How to Create Content That Converts

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Creating quality blog posts, infographics and videos is an art, and one that’s necessary to engage customers with the kind of valuable content that empathizes with their needs. But maximizing every content asset’s potential to contribute to your company’s bottom line—that’s a science. In this webinar you'll learn: - The criteria for “valuable” customer-focused content your audience craves. - How to build a content experience better equipped to seize conversion opportunities. - How to strategically gate content to significantly boost your conversion rates.

Marketing

@Uberflip #CROday@HanaAbaza
ABOUT UBERFLIP
We help marketers create,
manage and optimize the content
experience at every stage of the
funnel – no IT required!
Power your content library,
resource center, blog and more.

@Uberflip #CROday@HanaAbaza
WHY CONTENT?
Awareness / Engagement
Subscribers
Lead Generation
Purchases / Sales
What’s your conversion goal?

@Uberflip #CROday@HanaAbaza
1. The Content Journey
2. Crafting Your Content
3. The Content (user) Experience
4. Gating Content for Lead Gen
Creating Content
That Converts

@Uberflip #CROday@HanaAbaza
THE CONTENT JOURNEY

@Uberflip #CROday@HanaAbaza
Know who you’re talking to…

@Uberflip #CROday@HanaAbaza
Learn what they’ll need…

@Uberflip #CROday@HanaAbaza
Fantasy…
Source: Rand Fishkin

@Uberflip #CROday@HanaAbaza
Reality…
Source: Rand Fishkin

@Uberflip #CROday@HanaAbaza
CRAFTING CONTENT

@Uberflip #CROday@HanaAbaza
It depends – value is subjective!
Focus on being:
 Relevant
 Consistent
 Trustworthy
 Authentic
 Useful
 Engaging
What the is “valuable”
content?

@Uberflip #CROday@HanaAbaza
But what do all of those
things mean?!

@Uberflip #CROday@HanaAbaza
Relevant
Is it right for your audience?

@Uberflip #CROday@HanaAbaza
Consistent
Does it align with their expectations?
Frequency? Branding?

@Uberflip #CROday@HanaAbaza
Trustworthy
Is it believable or is it bullshit?
Credibility? Grammar? Spelling?

@Uberflip #CROday@HanaAbaza
Authentic
Does it prove you’re a human?
Jargon? Personality?

@Uberflip #CROday@HanaAbaza
Useful
Does it benefit your audience now?
Practical? Actionable?

@Uberflip #CROday@HanaAbaza
Engaging
Is it an enjoyable experience overall?
Scan, Share, Scale, Act

Great, but how do I get this
well-crafted, well-targeted
content to actually
generate leads?!

@Uberflip #CROday@HanaAbaza
The Content (user) Experience
1. The overall content experience
(blog, resource center etc.)
1. Gate “premium” content (eBooks,
webinars etc.) to generate leads

@Uberflip #CROday@HanaAbaza
HIGH CONVERTING
KEY ELEMENTS OF A
CONTENT EXPERIENCE

 Easy to navigate (menu structure)
 Easy to find stuff (search ability)
 Mobile friendly
MAKE IT EASY

 Learn from Ikea!
 Where should people go next?
 Recommended content
 Call-to-actions
CREATE AN
ENGAGEMENT PATH

@Uberflip #CROday@HanaAbaza
 No distinct call to action
 No recommended content
 Nowhere to subscribe
 No images or videos
 No links to learn more
AVOID THIS!


@Uberflip #CROday@HanaAbaza
Call to action
Recommend
content
Useful image
Discoverable


INCLUDE
 Targeted
 Contextual
CALL-TO-ACTIONS

@Uberflip #CROday@HanaAbaza
GENERATE LEADS
GATING CONTENT TO

@Uberflip #CROday@HanaAbaza
What is
your goal?
More leads
Increase
awareness
and reach
Is the content
high value?
Yes!
Not gated No
No
Do you have a
large enough
audience?
Yes! Gated content
Create
content

HOW TO GATE CONTENT:
2 APPROACHES
(1) LANDING PAGES (2) OVERLAY CTAs

@Uberflip #CROday@HanaAbaza
 Simple, clear and concise
 Call-to-action
 Optimize forms for goals
 Add a human being
Landing Pages

