The document discusses the importance of relevant and context-specific lead generation offers, using the metaphor of selling sunscreen in the rain versus umbrellas on sunny days. It argues that marketers should provide tailored resources that meet the audience's immediate needs, such as infographics, online courses, and checklists, to enhance email list growth. The piece highlights successful examples and strategies to implement content upgrades effectively for better conversion rates.

1. 13Grow Your Email List & Business
ContentUpgradeIdeas to
And why it’s about time we stop selling sunscreen when it’s pouring down.

2. So,picturethis...

3. Sunisshining,
theweatherissweet.

4. You’reouttheremakingadecentbuck
sellingsunscreen.
Andyou?

5. outoftheblue,stormycloudsloom
onthehorizon.
Then,

6. boyohboydoesitstartpouringdown.
andbeforeyouknowit,

7. Thrivingnolonger.
Yourthrivinglittlesunscreenstand?

8. Whythislittletale?
?? ?
No thanks! Take me straight to the list.

9. Leadgenerationhasaproblem.
Well,here’sthething.

10. AratherBIGproblem.

11. Andithastodowithsunscreen.

12. Morespecifically,theinsistenceonsellingit
evenwhenit’spouringdown.

13. Let’sclearthatupabit.(metaphorically speaking, not weather-wise)

14. Sayyou’rereadinganarticleon
howtolayoutaninfographic.
In that moment, what would you find more useful?

15. this?
How to Layout
an Infographic

16. OR
this? this?
INFOGRAPHICS
Layout Cheat Sheet
+ tips
How to Layout
an Infographic

17. INFOGRAPHICS
Layout Cheat Sheet
+ tips
Is it safe
to assume you’d
go with this?
this? this?
OR
How to Layout
an Infographic

18. Muchlike(weassume)
you’dpreferanumbrellaover
sunscreenonarainyday.

19. Funnywhenyouthinkofit,though.
Mostwebsitesandblogsresorttogeneric,catch-all
messageswhentryingto‘bribe’visitorstohandover
theirpreciousemailaddress.

20. “Signuptoournewsletter...
yadda-yadda-yadda...straightto
yourinbox...yadda-yadda-yadda...”

21. “Signuptoournewsletter...
yadda-yadda-yadda...straightto
yourinbox...yadda-yadda-yadda...”
“Idon’tknowyou.
Idon’ttrustyou.
Idon’tneedthis.
Sorry,nope,notgonnahappen.”
You:

22. Soundfamiliar?

23. Whatifmarketers,bloggersandthelikeinstead
startedofferingsunscreenforwhen
thesunshines,andumbrellasforwhenitrains?

24. Whatifwe(tobemorespecific)
madeourleadgenoffers
contextuallyrelevant?

25. Auniqueresourceforeachblogpostthat’s
carefullytailoredtoyouraudience’sneeds
inthatverymoment.

26. Soundslikeawholelottawork?
Itis.

27. Isitworthyourwhilenonetheless?
Itis.

28. Howdoweknow?

29. Well,theso-calledContentUpgrade
isn’texactlyagroundbreakingconcept.Savvy marketers have been employing this tactic for years now,
and their conversion rates have been laughing all the way to
Google Analytics ever since.

30. TakeBrianDean
overatBacklinko,
forexample.His conversion rate shot up by 785%
overnight - from a measly .54% to
4.82%.
(0.54%)
785%(4.82%)

31. Whenusedright,
yourfreecontentknockspeople’ssocksoff;
yourcontentupgradethensellsthemslippers.

32. Andhere’sthebestnews.
Youcanstartputtingittowork
foryourbusinesstoday.
You’re
welcome!

33. 13Grow Your Email List & Business
ContentUpgradeIdeas to

34. 1.Infographics
Greatfor:
Usefultools:
• Bringing data to life
• Making complex information
digestible & fun
• Creating visually appealing
checklists
Click Here >
Typography: Bold & Justified
COOL EXAMPLE

