the definitive presentation on content conversion
DESCRIPTION
Explore the collaborative world of content creation and presentation, with an emphasis on strengthening marketing and conversion efforts for better leads and a solid bottom line.TRANSCRIPT
the definitive presentation oncontentconversionA Seal and Sweezey Production
Matthew SweezeyMarketing Automation Strategist
Authoring “Marketing Automation For Dummies” to be released later in
2013
How This Will Go
Cliff SealUser Experience Designer for Pardot
Thought leader for UX Design and noted speaker on the topic
@msweezey@cliffseal
#pardotwebinar
Get Your Strategy Right First User stories
Know how they research Know when they research
Build Your Stages
Break your marketing cycle into stages
(Start with 3)
Create Scores to Define Stages
Formula for creating a score for content
Percentage of Sales Readiness
Sales Ready Score
x = Score
Let’s Talk Goals
New goals for new thinking
PPC conversion Nurturing conversion
5Now Create
1 10Now Create
for
Map Content to StagesStage 1: They have no clue
Blog post General to their role
Not product or company specificYou don’t have to author these
Map Content to Stages
Stage 2: They know they have a painSocial proofCase studies
Industry reports
Map Content to StagesStage 3: They want to demo (just not yet)
Buyer’s guides Press releasesWave report
Magic Quadrant report
Be AgileTest out “Pre-Release” content
Track engagement over time
Slice and dice
Know Your Audience
Interact whenever you can
Do what your audience doesYou might need “team stories”
Be HelpfulSet a precedent for being a
problem-solver
Know the “pain” better than your audience
Stay Relevant
Use the score-based stages
How can you be helpful at every point in the process?
Tailor Content to Stages
Stage 1: Provide habit-forming content
Trigger: Consistent output (time/email)Action: Fast-loading, legible contentReward: Provide value consistently
Tailor Content to Stages
Stage 2: Show them the way
Contrast PrincipleAdapt Aristotle's Appeals
Keep your value proposition clear
Tailor Content to Stages
Stage 3: Be the Go-To
Focus on your strengthsStay conversational (not pushy)Seize opportunities to delight
10You Have
Seconds(to present value)
1/20You Have
of a Second(to influence first impressions)
Test Yourself
Audit your assumptionsA/B or MAB test CTA’s
Measure success based on stage
?Questions