Do you have a clear, repeatable strategy for converting readers to customers? Dan McGaw built the digital agency Effin Amazing by mastering content analytics and content strategy, and he wants to show you how to find and nurture more leads from your content marketing efforts. In our next Unwebinar, Dan will help you separate truth from fiction by teaching you: What you should and shouldn’t believe about content marketing The nuts and bolts of nurturing leads from your blog Why data should rule everything about your content strategy Exactly how Effin Amazing increased a client’s revenue 38% in 3 months ...plus, much more!

1. @effinamazing @unbounce #unwebinar
The Facts & Fairy Tales of Conversion-Driven Content
Thank you for joining us!
We’ll be starting in just a few minutes.
Ryan Engley
Director of Customer Success,
Unbounce
Dan McGaw
Founder and CEO,
Effin Amazing

3. Recording and slides will be sent
out by the end of the week

4. try.unbounce.com/for-conversion-driven-content

6. Stick around after
the Unwebinar
See how Unbounce can help you quickly
build and publish targeted landing pages
(without having to code)

7. @Ryan_Engley @unbounce #unwebinar
Join our chat on Twitter
Ryan Engley
Director of Customer Success
Unbounce
@Ryan_Engley

8. @effinamazing @unbounce #BeAmazing
Join our chat on Twitter
Dan McGaw
Founder and CEO
Effin Amazing
@Danielmcgaw

9. The Facts & Fairy Tales of
Conversion-Driven Content

10. FAIRY TALE:
CONTENT MARKETING IS EASY

11. FAIRY TALE:
CONTENT MARKETING IS EASY
FACT:
IT IS THE HARDEST AND MOST EXPENSIVE MARK

12. FAIRY TALE:
CONTENT DRIVES TRAFFIC QUICKLY

13. FAIRY TALE:
CONTENT DRIVES TRAFFIC QUICKLY
FACT:
CONTENT TAKES MONTHS TO DRIVE TRAFFIC

14. FAIRY TALE:
CONTENT IS AN ART AND RELIES ON
GUT INSTINCT

15. FAIRY TALE:
CONTENT IS AN ART AND RELIES ON
GUT INSTINCT
FACT:
SUCCESSFUL CONTENT IS DATA DRIVEN
AND SEMANTIC KEYWORD RIDDEN

16. HOW TO GET DATA DRIVEN
WITH YOUR CONTENT MARKETING

17. Keyword Planner
is your friend!
@effinamazing @unbounce #unwebinar

18. Keyword Planner
is your friend!
• Enter words around your
company or service
@effinamazing @unbounce #unwebinar

19. Keyword Planner
is your friend!
• Enter words around your
company or service
• Enter words around your
competitors or enemies
@effinamazing @unbounce #unwebinar

20. Keyword Planner
is your friend!
• Enter words around your
company or service
• Enter words around your
competitors or enemies
• Don’t be afraid of two or
three word phrases
@effinamazing @unbounce #unwebinar

21. Keyword Planner
is your friend!
• Enter words around your
company or service
• Enter words around your
competitors or enemies
• Don’t be afraid of two or
three word phrases
• Find Search Volume
@effinamazing @unbounce #unwebinar

22. Find words that have volume
@effinamazing @unbounce #unwebinar

23. <10,000 and no one cares
@effinamazing @unbounce #unwebinar

24. @mackfogelson @unbounce #unwebinar
If no one is looking for your content, then
no one will read the content you write.
@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar

25. Get keyword ideas :)
@effinamazing @unbounce #unwebinar

26. Use these ideas to create blog topics
@effinamazing @unbounce #unwebinar

27. Just don’t use the typos
@effinamazing @unbounce #unwebinar

28. Google ‘how to’ + ‘keyword’ in incognito
@effinamazing @unbounce #unwebinar

29. Predictive search your topics
@effinamazing @unbounce #unwebinar

30. Predictive search your topics
@effinamazing @unbounce #unwebinar

31. Predictive search your topics

32. Select a topic based on your search
@effinamazing @unbounce #unwebinar

33. Hack your ability to rank
@effinamazing @unbounce #unwebinar
• Read the top 3 most recent
posts

34. Hack your ability to rank
@effinamazing @unbounce #unwebinar
• Read the top 3 most recent
posts
• Write 3 things that suck
about each of them

35. Hack your ability to rank
@effinamazing @unbounce #unwebinar
• Read the top 3 most recent
posts
• Write 3 things that suck
about each of them
• Think of 3 ways to make
your post better

