how to create content that converts
TRANSCRIPT
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.
@Uberflip #CROday@HanaAbaza
WHY CONTENT?
Awareness / Engagement
Subscribers
Lead Generation
Purchases / Sales
What’s your conversion goal?
@Uberflip #CROday@HanaAbaza
1. The Content Journey
2. Crafting Your Content
3. The Content (user) Experience
4. Gating Content for Lead Gen
Creating Content
That Converts
@Uberflip #CROday@HanaAbaza
THE CONTENT JOURNEY
@Uberflip #CROday@HanaAbaza
Know who you’re talking to…
@Uberflip #CROday@HanaAbaza
Learn what they’ll need…
@Uberflip #CROday@HanaAbaza
Learn what they’ll need…
@Uberflip #CROday@HanaAbaza
Fantasy…
Source: Rand Fishkin
@Uberflip #CROday@HanaAbaza
Reality…
Source: Rand Fishkin
@Uberflip #CROday@HanaAbaza
CRAFTING CONTENT
@Uberflip #CROday@HanaAbaza
It depends – value is subjective!
Focus on being:
Relevant
Consistent
Trustworthy
Authentic
Useful
Engaging
What the is “valuable”
content?
@Uberflip #CROday@HanaAbaza
But what do all of those
things mean?!
@Uberflip #CROday@HanaAbaza
Relevant
Is it right for your audience?
@Uberflip #CROday@HanaAbaza
Consistent
Does it align with their expectations?
Frequency? Branding?
@Uberflip #CROday@HanaAbaza
Trustworthy
Is it believable or is it bullshit?
Credibility? Grammar? Spelling?
@Uberflip #CROday@HanaAbaza
Authentic
Does it prove you’re a human?
Jargon? Personality?
@Uberflip #CROday@HanaAbaza
Useful
Does it benefit your audience now?
Practical? Actionable?
@Uberflip #CROday@HanaAbaza
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.“
@Uberflip #CROday@HanaAbaza
The Content (user) Experience
1. The overall content experience
(blog, resource center etc.)
1. Gate “premium” content (eBooks,
webinars etc.) to generate leads
@Uberflip #CROday@HanaAbaza
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
@Uberflip #CROday@HanaAbaza
No distinct call to action
No recommended content
Nowhere to subscribe
No images or videos
No links to learn more
AVOID THIS!
@Uberflip #CROday@HanaAbaza
Call to action
Recommend
content
Useful image
Discoverable
INCLUDE
Targeted
Contextual
CALL-TO-ACTIONS
@Uberflip #CROday@HanaAbaza
@Uberflip #CROday@HanaAbaza
PERSONALIZE
THE EXPERIENCE
@Uberflip #CROday@HanaAbaza
Generic
@Uberflip #CROday@HanaAbaza
Tailored
@Uberflip #CROday@HanaAbaza
GENERATE LEADS
GATING CONTENT TO
Should I gate it,
or leave it?
@Uberflip #CROday@HanaAbaza
What is
your goal?
More leads
Increase
awareness
and reach
Is the content
high value?Yes!
Not gated No
NoDo you have a
large enough
audience?Yes! Gated content
Create
content
HOW TO GATE CONTENT:
2 APPROACHES
(1) LANDING PAGES (2) OVERLAY CTAs
@Uberflip #CROday@HanaAbaza
Simple, clear and concise
Call-to-action
Optimize forms for goals
Add a human being
Landing Pages
@Uberflip #CROday@HanaAbaza
Concise message
Context matters
Source traffic matters
CTA Overlays
@Uberflip #CROday@HanaAbaza
@Uberflip #CROday@HanaAbaza
@Uberflip #CROday@HanaAbaza
A few examples…
@Uberflip #CROday@HanaAbaza
Limited fields (using
progressive profiling)
Responsive
Compelling
messaging
Eliminating
steps
@Uberflip #CROday@HanaAbaza
Number of fields weeds out
“fake” leads
Images
Responsive
Descriptive
(highlighting the value and
explaining the purpose)
Clear call-to-action
@Uberflip #CROday@HanaAbaza
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.
Landing Page
Landing Page CTA Overlay
250% increase in conversion
Landing Page CTA Overlay
250% increase in conversion
Landing Page CTA Overlay
YOU’RE
GENERATING
LEADS!
Now what?
YOU’RE
GENERATING
LEADS!
@Uberflip #CROday@HanaAbaza
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
@Uberflip #CROday@HanaAbaza
THANK YOU!
Questions?
I’ve got answers!
hub.uberflip.com