1) The document discusses how content can be used at every stage of the customer journey or lifecycle to help convert users, from discovery to advocacy. 2) It provides examples of content that works for each stage, such as thought leadership for discovery, transparency for comparison, and focusing on why for retention. 3) To successfully implement a content strategy for conversions, the document recommends having top-down support, dedicated design resources, a content champion, an evangelism process, and using data to guide content efforts.

1. BigDoor
Ashley Tate
Content Manager
@ashtate
Wednesday, 20 November, 13
Joanna Lord
CMO
@joannalord

2. Recording and slides will be emailed
by the end of the week
Wednesday, 20 November, 13

3. try.unbounce.com/for-your-content-strategy
Wednesday, 20 November, 13

4. Wednesday, 20 November, 13

5. Stick around afterward
See how Unbounce can help you quickly build
and publish targeted landing pages
(without having to code)
Wednesday, 20 November, 13

6. Ryan Engley
Director of Customer Success
Unbounce
@ryan_engley
Join our chat on
Twitter
Wednesday, 20 November, 13

7. Joanna Lord
Chief Marketing Officer
BigDoor
Wednesday, 20 November, 13
Content Manager
BigDoor
@JoannaLord
Join our chat on
Twitter
Ashley Tate
@AshTate

8. Who are we?
Based out of Seattle (hey there, rain!)
BigDoor powers loyalty programs for some of the biggest brands,
creates loyalty campaigns for retailers & publishers,
hipsters, geeks, biz-money peeps and a beta fish named Reese
Oh yeah. We love content. We like love love love it.
Wednesday, 20 November, 13

9. Why “Content For Conversions”?
“Content is the reason search
began in the first place”.
- Lee Odden
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10. When we say “content” we mean this sort of crazy stuff.
“The Dark Knight” : A year in the making
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11. learn more about this campaign: http://bit.ly/12iwHYi
“The Dark Knight” : A year in the making
Wednesday, 20 November, 13

12. And this sort of awesomeness.
“Scale of the Universe” : Seriously?! OMG!
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13. “Scale of the Universe” : Seriously?! OMG!
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14. “Scale of the Universe” : Seriously?! OMG!
Wednesday, 20 November, 13

15. “Scale of the Universe” : Seriously?! OMG!
Wednesday, 20 November, 13

16. learn more about this
campaign: http://
htwins.net/scale2/
“Scale of the Universe” : Seriously?! OMG!
Wednesday, 20 November, 13

17. But it’s not easy
Wednesday, 20 November, 13

18. We need to rethink “conversion”
Wednesday, 20 November, 13

19. We need to rethink “conversion”
Conversion
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20. We need to rethink “conversion”
Downloads.
Shares.
Loyalty.
Referrals.
Data.
Emails.
Membership.
Comments.
Conversion
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21. But where do you start?
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22. With the customer [journey] of course!
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23. Customer journey map:
A framework that maps out the stages of your
customer's lifecycle. It enables you to improve your
customer experiences through helping you best
understand how customers are interacting with you
now and what areas to invest in moving forward.
Wednesday, 20 November, 13

24. Common customer lifecycle phases
Discovery
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Comparison
Transaction
Retention
Advocacy

25. Common customer lifecycle phases
Discovery
Wednesday, 20 November, 13
Comparison
Transaction
Retention
Advocacy

26. Common customer lifecycle phases
Content can be used at every stage of a
customer’s lifecycle to help them convert.
Discovery
Wednesday, 20 November, 13
Comparison
Transaction
Retention
Advocacy

27. Let’s talk specifics.
What kind of content works?
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28. Content For Discovery
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29. Help Scout: Thought Leadership
https://www.helpscout.net/resources/customer-loyalty/
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30. MOZ: Education
http://moz.com/beginners-guide-to-seo
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31. Content For Comparison
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32. McDonalds: Transparency
http://yourquestions.mcdonalds.ca/
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33. MailChimp: Makes Pricing Interactive
http://mailchimp.com/pricing/
Wednesday, 20 November, 13

34. Content For Transactions
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35. Epipheo: Creates trust through design
http://www.epipheo.com/
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36. Google: Decisions through data
http://www.google.com/think/collections/zero-moment-truth.html
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37. Content For Retention
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38. Buffer: Honesty Wins Loyalty
http://open.bufferapp.com/buffer-has-been-hacked-here-is-whats-going-on/
Wednesday, 20 November, 13

39. Chipotle: Focus on your “why”
http://www.scarecrowgame.com/
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40. Content For Advocacy
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41. Virgin: Focus on making it fun
http://www.cnn.com/2013/10/30/travel/virgin-america-safety-video/
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42. Gaga: Hand over the reigns
https://littlemonsters.com/
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43. Sounds pretty cool huh?
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44. Capturing interest, conversions & fans is easy...
With the right content.
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45. What will you need?
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46. Top-Down Support
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47. What is
Top-Down Support?
Executive support for content -centric strategy.
Marketing team structured around great content.
Dedicated content resource (people & budget).
Reporting & KPIs include content efforts.
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48. Design, Design, Design
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49. What Do We Mean By
Design, Design, Design?
Dedicated content design resources.
Dedicate content design budgets.
Raise the bar on your design efforts.
Specific, on-brand, innovative designs.
Multi-media design executions.
Cross-device design efforts.
Wednesday, 20 November, 13

50. A Content Champion
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51. What is
A Content Champion?
Content lead to manage content projects.
Content analytics in place.
Content metrics given the attention they deserve.
Content code, voice doc, brand guide.
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52. An Evangelism Process
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53. What is
An Evangelism Process?
Process for reporting out content efforts.
Process for reporting out content performance.
Customer journey map published with content accounted for.
Ongoing content calendar shared.
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54. Data, Data, Data
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55. What Do We Mean By
Data, Data, Data?
Content lead to manage content projects.
Content analytics in place.
Content metrics given the attention they deserve.
Content code, voice doc, brand guide.
Wednesday, 20 November, 13

56. Unbounce: Create Content Based on Data
Wednesday, 20 November, 13

57. Okay, let’s wrap this party up
Wednesday, 20 November, 13

58. For those tweeting while we talked...
A checklist!
Create a customer journey map & identify opportunity for content
Rethink conversions & match the content opportunities
Get top-down buy in, give it a champion, and create a process
Allocate design resources to create content that really stands out
Measure & use that data to steer your content efforts
Wednesday, 20 November, 13

59. About BigDoor
• BigDoor is a white label software platform that helps brands increase customer engagement, reward users, and build loyalty.
• We work with some of the biggest brands in the world, including CBS, Starbucks, Pepsi, Microsoft, and more.
• Interested in hearing more? Drop us a line directly at marketing@bigdoor.com.
Wednesday, 20 November, 13

60. try.unbounce.com/for-your-content-strategy
Wednesday, 20 November, 13

61. Why use Unbounce
to build your landing pages?
Wednesday, 20 November, 13

62. You’ll get better results
from your campaigns
Increase your conversion rates
with targeted pages & A/B testing
Wednesday, 20 November, 13

63. Building pages
with Unbounce is fast
Quit waiting weeks for your developers
Wednesday, 20 November, 13

64. You maintain control
of your campaigns
Build, publish and optimize
without having to wait for developers or designers
Wednesday, 20 November, 13