We make our content material work laborious. Similar to our CEO.
I pity the idiot that creates nice content material and forgets to place a advertising and marketing plan in place to leverage it. Don’t be that marketer. You realize higher, however you don’t know *do* higher. Luckily, at Unbounce we’re fairly good at content material advertising and marketing. And I’m a blabbermouth.
That’s the explanation I’m scripting this put up. To share a few of our concepts with you, so you may get extra out of your content material.
Right here’s a stat based mostly on one of many methodologies we apply to our advertising and marketing:
Through the use of contextual design, we’ve persistently seen conversion fee will increase of over 29%.
Versus campaigns that don’t make use of contextual design rules.Oli-verified Unbounce factoid.
Contextual design is a confirmed method that we’ve began utilizing for all of our touchdown pages. I’ll get into extra element in a minute, however primarily you begin a dialog in a weblog put up, in an e-book, in a promotion, in an ecourse, after which proceed that dialog on the vacation spot touchdown web page.
Instantaneous gratification on your guests. Instantaneous improve in conversion charges for you. Sensible content material advertising and marketing for all.
On this weblog put up you’ll learn to use touchdown pages for content material advertising and marketing, specifically:
- The best way to grasp content material reuse to multiply your lead gen potential by 10x
- The best way to use affirmation pages to double your lead gen potential
- The best way to use contextual design to attach together with your guests and enhance conversion charges
- The best way to be a profitable content material marketer with out utilizing bullshit expressions like “Content material is King”.
Truly, let’s begin with quantity 4. It’s easy. Cease saying it. It’s previous and drained and no one will get any worth from listening to it.
1. The best way to grasp content material reuse to multiply your lead gen potential by 10x
Right here’s how we did this. We took my Conversion Centered Design (CCD) idea and turned it right into a sequence of 12 items of content material.
Particularly, we:
- Wrote an e-book referred to as “The Ultimate Guide to Conversion Centered Design”. (Content material piece #1).
- Wrote a blog post that highlighted a few core concepts from the e-book. (Content material piece #2).
- Created a Slideshare deck to introduce the CCD concepts. (Content material piece #3).
- Wrote a guest post for HubSpot that had a abstract of the core ideas of the e-book. (Content material piece #4).
- Added the e-book to our resources page.
- Held a webinar about Conversion Centered Design that captured leads for registration. That hyperlink now factors to the “watch the webinar” web page as a result of the occasion has occurred. (Content material piece #5).
- Created a landing page to watch the webinar recording after the occasion.
- Created a Slideshare deck from the webinar presentation. (Content material piece #6).
- Break up the webinar recording into 6 short videos for our YouTube channel. (Content material items #7-12).
- Added the webinar to our resources page.
After which we despatched the visitors from all of those sources to touchdown pages designed to seize leads.
Listed below are the three touchdown pages we used.
CCD e-book touchdown web page
Discover how this makes use of the e-book Slideshare deck as a sort of preview of the e-book ideas.
Together with the preview elevated conversion charges by 12.5%.
Webinar registration touchdown web page
Webinar recording touchdown web page
1 Idea, 12 Items of Content material, 10 Content material Advertising and marketing Channels
As you’ll be able to see, a single idea can go a really great distance once you break it down and reuse it in your content material advertising and marketing campaigns.
Because of the variety of channels we created, this content material continues to tug in new leads day by day.
2. The best way to use affirmation pages to double your lead gen potential
Right here’s a fast and straightforward case examine for you that you could copy to offer an prompt enhance to your lead gen numbers.
Lead gen confirmation pages are a goldmine of additional advertising and marketing potential. You’ve got an ideal alternative to ask one thing additional of your recent leads when they’re at their absolute warmest.
Not too long ago, we modified the thank-you web page for our webinar registration touchdown pages from asking for a social share, to asking folks to subscribe to our weblog publication.
Right here’s the affirmation web page in query:
2,500 folks registered for the webinar, and of these 40% subscribed to the weblog! That’s 1,000 additional weblog subscribers simply by including a CTA to the affirmation web page of a webinar lead gen type.
That’s sensible content material advertising and marketing. Go do it now.
3. The best way to use contextual design to attach together with your guests and enhance conversion charges
As I discussed firstly of the put up, contextual design is all about sustaining the expertise your customer is immersed in once they journey from one place to the subsequent, reminiscent of from a visitor put up to your touchdown web page.
There are a number of sorts of context that you could leverage for a profitable content material advertising and marketing touchdown web page.
Dialog match
That is the first concept behind contextual design. In quite simple phrases, it’s about utilizing a private greeting in your touchdown web page to make your customer really feel welcome. The extra you may make folks really feel like you might be speaking to them relatively than at them, the extra inclined they’ll be to take heed to the remainder of the dialog.
Design match
Design match is a measure of how nicely your visible design is maintained from content material supply to touchdown web page. When the imagery is strongly correlated, folks really feel extra “at dwelling” in your touchdown web page.
Message match
That is the place the headline of your touchdown web page mirrors the copy used on the hyperlink that was clicked to get to the web page. Contextual design for content material advertising and marketing takes a barely totally different method, relying extra on dialog match, however it’s best to be certain that your message is represented someplace in your touchdown web page.
Let’s take a look at some contextual design case research.
When we’ve a CTA on a visitor weblog put up, within the PDF of one among our ebooks, or from an ecourse, we take folks to what we name a WHY web page. That is the place we clarify why Unbounce is a helpful advertising and marketing device for the customer, to encourage folks to attempt it out.
We not too long ago launched an ecourse (The Smart Marketer’s Landing Page Conversion Course). On the course pages that you just get to after registering, there’s a hyperlink within the web page header:
This took folks to a generic touchdown web page:
This has completely no connection to the locations we have been driving visitors from. It’s merely a price proposition based mostly rationalization of what Unbounce is.
We’ve used this web page for a number of campaigns, and it transformed very reliably at 18% in each occasion.
To enhance the expertise we ran an A/B check with a contextually designed touchdown web page:
What’s the distinction right here?
- The header is co-branded, so guests can see the connection from the ecourse and Unbounce.
- The headline is a conversational query that speaks to the expertise folks have been at the moment immersed in.
- There’s a photograph and private message from me (the first creator of the course).
This web page transformed at 23.20%, a conversion carry of 29%, just by making a dialog match with the customer.
Since we discovered how a lot influence this system can have, we’ve applied it for a number of extra campaigns.
First, I wrote a visitor put up for Wufoo, and linked to a touchdown web page on the finish of the put up.
The Wufoo touchdown web page transformed at 33% (dropping to round 23% after the preliminary publish week – presumably as a result of subsequent guests got here to Wufoo from natural search relatively than being extra extremely focused weblog subscribers).
I did the identical for a put up on the Vertical Response weblog.
This time the touchdown web page transformed at 35%.
Contextual design FTW!
Wrapping issues up
There you’ve gotten it. Three extremely profitable methods to make use of touchdown pages to extend the conversion charges of your content material advertising and marketing.
In abstract, right here’s what we discovered:
- Create “huge content material”, so you’ll be able to slice it and cube it into a number of codecs. This allows you to reuse it to create additional inbound advertising and marketing channels.
- Everytime you use a lead gen touchdown web page to offer away your gated content material, ask your new results in have interaction with you once more on the affirmation web page, whereas they’re nonetheless scorching for instructor. (You’re the instructor).
- Use contextual design to create a dialog from supply to touchdown web page.
How do *you* market your content material? I’d love to listen to your modern concepts within the feedback.