Creating content is hard. Encourage and foster a community where fans and users generate AND share content that converts.

1. Generate Content that
Converts
@goodblogscrew
Angela
Stancato
Andrew Nauenburg
@anauenburg
Amanda Lesmeister
@midriffmadrid

2. Content is King! Create or be left behind!
BUT… NOT all content is created equal

3. Here is Jane - she spends all her time on her one horse
farm

4. While casually surfing the web, she’s bombarded by ads for all
things horse related

5. This is push marketing - push products on unwilling
consumers hoping they will buy

6. Now, Jane in a world of pull marketing (inbound).

7. Stumbled on an article her friend shared on FB.
High interest - relevant to her!

8. While reading article, finds a community with shared passion

10. TRADITIONALPreceding scenarios result from two types of content
The first —> high effort
The second —> low effort
High effort = $$$$ + time consuming

11. is NOT king.
High effort

12. Content creation costs and typical content department at
mid and large company

13. Monthly expenses:
Mid size = $12K
Large size = $32K

17. User generated content is low effort

22. Traditional content generation
Align user generated content with traditional, in-house
generated content.

23. A community that is passionate about you and they share
your content

24. Sharing content is king

25. “Connect the community.”
- Gini Dietrich

26. “Average brands advertise,
great brands share.”
- Ted Wright
@goodblogscrew
Tweet this!

27. High effort 3.5%-3.8%
Low effort 9.1%-13.5%
Conversions!

28. Low content = 123
High content = 14
Assuming a piece of content
receives 10K visitors,
conversion rates:

29. Why the disparity?

30. Remember Jane? She’s now an active part of your
community with brand awareness. She’s ready to take
action and become 1 of those 123 conversions.

31. 10x the leads
Augment your current strategy
with UGC + generate nearly 10x the leads

32. “Today, artists get record
deals because they have fans -
not the other way around.”
-Taylor Swift
@goodblogscrew

33. Nobody cares about you. Sorry.

34. BUT! People do care about themselves
+ how you can solve their problems

35. Enter a community where your brand awareness is
through the roof.

36. But, what is the reward?
An engaged and trusting audience that converts.
A lead generation machine.