Creating quality blog posts, infographics and videos is an art, and one that’s necessary to engage customers with the kind of valuable content that empathizes with their needs. But maximizing every content asset’s potential to contribute to your company’s bottom line—that’s a science. In this webinar you'll learn: - The criteria for “valuable” customer-focused content your audience craves. - How to build a content experience better equipped to seize conversion opportunities. - How to strategically gate content to significantly boost your conversion rates.

1. HOW TO
HANA ABAZA
VP Marketing at Uberflip
THAT CONVERTS
CREATE CONTENT

2. @Uberflip #CROday@HanaAbaza
ABOUT UBERFLIP
We help marketers create,
manage and optimize the content
experience at every stage of the
funnel – no IT required!
Power your content library,
resource center, blog and more.

3. @Uberflip #CROday@HanaAbaza
WHY CONTENT?
Awareness / Engagement
Subscribers
Lead Generation
Purchases / Sales
What’s your conversion goal?

4. @Uberflip #CROday@HanaAbaza
1. The Content Journey
2. Crafting Your Content
3. The Content (user) Experience
4. Gating Content for Lead Gen
Creating Content
That Converts

5. @Uberflip #CROday@HanaAbaza
THE CONTENT JOURNEY

6. @Uberflip #CROday@HanaAbaza
Know who you’re talking to…

7. @Uberflip #CROday@HanaAbaza
Learn what they’ll need…

8. @Uberflip #CROday@HanaAbaza
Learn what they’ll need…

9. @Uberflip #CROday@HanaAbaza
Fantasy…
Source: Rand Fishkin

10. @Uberflip #CROday@HanaAbaza
Reality…
Source: Rand Fishkin

11. @Uberflip #CROday@HanaAbaza
CRAFTING CONTENT

12. @Uberflip #CROday@HanaAbaza
It depends – value is subjective!
Focus on being:
 Relevant
 Consistent
 Trustworthy
 Authentic
 Useful
 Engaging
What the is “valuable”
content?

13. @Uberflip #CROday@HanaAbaza
But what do all of those
things mean?!

14. @Uberflip #CROday@HanaAbaza
Relevant
Is it right for your audience?

15. @Uberflip #CROday@HanaAbaza
Consistent
Does it align with their expectations?
Frequency? Branding?

16. @Uberflip #CROday@HanaAbaza
Trustworthy
Is it believable or is it bullshit?
Credibility? Grammar? Spelling?

17. @Uberflip #CROday@HanaAbaza
Authentic
Does it prove you’re a human?
Jargon? Personality?

18. @Uberflip #CROday@HanaAbaza
Useful
Does it benefit your audience now?
Practical? Actionable?

19. @Uberflip #CROday@HanaAbaza
Engaging
Is it an enjoyable experience overall?
Scan, Share, Scale, Act

20. Great, but how do I get this
well-crafted, well-targeted
content to actually
generate leads?!

21. It’s the content, stupid.“

22. @Uberflip #CROday@HanaAbaza
The Content (user) Experience
1. The overall content experience
(blog, resource center etc.)
1. Gate “premium” content (eBooks,
webinars etc.) to generate leads

23. @Uberflip #CROday@HanaAbaza
HIGH CONVERTING
KEY ELEMENTS OF A
CONTENT EXPERIENCE

24.  Easy to navigate (menu structure)
 Easy to find stuff (search ability)
 Mobile friendly
MAKE IT EASY

25.  Learn from Ikea!
 Where should people go next?
 Recommended content
 Call-to-actions
CREATE AN
ENGAGEMENT PATH

26. @Uberflip #CROday@HanaAbaza
 No distinct call to action
 No recommended content
 Nowhere to subscribe
 No images or videos
 No links to learn more
AVOID THIS!


27. @Uberflip #CROday@HanaAbaza
Call to action
Recommend
content
Useful image
Discoverable


28. INCLUDE
 Targeted
 Contextual
CALL-TO-ACTIONS

29. @Uberflip #CROday@HanaAbaza


30. @Uberflip #CROday@HanaAbaza


31. PERSONALIZE
THE EXPERIENCE

32. @Uberflip #CROday@HanaAbaza
Generic

33. @Uberflip #CROday@HanaAbaza
Tailored

34. @Uberflip #CROday@HanaAbaza
GENERATE LEADS
GATING CONTENT TO

35. Should I gate it,
or leave it?

36. @Uberflip #CROday@HanaAbaza
What is
your goal?
More leads
Increase
awareness
and reach
Is the content
high value?
Yes!
Not gated No
No
Do you have a
large enough
audience?
Yes! Gated content
Create
content

37. HOW TO GATE CONTENT:
2 APPROACHES
(1) LANDING PAGES (2) OVERLAY CTAs

38. @Uberflip #CROday@HanaAbaza
 Simple, clear and concise
 Call-to-action
 Optimize forms for goals
 Add a human being
Landing Pages

39. @Uberflip #CROday@HanaAbaza
 Concise message
 Context matters
 Source traffic matters
CTA Overlays

40. @Uberflip #CROday@HanaAbaza

41. @Uberflip #CROday@HanaAbaza

42. @Uberflip #CROday@HanaAbaza
A few examples…

43. @Uberflip #CROday@HanaAbaza
Limited fields (using
progressive profiling)
Responsive
Compelling
messaging
Eliminating
steps

48. @Uberflip #CROday@HanaAbaza
Number of fields weeds out
“fake” leads
Images
Responsive
Descriptive
(highlighting the value and
explaining the purpose)
Clear call-to-action

49. @Uberflip #CROday@HanaAbaza
Large, attention grabbing
image dominates page
Responsive
Brief description
(straight to the point)
Clear calls-to-action

50. Only one field
(higher conversion?)

51. Smart fields and
Progressive Profiling

54. MEASURE
PERFORMANCE
& TEST
And then test again.

55. Landing Page

56. Landing Page CTA Overlay

57. 250% increase in conversion
Landing Page CTA Overlay

58. 250% increase in conversion
Landing Page CTA Overlay

59. YOU’RE
GENERATING
LEADS!

60. Now what?
YOU’RE
GENERATING
LEADS!

61. @Uberflip #CROday@HanaAbaza
The Definitive Guide to Lead Nurturing by Marketo (get eBook)
Demystifying Valuable Content by Uberflip (read article)
The Do’s &Don’ts of Gating Content by Uberflip (watch video)
The 7 Day Lead Gen Landing Page Course by Unbounce (sign up)
Why Great Content Isn’t Enough to Generate Leads by DGR (read article)
More Kick-Ass Resources

62. @Uberflip #CROday@HanaAbaza
THANK YOU!
Questions?
I’ve got answers!
hub.uberflip.com