If you're in the business of acquiring users, you'll need great content to power ads, campaigns and conversion strategies. Here's a look at how to create content that converts.

1. Content That Converts:
Win Leads and Influence People

2. Every Business Has a Problem
The Problem? User
acquisition. How do
we target potential
customers and
convert them into
users?
!
The Solution? There
are many ways to
drive users. Let’s look
at some of the basic
ways.
2

3. User Acquisition Strategies - Display Ads
Benefits:
• Great for brand
exposure
!
Drawbacks:
• Low clickthrough rate
(0.1%)
• The average
person is
served 1,700
banner ads per
month
3

4. User Acquisition Strategies - PPC Ads
Benefits:
• Tied to search
behaviour
• More likely to
lead to
purchase
intention
• Affordable
!
Drawbacks:
• Low clickthrough rate
(2%)
4

5. User Acquisition Strategies - E-mail
Benefits:
• Access to optin audience
• Personalizable
• Preferred by
users for
promotional
messages
!
Drawbacks:
• Variable
conversion
rate (5-50%)
• Requires great
content
5

6. User Acquisition Strategies - Promotions
Benefits:
• High
conversion
rate: 73%
• Generates
leads and
engagement
!
Drawbacks:
• Can only run 1
per month at
most
• Requires great
content
6

7. User Acquisition Strategies - SEO
Benefits:
• High potential for
click-through if
you can rank well
• Targetted traffic
tied to purchase
intention
!
Drawbacks:
• Ranking well is
getting harder
• Requires great
content and
inbound links
7

8. User Acquisitions Strategies - Social Media
Benefits:
• Low-cost tools
• Access to a
large audience
• Generates leads
and
engagement
!
Drawbacks:
• Crowded and
noisy
• Requires great
content to stand
out
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9. All Routes Lead to…
Great Content
You simply can’t get traffic, leads and conversions without awesome content
9

10. What is Good Content?
Good content = Clear, informative, entertaining, educational
!
Bad content = Boring, overly salesy, full of errors, lacks concrete,
actionable information, focuses on you instead of your reader, tries too
hard to be funny
10

11. What is Good Content?
In its early days, Groupon used outlandish copy in an attempt to stand
out. It used descriptions that were so bizarre they bordered on
fantastical.
!
Hair was described as “frayed head threads,” while spray tanners were
“handheld hue-changers” and teeth were “mouth cubes.”
Here’s an example:
“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 chopchops instead with today’s deal: for $30, you get $100 worth of services at
Gary Patrick Salon at its location in Pleasanton.”
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12. What is Good Content?
Now, Groupon’s copy is clear, direct and much easier to understand.
Readers don’t have to work so hard to figure out what the deal is.
For example:
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 30to 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
Text
Visual
Blog post
Tweet
Photo
Gallery
Presentation
FB post
Video
Quora
answer
14
Infographic

15. Next, Pick Your Channel
Your blog
Break original story into chunks and distribute across multiple channels
15

16. Basic Blog Post - Best Practice
Avoid the direct
sales pitch.
!
Avoid running
press releases as
blog posts.
!
Keep the post
reader-focused.
The reader wants
to know what’s in it
for them.
16

17. Basic Blog Post - Best Practice
Use an attentiongrabbing headline.
!
Include pullquotes
and key
takeaways.
!
Make it compelling
and make the
reader benefits
obvious.
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18. Instagram - Best Practice
Avoid using the
same visual over
and over again.
!
Avoid nothing but
product shots.
18

19. Instagram - Best Practice
Show your product
in unique contexts.
!
Catch the eye and
build a story
around your brand.
19

20. Twitter - Best Practice
Avoid leveraging
eyeballs on the
back of human
tragedy.
20

21. Twitter - Best Practice
Leverage current
events in a positive
way.
!
There’s no need
for a sales pitch
when the image
sells itself.
21

22. Twitter - Good or Bad?
There’s a lot of
grey area when it
comes to creating
good content.
!
This tweet could
be funny, or it
could be offensive,
depending on
where you live and
what you drive!
22

23. Quora - Best Practice
Avoid overly selfpromotional
content.
!
Focus on
delivering value.
23

24. Quora - Best Practice
Answer questions
thoroughly.
!
Include visuals.
!
Be interesting.
!
Include a link back
to a longer blog
post.
!
Be helpful to
people without the
sales pitch!
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25. Infographics - Best Practice
Avoid overly complex graphics that are virtually impossible to decipher.
25

26. Infographics - Best Practice
The purpose of an
infographic is to use
visuals to convey
information more
quickly and effectively
than you could with
straight text.
!
Use a simple schematic
that is easy to decipher
and nice to look at!
26

27. Your Content Mix
This content matrix,
produced by Distilled,
illustrates four types
of content that every
brand needs:
-
Entertaining
content
-
Educational
content
-
Persuasive
content
-
Conversionoriented content
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%
28

29. Content Must-Haves
Here’s a look at the
elements you’ll want to
have in every blog post
to ensure its success.
!
We’ll dissect our most
popular post — What
Burberry’s Doing Right
in Online Marketing
29

30. Content Must-Haves - Title
Title: Must be clear,
compelling and
communicative.
!
The title is often what
the reader will use to
determine whether
they will click-through
and read the piece.
!
Be interesting, use
keywords and promise
the reader something
of value.
30

31. Content Must-Haves - Microcontent
Microcontent: Subheadings, pullquotes,
and other small bits of
content that help the
reader navigate your
page.
!
Use micro content that
helps tell the story and
makes the page
scannable.
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32. Content Must-Haves - Keywords
Keywords: Use words
that describe the
essence of what your
content is about.
Repeat them in your
title, meta-title, subheadings, and body
copy.
!
Keywords are
important for SEO, and
also help your reader
identify your subject
matter.
32

33. Content Must-Haves - Visuals
Visuals: Visual content
enhances readability. It
grabs the reader’s eye.
It gives the eye a break
from large blocks of
text. It breaks up the
content and makes it
more manageable on
the screen.
!
Visual content also
gets more shares on
social media channels.
33

34. Content Must-Haves - Call to Action
Call to Action: At this
point, you’ve earned
the right to be a little
salesy. Bring it home
and go for the ask - tell
your reader what you’d
like them to do next.
34

35. Understand Web Reading Patterns
•
Most web readers
•
•
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
•
•
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Scan a page in under 10 seconds looking for specific information.
They typically do not read every word - at least at first
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

36. Repurpose, Repurpose, Repurpose
•
People learn differently, so use different formats for your content
blog post
36
infographic
slideshow

37. Content Must-Haves - Shareability
Understand what motivates people to share content, then create content that
fits the different sharing personalities.
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38. How Do You Know if it’s Good Content?
•
Measure it
•
•
•
•
•
•
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Traffic
Shares
Longevity
Virality
Engagement
Conversion

39. Study, Rinse and Repeat
•
Study what works and do more of it
!
•
Title:
•
Timing:
•
Subject:
!
!
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40. We can help you launch a promotion designed to
generate leads and engagement with great content
!
!
Contact us for details
http://www.strutta.com/contact/
!
www.strutta.com