Use this content marketing tutorial to learn the basics of how to create content that actually converts. http://www.quoteroller.com and http://www.servicecrowd.com.au take you through how to create content that builds your brand, authority and credibility to both your potential clients and Google. By Jennifer Riggins & Daniel Duckworth

1. How to Create Content
That Converts

2. Jennifer Riggins
Content, social media,
start-up lover, for
Quote Roller,
PandaDoc, CBS
SmartPlanet
@jkriggins
Daniel Duckworth
Founder, formally
known as
DesignQuotes, top place
for Australian Service
comparison
@servicecrowd_au

3. Content Marketing isn’t selling.
It’s about building a relationship with your client or prospect.

4. Although buying them a beer couldn’t hurt…

5. If you’re B2C, an active blog will
open up 7% more leads
!
If you’re B2B, an active blog will
get you 67% more leads!

6. Just one blogpost per week will
increase your leads by 77%!

7. - Eye-catching headlines
- In-depth, higher-quality,
longer pieces
- Engaging art
- Ask open-ended questions
that address targets’ needs
Ingredients of a Great Blogpost
- Sprinkle industry-specific
keywords
- Get team members to
write specialized posts
- Invite further discussion
- Solve a problem

8. Great Headlines are written how you
Google
!
- “How to…”
- “What’s the best way to…?”
- “# Ways to get this done faster”
- “# Tricks to…”
- Focus on Trending (but related)
Topics
- SHOCK! (Our #1 post has "Kick Ass"
in the title)

9. Good blogposts should have short,
informative URLs:
https://www.pandadoc.com/electronic-signature

10. Enabling commenting helps build
a community of repeat readers
and social sharers.

11. And remind your readers that
Sharing is Caring with easy-to-find,
native social media plug-ins
(don’t use a social sharing app that
requires extra permissions)

12. Speaking of Social Media…

13. -Avinash Kaushik, Google’s Analytics Evangelist
“Social Media is like teen sex.
Everyone wants to do it.
No one knows how.
When it's finally done, there is
surprise it’s not better.”

14. 55% of consumers consult social
media before making a purchase.

15. Use Facebook for B2C
LinkedIn is a must for B2B
Twitter works for both

16. Companies that use Twitter
DOUBLE their leads!
!
Tweet something 4x in 36 hours
for optimal awareness
!
Each tweet acts as a separate
backlink for SEO

17. 4 Social Media Musts
!
- Share the Good, the Bad (maybe
not the Ugly)
- Engage your followers, asking
open-ended questions
- Always reply publicly, never
delete
- Share your clients: shows loyalty
& they’ll RT you back!
- Stay 75% on topic
25% fun + trending

18. Check all social media at least once
a weekday — people more and more
go to it for Customer Support.
!
Use a Social Media Manager like
HootSuite to keep track of your
Mentions & to schedule ahead.

19. Wait, what about a website? With a blog
+ social media, do I really need one?

20. Having a website significantly cuts down on
your advertising costs. Up to 70%!

22. At a min, you should equip your
website with:
!
- Always up-to-date contact info
- Functioning social share buttons
- “Meet the Team” including name,
position, fun photos, experience
(bonus with Google+ & LinkedIn
profiles)
- A brilliant Call to Action (CTA)

23. Knock-out Webpage CTAs
!
- “Click here to try us for free!”
- Sign up for our newsletter
- Request a sales quote form
- “Buy it today!”
- “Tell us when We can call You”
- “Tell Your Friends!” with social sharing
- Or anything that entices them to give you
their info, like free content that solves a
common problem for your client base

24. Just asking a lead for an email
address has a significantly higher
conversion rate.
But, if you ask them for both their
email and phone number, you have
more ways to engage with them.

25. Examples of Content that Converts

26. Something that people need offline
• What does someone in an office need?
• What kind of material are they willing to download?
• Does it solve an immediate problem?
• Will it demonstrate expertise?
• Does it fit in to their research cycle?

27. PROCESSpedia
• Company sells process management software
• Immediate content topics are about process software
• Less obvious content topics are about process issues

28. BPM Roles and Responsibilities
Blog post with opt-in
offer
Unbounce Landing
Page
Document
http://processpedia.com.au/
community/the-roles-responsibilities-
of-business-process-management/

29. Write about something that people
are trying to do themselves
• What aspects of your product or services are people trying
to do themselves?
• Do you know something about it that they don’t?
• Can you demonstrate expertise?
• Does the topic lend itself to a free offer?
• Does you premium service offer a better solution to DIY?

30. • ServiceCrowd offers quote comparison for services
• Immediate content topics are about services
• Less obvious content topics are about what people are
researching before they buy services

31. Top 10 Business Directories 2014
http://web.servicecrowd.com.au/blog/top-10-
australian-business-directories-2014/
Blog post with opt-in
offer
High value offer = shares
& opt-in

32. A car salesman has 15 minutes with
the public. He can:
a. Talk about the newest car + features
b. Offer quick tricks to easily conserve
fuel

33. - INTERRUPTION MARKETING is
pushing the newest car
- INBOUND MARKETING is establishing
yourself as authority, offering
useful advice over time, so you’re
the first one they think of when
ready to buy.

34. So, I’m like really busy. Why do I
need to do all this content crap?

35. Dude, Content Marketing Rocks!

36. Why does Content Marketing rock, dude?
- It’s basically free!
- Google loves the stuff! It really helps your
Search Engine Optimization
- Offers you broad brand recognition
- Generates loads more leads
- Helps funnel and qualify those leads
- Thus, generating more sales!
- Legitimizes your biz as an industry expert
- And it gives you more ways to connect with
your audience!

37. 2% of sales are made in the first contact.
3% of sales are made in the second contact.
5% of sales are made in the third contact.
10% of sales are made on the fourth contact.
80% of sales are made on the fifth to twelfth contact.

38. Use sites like Unbounce & Wufoo to easily create &
customize landing pages with web forms.

39. You’re only as
good as your
CRM
Quote Roller integrates with 13!

40. Quote Roller Step #1: Your CRM Contact & Deal info
pour right into your Quote Roller Proposal.
Use a Blank Proposal, reuse one you already created, or jumpstart your
proposal creation with one of our 35+ industry-proven Proposal Templates.

41. Quote Roller Step #2: Add your Pricing Table
The part your clients are spending the most time looking at!
You can offer your clients pricing options, quantity options, & package
deals. Build your own pricing table or reuse one from your Catalog.

42. Quote Roller Step #3: Use our WYSIWYG Editor
Drag-n-drop Content Blocks, reusing content or creating
new, showing how you can offer a solution to your client.

43. • You can use whatever you want to show off your
business in the scope of being a solution for clients:
videos, websites, photo galleries, HTML content,
custom brand domain.
• Quote Roller lets you reuse content, but makes sure you
don’t make mistakes like reuse old pricing or the wrong
name.
• Quote Roller cuts your proposal creation down to about
15 minutes!
• Just make sure, when you reuse proposal content, you
take the time to customize to address your lead’s needs.
Focus on Solving Client Needs

44. Quote Roller Step #4: Finalize
Send your clients a secure link to your Proposal.
Use legal Electronic Signature to close deals faster.

45. Average time it takes to
create a quote with Quote
Roller = 15 minutes
!
!
Average win rate increase
using Quote Roller = 28%

46. So, what are you waiting for? Come on,
get out there and use Content Marketing
to build your brand’s presence,
credibility & authority online!

47. Go to
QuoteRoller.com to
start saving time
& money creating
persuasive business
proposals today!
Go to
ServiceCrowd.com.au
to find & compare
local Australian
services today!