How to leverage content for conversions
description
Transcript of How to leverage content for conversions
BigDoor
Ashley TateContent Manager
@ashtate
Joanna LordCMO
@joannalord
Wednesday, 20 November, 13
Recording and slides will be emailedby the end of the week
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try.unbounce.com/for-your-content-strategy
Wednesday, 20 November, 13
Wednesday, 20 November, 13
See how Unbounce can help you quickly build and publish targeted landing pages
(without having to code)
Stick around afterward
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Director of Customer Success
Ryan Engley
Unbounce
@ryan_engley
Join our chat on Twitter
Wednesday, 20 November, 13
Content Manager
Ashley Tate
BigDoor
@AshTate
Join our chat on Twitter
Chief Marketing Officer
Joanna Lord
BigDoor
@JoannaLord
Wednesday, 20 November, 13
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.
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Why “Content For Conversions”?
“Content is the reason search began in the first place”.
- Lee Odden
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“The Dark Knight” : A year in the making
When we say “content” we mean this sort of crazy stuff.
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learn more about this campaign: http://bit.ly/12iwHYi
“The Dark Knight” : A year in the making
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“Scale of the Universe” : Seriously?! OMG!
And this sort of awesomeness.
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“Scale of the Universe” : Seriously?! OMG!
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“Scale of the Universe” : Seriously?! OMG!
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“Scale of the Universe” : Seriously?! OMG!
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learn more about this campaign: http://htwins.net/scale2/
“Scale of the Universe” : Seriously?! OMG!
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But it’s not easy
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We need to rethink “conversion”
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Conversion
We need to rethink “conversion”
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Downloads.Shares.Loyalty.
Referrals.Data.
Emails.Membership.
Comments.
We need to rethink “conversion”
Conversion
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But where do you start?
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With the customer [journey] of course!
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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.
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Discovery Comparison Transaction Retention Advocacy
Common customer lifecycle phases
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Discovery Comparison Transaction Retention
Common customer lifecycle phases
Advocacy
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Content can be used at every stage of a customer’s lifecycle to help them convert.
Discovery Comparison Transaction Retention
Common customer lifecycle phases
Advocacy
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Let’s talk specifics.What kind of content works?
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Content For Discovery
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Help Scout: Thought Leadershiphttps://www.helpscout.net/resources/customer-loyalty/
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MOZ: Educationhttp://moz.com/beginners-guide-to-seo
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Content For Comparison
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McDonalds: Transparencyhttp://yourquestions.mcdonalds.ca/
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MailChimp: Makes Pricing Interactivehttp://mailchimp.com/pricing/
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Content For Transactions
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Epipheo: Creates trust through designhttp://www.epipheo.com/
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Google: Decisions through datahttp://www.google.com/think/collections/zero-moment-truth.html
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Content For Retention
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Buffer: Honesty Wins Loyaltyhttp://open.bufferapp.com/buffer-has-been-hacked-here-is-whats-going-on/
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Chipotle: Focus on your “why”http://www.scarecrowgame.com/
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Content For Advocacy
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Virgin: Focus on making it funhttp://www.cnn.com/2013/10/30/travel/virgin-america-safety-video/
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Gaga: Hand over the reignshttps://littlemonsters.com/
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Sounds pretty cool huh?
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Capturing interest, conversions & fans is easy...
With the right content.Wednesday, 20 November, 13
What will you need?
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Top-Down Support
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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.
What is
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Design, Design, Design
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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.
What Do We Mean By
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A Content Champion
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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.
What is
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An Evangelism Process
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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.
What is
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Data, Data, Data
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Content lead to manage content projects.Content analytics in place.
Content metrics given the attention they deserve.Content code, voice doc, brand guide.
Data, Data, Data?What Do We Mean By
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Unbounce: Create Content Based on Data
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Okay, let’s wrap this party up
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For those tweeting while we talked...A checklist!
Create a customer journey map & identify opportunity for content
Rethink conversions & match the content opportunities
Allocate design resources to create content that really stands out
Get top-down buy in, give it a champion, and create a process
Measure & use that data to steer your content efforts
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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 [email protected].
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try.unbounce.com/for-your-content-strategy
Wednesday, 20 November, 13
Why use Unbounce to build your landing pages?
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Increase your conversion rates with targeted pages & A/B testing
You’ll get better results from your campaigns
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Quit waiting weeks for your developers
Building pages with Unbounce is fast
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Build, publish and optimize without having to wait for developers or designers
You maintain control of your campaigns
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