1. Creating Content that Converts
Justin Fishaw
Director of Content & Social

2. Content Planning Questions
• Who is my audience?
• What kind of content will drive
conversions on my site?
• Where does my audience ‘hang out’
online?
• Why do they need my product/service?
• When is the best time to reach them?

3. Free
Content
Research
Resources
Example:
Apartment
community,
Midtown Atlanta,
near Georgia
Tech
1.
2.
3.
4.
Google
Google
Google
Google
Trends
Keyword Planner
Suggested Search
Webmaster Tools

4. Content Planning Answers
• Who: college students in Midtown Atlanta near Georgia
Tech campus
• What: educational, shareable content; ebook/eguide,
blog posts, video, etc.
• Where: Google & social media; in particular Twitter,
Facebook, Instagram, & LinkedIn.
• Why: in need of off-campus housing, and the info
surrounding the decision.
• When: back to school months, pre & post semester.

5. Content Conclusions
1.Content must be high-quality, educational,
personalized, and branded to my audience.
2.Content should be created, published, and
promoted at the latest May, early June.
3.Google suggests a good handful of keyword
strings that I can use for blog post titles.

6. Strategic
Content to
be Created
“Free Guide to Finding
the Best Apartments Near
Georgia Tech”
Three-part Blog Series:
1. Narrowing Down Your
Georgia Tech Student
Housing Options
2. 5 Reasons to Live Off
Campus at Georgia
Tech
3. Everything Midtown
Atlanta Has to Offer
College Students

7. Landing Page Optimization
What is it you want them to do?
Guiding Goals When Creating a Landing
Page
1.Conversion
2.Clarity
3.Friction Reduction

8. Landing Page Creation
Software or Program

Anatomy of
a Landing
Page
Optimized
for
Conversion
•
•
•
•





Wordpress Plugin
Instapage
Lander App
Hubspot
Landing Page Form
Graphic representation
of content offer
Clear and concise copy
that sells your visitor
Thank You Page
Mobile optimized

9. 3 Golden Rules of LP Creation
1.Tell visitors exactly what you’re offering
(down to the specific # of pages)
2.Tell them why they can’t live without it
(‘…give you all the tools you need
to…’)
3.Tell them what they need to do to get it
(‘just fill out the form & we’ll send
you a copy of…)

12.  Content
 Landing
Page
Promotion

13. External Marketing Avenues Existing Marketing Assets
1.
2.
3.
4.
Pay-per-click Advertising
Paid Social Media
Blogger/Site Outreach
Content Related
Outreach
5. Guerilla Marketing
1.
2.
3.
4.
5.
Website & Blog
Email List / Newsletter
On-location Promotion
Networking
Social Media

14. Key to social media
promotion is your ability to
track the effectiveness of
each social network.


Social
Media
Manageme
nt
Platform
URL

15. Using Hootsuite to Track Activity

16. Use Click Report to Measure
Effectiveness of Social Publishing

17. Analyze Your Conversion Rate

18. Next Step
Post Conversion
 Send a personal email
introducing yourself
•
•
•
Nurture the
relationship by being
available to answer
any questions.
Don’t start selling
yet.
Become a resource
and they’ll most likely
become a new