSummit
IMPOSSIBLE
DOABLE

Get Inspired by the eBook Masters…
Angie Schottmuller | @aschottmuller | #MnSummit
» http://bit.ly/ebooktemplates
13
» http://bit.ly/lpcopywriting

50%+ CONVERSION is DOABLE
with 1-2 field forms and high-value,
decision-aiding, downloadable “bait.”
Angie Schottmuller | @aschottmuller | #MnSummit

“BAIT” INCENTIVE IDEAS
 Coupon
 Free Trial/Gift/Service
 Tool (e.g. "Help Me Choose")
 Quiz (e.g. Is ___ right for me?)
 Event or Webinar
 Contest
 Edutainment
 Resource Download
 Brochure
 eBooks
 Checklist
 Planning Guide
 Activity Worksheet
 Graphics (images, fonts)
Angie Schottmuller | @aschottmuller | #MnSummit

- Angie Schottmuller
@aschottmuller, Marketing Optimization Advisor
Conversion success is proportionate
to the user’s perceived value of
EFFORT versus GAIN.

“BAIT”
Angie Schottmuller | @aschottmuller | #MnSummit
gain
effort

Angie Schottmuller | @aschottmuller | #MnSummit
“BAIT”
gain
effort

Angie Schottmuller | @aschottmuller | #MnSummit
TO GATE OR NOT TO GATE?

Angie Schottmuller | @aschottmuller | #MnSummit
CLICK-THROUGH VS. LEAD GENERATION

“Gated” Videos
Angie Schottmuller | @aschottmuller | #MnSummit
Wistia’s Turnstile (Email Capture Feature):

Driving Facebook Ads ($1-2/click)
to GATED VIDEOS GREW our
free trial conversions by 11%.
Angie Schottmuller | @aschottmuller | #MnSummitSource: Wistia.com

Angie Schottmuller | @aschottmuller | #MnSummit
STEP 1 STEP 2
ALTERNATIVE OPTION: Capture Email as a Benefit

STAGE 3:
DRAFT CONTENT
Angie Schottmuller | @aschottmuller | #MnSummit

The RIGHT ORDER of CONTENT
DRAFTING is key for both
persuasion and efficiency.
Angie Schottmuller | @aschottmuller | #MnSummit

I. Call-to-Action (CTA)
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
Page Purpose
(CTA)
=
Content DNA

Angie Schottmuller | @aschottmuller | #MnSummit
Submit

- Michael Aggaard
@ContentVerve, Conversion Optimization Expert
“Submit” only works well as a CTA
if you provide dominatrix services.
Angie Schottmuller | @aschottmuller | #MnSummit
SUBMIT

CALL TO ACTION (CTA) FORMULA:
Angie Schottmuller | @aschottmuller | #MnSummit
I’D LIKE TO WHAT (specific action)
BECAUSE I WANT TO WHY (benefit)
Get a LeafGuard Estimate
& 20% Install Savings
Get a LeafGuard Estimate
Save 20% OFF install today, and
NEVER clean your gutters again.
Call (800) 917-5323
Quick Estimate & 20% OFF

CALL TO ACTION (CTA) FORMULA:
Angie Schottmuller | @aschottmuller | #MnSummit
Get a LeafGuard Estimate
& 20% Install Savings
Get a LeafGuard Estimate
Save 20% OFF install today, and
NEVER clean your gutters again.
Call (800) 917-5323
Quick Estimate & 20% OFF
I’d like to WHAT (specific action) because I want to WHY (benefit).
<WHAT “Action”> &
<WHY Value/Benefit>
<WHAT “Action”>
<WHY Value/Benefit>
<WHAT “Action”>
<WHY Value/Benefit>

Reference: Byer’s LeafGuard Gutter System
WHAT
+
WHY
Call (800) 977-5323
Quick Estimate & 20% OFF
Open ‘til 4pm TODAY
M-F, 8am – 4pm CT
Angie Schottmuller | @aschottmuller | #MnSummit
Get a LeafGuard Estimate
& 20% Install Savings

II. Hero Shot
Angie Schottmuller | @aschottmuller | #MnSummit

65% of People are VISUAL LEARNERS.
Angie Schottmuller | @aschottmuller | #MnSummitSource: Forbes.com - Social Science Research Network Report

n. HERO SHOT
A credible photo or video of a solution that
encompasses relevance, context, value, and
emotion to support, educate, or persuade a
customer.
Angie Schottmuller | @aschottmuller | #MnSummitProps to Craig Sullivan for the "support, educate, or persuade" portion

