7 Steps to Creating Content that Converts

•

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Prepare for total content domination! In this jam-packed session, Bluetrain's content experts will guide you through the 7 steps for creating (awesome) content that converts visitors into leads for your business. From content planning, production, and promotion—we'll cover every phase of the content process (and throw in loads of content hacks along the way) so that you leave ready to take over the content world.

Marketing

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
An Elephant-sized Problem

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Session Goals
Rethink
approach
to content
Learn about
content
strategy
Discuss
successes &
challenges

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
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

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
#1: What do we want to do?

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Key Point
Document your goals
match them to the
corresponding KPIs.
then

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
#2: Who do we want to speak to?

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
per · so · na
/ˌpərˈsōnə/
noun
detailed descriptions that inform about user:
- demographics
- psychographic profiles
- goals, challenges and concerns
Key Point

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Buyer Personas

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
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:

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
#3: Why should they care?

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Key Point
The 4 stages of the buyer’s process:
Awareness Build Trust
Influence
Decision
Close

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Car Trouble: An Example

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Types of Content

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
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:

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
#4: Where will we communicate?

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Key Point
Google
AdWords
Facebook
Advertising
Email
Marketing
Media & Blogs
(influencer
outreach)
Recommended
Channels:

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Tip!
Leverage Super Remarketing

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
#5: When will we deliver content?

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
A Study in Timeliness
Awareness blog contentAd #1

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
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.

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Tip!
Use Unbounce to
create attractive &
functional landing
pages:
First Foundation Layoff Insurance Landing Page

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Key Point
Effectively time the delivery of content with a
content schedule:

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
#6: How will we gauge performance?

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Key Point
Our favourite Google Analytics performance reports:
Traffic &
Time on
Page
Goal
Conversions
Report

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Traffic & Time on Page
Behaviour > Site Content > All Pages

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Goal Conversions Report
Conversions > Goals > Overview

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Goal Conversions Report
Acquisition > Overview > All Traffic > Source/Medium

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
#7: Stay Focused

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Prepare for content domination!

MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016
Thank You!
@BluetrainInc
Facebook.com/bluetraininc
Linkedin.com/company/bluetrain-inc.
+BluetrainCa
Bluetrain.ca/blog

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7 Steps to Creating Content that Converts

1. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016

2. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 An Elephant-sized Problem

3. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Session Goals Rethink approach to content Learn about content strategy Discuss successes & challenges

4. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 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

5. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 #1: What do we want to do?

6. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Key Point Document your goals match them to the corresponding KPIs. then

7. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 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”

8. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 #2: Who do we want to speak to?

9. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 per · so · na /ˌpərˈsōnə/ noun detailed descriptions that inform about user: - demographics - psychographic profiles - goals, challenges and concerns Key Point

10. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Buyer Personas

11. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 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:

12. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 #3: Why should they care?

13. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Key Point The 4 stages of the buyer’s process: Awareness Build Trust Influence Decision Close

14. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Car Trouble: An Example

15. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Types of Content

16. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 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:

17. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 #4: Where will we communicate?

18. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Key Point Google AdWords Facebook Advertising Email Marketing Media & Blogs (influencer outreach) Recommended Channels:

19. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Tip! Leverage Super Remarketing

20. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 #5: When will we deliver content?

21. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 A Study in Timeliness Awareness blog contentAd #1

22. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 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.

23. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Tip! Use Unbounce to create attractive & functional landing pages: First Foundation Layoff Insurance Landing Page

24. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Key Point Effectively time the delivery of content with a content schedule:

25. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 #6: How will we gauge performance?

26. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Key Point Our favourite Google Analytics performance reports: Traffic & Time on Page Goal Conversions Report

27. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Traffic & Time on Page Behaviour > Site Content > All Pages

28. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Traffic & Time on Page Behaviour > Site Content > All Pages

29. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Goal Conversions Report Conversions > Goals > Overview

30. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Goal Conversions Report Acquisition > Overview > All Traffic > Source/Medium

31. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 #7: Stay Focused

32. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Prepare for content domination!

33. MARCH 12, 2016 | BLUETRAIN INC. | iMEDIA 2016 Thank You! @BluetrainInc Facebook.com/bluetraininc Linkedin.com/company/bluetrain-inc. +BluetrainCa Bluetrain.ca/blog

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