GROWtalks Vancouver - January 30th, 2014

1. 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?
2

3. User Acquisition Strategies - Display
Ads
3

4. User Acquisition Strategies - PPC Ads
4

5. User Acquisition Strategies - E-mail
5

6. User Acquisition Strategies Promotions
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7. User Acquisition Strategies - SEO
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8. User Acquisitions Strategies - Social
Media
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9. All Routes Lead to…
Content
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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
10

11. Good Content vs. Bad Content
In the beginning:
“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.”
11

12. Good Content vs. Bad Content
Now:
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
12

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?
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14. First, Decide on Your Format
•
Blog post
•
Photo gallery
•
Video
•
Infographic
•
Tweet
•
Facebook post
•
Quora answer
•
Slideshare slideshow
14

15. Next, Pick Your Channel
Your blog
Break original story into chunks and distribute across multiple
channels
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16. Basic Blog Post - Bad Practice
“Dallas-based
Aimbridge
Hospitality and Haitibased 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…”
16

17. Basic Blog Post - Good Practice
17

18. Instagram - Bad Practice
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19. Instagram - Good Practice
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20. Twitter - Bad Practice
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21. Twitter - Good Practice
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22. Twitter - Good or Bad?
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23. Quora - Good Practice
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24. Quora - Bad Practice
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25. Infographics - Good Practice
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26. Infographics - Bad Practice
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27. Your Content Mix
27

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%
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29. Content Must-Haves
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30. Content Must-Haves - Title
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31. Content Must-Haves - Microcontent
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32. Content Must-Haves - Keywords
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33. Content Must-Haves - Visuals
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34. Content Must-Haves - Call to Action
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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
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36. Repurpose, Repurpose, Repurpose
•
People learn differently, so use different formats for your
content
blog post
36
infographic
slideshow

37. Content Must-Haves - Shareability
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38. How Do You Know if it’s Good
Content?
•
Measure it
• Traffic
• Shares
• Longevity
• Virality
• Engagement
• Conversion
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39. Study, Rinse and Repeat
•
Study what works and do more of it
!
• Title:
!
• Timing:
!
• Subject:
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40. Thank you!
www.strutta.com