Content marketing is HOT. Marketing agencies do what they have always done: acquisition and campaigns. But content marketing is more “always on” than “campaigns”. This presentation focuses on the conversion side of content marketing. It will teach you how to capture prospects on your Conversion Focused Lead Generation web site and turn them into HOT sales ready leads.

1. Content that
converts
Conversion Summit

2. We have come to earth to save humans from
Bad Conversion Rates & Web Sites That Suck

3. John Ekman
3
aka
The Chief
Conversionista
!
aka
The Conversion
Eagle
!
aka
The Conversion
king of Sweden
!
aka
The Conversion
Syntheziser

4. “87,65% of CEOs will invest like crazy
in Content Marketing Software”
!
Fartner Group
“Everyone and his mother will
jump onto Inbound marketing
before the end of last week”
!
Harasster Research

5. This shit is hot
5

6. Content
Marketing is
like sex in
high school

7. Don’t let Content
Marketing become
your Panikragg

9. The ad agencies move in

10. 10
“We’ve made this great campaign which got us tons of
new visitors but it didn’t seem to generate much sales”

11. @conversionista
11
The IT guys move in
MA

12. The ever present promise of “Automation”
12
“Automobile”
Automated Manufacturing
Salesforce Automation

13. The biggest secret of
Marketing Automation
- It’s not automated!

14. Don’t put the carriage in front of the horse
14

15. G.I.G.O.

16. @conversionista
16
The IT guys move in
….run to the door! MA
When you see this guy…..

17. What’s it all about?
17
Content Marketing
Lead Management
Marketing Automation
Start at the top!

18. 18
Content Marketing
Instead of
!
Yelling about YOUR PRODUCTS AND SERVICES in purchased media ...
!
... You create and distribute content that focuses on the problems and
challenges of your prospects.
!
Your prospects will search and find your content and then visit your site /
facebook page etc.
!
There you identify them and engage them in an ongoing dialogue.
or Inbound marketing

19. 19
Do I have you full attention sir?!

20. 20
Hello - Anybody home?

21. 21
Purchased media is the premium you have
to pay because you don’t have loyal fans

22. 22
Content Marketing
Instead of
!
Yelling about YOUR PRODUCTS AND SERVICES in purchased media ...
!
... You create and distribute content that focuses on the problems and
challenges of your prospects.
!
Your prospects will search and find your content and then visit your site /
facebook page etc.
!
There you identify them and engage them in an ongoing dialogue.
or Inbound marketing

23. Prospect awareness scale
23
Unaware Problem Aware Solution Aware Product Aware Most Aware
*Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996
http://www.copyblogger.com/blog-selling/

24. 24
Your biggest problem?

25. Remember this guy?
25
A very large part of the prospect’s buying
process happens before you’re even invited
Most of it happens on the web
Google it

26. “Ultra Silent”
The waspinator
26
get rid of godamn wasps
“Non poisonous”
“Eco certified”
“Safe for children”

27. Early stage content
27
Unaware Problem Aware Solution Aware Product Aware Most Aware

28. Ok Jean Claude
One more chance

29. Let’s start a blog!
29

30. 30
Content Marketing
Instead of
!
Yelling about YOUR PRODUCTS AND SERVICES in purchased media ...
!
... You create and distribute content that focuses on the problems and
challenges of your prospects.
!
Your prospects will search and find your content and then visit your site /
facebook page etc.
!
There you identify them and engage them in an ongoing dialogue.
or Inbound marketing

31. A conversion
focused model for
a lead generation
web site

32. The model
32
Start page Destination page Lead capture Goal
Segment Drive towards
capture
Secure lead
Then things get complicated
1. Visitors arrive here and there
2. Lead capture can happen directly on the page
Engage

33. 33

34. One-page flow aligned to awareness state
34
UnawareProblemAwareSolutionAwareProductAwareMostAware

35. 35
Unaware
Problem aware
Solution aware

36. Here’s the result:

38. Ok, prospect is on your page.
!
You want to capture the lead.
!
You present the hook.
Two challenges
38
HOW do yo integrate the hook content into the bait content
1. Layout - Where on the page do you place the hook?
2. Context - What hook goes on what bait page?

39. Secmaker again

40. Look!
!
We screw
up too!

43. Secmaker again

45. Brian Dean - Backlinko
45
http://backlinko.com/increase-conversions

46. 46
http://youtu.be/pzH5FnwF9iA
See the guide tour here:
http://youtu.be/pzH5FnwF9iA

47. Hey John!
What about E-commerce?

48. Norröna - Way back
48

49. Norröna - Now
49

50. Norröna Analytics
50
Unique visitors
Engaged visitors
Visits with
”View cart”
Purchases
Bounce rate
26,5%
77 007
!
56 639
!
3 111
!
2 357
!
346
Visits with ”Add to cart”
Add to cart rate
5,5%
View cart rate
75,7%
Cart Completion rate
11,1%
Cart Abandonment
rate
88,9%
GA funnel report
Conversion rate
0,45%

51. Norröna Magazine
51

52. Your todo list
52
Stop Yelling in your own
language, start speaking in your
customers’
Kill the “whitepaper of the
month” approach
If it’s not working, you’re doing it
in the wrong place.

53. The Conversion Synthesizer?

54. john@conversionista.se
@conversionista
www.conversionista.se