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How to Optimize the Content Experience for Lead Gen

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Here's my session from Pipecon 2015 about how you can optimize the content marketing experience for better lead generation. I talk less about the content itself (disclaimer: this is for content marketers who already know they need to create good content) and more about the packaging.

How can you increase your conversion on premium content, how should you tailor your content, organize it for your buyer persona etc.

Hope you enjoy!
Hana

Published in: Marketing
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How to Optimize the Content Experience for Lead Gen

  1. 1. HOW TO HANA ABAZA VP Marketing at Uberflip EXPERIENCE OPTMIZE THE CONTENT
  2. 2. @Uberflip #pipecon@HanaAbaza ABOUT UBERFLIP We help marketers create, manage and optimize the content experience – no IT required! Power your content library, resource center, blog and more.
  3. 3. @Uberflip #pipecon@HanaAbaza
  4. 4. @Uberflip #pipecon@HanaAbaza
  5. 5. PUBLISH.
  6. 6. PUBLISH. ALL OF THE TIME.
  7. 7. GET LINKS.
  8. 8. GET LINKS. FROM ALL THE PLACES.
  9. 9. There are over 152,000 blogs on the Internet Source: WPVirtuose
  10. 10. 56,520 free eBooks were published last year Source: BuzzSumo Search
  11. 11. Guides White Papers Webinars Etc. etc. etc…
  12. 12. @Uberflip #pipecon@HanaAbaza People (and Google) Said “Stop It”
  13. 13. @Uberflip #pipecon@HanaAbaza We Need Better Content, Not More Content
  14. 14. @Uberflip #pipecon@HanaAbaza “Great content is useful, inspired and pathologically empathetic to the needs of the people you’re trying to reach .” Ann Handley, COO at Marketing Profs & Author of Everybody Writes We Need Better Content, Not More Content
  15. 15. @Uberflip #pipecon@HanaAbaza But wait, there’s more!
  16. 16. @Uberflip #pipecon@HanaAbaza ( Marketing Existentialism) If content is published and nobody shares it, does it exist?
  17. 17. “Content is king, but distribution is queen and she wears the pants.” Jonathan Perelman, Vice President at Buzzfeed
  18. 18. @Uberflip #pipecon@HanaAbaza You’re smart. You know this.
  19. 19. @Uberflip #pipecon@HanaAbaza You’re smart. You know this. You make ridiculously good content.
  20. 20. @Uberflip #pipecon@HanaAbaza You’re smart. You know this. You make ridiculously good content. Your content is EVERYWHERE.
  21. 21. @Uberflip #pipecon@HanaAbaza You’re smart. You know this. You make ridiculously good content. Your content is EVERYWHERE. People are clicking!
  22. 22. @Uberflip #pipecon@HanaAbaza And then you send them to your backyard. #fail
  23. 23. @Uberflip #pipecon@HanaAbaza Lost subscribers Lost leads Lost customers Lost revenue Wave Goodbye
  24. 24. @Uberflip #pipecon@HanaAbaza HIGH CONVERTING KEY ELEMENTS OF A CONTENT EXPERIENCE
  25. 25. @Uberflip #pipecon@HanaAbaza Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
  26. 26. @Uberflip #pipecon@HanaAbaza Align content creation with insight from sales. Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
  27. 27. @Uberflip #pipecon@HanaAbaza Align content creation with insight from sales. Address (and reinforce) common pain points. Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
  28. 28. @Uberflip #pipecon@HanaAbaza Align content creation with insight from sales. Address (and reinforce) common pain points. Create content that manages objections. Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
  29. 29. @Uberflip #pipecon@HanaAbaza Start Here 1.  Empower the sales team 2.  Ask for feedback 3.  Market to them! *Multi-channel marketing works best for sales reps J
  30. 30. @Uberflip #pipecon@HanaAbaza Scanable Actionable Shareable Scalable You-oriented SASSY
  31. 31. @Uberflip #pipecon@HanaAbaza SCANABLE Easy To Read Well Formatted Instant value
  32. 32. Easy to read (font / size)
  33. 33. Subheads Paragraphs aren’t too long
  34. 34. @Uberflip #pipecon@HanaAbaza ACTIONABLE Create an Engagement Path Include Calls-to-Action
  35. 35. §  Learn from Ikea! §  Where should people go next? §  Recommend Content §  Encourage Comments §  Include Call-to-actions CREATE AN ENGAGEMENT PATH
  36. 36. Calls-to-Action Clarity Context Targeting
  37. 37. CLARITY Is the action and value obvious?
  38. 38. CONTEXT
  39. 39. …is everything.
  40. 40. @Uberflip #pipecon@HanaAbaza L
