Slides from my session at #CTAConf :)

1. CAT VIDEOS, LIST
POSTS & OTHER
MYTHS OF
HIGH-CONVERTING
CONTENT

2. Content is the atomic
particle of all digital
marketing.
- Rebecca Lieb

3. It’s not your imagination.
Contentisgettingharder.

4. Over 600,000 “Mind-Blowing” Marketing Posts

5. Almost 500,000 Ultimate Guides to Marketing

6. Too many to count.

10. Myth #1
YourBusinesscompetitorsareyour
contentcompetitors

11. will
produce
more
content
than
they
did
in
2015 120%+
77%of B2C
marketers 76%of B2B
marketers
Active user base
111%+ 64%+
of
internet
traffic
will
be
video
content
by
201879%

12. Howcanwecreate
bettercontent,THATCONVERTS?
(in a repeatable and scalable way)

13. Relevance

14. HOW DO YOU KNOW WHAT’S RELEVANT?
DataPEOPLE TOOLS

15. Ask internal teams
Ask your customers
Ask your followers
Audience surveys
PEOPLE

16. CustomerDevforContent
How
long
have
you
been
in
your
role?
How
many
people
are
on
your
team?
How
do
you
compare
yourself
to
your
coworkers
How
does
the
team
work
together?
What
tools
do
you
use/spend
the
most
time
with?
How
do
you
learn
about
marketing?
What
kind
of
content
attracts
you?
Can
you
give
an
example
of
one
unforgettable
piece
of
content?
Do
you
look
at
content
during
the
workday
or
outside
of
business
hours?
What’s
the
one
area
of
your
job
that
you
feel
you
need
to
learn
more
about?
What
is
your
mind
on
most
of
the
day?
What
do
you
think
about
the
most?
What
part
of
your
day
do
you
love
most?
What
part
of
your
day
do
you
hate
most?
If
I
could
get
you
an
expert
about
any
topic
to
spend
an
hour
with,
who
would
it
be
and
what’s
the
topic?
What
is
your
dream
job?
Who
is
your
marketing
hero?

17. TOOLS answerthepublic.com

18. Data
Highest traffic content?
Highest converting content?
Do what Andy says J

19. Myth #2
Allyouneedisgreatcontent

20. (dirtylittlesecret)

21. (dirtylittlesecret)
GreatContentIsn’tEnough

22. Youneedagreatcontentexperience
(that’s optimized for your goals)

24. @Uberflip

25. @Uberflip

26. HowDoWeCreateaHigh-Converting
ContentExperience?

27. READABLE
ACTIONABLE
TAILORED

28. READABLE
ACTIONABLE
TAILORED

30. Easy toread
Short
paragraphs

31. Subheads
IMAGES

32. READABLE
ACTIONABLE
TAILORED

33. INCLUDE
CALLS-TO-ACTION
CREATE AN
ENGAGEMENT PATH

34. CREATEanENGAGEMENTPATH

35. LET ME BE CLEAR
THE BUYER JOURNEY ISN’T LINEAR
BUT POINT PEOPLE IN THE RIGHT DIRECTION!

36. Don’tdothis!

37. Recommend Content
Internal Linking
Ask them to Subscribe
There’s no shortage of ideas. Only a lack of action.
Howdowekeeppeoplemoreengaged?

38. Calls-to-Action

39. Quiztime!
What’s #1 rule for
calls-to-action?

40. Have a f#@?ing
call-to-action.
Thanks Oli J

41. Calls-to-Action Clarity
Context
Targeting

42. Is the action and
value obvious?
CLARITY

43. CONTEXT

44. CONTEXT IS
EVERYTHING

46. ContextualCTA

48. ContextualCTA

51. TARGETING

52. L
GenericGeneric

53. Targeted
(18% +)

54. READABLE
ACTIONABLE
TAILORED

55. Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type
What Most People Do

57. Thistellsmenothing!

58. @Uberflip

59. @Uberflip

60. @Uberflip

61. Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Tailoring the Experience

66. Myth #3
Moreismore

67. of marketers
think they’re
productive.
92%

68. of marketers also work
on evenings and
weekends.
90%

69. of marketers have
delayed going to the
bathroom to meet a
deadline.
60%

70. We don’t
have time
to pee!

71. Truth
BetterMoreismore

72. Howdowegetmorebangforourbuck?
(without creating more content)

73. ContentHiatus
No new content creation… gasp!

74. So…Whatwillthecontentteamdoallday?
- SAIDeveryoneoutsidethemarketingteam

75. FOCUS

76. The problem with most marketing
teams isn’t a lack of ideas.
It’s the lack of clarity and focus.
@hanaabaza

77. will
produce
more
content
than
they
did
in
2015
77%of B2C
marketers 76%of B2B
marketers
Of
marketers
can’t
measure
the
success of
their
content79%

78. BlogAudit
High
Traffic
Pages
Converting
Better
High
Converting
Pages
More
Discoverable

79. Greattraffic,
crappyconversion.

80. Lookfamiliar?J

81. Greatconversion,
crappytraffic.

83. Butwhatabouttheblogsubscribers?

84. Butwhataboutourblogsubscribers?
Visitors
19.5% +
Open Rate
8% +
Email CTR
11% +

85. FOCUS

86. What do people really want?
BeforeYouWriteAnotherWord

87. What do people really want?
What will the experience be like?
BeforeYouWriteAnotherWord

88. What do people really want?
What will the experience be like?
Do you really need another blog post?
BeforeYouWriteAnotherWord