@Uberflip #CROday@HanaAbaza
 Concise message
 Context matters
 Source traffic matters
CTA Overlays

@Uberflip #CROday@HanaAbaza
A few examples…

@Uberflip #CROday@HanaAbaza
Limited fields (using
progressive profiling)
Responsive
Compelling
messaging
Eliminating
steps

@Uberflip #CROday@HanaAbaza
Number of fields weeds out
“fake” leads
Images
Responsive
Descriptive
(highlighting the value and
explaining the purpose)
Clear call-to-action

@Uberflip #CROday@HanaAbaza
Large, attention grabbing
image dominates page
Responsive
Brief description
(straight to the point)
Clear calls-to-action

MEASURE
PERFORMANCE
& TEST
And then test again.

250% increase in conversion
Landing Page CTA Overlay

@Uberflip #CROday@HanaAbaza
The Definitive Guide to Lead Nurturing by Marketo (get eBook)
Demystifying Valuable Content by Uberflip (read article)
The Do’s &Don’ts of Gating Content by Uberflip (watch video)
The 7 Day Lead Gen Landing Page Course by Unbounce (sign up)
Why Great Content Isn’t Enough to Generate Leads by DGR (read article)
More Kick-Ass Resources

@Uberflip #CROday@HanaAbaza
THANK YOU!
Questions?
I’ve got answers!
hub.uberflip.com

Creating a consistent flow of high-quality content is a challenge for even the most experienced content marketers. But you can't fix that problem by forcing yourself and your team to come up with a daily tide of amazing ideas — Walt Disney himself couldn't hurdle that creativity obstacle. Instead of reinventing the wheel time and time again, you should create more versions of the wheels you already own. This is the magic of "content atomation" and it's the secret strategy of some of the world's best marketers. In this presentation, Jay Baer from Convince & Convert and Hana Abaza from Uberflip show you exactly how it's done, including: • How to plan for atomization from the concept stage • How to choose where and how your atomized content is deployed • How to unify content and social media in an editorial calendar that is atomization-friendly • How to use curated content to boost your atomization success

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How to Create Content That Converts

1. HOW TO HANA ABAZA VP Marketing at Uberflip THAT CONVERTS CREATE CONTENT

2. @Uberflip #CROday@HanaAbaza ABOUT UBERFLIP We help marketers create, manage and optimize the content experience at every stage of the funnel – no IT required! Power your content library, resource center, blog and more.

3. @Uberflip #CROday@HanaAbaza WHY CONTENT? Awareness / Engagement Subscribers Lead Generation Purchases / Sales What’s your conversion goal?

4. @Uberflip #CROday@HanaAbaza 1. The Content Journey 2. Crafting Your Content 3. The Content (user) Experience 4. Gating Content for Lead Gen Creating Content That Converts

5. @Uberflip #CROday@HanaAbaza THE CONTENT JOURNEY

6. @Uberflip #CROday@HanaAbaza Know who you’re talking to…

7. @Uberflip #CROday@HanaAbaza Learn what they’ll need…

8. @Uberflip #CROday@HanaAbaza Learn what they’ll need…

9. @Uberflip #CROday@HanaAbaza Fantasy… Source: Rand Fishkin

10. @Uberflip #CROday@HanaAbaza Reality… Source: Rand Fishkin

11. @Uberflip #CROday@HanaAbaza CRAFTING CONTENT

12. @Uberflip #CROday@HanaAbaza It depends – value is subjective! Focus on being:  Relevant  Consistent  Trustworthy  Authentic  Useful  Engaging What the is “valuable” content?

13. @Uberflip #CROday@HanaAbaza But what do all of those things mean?!

14. @Uberflip #CROday@HanaAbaza Relevant Is it right for your audience?

15. @Uberflip #CROday@HanaAbaza Consistent Does it align with their expectations? Frequency? Branding?

16. @Uberflip #CROday@HanaAbaza Trustworthy Is it believable or is it bullshit? Credibility? Grammar? Spelling?