FEATURED IMAGE STAND-OFF
Angie Schottmuller | @aschottmuller | #MnSummitWebsite Reference: extremeterrain.com
Jammock Black 2.0 Jeep Hammock (87-15 Wrangler YJ, TJ & JK)
HERO SHOTPRODUCT IMAGE

7 HERO SHOT PERSUASION FACTORS
1. Keyword Relevance
2. Purpose Clarity
3. Design Support
4. Authenticity
5. Added Value
6. Desired Emotion
7. Customer "Hero"
BRAND LOGO
Offer Confidence/Urgency Booster....
[ Social Proof or Testimonial ]

[ Hero Shot Featured Image ]
Web Form Heading
 Resource benefit one
 Another cool benefit
 Memorable benefit
Get the FREE
Resource Today
FULL NAME:
EMAIL:
Attention-Getter Benefit Headline That Matches Ad

PHOTO FACTOR SCORING:
-1 = Negative Potential
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Directional Cue
HEROSHOTSCORECARDEXAMPLE
Angie Schottmuller | @aschottmuller | #MnSummitImage credit: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 2
PURPOSE CLARITY. Help identify the page the page purpose/offer. 2
DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. 1
AUTHENTICITY. Represent the organization/offer in an authentic, credible fashion. 1
ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 2
DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 1
CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solution. 2
= 11
SUBJECT: Hands-on Wound Care Training

HERO SHOT SCORECARD GRADING
Angie Schottmuller | @aschottmuller | #MnSummit
13-15 LEGEND Whoa. Epic visual. Stories will be told about you for marketing eternity.
Where do I sign up?!
10-12 HERO Exceptional. You humbly add value and meaning that grips emotion while
making it look sooooo easy. Fans and advocates are sure to follow!
7-9 SIDEKICK
Nice work. Clearly, you're getting the hang of this! Are you satisfied with
mediocre, though? You're capable of so much more. Step up your game
and fulfill your true ROI potential.
4-6 VIGILANTE
Good attempt to help out, but you're lacking in power and authority. Drop
the costume, focus on relevant value, and tap the 7 persuasive factors to
help make a meaningful impact.
0-3 CIVILIAN
Weak and forgettable. You either fear or doubt your powers. Be brave.
Start with a story that connects with your customer's dilemma and
context, then "save" (fix, improve, delight) the day!
< 0 VILLAIN Ouch. Your powers are working against you. Don't deny the goodness
your customer loves. Seek help before it leads to your own demise.

Angie Schottmuller | @aschottmuller | #MnSummit
PROSPECT CLIENT YOUR PRODUCT AMAZING HERO
(CHRIS PRATT) (TRAINING CLICKER) (RAPTOR TRAINER)
+ =
http://bit.ly/heroshotscorecard

III. Key Points
Angie Schottmuller | @aschottmuller | #MnSummit

What 3 THINGS do you want
USERS to remember?
Angie Schottmuller | @aschottmuller | #MnSummit

What’s in it for ME? (Not YOU…, the customer.)
Angie Schottmuller | @aschottmuller | #MnSummit

Present Your Points Optimally…
Angie Schottmuller | @aschottmuller | #MnSummit
• Differentiating Key Point
• Memorable Benefit Point
• Value-Added Benefit Point
 Differentiating Key Point
 Memorable Benefit Point
 Value-Added Benefit Point
KEY POINT HEADING
ICON
Brief description with a
specific value-added
benefit detail wrapping 2-
3.5 lines max.
KEY POINT HEADING
ICON
Brief description with a
specific value-added
benefit detail wrapping 2-
3.5 lines max.
KEY POINT HEADING
ICON
Brief description with a
specific value-added
benefit detail wrapping 2-
3.5 lines max.
KEY POINT HEADING
Succinct description with a specific
value-added detail or benefit
wrapping 2.5 lines max.
ICON
KEY POINT HEADING
Succinct description with a specific
value-added detail or benefit
wrapping 2.5 lines max.
ICON
KEY POINT HEADING
Succinct description with a specific
value-added detail or benefit
wrapping 2.5 lines max.
ICON
KEY POINT HEADING
Succinct description with value-
added detail wrapping 2 lines max.
ICON
KEY POINT HEADING
Succinct description with value-
added detail wrapping 2 lines max.
ICON
KEY POINT HEADING
Succinct description with value-
added detail wrapping 2 lines max.
ICON

