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Cat Videos, List Posts and Other Myths of High Converting Content

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Slides from my session at #CTAConf :)

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Cat Videos, List Posts and Other Myths of High Converting Content

  1. 1. CAT VIDEOS, LIST POSTS & OTHER MYTHS OF HIGH-CONVERTING CONTENT
  2. 2. Content is the atomic particle of all digital marketing. - Rebecca Lieb
  3. 3. It’s not your imagination. Contentisgettingharder.
  4. 4. Over 600,000 “Mind-Blowing” Marketing Posts
  5. 5. Almost 500,000 Ultimate Guides to Marketing
  6. 6. Too many to count.
  7. 7. Myth #1 YourBusinesscompetitorsareyour contentcompetitors
  8. 8. will  produce  more  content  than  they  did  in  2015 120%+ 77%of B2C marketers 76%of B2B marketers Active user base 111%+ 64%+ of  internet  traffic  will  be video  content  by  201879%
  9. 9. Howcanwecreate bettercontent,THATCONVERTS? (in a repeatable and scalable way)
  10. 10. Relevance
  11. 11. HOW DO YOU KNOW WHAT’S RELEVANT? DataPEOPLE TOOLS
  12. 12. Ask internal teams Ask your customers Ask your followers Audience surveys PEOPLE
  13. 13. CustomerDevforContent How  long  have  you  been  in  your  role? How  many  people  are  on  your  team? How  do  you  compare  yourself  to  your  coworkers How  does  the  team  work  together? What  tools  do  you  use/spend  the  most  time  with? How  do  you  learn  about  marketing? What  kind  of  content  attracts  you?  Can  you  give  an   example  of  one  unforgettable  piece  of  content? Do  you  look  at  content  during  the  workday  or  outside  of   business  hours? What’s  the  one  area  of  your  job  that  you  feel  you  need  to   learn  more  about? What  is  your  mind  on  most  of  the  day?  What  do  you   think  about  the  most? What  part  of  your  day  do  you  love  most? What  part  of  your  day  do  you  hate  most? If  I  could  get  you  an  expert  about  any  topic  to  spend  an   hour  with,  who  would  it  be  and  what’s  the  topic? What  is  your  dream  job?   Who  is  your  marketing  hero?
  14. 14. TOOLS answerthepublic.com
  15. 15. Data Highest traffic content? Highest converting content? Do what Andy says J
  16. 16. Myth #2 Allyouneedisgreatcontent
  17. 17. (dirtylittlesecret)
  18. 18. (dirtylittlesecret) GreatContentIsn’tEnough
  19. 19. Youneedagreatcontentexperience (that’s optimized for your goals)
  20. 20. @Uberflip
  21. 21. @Uberflip
  22. 22. HowDoWeCreateaHigh-Converting ContentExperience?
  23. 23. READABLE ACTIONABLE TAILORED
  24. 24. READABLE ACTIONABLE TAILORED
  25. 25. Easy toread Short paragraphs
  26. 26. Subheads IMAGES
  27. 27. READABLE ACTIONABLE TAILORED
  28. 28. INCLUDE CALLS-TO-ACTION CREATE AN ENGAGEMENT PATH
  29. 29. CREATEanENGAGEMENTPATH
  30. 30. LET ME BE CLEAR THE BUYER JOURNEY ISN’T LINEAR BUT POINT PEOPLE IN THE RIGHT DIRECTION!
  31. 31. Don’tdothis!
  32. 32. Recommend Content Internal Linking Ask them to Subscribe There’s no shortage of ideas. Only a lack of action. Howdowekeeppeoplemoreengaged?
  33. 33. Calls-to-Action
  34. 34. Quiztime! What’s #1 rule for calls-to-action?
  35. 35. Have a f#@?ing call-to-action. Thanks Oli J
  36. 36. Calls-to-Action Clarity Context Targeting
  37. 37. Is the action and value obvious? CLARITY
  38. 38. CONTEXT
  39. 39. CONTEXT IS EVERYTHING
  40. 40. ContextualCTA
  41. 41. ContextualCTA
  42. 42. TARGETING
  43. 43. L GenericGeneric
  44. 44. Targeted (18% +)
  45. 45. READABLE ACTIONABLE TAILORED
  46. 46. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type What Most People Do
  47. 47. Thistellsmenothing!
  48. 48. @Uberflip
  49. 49. @Uberflip
  50. 50. @Uberflip
  51. 51. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Type By Topic By Vertical By Segment By Persona By Account Tailoring the Experience
  52. 52. Myth #3 Moreismore
  53. 53. of marketers think they’re productive. 92%
  54. 54. of marketers also work on evenings and weekends. 90%
  55. 55. of marketers have delayed going to the bathroom to meet a deadline. 60%
  56. 56. We don’t have time to pee!
  57. 57. Truth BetterMoreismore
  58. 58. Howdowegetmorebangforourbuck? (without creating more content)
  59. 59. ContentHiatus No new content creation… gasp!
  60. 60. So…Whatwillthecontentteamdoallday? - SAIDeveryoneoutsidethemarketingteam
  61. 61. FOCUS
  62. 62. The problem with most marketing teams isn’t a lack of ideas. It’s the lack of clarity and focus. @hanaabaza
  63. 63. will  produce  more  content  than  they  did  in  2015 77%of B2C marketers 76%of B2B marketers Of  marketers  can’t  measure the  success of  their  content79%
  64. 64. BlogAudit High  Traffic  Pages   Converting  Better High  Converting  Pages   More  Discoverable
  65. 65. Greattraffic, crappyconversion.
  66. 66. Lookfamiliar?J
  67. 67. Greatconversion, crappytraffic.
  68. 68. Butwhatabouttheblogsubscribers?
  69. 69. Butwhataboutourblogsubscribers? Visitors 19.5% + Open Rate 8% + Email CTR 11% +
  70. 70. FOCUS
  71. 71. What do people really want? BeforeYouWriteAnotherWord
  72. 72. What do people really want? What will the experience be like? BeforeYouWriteAnotherWord
  73. 73. What do people really want? What will the experience be like? Do you really need another blog post? BeforeYouWriteAnotherWord

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