Practical strategies for leveraging your existing content efficiently with lead magnets, content upgrades and upcycled content.

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HOW TO DOUBLE THE LEAD
GENERATION POTENTIAL
OF EVERY BLOG POST
Practical strategies for leveraging your
existing content efficiently.
Kevin McGrath, Beacon CEO

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1. Deciding where to focus
2. Post click optimization
3. The content upgrade
4. Upcycling
5. Summary
IN THIS SESSION

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ABOUT ME
• Beacon CEO
• UX Designer
• 10 Years Experience
• @mrkevmcg

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1 DECIDING WHERE TO FOCUS

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IT’S HARD OUT
THERE FOR A
MARKETER
With the vast array of techniques,
tools and strategies available,
marketers need to be strategic in
how they use their resources.

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of marketers said that driving traffic
was #1 priority
via HubSpot
22.5%

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of marketers said that lead
generation was #2 priority
via HubSpot
16.2%

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10,000 visitors
1% conversion rate
= 100 leads
20,000 visitors
1% conversion rate
= 200 leads

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DOUBLING YOUR
TRAFFIC IS
PRETTY TOUGH
In order to double your traffic you’re
going to have to spend money.
Buying ads or increasing the
amount of content you produce can
be expensive.

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IT’S A JUNGLE
OUT THERE
The internet is a big place and for
the most part it is completely out
of your control.
Your website on the other hand is
completely your domain.

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10,000 visitors
2% conversion rate
= 200 leads
10,000 visitors
3% conversion rate
= 300 leads

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FOCUS ON THE
SMALLEST INPUT
THAT PRODUCES THE
MAXIMUM OUTPUT
It’s easier to double your conversion rate than
it is to double your traffic.

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2 POST CLICK OPTIMIZATION

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increase in leads when you create
40 landing pages instead of 5
via HubSpot
450%

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WHAT IF EVERY BLOG
POST IN YOUR
ARCHIVE WAS A
LANDING PAGE?
You would have hundreds of opt-in
opportunities rather than dozens.

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x Avoid distractions
x Make sure your links and CTAs are recognisable
x Keep your design simple
x Create user friendly forms
x Create urgency
x Relevance (match landing page with ad)
CRO Principles for Landing Pages

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Avoid distractions
CRO Principles for Blog Landing Page
Make sure your links and CTAs are recognisable
Keep your design simple
Create user friendly forms
Create urgency
Relevance (match opt-in with blog content)

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3 THE CONTENT UPGRADE

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A PIECE OF BONUS
CONTENT THAT ADDS
VALUE TO THE
ORIGINAL BLOG POST
Usually in the form of some kind of PDF
download.

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1. Incredibly relevant
2. Incredibly useful
3. Incentivised opt-in
4. Better list segmentation
Benefits of Content Upgrades

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4 UPCYCLING

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YOU ALREADY
HAVE THE
INGREDIENTS
The best part about content
upcycling is that you’ve already
done the hard work.

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THE 90 SECOND
EBOOK
Creating 3 new ‘blog post landing pages’ in
seconds flat.

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1. Get a free Beacon account
(www.beacon.by/register)
2. Have your Hub ID ready
Prep Work

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1. Import related content
2. Keep it short
3. Choose a theme that is close to your brand
4. Customize colors / fonts to suit
5. Edit content to suit eBook format
6. Place a call to action in each of the original blog posts
eBook Tips

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THE PRACTICAL
CHECKLIST
Upcycling content without duplicating it.

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A series of actionable tasks that the reader can implement.
1. “Stop! Don’t do X Until You Complete This Checklist.”
2. “The 10 Point Checklist For Success With Facebook Ads”
• Distill a how-to post into practical steps
• Enhances blog post by teaching
The Checklist

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1. Find a practical / strategic blog post
2. Simplify the post so it is just a series of bullet points
3. Remove any points that aren’t actionable
4. Divide into manageable steps
Preparing Checklist Content

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1. Provide a specific offer for a specific niche
2. Promise one big thing
3. Lends itself to a known, specific end result
4. Moves your new lead down a pathway of belief.
5. Has a high perceived value
6. Can be consumed in just a few minutes.
Content Upgrade Tips
Via https://www.blogmarketingacademy.com/effective-lead-magnets/

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5 SUMMARY

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1. Focus on conversion rates
2. Turn your blog posts into landing pages
3. Upcycyle your existing content where possible
4. Use Beacon & HubSpot to create content upgrades
4 Strategies For More Leads

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THANK YOU.