Converting with Content- turning website visitors into customers Content Marketing Summit Digital Enterprise

1. Converting with Content:
turning website visitors into
customers.
Jonny Ross @jonnyross

2. Quick Polls

3. Jonny Ross
- Digital Marketing Strategist of an award-winning digital
agency Fleek Marketing
- Named in Business Insider’s ‘42 under 42’

4. Need to be thinking
1. User Experience
2. Buyer Journey
3. Buyer Language

5. 1. User Experience
• Use white space
• Optimise page speed
• *Use attractive call to actions
(include secondary ones too)
• *Use bullets and clever icons
• Real images vs stock images
• Be responsive and think mobile

8. 2. Buyer Journey

14. CONVERSION
ADVOCACY
LOYALTY
Copyright © 2017-2022
CASTING CRED LTD SC306577
The
PUMP &
marketing model
FUNNEL

15. Hub Help
Copyright © 2017-2022
CASTING CRED LTD SC306577
Hero
The 3H Content Marketing Framework

16. CONVERSION
ADVOCACY
LOYALTY
Copyright © 2017-2022
CASTING CRED LTD SC306577
Help
Hub
The
PUMP &
marketing model
FUNNEL
Hero

17. Books,
Virtual Summits,
Short Films Etc.
Hero
Help
Hub
POLL 1:
WHAT ‘HERO’ CONTENT DO YOU INTEND
TO PRODUCE OVER THE COMING YEAR?

18. Books,
Virtual Summits,
Short Films Etc.
Blog posts, social media
& FAQs
Hero
Help
Hub
POLL 2:
HOW MUCH ‘HELP’ CONTENT DO YOU
CURRENTLY HAVE ON YOUR WEBSITE?

19. Books,
Virtual Summits,
Short Films Etc.
Blog posts, social media
& FAQs
Hero
Help
Hub
YouTube Channel /
Podcast / Course
POLL 3:
DO YOU CURRENTLY HAVE A PODCAST?

20. CONVERSION
ADVOCACY
LOYALTY
Books,
Virtual Summits,
Short Films Etc.
YouTube Channel /
Podcast / Course
Copyright © 2017-2022
CASTING CRED LTD SC306577
Help
Hub
The
PUMP &
marketing model
FUNNEL
Blog posts, social media
& FAQs
Hero

21. Hub Help
Copyright © 2017-2022
CASTING CRED LTD SC306577
Hero
The 3H Content Marketing Framework

22. Hub Help
Happy Human
Copyright © 2017-2022
CASTING CRED LTD SC306577
Hero
Heart
The 6H Content Marketing Framework

23. CONVERSION
ADVOCACY
LOYALTY
Books,
Virtual Summits,
Short Films Etc.
YouTube Channel /
Podcast / Course
Copyright © 2017-2022
CASTING CRED LTD SC306577
Help
Hub
Happy
The
PUMP &
marketing model
FUNNEL
Blog posts, social media
& FAQs
Human
Hero
Heart

24. CONVERSION
ADVOCACY
LOYALTY
Blog posts, social media
& FAQs
Product pages /
Sales Pages
Copyright © 2017-2022
CASTING CRED LTD SC306577
Help
Heart
Happy Human

25. CONVERSION
ADVOCACY
LOYALTY
Blog posts, social media
& FAQs
Product pages /
Sales Pages
Welcome /
Training /
customer UX
Copyright © 2017-2022
CASTING CRED LTD SC306577
Help
Heart
Happy Human

26. CONVERSION
ADVOCACY
LOYALTY
Blog posts, social media
& FAQs
Product pages /
Sales Pages
Welcome /
Training /
customer UX
Copyright © 2017-2022
CASTING CRED LTD SC306577
Help
Heart
Happy Human
Case Studies /
Personal Videos /
unexpected delight

27. CONVERSION
ADVOCACY
LOYALTY
Books,
Virtual Summits,
Short Films Etc.
YouTube Channel /
Podcast / Course
Product pages /
Sales Pages
Copyright © 2017-2022
CASTING CRED LTD SC306577
Hero
Help
Hub
Heart
Happy
The
PUMP &
marketing model
FUNNEL
Blog posts, social media
& FAQs
Case Studies /
Personal Videos /
unexpected delight
Human
Welcome /
Training /
customer UX

28. Books,
Virtual Summits,
Short Films Etc.
Blog posts, social media
& FAQs
YouTube Channel /
Podcast / Course
Hero
Help
Hub
1x
12x
12x

29. CONVERSION
ADVOCACY
LOYALTY
Blog posts, social media
& FAQs
Product pages /
Sales Pages
Welcome /
Training /
customer UX
Copyright © 2017-2022
CASTING CRED LTD SC306577
Help
Heart
Happy Human
Case Studies /
Personal Videos /
unexpected delight
12x
1x
1x 1x

30. Copyright © 2017-2022
CASTING CRED LTD SC306577
The
PUMP &
marketing model
FUNNEL
STOP THINKING ABOUT DRIVING TRAFFIC
START THINKING ABOUT DRIVING THE RIGHT PERSON
TO THE RIGHT PIECE OF CONTENT AT THE RIGHT TIME

31. 3. Buyer Language
• Personas
• Schools & Education
• Personal assistants vs chief execs vs
ops director

32. Check out my podcast
👇
The Jonny Ross Audio
Experience

33. Challenge me?
Does anyone want to challenge me, does anyone
think this is all a load of nonsense?
Let us know what you thought on our
Post Webinar Survey
Find me online
@jonnyross
LinkedIn/in/jonnyross