Angie Schottmuller | @aschottmuller | #MnSummit
SUPPORT CLAIMS WITH AUTHENTIC EVIDENCE

IV. Headline
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit

NUMBER
TRIGGER WORD
ADJECTIVE
KEYWORD
PROMISE
Angie Schottmuller | @aschottmuller | #MnSummit
Formula by Nathalie Nahai, @TheWebPsych
KILLER HEADLINE

Psychological Trigger Words
 FREE
 Celebrity
 Expert
 Systematic
 Short-Cut
 Time-Saving
 Effortless
 Don’t Miss
 Last Chance
 Limited-Time
 Secret
 Lovable
 Sexy
 Empowering
Angie Schottmuller | @aschottmuller | #MnSummit
 Anticipated
 Freeing
 Controversial
 Viral
 Unbelievable
 Unexpected
 Mysterious

Angie Schottmuller | @aschottmuller | #MnSummit

EXAMPLE SUBJECT: Raptor Training
BASIC HEADLINES:
• How To Train a Raptor
• Raptor Training Techniques
Angie Schottmuller | @aschottmuller | #MnSummit

APPLY NAHAI’S FORMULA:
“11 FUN WAYS YOU CAN TRAIN BABY RAPTORS WITH SKITTLES.”
Angie Schottmuller | @aschottmuller | #MnSummitFormula by Nathalie Nahai, @TheWebPsych
trigger word
number adjective
keyword
promise
SUBJECT: Training Raptors

APPLY NAHAI’S FORMULA:
“7 HILARIOUS ZOOKEEPER RECREATIONS OF JURASSIC WORLD’S
RAPTOR-TRAINING SCENE.”
Angie Schottmuller | @aschottmuller | #MnSummitFormula by Nathalie Nahai, @TheWebPsych
trigger word
number
keyword
promise
adjective

Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit

CLARITY trumps CLEVERNESS
when it comes to conversion.
Angie Schottmuller | @aschottmuller | #MnSummit

Use CUSTOMER CONTENT
(wording, photos, videos) for
YOUR marketing content.
Angie Schottmuller | @aschottmuller | #MnSummit
“CUSTOMER CONTENT MARKETING”

Angie Schottmuller | @aschottmuller | #MnSummitSource: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
USER-SHARED
PHOTOS
STAR-RATINGS
FROM EVALUATIONS

Angie Schottmuller | @aschottmuller | #MnSummitSource: Bidsketch.com
TESTIMONIALS FOR
HEADINGS

V. Boosters
(social proof, urgency, confidence, cues, supporting info)
Angie Schottmuller | @aschottmuller | #MnSummit

1. CTA
2. Hero Shot
3. Key Points
4. Headline
5. Boosters
Angie Schottmuller | @aschottmuller | #MnSummit

STAGE 4:
PLAN DESIGN
Angie Schottmuller | @aschottmuller | #MnSummit

Who’s REALLY on First…
User-First
Value-First
Content-First
Form-First
Mobile-First
Angie Schottmuller | @aschottmuller | #MnSummit

Who’s REALLY on First…
User-First
Value-First
Content-First
Form-First
Mobile-First
1
2
3
4
5
Mobile-Fifth ?!?
Angie Schottmuller | @aschottmuller | #MnSummit

Content Hierarchy Sample
1. Logo
2. Office Hours
3. Click-to-Call CTA [Mobile Only]
4. Headline
5. Hero Shot
6. Confidence/Urgency Boost
7. Form
8. Social Proof
9. Supporting Info
Call (800) 977-5323
Quick Estimate & 20% OFF
Open ‘til 4pm TODAY
M-F, 8am – 4pm CT

Angie Schottmuller | @aschottmuller | #MnSummit
Landing Page Content Worksheet:
http://bit.ly/lpcontentws

CONTENT HIERARCHY
specifications dictate required
page “LAYOUT” placeholders.
Angie Schottmuller | @aschottmuller | #MnSummit

