SlideShare a Scribd company logo
How to Create Content
That Converts
Brian Dean
Founder, Backlinko
<1%
What’s your current
conversion rate?
1-3%
>3%
Write that down.
3.68%
New rate
1.38%
Old rate
Before I show you the
strategies that got me to
3.68%...
6.18%
You’re giving them what
they want.
What about the
thousands of people
that DIDN’T go to my
About page?
Dude…you need to
use a popup
Let’s talk about ‘em…
You’re giving them what
they want.
Pro Tip
Test fun, upbeat CTAs in your buttons. They grab
attention and reduce anxiety compared to
“Subscribe” or “Sign up”
1 2
5.13%
Write down something of value you could
offer someone in a popup.
Write down something of value you could
offer someone in a popup.
What about the
thousands of people
that DIDN’T see my
popup?
“My average blog post
conversion rate is 10%.
Some convert at 30%.”
“Stop Copying Your Competitors.
They Don’t Know What They’re Doing Either”
Identify a post that brings in a lot of traffic
for you. Write down ONE way you could
make it more valuable.
Checklist
Tutorial
PDF version
Transcript
Video
What about the
thousands of people
that DIDN’T read that
post?
“How can I give someone
reading this
what they want?”
3.68%
“Will this work for me?”
Josh Thompson
Co-founder of a golf blog called MyGolfTutor.com
Average blog post
conversion rate was
stuck at .59%
“How can I give someone
reading this
what they want?”
Pro Tip
Create a Mental Movie of Your Content
Upgrade Resource in Action.
Chris Huntley
Life Insurance Agent
“My homepage was already converting
really well. But I wasn’t having much
luck with my blog posts. It seemed that
most people would read the content and
then click away.”1%
He gave them what they
wanted.
Pro Tip
Give People 100% Exclusive Content
in Your Content Upgrade Resource.
Write down one exclusive you could offer
as a Content Upgrade.
Bonus techniques
Case study
Tutorial
Swipe file
2012 2013 2014
Backlinko Email List
2012 2013 2014
Backlinko Revenue
And it’s all because I discovered
the secret to turning content into
conversions:
Giving people what they want.
Questions?

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How to create content that converts

Editor's Notes

  1. Last year I was here at Digital Elite camp (loved it!), sitting exactly where you’re sitting and had this problem…
  2. I was like one of those people that drive a Bentley and wear a rolex.
  3. But when you get to their house you realize they sleep on a mattress on the floor and eat Ramen noodles everynight.
  4. Any ballers in the house
  5. Dirty tricks and annoying popups
  6. Should be a screenshot
  7. Should be a screenshot
  8. Should be a screenshot
  9. Should be a screenshot
  10. Need a picture of Peep Laja here.
  11. This was the Bentley and the rolex
  12. Here was the mattress on the floor and the ramen noodles.
  13. That is, until I tried The Content Upgrade. Here’s what my conversion rate looked like then. Huge difference, right? Let me show you what I did, step-by-step.
  14. That is, until I tried The Content Upgrade. Here’s what my conversion rate looked like then. Huge difference, right? Let me show you what I did, step-by-step.
  15. That is, until I tried The Content Upgrade. Here’s what my conversion rate looked like then. Huge difference, right? Let me show you what I did, step-by-step.
  16. Should be a screenshot
  17. Need an image that represents the question better