CAT VIDEOS, LIST POSTS & OTHERMYTHS OFHIGH-CONVERTINGCONTENT

Content is the atomic particle of all digital marketing.

- Rebecca Lieb

It’s not your imagination.

Content is getting harder.

Over 600,000 “Mind-Blowing” Marketing Posts

Almost 500,000 Ultimate Guides to Marketing

Too many to count.

Myth #1

Your Business competitors are your

content competitors

will  produce  more  content  than  they  did  in  2015 120%+

77% of B2Cmarketers 76% of B2B

marketers

Active user base

111%+ 64%+

of  internet  traffic  will  bevideo  content  by  201879%

How can we createbetter content, THAT CONVERTS?

(in a repeatable and scalable way)

Relevance

HOW DO YOU KNOW WHAT’S RELEVANT?

DataPEOPLE TOOLS

Ask internal teams

Ask your customers

Ask your followers

Audience surveysPEOPLE

Customer Dev for ContentHow  long  have  you  been  in  your  role?

How  many  people  are  on  your  team?

How  do  you  compare  yourself  to  your  coworkers

How  does  the  team  work  together?

What  tools  do  you  use/spend  the  most  time  with?

How  do  you  learn  about  marketing?

What  kind  of  content  attracts  you?  Can  you  give  an  

example  of  one  unforgettable  piece  of  content?

Do  you  look  at  content  during  the  workday  or  outside  of  

business  hours?

What’s  the  one  area  of  your  job  that  you  feel  you  need  to  

learn  more  about?

What  is  your  mind  on  most  of  the  day?  What  do  you  

think  about  the  most?

What  part  of  your  day  do  you  love  most?

What  part  of  your  day  do  you  hate  most?

If  I  could  get  you  an  expert  about  any  topic  to  spend  an  

hour  with,  who  would  it  be  and  what’s  the  topic?

What  is  your  dream  job?  

Who  is  your  marketing  hero?

TOOLSanswerthepublic.com

DataHighest traffic content?

Highest converting content?

Do what Andy says J

Myth #2

All you need is great content

(dirty little secret)

(dirty little secret)

Great Content Isn’t Enough

You need a great content experience(that’s optimized for your goals)

@Uberflip

@Uberflip

How Do We Create a High-Converting

Content Experience?

READABLE

ACTIONABLE

TAILORED

READABLE

ACTIONABLE

TAILORED

Easy to read

Short

paragraphs

Subheads

IMAGES

READABLE

ACTIONABLE

TAILORED

INCLUDE

CALLS-TO-ACTION

CREATE AN

ENGAGEMENT PATH

CREATE an ENGAGEMENT PATH

LET ME BE CLEAR

THE BUYER JOURNEY ISN’T LINEAR

BUT POINT PEOPLE IN THE RIGHT DIRECTION!

Don’t do this!

Recommend Content

Internal Linking

Ask them to Subscribe

There’s no shortage of ideas. Only a lack of action.

How do we keep people more engaged?

Calls-to-Action

Quiz time!

What’s #1 rule for calls-to-action?

Have a f#@?ingcall-to-action.

Thanks Oli J

Calls-to-Action Clarity

Context

Targeting

Is the action andvalue obvious?

CLARITY

CONTEXT

CONTEXT IS

EVERYTHING

Contextual CTA

Contextual CTA

TARGETING

L

GenericGeneric

Targeted(18% +)

READABLE

ACTIONABLE

TAILORED

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type

What Most People Do

This tells me nothing!

@Uberflip

@Uberflip

@Uberflip

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Type By Topic By Vertical By Segment By Persona By Account

Tailoring the Experience

Myth #3

More is more

of marketers think they’re productive.

92%

of marketers also work on evenings and weekends.

90%

of marketers have delayed going to the bathroom to meet a deadline.

60%

We don’t have time to pee!

Truth

Better More is more

How do we get more bang for our buck ?

(without creating more content)

Content HiatusNo new content creation… gasp!

So…What will the content team do all day?

- SAID everyone outside the marketing team

FOCUS

The problem with most marketing teams isn’t a lack of ideas.

It’s the lack of clarity and focus.

@hanaabaza

will  produce  more  content  than  they  did  in  2015

77% of B2Cmarketers 76% of B2B

marketers

Of  marketers  can’t  measurethe  success of  their  content79%

Blog Audit

High  Traffic  Pages  Converting  Better

High  Converting  Pages  More  Discoverable

Great traffic,

crappy conversion.

Look familiar? J

Great conversion,

crappy traffic.

But what about the blog subscribers?

But what about our blog subscribers?

Visitors

19.5% +

Open Rate

8% +

Email CTR

11% +

FOCUS

What do people really want?

Before You Write Another Word

What do people really want?

What will the experience be like?

Before You Write Another Word

What do people really want?

What will the experience be like?

Do you really need another blog post?

Before You Write Another Word