Content That Converts: Win Leads and Influence People

�2

We Have a Problem

The Problem? User acquisition. How do we target potential customers and convert them into users?

�3

User Acquisition Strategies - Display Ads

�4

User Acquisition Strategies - PPC Ads

�5

User Acquisition Strategies - E-mail

�6

User Acquisition Strategies - Promotions

�7

User Acquisition Strategies - SEO

�8

User Acquisitions Strategies - Social Media

�9

All Routes Lead to…

Content

�10

Good Content vs. Bad Content

Good content = Clear, informative, entertaining, educational

!

Bad content = Boring, overly salesy, full of errors, lacks concrete, actionable information, focused on you instead of your reader, tries too hard to be funny

�11

Good Content vs. Bad Content

“The earliest salons were informal gatherings where B-list philosophers gibbered away so they couldn’t hear themselves dying of plague. Get an earful of the modern salon’s soothing hair-dryer purrs and scissor chop-chops instead with today’s deal: for $30, you get $100 worth of services at Gary Patrick Salon at its location in Pleasanton.”

In the beginning:

�12

Good Content vs. Bad Content

30 Days of Unlimited Hot-Yoga Classes or 10 Classes at Westcoast Hot Yoga (Up to 69% Off)

Build strength, balance, and flexibility while stretching and bending in a 30- to 40-degree room

Now:

�13

The Internet is Noisy

•2 million blog posts published each day

•55 million photos uploaded to Instagram each day

•100 hours of video uploaded to YouTube every minute

•30 billion pieces of content shared on Facebook every month

!

How will your content stand out?

�14

First, Decide on Your Format

• Blog post

• Photo gallery

• Video

• Infographic

• Tweet

• Facebook post

• Quora answer

• Slideshare slideshow

�15

Next, Pick Your ChannelYour blog

Break original story into chunks and distribute across multiple channels

�16

Basic Blog Post - Bad Practice

“Dallas-based Aimbridge Hospitality and Haiti-based corporation Carabimmo SA in partnership with U.S.-based Best Western International, are pleased to announce the opening today of the luxury Best Western Premier Petion-Ville, Haiti…”

�17

Basic Blog Post - Good Practice

�18

Instagram - Bad Practice

�19

Instagram - Good Practice

�20

Twitter - Bad Practice

�21

Twitter - Good Practice

�22

Twitter - Good or Bad?

�23

Quora - Good Practice

�24

Quora - Bad Practice

�25

Infographics - Good Practice

�26

Infographics - Bad Practice

�27

Your Content Mix

�28

Average Content Mix• Social media

(other than blogs): 87%

• Articles: 81%

• E-newsletter: 80%

• Blogs: 76%

• Case studies: 73%

• Videos: 73%

• White papers: 64%

• Infographics: 51%

�29

Content Must-Haves

�30

Content Must-Haves - Title

�31

Content Must-Haves - Microcontent

�32

Content Must-Haves - Keywords

�33

Content Must-Haves - Visuals

�34

Content Must-Haves - Call to Action

�35

Understand Web Reading Patterns• Most web readers

• Scan a page in under 10 seconds looking for specific information. They typically do not read every word - at least at first

• Look to bold headings, subheadings and links to help them find the information they’re looking for

• Often only scan the first few words of a sentence, paragraph or teaser text to determine whether or not to read on

• Often won’t scroll below the fold if what they're looking for hasn’t been confirmed above it

• Will read, on average, only 20% of the text on a page

• Will leave a site/page quickly if they can’t find what they need

�36

Repurpose, Repurpose, Repurpose

• People learn differently, so use different formats for your content

blog post infographic slideshow

�37

Content Must-Haves - Shareability

�38

How Do You Know if it’s Good Content?

• Measure it

• Traffic

• Shares

• Longevity

• Virality

• Engagement

• Conversion

�39

Study, Rinse and Repeat

• Study what works and do more of it

!

• Title:

!

• Timing:

!

• Subject:

www.strutta.com

Thank you!