35. 2.Onlinecourses
Greatfor:
Usefultools:
• Niche content that offers
specific and actionable advice
• Monetizing on your content
strategy
• Partnership opportunities with
subject experts
Click Here >
Making the Most of User Feedback: Spot Trends & Take Action with NPS by Typeform
COOL EXAMPLE

36. 3.PDFversionoflong-formcontent
Greatfor:
Usefultools:
• Making longform content (e.g.
Ultimate Guide to XYZ) digestible
at a glance
• Summarizing article highlights in
a visually appealing way
• Actionable and inspirational
content that could be printed and
stuck on a wall or shared by email
Click Here >
Beginner’s Guide to SEO by Moz
COOL EXAMPLE
PDF available

37. 4.Checklists
Greatfor:
Usefultools:
• Actionable and concrete tips
and tricks that can be applied
right away
• Resolutions, to-do’s, bucket
lists, challenges
• X hacks, Top X lists, ‘Ultimate’
listicle articles
Click Here >
COOL EXAMPLE
Easy Declutter Challenge: 200 Small Things to Throw Away [+ Downloadable Checklist]

38. 5.Ebooksonrelatedtopics
Greatfor:
Usefultools:
• Co-marketing partnerships with
subject experts
• Bulky content that could use
structure and chapters or has a
potential for a series
• Those of you with large
distribution lists
Click Here >
3 Powerful Ways to Define Your Unique Employer Brand by Bonusly
COOL EXAMPLE

39. 6.Freetemplates
Greatfor:
UsefulResource:
• Showcasing your product in an
actionable way
• Methodologies, frameworks,
strategy plans
• Explanatory articles that
include calculations, how-to’s
and anatomies
Click Here >
56 Event Flyer Inspirations +26 Templates by Piktochart
COOL EXAMPLE

40. 7.CheatSheets
Greatfor:
Usefultools:
• Explaining complex processes,
concepts, and patterns
• Slicing and dicing old
information in a new way
• Distilling comprehensive
topics into one actionable list
Click Here >
Infographic layout cheat sheet by Piktochart
COOL EXAMPLE

41. 8.Audiofilesofarticles
Greatfor:
Usefultools:
• Interesting narratives, user
stories, and thought leadership
content with strong authorship
• Longform articles that are
story driven
• Experimenting with a podcast
strategy
Click Here >
Essay on being alone by Craig Childs
COOL EXAMPLE

42. 9.Interviewswithexperts
Greatfor:
UsefulResource:
• Repurposing content into audio
or video clips
• Offering actionable tips from
reputable sources and influencers
• Adding interesting narrative and
personality to content pieces
Click Here >
Facebook’s Julie Zhuo on product design by Intercom
COOL EXAMPLE

43. 10.Casestudies
Greatfor:
UsefulResource:
• Injecting stories into
simple testimonials
• Creating a strong social
proof
• Showcasing the capabilities
of your product in action
Click Here > Case Study Inside Instagram Ads Product Page by Mailchimp
COOL EXAMPLE

44. 11.Videos
Greatfor:
Usefultools:
• Illustrating tips and tricks that
are difficult to explain with text
• How-to’s, courses, tutorials,
webinars, user stories, and
interviews with experts
• Announcing new product features
Click Here > What Took So Long? By Typeform
COOL EXAMPLE

45. 12.Slideshares
Greatfor:
Usefultools:
• Repurposing blog content into
digestible slides
• Promoting content on a native
distribution channel (SlideShare &
LinkedIn)
• Injecting storytelling into dry
topics
Click Here >
COOL EXAMPLE

46. 13.Reports
Greatfor:
Usefultools:
• Transmitting data-heavy
information with a clear purpose, to
a specific audience
• Translating complex and rather
boring factology into a easily
digestible content piece
• Educating prospects of a problem,
potential solutions and expected
outcomes
Click Here >
COOL EXAMPLE

47. Lookslikethisleadgentrainis
approachingitsfinaldestination...

48. Whereveryougonext,well…totallyuptoyou.
Butbeforeyougo,
wouldn’tyousayit’sabouttime...

49. ...thatwestopsellingsunscreenwhen
it’spouringdown?

50. Thanksfor‘sliding’by!
Seeya!

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