putting the conversion into content - justin taylor
DESCRIPTION
As content providers, we all too often measure success on metrics such as Likes, Tweets, Pins etc. Although these indicators are good barometers of success, they offer no real indication of conversion. Conversion is the holy grail of any content marketing campaign, therefore how do we inject the conversion into content?TRANSCRIPT
putting conversion into content
Justin Taylor Managing Director
@JustinGraphitas
@JustinGraphitas
Tweet??
Like
+1 ?? Pin it
@JustinGraphitas
Tweet 504
287
+1 28
38
Like
Pin it
direct revenue
@JustinGraphitas
Tweet 48
25
+1 3
5
Like
Pin it
direct revenue
@JustinGraphitas
direct revenue
@JustinGraphitas
£
@JustinGraphitas
£
@JustinGraphitas
@JustinGraphitas
@JustinGraphitas
define your objectives
tip 1
@JustinGraphitas
produce better content
focus on whereyou want to be
not where you are
@JustinGraphitas
understand your audience
tip 2
@JustinGraphitas
do your researchcreate personastalk to peoplehang out in forums
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use their language
tip 3
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the tech savvy audience use jargon, talk
technical, be specific about
detail
when selling luxury holidays
use seductive language and a tranquil tone
of voice
when selling fashionuse aspirational language, create the want factor
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concentrate ontip 4
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as many people read headlines as read body copy
Credit: David Ogilvy
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anchor products into content
tip 5
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if someone is interested enough to read about
something you can pretty much guarantee they are
interested enough to buy it
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@JustinGraphitas
http://graphit.as/currys
@JustinGraphitas
@JustinGraphitas
calls to action and triggers
tip 6
@JustinGraphitas
@JustinGraphitas
content with visual impact
tip 7
@JustinGraphitas
@JustinGraphitas
@JustinGraphitas
add valuetip
8
@JustinGraphitas
http://graphit.as/celebsunglasses
@JustinGraphitas
http://graphit.as/celebsunglasses
never stop testing
tip 9
@JustinGraphitas
and helps you stay ahead of the game
testing encourages innovation
@JustinGraphitas
31
2
play to wintip 10
@JustinGraphitas
thank you
www.graphitas.co.uk/blog
Justin Taylor @JustinGraphitas
@JustinGraphitas