CAT VIDEOS, LIST POSTS & OTHERMYTHS OFHIGH-CONVERTINGCONTENT

Content is the atomic particle of all digital marketing.

- Rebecca Lieb

Its 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 B2BmarketersActive 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 WHATS 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?

Whats 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 whats 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 Isnt Enough

You need a great content experience(thats 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 ISNT LINEAR

BUT POINT PEOPLE IN THE RIGHT DIRECTION!

Dont do this!

Recommend Content

Internal Linking

Ask them to Subscribe

Theres no shortage of ideas. Only a lack of action.

How do we keep people more engaged?

Calls-to-Action

Quiz time!

Whats #1 rule for calls-to-action?

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

Thanks Oli J

Calls-to-Action ClarityContext

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 theyre 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 dont 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!

SoWhat will the content team do all day?- SAID everyone outside the marketing team

FOCUS

The problem with most marketing teams isnt a lack of ideas.

Its the lack of clarity and focus.

@hanaabaza

will produce more content than they did in 2015

77% of B2Cmarketers 76% of B2Bmarketers

Of marketers cant 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