HOW TO

HANA ABAZA

VP Marketing at Uberflip

THAT CONVERTS

CREATE CONTENT

@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.

@Uberflip #CROday@HanaAbaza

WHY CONTENT?

Awareness / Engagement

Subscribers

Lead Generation

Purchases / Sales

What’s your conversion goal?

@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

@Uberflip #CROday@HanaAbaza

THE CONTENT JOURNEY

@Uberflip #CROday@HanaAbaza

Know who you’re talking to…

@Uberflip #CROday@HanaAbaza

Learn what they’ll need…

@Uberflip #CROday@HanaAbaza

Learn what they’ll need…

@Uberflip #CROday@HanaAbaza

Fantasy…

Source: Rand Fishkin

@Uberflip #CROday@HanaAbaza

Reality…

Source: Rand Fishkin

@Uberflip #CROday@HanaAbaza

CRAFTING CONTENT

@Uberflip #CROday@HanaAbaza

It depends – value is subjective!

Focus on being:

Relevant

Consistent

Trustworthy

Authentic

Useful

Engaging

What the is “valuable”

content?

@Uberflip #CROday@HanaAbaza

But what do all of those

things mean?!

@Uberflip #CROday@HanaAbaza

Relevant

Is it right for your audience?

@Uberflip #CROday@HanaAbaza

Consistent

Does it align with their expectations?

Frequency? Branding?

@Uberflip #CROday@HanaAbaza

Trustworthy

Is it believable or is it bullshit?

Credibility? Grammar? Spelling?

@Uberflip #CROday@HanaAbaza

Authentic

Does it prove you’re a human?

Jargon? Personality?

@Uberflip #CROday@HanaAbaza

Useful

Does it benefit your audience now?

Practical? Actionable?

@Uberflip #CROday@HanaAbaza

Engaging

Is it an enjoyable experience overall?

Scan, Share, Scale, Act

Great, but how do I get this

well-crafted, well-targeted

content to actually

generate leads?!

It’s the content, stupid.“

@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

@Uberflip #CROday@HanaAbaza

HIGH CONVERTING

KEY ELEMENTS OF A

CONTENT EXPERIENCE

Easy to navigate (menu structure)

Easy to find stuff (search ability)

Mobile friendly

MAKE IT EASY

Learn from Ikea!

Where should people go next?

Recommended content

Call-to-actions

CREATE AN

ENGAGEMENT PATH

@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!

@Uberflip #CROday@HanaAbaza

Call to action

Recommend

content

Useful image

Discoverable

INCLUDE

Targeted

Contextual

CALL-TO-ACTIONS

@Uberflip #CROday@HanaAbaza

@Uberflip #CROday@HanaAbaza

PERSONALIZE

THE EXPERIENCE

@Uberflip #CROday@HanaAbaza

Generic

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Tailored

@Uberflip #CROday@HanaAbaza

GENERATE LEADS

GATING CONTENT TO

Should I gate it,

or leave it?

@Uberflip #CROday@HanaAbaza

What is

your goal?

More leads

Increase

awareness

and reach

Is the content

high value?Yes!

Not gated No

NoDo you have a

large enough

audience?Yes! Gated content

Create

content

HOW TO GATE CONTENT:

2 APPROACHES

(1) LANDING PAGES (2) OVERLAY CTAs

@Uberflip #CROday@HanaAbaza

Simple, clear and concise

Call-to-action

Optimize forms for goals

Add a human being

Landing Pages

@Uberflip #CROday@HanaAbaza

Concise message

Context matters

Source traffic matters

CTA Overlays

@Uberflip #CROday@HanaAbaza

@Uberflip #CROday@HanaAbaza

@Uberflip #CROday@HanaAbaza

A few examples…

@Uberflip #CROday@HanaAbaza

Limited fields (using

progressive profiling)

Responsive

Compelling

messaging

Eliminating

steps

@Uberflip #CROday@HanaAbaza

Number of fields weeds out

“fake” leads

Images

Responsive

Descriptive

(highlighting the value and

explaining the purpose)

Clear call-to-action

@Uberflip #CROday@HanaAbaza

Large, attention grabbing

image dominates page

Responsive

Brief description

(straight to the point)

Clear calls-to-action

Only one field

(higher conversion?)

Smart fields and

Progressive Profiling

MEASURE

PERFORMANCE

& TEST

And then test again.

Landing Page

Landing Page CTA Overlay

250% increase in conversion

Landing Page CTA Overlay

250% increase in conversion

Landing Page CTA Overlay

YOU’RE

GENERATING

LEADS!

Now what?

YOU’RE

GENERATING

LEADS!

@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

@Uberflip #CROday@HanaAbaza

THANK YOU!

Questions?

I’ve got answers!

hub.uberflip.com