how to leverage content for conversions

BigDoor

Ashley TateContent Manager

@ashtate

Joanna LordCMO

@joannalord

Wednesday, 20 November, 13

Recording and slides will be emailedby the end of the week


try.unbounce.com/for-your-content-strategy


See how Unbounce can help you quickly build and publish targeted landing pages

(without having to code)

Stick around afterward


Director of Customer Success

Ryan Engley

Unbounce

@ryan_engley

Join our chat on Twitter


Content Manager

Ashley Tate

BigDoor

@AshTate

Join our chat on Twitter

Chief Marketing Officer

Joanna Lord

BigDoor

@JoannaLord


Who are we?

Based out of Seattle (hey there, rain!)BigDoor powers loyalty programs for some of the biggest brands,

creates loyalty campaigns for retailers & publishers,hipsters, geeks, biz-money peeps and a beta fish named Reese

Oh yeah. We love content. We like love love love it.


Why “Content For Conversions”?

“Content is the reason search began in the first place”.

- Lee Odden


“The Dark Knight” : A year in the making

When we say “content” we mean this sort of crazy stuff.


learn more about this campaign: http://bit.ly/12iwHYi

“The Dark Knight” : A year in the making


http://bit.ly/12iwHYi

http://bit.ly/12iwHYi

“Scale of the Universe” : Seriously?! OMG!

And this sort of awesomeness.


learn more about this campaign: http://htwins.net/scale2/



http://htwins.net/scale2/




But it’s not easy


We need to rethink “conversion”


Conversion



Downloads.Shares.Loyalty.

Referrals.Data.

Emails.Membership.

Comments.


Conversion


But where do you start?


With the customer [journey] of course!


Customer journey map:A framework that maps out the stages of your

customer's lifecycle. It enables you to improve your customer experiences through helping you best

understand how customers are interacting with you now and what areas to invest in moving forward.


Discovery Comparison Transaction Retention Advocacy

Common customer lifecycle phases


Discovery Comparison Transaction Retention


Advocacy


Content can be used at every stage of a customer’s lifecycle to help them convert.

Discovery Comparison Transaction Retention


Advocacy


Let’s talk specifics.What kind of content works?


Content For Discovery


Help Scout: Thought Leadershiphttps://www.helpscout.net/resources/customer-loyalty/


https://www.helpscout.net/resources/customer-loyalty/

https://www.helpscout.net/resources/customer-loyalty/

MOZ: Educationhttp://moz.com/beginners-guide-to-seo


http://moz.com/beginners-guide-to-seo

http://moz.com/beginners-guide-to-seo

Content For Comparison


McDonalds: Transparencyhttp://yourquestions.mcdonalds.ca/


http://yourquestions.mcdonalds.ca

http://yourquestions.mcdonalds.ca

MailChimp: Makes Pricing Interactivehttp://mailchimp.com/pricing/


http://mailchimp.com/pricing/

http://mailchimp.com/pricing/

Content For Transactions


Epipheo: Creates trust through designhttp://www.epipheo.com/


http://www.epipheo.com

http://www.epipheo.com

Google: Decisions through datahttp://www.google.com/think/collections/zero-moment-truth.html


http://www.google.com/think/collections/zero-moment-truth.html

http://www.google.com/think/collections/zero-moment-truth.html

Content For Retention


Buffer: Honesty Wins Loyaltyhttp://open.bufferapp.com/buffer-has-been-hacked-here-is-whats-going-on/


http://open.bufferapp.com/buffer-has-been-hacked-here-is-whats-going-on/


Chipotle: Focus on your “why”http://www.scarecrowgame.com/


http://www.scarecrowgame.com

http://www.scarecrowgame.com

Content For Advocacy


Virgin: Focus on making it funhttp://www.cnn.com/2013/10/30/travel/virgin-america-safety-video/




Gaga: Hand over the reignshttps://littlemonsters.com/


https://littlemonsters.com

https://littlemonsters.com

Sounds pretty cool huh?


Capturing interest, conversions & fans is easy...

With the right content.Wednesday, 20 November, 13

What will you need?


Top-Down Support


Top-Down Support?

Executive support for content -centric strategy.Marketing team structured around great content.

Dedicated content resource (people & budget).Reporting & KPIs include content efforts.

What is


Design, Design, Design


Design, Design, Design?

Dedicated content design resources.Dedicate content design budgets.

Raise the bar on your design efforts.Specific, on-brand, innovative designs.

Multi-media design executions.Cross-device design efforts.

What Do We Mean By


A Content Champion


A Content Champion?

Content lead to manage content projects.Content analytics in place.

Content metrics given the attention they deserve.Content code, voice doc, brand guide.

What is


An Evangelism Process


An Evangelism Process?

Process for reporting out content efforts.Process for reporting out content performance.

Customer journey map published with content accounted for.Ongoing content calendar shared.

What is


Data, Data, Data


Content lead to manage content projects.Content analytics in place.

Content metrics given the attention they deserve.Content code, voice doc, brand guide.

Data, Data, Data?What Do We Mean By


Unbounce: Create Content Based on Data


Okay, let’s wrap this party up


For those tweeting while we talked...A checklist!

Create a customer journey map & identify opportunity for content

Rethink conversions & match the content opportunities

Allocate design resources to create content that really stands out

Get top-down buy in, give it a champion, and create a process

Measure & use that data to steer your content efforts


About BigDoor

• BigDoor is a white label software platform that helps brands increase customer engagement, reward users, and build loyalty.

• We work with some of the biggest brands in the world, including CBS, Starbucks, Pepsi, Microsoft, and more.

• Interested in hearing more? Drop us a line directly at [email protected].


mailto:[email protected]

mailto:[email protected]

try.unbounce.com/for-your-content-strategy


Why use Unbounce to build your landing pages?


Increase your conversion rates with targeted pages & A/B testing

You’ll get better results from your campaigns


Quit waiting weeks for your developers

Building pages with Unbounce is fast


Build, publish and optimize without having to wait for developers or designers

You maintain control of your campaigns


how to leverage content for conversions

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kind of content works