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HOW TO HANA ABAZA VP Marketing at Uberflip THAT CONVERTS


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ABOUT UBERFLIP We help marketers create, manage and optimize the content experience at every stage of the funnel – no IT required! Power your content library, resource center, blog and more.


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WHY CONTENT? Awareness / Engagement Subscribers Lead Generation Purchases / Sales What’s your conversion goal?


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The Content Journey Crafting Your Content The Content (user) Experience Gating Content for Lead Gen Creating Content That Converts


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THE CONTENT JOURNEY


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Know who you’re talking to…


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Learn what they’ll need…


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Learn what they’ll need…


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Fantasy… Source: Rand Fishkin


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Reality… Source: Rand Fishkin


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CRAFTING CONTENT


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It depends – value is subjective! Focus on being: Relevant Consistent Trustworthy Authentic Useful Engaging What the is “valuable” content?


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But what do all of those things mean?!


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Relevant Is it right for your audience?


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Consistent Does it align with their expectations? Frequency? Branding?


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Trustworthy Is it believable or is it bullshit? Credibility? Grammar? Spelling?


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Authentic Does it prove you’re a human? Jargon? Personality?


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Useful Does it benefit your audience now? Practical? Actionable?


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Engaging Is it an enjoyable experience overall? Scan, Share, Scale, Act


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Great, but how do I get this well-crafted, well-targeted content to actually generate leads?!


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It’s the content, stupid. “ experience >


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The Content (user) Experience The overall content experience (blog, resource center etc.) Gate “premium” content (eBooks, webinars etc.) to generate leads


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HIGH CONVERTING KEY ELEMENTS OF A CONTENT EXPERIENCE


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Easy to navigate (menu structure) Easy to find stuff (search ability) Mobile friendly MAKE IT EASY


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Learn from Ikea! Where should people go next? Recommended content Call-to-actions CREATE AN ENGAGEMENT PATH


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No distinct call to action No recommended content Nowhere to subscribe No images or videos No links to learn more AVOID THIS! ?


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Call to action Recommend content Useful image Discoverable ?


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INCLUDE Targeted Contextual CALL-TO-ACTIONS


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?


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?


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PERSONALIZE THE EXPERIENCE


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Generic


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Tailored


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GENERATE LEADS GATING CONTENT TO


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Should I gate it, or leave it?


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What is your goal? More leads Increase awareness and reach Is the content high value? Yes! Not gated No No Do you have a large enough audience? Yes! Gated content Create content


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HOW TO GATE CONTENT: 2 APPROACHES (1) LANDING PAGES (2) OVERLAY CTAs


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Simple, clear and concise Call-to-action Optimize forms for goals Add a human being Landing Pages


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Concise message Context matters Source traffic matters CTA Overlays


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A few examples…


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Limited fields (using progressive profiling) Responsive Compelling messaging Eliminating steps


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Number of fields weeds out “fake” leads Images Responsive Descriptive (highlighting the value and explaining the purpose) Clear call-to-action


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Large, attention grabbing image dominates page Responsive Brief description (straight to the point) Clear calls-to-action


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Only one field (higher conversion?)


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Smart fields and Progressive Profiling


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MEASURE PERFORMANCE & TEST And then test again.


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Landing Page


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Landing Page CTA Overlay


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250% increase in conversion Landing Page CTA Overlay


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250% increase in conversion Landing Page CTA Overlay


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YOU’RE GENERATING LEADS!


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Now what? YOU’RE GENERATING LEADS!


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The Definitive Guide to Lead Nurturing by Marketo (get eBook) Demystifying Valuable Content by Uberflip (read article) The Do’s &Don’ts of Gating Content by Uberflip (watch video) The 7 Day Lead Gen Landing Page Course by Unbounce (sign up) Why Great Content Isn’t Enough to Generate Leads by DGR (read article) More Kick-Ass Resources


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THANK YOU! Questions? I’ve got answers! hub.uberflip.com


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