7 steps to creating content that converts

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016


An Elephant-sized Problem


Session Goals

Rethink approach to content

Learn about content strategy

Discuss successes & challenges


What do we want to do?

Who are we speaking to?

Why should they care?

Where will we communicate with our users?

When will we deliver content?

How will we gauge performance?

6 Questions

1

2

3

4

5

6


#1: What do we want to do?


Key Point

Document your goals

match them to the corresponding KPIs.

then


Goals, KPIs & Calls to Action

Goal Raise brand awareness

Engage users Drive leads Increase sales

KPIs

- Pageviews

- Direct traffic

- Branded search traffic

- Bounce rate

- Average time spent on page

- Asset downloads

- Email signups

- Webinar/info session signups

- Event RSVPs

- Requests for quotes & demos

- Phone/email inquiries

- Sales meetings

- Number of sales attributed to online efforts

CTA“Read about…”

“Learn more”

“Download your copy now”

“Sign up today!”

“RSVP now”

“Request a quote”

“Get in touch today!”

“Buy now”

“Book an appointment”


#2: Who do we want to speak to?


per · so · na/ˌpərˈsōnə/noun

detailed descriptions that inform about user:

- demographics

- psychographic profiles

- goals, challenges and concerns

Key Point


Buyer Personas


Tip!

Honest, Expert Car Advice

Drop by EconoLube today, our friendly car care

specialists will give you an honest estimate and

work to get you on your way as quickly as

possible. No appointment necessary!

Create Tailored Messages based on your personas:


#3: Why should they care?


Key Point

The 4 stages of the buyer’s process:

Awareness Build Trust Influence Decision

Close


Car Trouble: An Example


Types of Content


Tip!

Use Google Keyword Planner to get ideas for content:

5 Reasons Why Your Car Shakes

Average Cost for Transmission Flush

How Often Should You Change Your Transmission Fluid?

Possible Headlines:


#4: Where will we communicate?


Key Point

Google AdWords

Facebook Advertising

Email Marketing

Media & Blogs(influencer outreach)

Recommended Channels:


Tip!

Leverage Super Remarketing


#5: When will we deliver content?


A Study in Timeliness

Awareness blog contentAd #1


A Study in Timeliness

Unbounce Landing PageAd #2

This Facebook campaign reached 119,578 people &generated 3,120 site clicks & 86 leads for less than $1,000.


Tip!

Use Unbounce to create attractive & functional landing pages:

First Foundation Layoff Insurance Landing Page

http://sem.firstfoundation.ca/layoff-insurance-lp/




Key Point

Effectively time the delivery of content with a content schedule:


#6: How will we gauge performance?


Key Point

Our favourite Google Analytics performance reports:

Traffic & Time on

Page

Goal Conversions

Report


Traffic & Time on Page

Behaviour > Site Content > All Pages


Goal Conversions Report

Conversions > Goals > Overview


Goal Conversions Report

Acquisition > Overview > All Traffic > Source/Medium


#7: Stay Focused


Prepare for content domination!


Thank You!

@BluetrainInc

Facebook.com/bluetraininc

Linkedin.com/company/bluetrain-inc.

+BluetrainCa

Bluetrain.ca/blog