  41. 41. @Uberflip #pipecon@HanaAbaza J
  42. 42. TARGETING
  43. 43. @Uberflip #pipecon@HanaAbaza Generic L
  44. 44. @Uberflip #pipecon@HanaAbaza Tailored J
  45. 45. @Uberflip #pipecon@HanaAbaza SHARABLE Is it worth sharing? Is it easy to share your content? Are you asking them to share it?
  46. 46. @Uberflip #pipecon@HanaAbaza Add This
  47. 47. @Uberflip #pipecon@HanaAbaza Does your content experience scale to any screen size? SCALABLE
  48. 48. No? Feel the wrath of Google and sacrifice conversion rates.
  49. 49. @Uberflip #pipecon@HanaAbaza Is there value for the individual? Is it personalized? Can they find what they want? Is the experience tailored? YOU-ORIENTED
  50. 50. @Uberflip #pipecon@HanaAbaza Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona Easy for your audience and your team to find.
  51. 51. @Uberflip #pipecon@HanaAbaza
  52. 52. @Uberflip #pipecon@HanaAbaza
  53. 53. Great, but how actually get email addresses?
  54. 54. @Uberflip #pipecon@HanaAbaza Optimizing for Subscribers & Leads 1.  Company Blog 2.  Resource Center 3.  Gating Premium Content
  55. 55. @Uberflip #pipecon@HanaAbaza COMPANY BLOG OPTIMIZING THE
  56. 56. @Uberflip #pipecon@HanaAbaza Company Blog Build Subscribers à Drive Traffic, Build Growth
  57. 57. @Uberflip #pipecon@HanaAbaza Source: anumhussain.com Company Blog Build Subscribers à Drive Traffic, Build Growth
  58. 58. @Uberflip #pipecon@HanaAbaza Source: anumhussain.com Company Blog Build Subscribers à Drive Traffic, Build Growth
  59. 59. Design + Value + No Distractions = 8% Conversion Rate
  60. 60. @Uberflip #pipecon@HanaAbaza Embed Form
  61. 61. Personalized Bounce Exchange, ConversionMonk, HubSpot, Uberflip
  62. 62. We boosted blog subscribers by 9X in one month with this guy.
  63. 63. @Uberflip #pipecon@HanaAbaza Source: anumhussain.com Company Blog Generating Leads Text Link (first link has the most weight) CTAs (bottom, side, slide-in) Pop-Up / Overlay / Nested Form
  64. 64. @Uberflip #pipecon@HanaAbaza RESOURCE CENTER OPTIMIZING YOUR
  65. 65. @Uberflip #pipecon@HanaAbaza RESOURCE CENTER OPTIMIZING YOUR Same rules apply! But think about leads (not subscribers)
  66. 66. @Uberflip #pipecon@HanaAbaza This tells me nothing!
  67. 67. @Uberflip #pipecon@HanaAbaza
  68. 68. @Uberflip #pipecon@HanaAbaza GENERATE LEADS GATING CONTENT TO
  69. 69. Should I gate it, or leave it?
  70. 70. @Uberflip #pipecon@HanaAbaza What is your goal? More leads Increase awareness and reach Is the content high value? Yes! Leave It No No Is there a big enough audience? Yes! Gate It!Content
  71. 71. 2 APPROACHES TO GATE CONTENT (1) LANDING PAGES (2) OVERLAY CTAs
  72. 72. @Uberflip #pipecon@HanaAbaza ü  Simple, clear and concise ü  Call-to-action ü  Optimize forms for goals ü  Add a human being Landing Pages
  73. 73. @Uberflip #pipecon@HanaAbaza ü  Concise message ü  Context matters ü  Source traffic matters CTA Overlays
  74. 74. @Uberflip #pipecon@HanaAbaza A few examples…
  75. 75. @Uberflip #pipecon@HanaAbaza
  76. 76. @Uberflip #pipecon@HanaAbaza Limited fields (using progressive profiling) Responsive Compelling messaging Eliminating steps
  77. 77. @Uberflip #pipecon@HanaAbaza Only one field (higher conversion) Relevant Image Credibility Value prop is clear Clear CTA
  78. 78. @Uberflip #pipecon@HanaAbaza Lots of fields (better qualifies leads) Relevant Image Responsive experience Descriptive, value prop Clear call-to-action
  79. 79. @Uberflip #pipecon@HanaAbaza Smart fields and Progressive Profiling
  80. 80. Always be testing.
  81. 81. @Uberflip #pipecon@HanaAbaza Landing Page
  82. 82. @Uberflip #pipecon@HanaAbaza Landing Page CTA Overlay
  83. 83. @Uberflip #pipecon@HanaAbaza 250% increase in conversion Landing Page CTA Overlay
  84. 84. @Uberflip #pipecon@HanaAbaza KEY TAKEAWAYS A Good (Responsive) Experience Clear, Contextual, Targeted CTAs Tailor the Experience Gate Valuable Content Test, Test, Test
  85. 85. @Uberflip #pipecon@HanaAbaza Free eBook Learn when and how to gate content for lead generation. ubrflp.in/gatecontent
  86. 86. @Uberflip #pipecon@HanaAbaza Tweet @uberflip and show us you know how to rock a pink headband! Ann Handley’s Dog!
  87. 87. @Uberflip #pipecon@HanaAbaza
  88. 88. @Uberflip #pipecon@HanaAbaza THANK YOU! Questions? hub.uberflip.com @HanaAbaza

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