36. Hack your ability to rank
@effinamazing @unbounce #unwebinar
• Read the top 3 most recent
posts
• Write 3 things that suck
about each of them
• Think of 3 ways to make
your post better
• Make it 10X better than
those posts

37. Hack your ability to rank
@effinamazing @unbounce #unwebinar
• Read the top 3 most recent
posts
• Write 3 things that suck
about each of them
• Think of 3 ways to make
your post better
• Make it 10X better than
those posts
• Use the keywords and
semantics from earlier

38. Hack your ability to rank
• Read the top 3 most recent
posts
• Write 3 things that suck
about each of them
• Think of 3 ways to make
your post better
• Make it 10X better than
those posts
• Use the keywords and
semantics from earlier
• Distribute it like crazy!
@effinamazing @unbounce #unwebinar

39. @mackfogelson @unbounce #unwebinar
Google loves great content, but it ranks
content it can find no matter how people
search for it.
@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar

40. Content marketing is worthless
if it doesn’t move the needle
CASE STUDY

41. Agency
@effinamazing @unbounce #unwebinar

42. Client
@effinamazing @unbounce #unwebinar

43. Grow traffic, generate
leads, and increase
revenue . . .

44. IMPROVE CURRENT
CONTENT AND PROCESS

45. Blog
@effinamazing @unbounce #unwebinar

46. Italian was first language
@effinamazing @unbounce #unwebinar

47. Our copywriter fixed that
@effinamazing @unbounce #unwebinar

48. REDEVELOP CONTENT
STRATEGY TO ATTRACT
NEW CUSTOMERS

49. @morys @unbounce #unwebinar
Flappy bird ruined everything
Paolo de Santis -
Founder - Chupamobile
Flappy bird The Flappy Miley Clone
@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar

50. @morys @unbounce #unwebinar
App re-skinners were
ruining the site and
causing havoc in the
app store
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar

51. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar
Apprenuers
• Want to build a business or
an app
• Do not have development
experience
• Development shops are
expensive
• Freelance Mobile Devs are
flaky

52. Conducted keyword and search research
@effinamazing @unbounce #unwebinar

53. @effinamazing @unbounce #unwebinar
Blog topics
• Hiring a mobile dev
• Teach people how to launch
apps
• How to make money from
apps
• Build apps with no code

54. @effinamazing @unbounce #unwebinar
Match blog posts to Ebook download content

55. @effinamazing @unbounce #unwebinar
Build landing pages

56. @effinamazing @unbounce #unwebinar
Lots of them

57. @effinamazing @unbounce #unwebinar
Make it easy to
become a lead
• CTA on bottom of blog posts

58. @effinamazing @unbounce #unwebinar
Make it easy to
become a lead
• CTA on bottom of blog posts
• CTA on sidebar

59. @effinamazing @unbounce #unwebinar
Make it easy to
become a lead
• CTA on bottom of blog posts
• CTA on sidebar
• Exit intent pop-up

60. @effinamazing @unbounce #unwebinar
Create content calendar

61. LAUNCH POSTS AND
DISTRIBUTE LIKE A MOFO

62. @effinamazing @unbounce #unwebinar
Distribution process for every post

63. @effinamazing @unbounce #unwebinar
We networked and linked

64. @effinamazing @unbounce #unwebinar
We built an outreach list

65. @effinamazing @unbounce #unwebinar
LinkedIn is amazing

66. @effinamazing @unbounce #unwebinar
Aggregators help!

67. @mackfogelson @unbounce #unwebinar
If content gets published on the
internet with no one around to read it,
does it still get found?
@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar

68. 19% increase in organic
in 3 months

69. @effinamazing @unbounce #unwebinar
696 leads in 3 months

70. @effinamazing @unbounce #unwebinar
44% conversion rate

71. HAS LEADS,
WILL NURTURE

72. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar
Nurture leads
to create customers

73. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar
Nurture leads
to create customers
• Downloaded guide

74. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar
Nurture leads
to create customers
• Downloaded guide
• Introduction to Chupa email

75. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar
Nurture leads
to create customers
• Downloaded guide
• Introduction to Chupa email
• How it works email

76. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar
Nurture leads
to create customers
• Downloaded guide
• Introduction to Chupa email
• How it works email
• Chupa success story email

77. @mackfogelson @unbounce #unwebinar
Growth hacking isn’t one tactic; it is how
you string tactics together and automate
them. That’s how you create growth!
@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar

78. try.unbounce.com/for-conversion-driven-content