The Facts & Fairytales of Conversion-Driven Content

@effinamazing @unbounce #unwebinar
The Facts & Fairy Tales of Conversion-Driven Content
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We’ll be starting in just a few minutes.
Ryan Engley
Director of Customer Success,
Unbounce
Dan McGaw
Founder and CEO,
Effin Amazing

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Ryan Engley
Director of Customer Success
Unbounce
@Ryan_Engley

@effinamazing @unbounce #BeAmazing
Join our chat on Twitter
Dan McGaw
Founder and CEO
Effin Amazing
@Danielmcgaw

The Facts & Fairy Tales of
Conversion-Driven Content

FAIRY TALE:
CONTENT MARKETING IS EASY

FAIRY TALE:
CONTENT MARKETING IS EASY
FACT:
IT IS THE HARDEST AND MOST EXPENSIVE MARK

FAIRY TALE:
CONTENT DRIVES TRAFFIC QUICKLY

FAIRY TALE:
CONTENT DRIVES TRAFFIC QUICKLY
FACT:
CONTENT TAKES MONTHS TO DRIVE TRAFFIC

FAIRY TALE:
CONTENT IS AN ART AND RELIES ON
GUT INSTINCT

FAIRY TALE:
CONTENT IS AN ART AND RELIES ON
GUT INSTINCT
FACT:
SUCCESSFUL CONTENT IS DATA DRIVEN
AND SEMANTIC KEYWORD RIDDEN

HOW TO GET DATA DRIVEN
WITH YOUR CONTENT MARKETING

Keyword Planner
is your friend!

Keyword Planner
is your friend!
• Enter words around your
company or service

Keyword Planner
is your friend!
company or service
competitors or enemies

Keyword Planner
is your friend!
company or service
• Don’t be afraid of two or
three word phrases

Keyword Planner
is your friend!
company or service
• Don’t be afraid of two or
three word phrases
• Find Search Volume

Find words that have volume

<10,000 and no one cares

@mackfogelson @unbounce #unwebinar
If no one is looking for your content, then
no one will read the content you write.
@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar

Get keyword ideas :)

Use these ideas to create blog topics

Just don’t use the typos

Google ‘how to’ + ‘keyword’ in incognito

Predictive search your topics

Select a topic based on your search

Hack your ability to rank
• Read the top 3 most recent
posts

posts
• Write 3 things that suck
about each of them

posts
about each of them
• Think of 3 ways to make
your post better

posts
about each of them
your post better
• Make it 10X better than
those posts

posts
about each of them
your post better
those posts
• Use the keywords and
semantics from earlier

posts
about each of them
your post better
those posts
• Use the keywords and
semantics from earlier
• Distribute it like crazy!

Google loves great content, but it ranks
content it can find no matter how people
search for it.

Content marketing is worthless
if it doesn’t move the needle
CASE STUDY

Agency

Client

Grow traffic, generate
leads, and increase
revenue . . .

IMPROVE CURRENT
CONTENT AND PROCESS

Blog

Italian was first language

Our copywriter fixed that

REDEVELOP CONTENT
STRATEGY TO ATTRACT
NEW CUSTOMERS

@morys @unbounce #unwebinar
Flappy bird ruined everything
Paolo de Santis -
Founder - Chupamobile
Flappy bird The Flappy Miley Clone
@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar

@morys @unbounce #unwebinar
App re-skinners were
ruining the site and
causing havoc in the
app store
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar

@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar
Apprenuers
• Want to build a business or
an app
• Do not have development
experience
• Development shops are
expensive
• Freelance Mobile Devs are
flaky

Conducted keyword and search research

Blog topics
• Hiring a mobile dev
• Teach people how to launch
apps
• How to make money from
apps
• Build apps with no code

Match blog posts to Ebook download content

Build landing pages

Lots of them

Make it easy to
become a lead
• CTA on bottom of blog posts

Make it easy to
become a lead
• CTA on sidebar

Make it easy to
become a lead
• CTA on sidebar
• Exit intent pop-up

Create content calendar

LAUNCH POSTS AND
DISTRIBUTE LIKE A MOFO

Distribution process for every post

We networked and linked

We built an outreach list

LinkedIn is amazing

Aggregators help!

If content gets published on the
internet with no one around to read it,
does it still get found?

19% increase in organic
in 3 months

696 leads in 3 months

44% conversion rate

Nurture leads
to create customers

Nurture leads
to create customers
• Downloaded guide

Nurture leads
to create customers
• Introduction to Chupa email

Nurture leads
to create customers
• How it works email

Nurture leads
to create customers
• How it works email
• Chupa success story email

Growth hacking isn’t one tactic; it is how
you string tactics together and automate
them. That’s how you create growth!

The Facts & Fairytales of Conversion-Driven Content

The Facts & Fairytales of Conversion-Driven Content

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Editor's Notes