WEB PAGE “TEMPLATE” ANATOMY =
Angie Schottmuller | @aschottmuller | #MnSummit
LAYOUT (HTML Structure) THEME (CSS / Style) CONTENT (Text & Media)
Overall page layout, sections, content
placeholders, responsive breakpoints, and
JavaScript for analytics.
Simple style (fonts, colors, borders, dividers,
iconography, arrows) applied to layout and content
for conversion-centered design.
Placeholders replaced w/ page-specific
copywriting, image/video, key point icons,
testimonial (quote, signature, photo), and
badges/awards.
+ +
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Last class to fulfill your MPSW requirements begins Feb 12.
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Find ethics training you
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CONTACT HOURS &
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MULTIPLE DATES &
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Choose from 5 date options amongst
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[Hero Shot Image]
Attention-Getter Benefit Headline That
Matches the Ad
Offer confidence/urgency booster by MMM D.
“
“
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy
nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem
ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore.
Customer Full Name, Relevant Job Title
Company Name, City, State
Web form CTA heading
intro:
Get the FREE
Resource Today
FULL NAME:
EMAIL:
100% privacy ensured.
KEY POINT BENEFIT
HEADING
ICON
__________________________________
__________________________________
__________________________________
_______________________________
KEY POINT BENEFIT
HEADING
ICON
__________________________________
__________________________________
__________________________________
________________________
KEY POINT BENEFIT
HEADING
ICON
__________________________________
__________________________________
__________________________________
____________________________
BRAND LOGO
[Hero Shot Image]
Attention-Getter Benefit Headline That
Matches the Ad
Offer confidence/urgency booster by MMM D.
Web form CTA heading
intro:
Get the FREE
Resource Today
FULL NAME:
EMAIL:
100% privacy ensured.
BRAND LOGO
“
“
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum
dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore.
Customer Full Name, Relevant Job Title
Company Name, City, State
IMG IMG
KEY POINT BENEFIT
HEADING
ICON
____________________________
____________________________
___________________________
KEY POINT BENEFIT
HEADING
ICON
____________________________
____________________________
____________________________
KEY POINT BENEFIT
HEADING
ICON
____________________________
____________________________
_________________________

REMEMBER: Create content and
then select or create the best page
layout template.
…NOT the other way around.
Angie Schottmuller | @aschottmuller | #MnSummit

STAGE 5: OPTIMIZE
Revise content and design together for devices,
audiences, referring traffic, etc.
Angie Schottmuller | @aschottmuller | #MnSummit

Revise and optimize…
BEFORE LAUNCH.
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
Use dynamic text to
match PPC ads
Tweak all multi-line
text to wrap as partial
lines (not flush) to
encourage more
reading.
Ensure consistent
total-line wrapping for
all elements in a
group.
Audit CTA button
“above the fold”
visibility, and then
adjust or accept risk
accordingly.
Resize or reword CTA
button to ensure
maximum 2-line wrap.
(CTA should remain
the top or second
largest font size on
the page.)
WHY WHAT

Angie Schottmuller | @aschottmuller | #MnSummit
OPTIMIZATION
REQUIRES
ITERATION

CONTENT-FIRST APPROACH:
1. Discover User Context
2. Create Value
3. Draft Content
4. Plan Design (Layout & Appearance)
5. Optimize (Content & Design Together)
1
2
3
4
5

Angie Schottmuller | @aschottmuller | #MnSummit
CONTENT is the HERO

Angie Schottmuller | @aschottmuller | #MnSummit
DID YOU EVEN NOTICE THIS MESS??

Angie Schottmuller | @aschottmuller | #MnSummit
DESIGN “INTERFACE”
CONTENT

Angie Schottmuller | @aschottmuller | #MnSummit
DESIGN sets the stage; CONTENT converts.
Harness the power at your fingertips for some truly remarkable ROI.

KEY TAKEAWAYS
 Plan value-added content “bait” for EVERY buying stage
 Always pair WHAT+WHY together
 Use formulas and customer wording for persuasion aids
 Begin core content w/ CTA and end w/ headline
 Set team expectations for pre-launch optimization
Angie Schottmuller | @aschottmuller | #MnSummit

Angie Schottmuller | @aschottmuller | #MnSummit
Special thanks to Jurassic World for
the fun theme and imagery.
Now create great content… and go
see the movie!

Get Your Landing Page
Content Planning Worksheet
Angie Schottmuller | aschottmuller@yahoo.com | @aschottmuller
Save time and boost conversion with this free Word template!
http://bit.ly/lpcontentws