17. @Uberflip #CROday@HanaAbaza Authentic Does it prove you’re a human? Jargon? Personality?

18. @Uberflip #CROday@HanaAbaza Useful Does it benefit your audience now? Practical? Actionable?

19. @Uberflip #CROday@HanaAbaza Engaging Is it an enjoyable experience overall? Scan, Share, Scale, Act

20. Great, but how do I get this well-crafted, well-targeted content to actually generate leads?!

21. It’s the content, stupid.“

22. @Uberflip #CROday@HanaAbaza The Content (user) Experience 1. The overall content experience (blog, resource center etc.) 1. Gate “premium” content (eBooks, webinars etc.) to generate leads

23. @Uberflip #CROday@HanaAbaza HIGH CONVERTING KEY ELEMENTS OF A CONTENT EXPERIENCE

24.  Easy to navigate (menu structure)  Easy to find stuff (search ability)  Mobile friendly MAKE IT EASY

25.  Learn from Ikea!  Where should people go next?  Recommended content  Call-to-actions CREATE AN ENGAGEMENT PATH

26. @Uberflip #CROday@HanaAbaza  No distinct call to action  No recommended content  Nowhere to subscribe  No images or videos  No links to learn more AVOID THIS! 

27. @Uberflip #CROday@HanaAbaza Call to action Recommend content Useful image Discoverable 

28. INCLUDE  Targeted  Contextual CALL-TO-ACTIONS

29. @Uberflip #CROday@HanaAbaza 

30. @Uberflip #CROday@HanaAbaza 

31. PERSONALIZE THE EXPERIENCE

32. @Uberflip #CROday@HanaAbaza Generic

33. @Uberflip #CROday@HanaAbaza Tailored

34. @Uberflip #CROday@HanaAbaza GENERATE LEADS GATING CONTENT TO

35. Should I gate it, or leave it?

36. @Uberflip #CROday@HanaAbaza What is your goal? More leads Increase awareness and reach Is the content high value? Yes! Not gated No No Do you have a large enough audience? Yes! Gated content Create content

37. HOW TO GATE CONTENT: 2 APPROACHES (1) LANDING PAGES (2) OVERLAY CTAs

38. @Uberflip #CROday@HanaAbaza  Simple, clear and concise  Call-to-action  Optimize forms for goals  Add a human being Landing Pages

39. @Uberflip #CROday@HanaAbaza  Concise message  Context matters  Source traffic matters CTA Overlays

40. @Uberflip #CROday@HanaAbaza

41. @Uberflip #CROday@HanaAbaza

42. @Uberflip #CROday@HanaAbaza A few examples…

43. @Uberflip #CROday@HanaAbaza Limited fields (using progressive profiling) Responsive Compelling messaging Eliminating steps

44.

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47.

48. @Uberflip #CROday@HanaAbaza Number of fields weeds out “fake” leads Images Responsive Descriptive (highlighting the value and explaining the purpose) Clear call-to-action

49. @Uberflip #CROday@HanaAbaza Large, attention grabbing image dominates page Responsive Brief description (straight to the point) Clear calls-to-action

50. Only one field (higher conversion?)

51. Smart fields and Progressive Profiling

52.

53.

54. MEASURE PERFORMANCE & TEST And then test again.

55. Landing Page

56. Landing Page CTA Overlay

57. 250% increase in conversion Landing Page CTA Overlay

58. 250% increase in conversion Landing Page CTA Overlay

59. YOU’RE GENERATING LEADS!

60. Now what? YOU’RE GENERATING LEADS!

61. @Uberflip #CROday@HanaAbaza The Definitive Guide to Lead Nurturing by Marketo (get eBook) Demystifying Valuable Content by Uberflip (read article) The Do’s &Don’ts of Gating Content by Uberflip (watch video) The 7 Day Lead Gen Landing Page Course by Unbounce (sign up) Why Great Content Isn’t Enough to Generate Leads by DGR (read article) More Kick-Ass Resources

62. @Uberflip #CROday@HanaAbaza THANK YOU! Questions? I’ve got answers! hub.uberflip.com

How to Create Content That Converts

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