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the definitive presentation on   contentconversion          A Seal and Sweezey Production
How This Will Go     Matthew Sweezey                                Cliff Seal Marketing Automation Strategist        User...
@msweezey @cliffseal#pardotwebinar
Get Your Strategy   Right First      User storiesKnow how they researchKnow when they research
Build Your StagesBreak your marketing cycle        into stages       (Start with 3)
Create Scores to   Define Stages  Formula for creating   a score for content Percentage of        Sales Ready             ...
Let’s Talk GoalsNew goals for new thinking     PPC conversion   Nurturing conversion
5Now Create
1 10Now Create for
Map Content to Stages    Stage 1: They have no clue             Blog post        General to their role  Not product or com...
Map Content to StagesStage 2: They know they have a pain             Social proof             Case studies           Indus...
Map Content to StagesStage 3: They want to demo (just not yet)             Buyer’s guides              Press releases     ...
Be AgileTest out “Pre-Release” contentTrack engagement over time        Slice and dice
Know Your Audience Interact whenever you can Do what your audience doesYou might need “team stories”
Be HelpfulSet a precedent for being a      problem-solverKnow the “pain” better than      your audience
Stay RelevantUse the score-based stages How can you be helpful atevery point in the process?
Tailor Content to         StagesStage 1: Provide habit-forming content Trigger: Consistent output (time/email)  Action: Fa...
Tailor Content to      Stages Stage 2: Show them the way       Contrast Principle   Adapt Aristotles AppealsKeep your valu...
Tailor Content to     Stages    Stage 3: Be the Go-To    Focus on your strengthsStay conversational (not pushy) Seize oppo...
10You Have Seconds(to present value)
1/20      You Have     of a Second(to influence first impressions)
Test YourselfAudit your assumptions A/B or MAB test CTA’s   Measure success    based on stage
?Questions
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The Definitive Presentation on Content Conversion

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Explore the collaborative world of content creation and presentation, with an emphasis on strengthening marketing and conversion efforts for better leads and a solid bottom line.

Published in: Technology

The Definitive Presentation on Content Conversion

  1. 1. the definitive presentation on contentconversion A Seal and Sweezey Production
  2. 2. How This Will Go Matthew Sweezey Cliff Seal Marketing Automation Strategist User Experience Designer for Pardot Authoring “Marketing Automation Thought leader for UX Design and notedFor Dummies” to be released later in speaker on the topic 2013
  3. 3. @msweezey @cliffseal#pardotwebinar
  4. 4. Get Your Strategy Right First User storiesKnow how they researchKnow when they research
  5. 5. Build Your StagesBreak your marketing cycle into stages (Start with 3)
  6. 6. Create Scores to Define Stages Formula for creating a score for content Percentage of Sales Ready x = ScoreSales Readiness Score
  7. 7. Let’s Talk GoalsNew goals for new thinking PPC conversion Nurturing conversion
  8. 8. 5Now Create
  9. 9. 1 10Now Create for
  10. 10. Map Content to Stages Stage 1: They have no clue Blog post General to their role Not product or company specific You don’t have to author these
  11. 11. Map Content to StagesStage 2: They know they have a pain Social proof Case studies Industry reports
  12. 12. Map Content to StagesStage 3: They want to demo (just not yet) Buyer’s guides Press releases Wave report Magic Quadrant report
  13. 13. Be AgileTest out “Pre-Release” contentTrack engagement over time Slice and dice
  14. 14. Know Your Audience Interact whenever you can Do what your audience doesYou might need “team stories”
  15. 15. Be HelpfulSet a precedent for being a problem-solverKnow the “pain” better than your audience
  16. 16. Stay RelevantUse the score-based stages How can you be helpful atevery point in the process?
  17. 17. Tailor Content to StagesStage 1: Provide habit-forming content Trigger: Consistent output (time/email) Action: Fast-loading, legible content Reward: Provide value consistently
  18. 18. Tailor Content to Stages Stage 2: Show them the way Contrast Principle Adapt Aristotles AppealsKeep your value proposition clear
  19. 19. Tailor Content to Stages Stage 3: Be the Go-To Focus on your strengthsStay conversational (not pushy) Seize opportunities to delight
  20. 20. 10You Have Seconds(to present value)
  21. 21. 1/20 You Have of a Second(to influence first impressions)
  22. 22. Test YourselfAudit your assumptions A/B or MAB test CTA’s Measure success based on stage
  23. 23. ?Questions

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