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Matthew Sweezey Cliff Seal
Marketing Automation Strategist User Experience Designer for Pardot
Authoring “Marketing Automation Thought leader for UX Design and noted
For Dummies” to be released later in speaker on the topic
2013
4. Get Your Strategy
Right First
User stories
Know how they research
Know when they research
6. Create Scores to
Define Stages
Formula for creating
a score for content
Percentage of Sales Ready
x = Score
Sales Readiness Score
10. Map Content to Stages
Stage 1: They have no clue
Blog post
General to their role
Not product or company specific
You don’t have to author these
11. Map Content to Stages
Stage 2: They know they have a pain
Social proof
Case studies
Industry reports
12. Map Content to Stages
Stage 3: They want to demo (just not yet)
Buyer’s guides
Press releases
Wave report
Magic Quadrant report
13. Be Agile
Test out “Pre-Release” content
Track engagement over time
Slice and dice
14. Know Your Audience
Interact whenever you can
Do what your audience does
You might need “team stories”
15. Be Helpful
Set a precedent for being a
problem-solver
Know the “pain” better than
your audience
17. Tailor Content to
Stages
Stage 1: Provide habit-forming content
Trigger: Consistent output (time/email)
Action: Fast-loading, legible content
Reward: Provide value consistently
18. Tailor Content to
Stages
Stage 2: Show them the way
Contrast Principle
Adapt Aristotle's Appeals
Keep your value proposition clear
19. Tailor Content to
Stages
Stage 3: Be the Go-To
Focus on your strengths
Stay conversational (not pushy)
Seize opportunities to delight
21. 1/20
You Have
of a Second
(to influence first impressions)