How to Create Content That Converts

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

@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.

WHY CONTENT?
Awareness / Engagement
Subscribers
Lead Generation
Purchases / Sales
What’s your conversion goal?

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

THE CONTENT JOURNEY

Know who you’re talking to…

Learn what they’ll need…

Fantasy…
Source: Rand Fishkin

Reality…
Source: Rand Fishkin

CRAFTING CONTENT

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

But what do all of those
things mean?!

Relevant
Is it right for your audience?

Consistent
Does it align with their expectations?
Frequency? Branding?

Trustworthy
Is it believable or is it bullshit?
Credibility? Grammar? Spelling?

Authentic
Does it prove you’re a human?
Jargon? Personality?

Useful
Does it benefit your audience now?
Practical? Actionable?

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?!

It’s the content, stupid.“

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

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

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

Call to action
Recommend
content
Useful image
Discoverable


INCLUDE
 Targeted
 Contextual
CALL-TO-ACTIONS





Generic

Tailored

GENERATE LEADS
GATING CONTENT TO

Should I gate it,
or leave it?

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

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

 Concise message
 Context matters
 Source traffic matters
CTA Overlays

A few examples…

Limited fields (using
progressive profiling)
Responsive
Compelling
messaging
Eliminating
steps

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

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

Only one field
(higher conversion?)

Smart fields and
Progressive Profiling

MEASURE
PERFORMANCE
& TEST
And then test again.

250% increase in conversion
Landing Page CTA Overlay

Now what?
YOU’RE
GENERATING
LEADS!

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

THANK YOU!
Questions?
I’ve got answers!
hub.uberflip.com

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