content marketing

It was a few paragraphs from my book in a Chapter entitled “How Content Fuels Conversion.”

Your presentation will set off a cascade of content

Your presentation will set off a cascade of content


It started off pretty well, but it ended in a lie.

Amid my discussions of video and images; of draftsmen and imagemakers and storytellers appeared a few lines. They’re there on page 92.

Digital content has legs. One item of content can be cascaded into a variety of channels like a fountain of champagne glasses at a wedding.
For example, how many opportunities do your employees get to present at conferences, training sessions, seminars, and webinars? Film them and record good quality audio. This bubbly content fills the top glass of your cascade.
Have someone edit the video into a series of shorter videos, ripe for YouTube and other video services. You’ve just filled the next layer of glasses.
Share the slides used on slide-sharing services such as Slideshare and Scribd. Voila—another, wider layer glasses fills  with sparkling champagne.
For just a few dollars, the video can be transcribed. Lay this out as a report or white paper and distribute it for lead generation. Another layer of glasses fills.

I go on to describe how this transcription turns into blog posts, social media posts and more. I then go on to tell the lie.

The transformations discussed in this example are often not time-intensive.

The truth is, that they are not as time-intensive as creating the content from scratch. But these transformations do take time.

My idea has been stolen

Since the publication of the book, I’ve tried to get someone to steal my idea so that I would have a resource to turn to. I’ve had conversations with a number of agencies and freelancers about why content is like champagne. Businesses are creating the champagne every day. They just need glasses, stacked just so to turn it their content into an online party.

Dust off one of your presentations

How many people saw that webinar you recorded last quarter? Most webinars draw less than 100 viewers. There are a lot more people out there who won’t watch a webinar, but who are qualified prospects. I invite you to take your webinar or presentation and turn it into a Slideshare presentation, blog posts, a report, an eBook.
Don’t forget to create the content landing pages and social media posts that generate sales and leads. After all, this content is only valuable if it grows your business.
Every so often, your CEO is asked to speak about some aspect of the market. Every now and then, your tech guru is asked to talk about how brilliant your technology is. And how many times is your sales team pitching to audiences about your fantastic offering? Each of these moments is an opportunity for a cascade of content for your marketing efforts.

Is your presentation cascadeable?

Here’s how you can tell if your content is a good match for the cascade:

  • Do you have recorded audio or video of the presentation? Slides are rarely enough to convey the understanding needed for someone to do a good job creating content. The quality of your audio need only only be good enough to generate a transcript.
  • Do you have presentation slides? Video and recorded webinars don’t provide the resolution needed for visuals.
  • Is your presentation just slides full of bullets? These kinds of presentations don’t typically make for good visual content such as infographs, eBooks and reports.
Breathe new life into your webinars

Breathe new life into your webinars

The Audience is Bigger Than The Room

The audience that initially heard the presentation is tiny compared to the audience for the cascade of content it will generate.

  • Cascade content is shared with a larger audience via email and social networks.
  • Cascade content increases frequency with multiple slices from the same presentation.
  • Cascade content engages more of the audience through text, audio and images.

Reach out to that audience.
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Photo courtesy paulodonnel on Flickr under the creative commons.

Have you tested theories and hypotheses?

Do you have tangible and remarkable results?

Are you ready to share these with educated and enthusiastic readers? Readers who are seeking out articles that will benefit them, their business, and help them shine in their field.

Here at Conversion Sciences, we are big fans of statistics and test results. However, we are not naive enough to accept that is all that people are interested in. Our readers comprehend that reason and mathematics are not enough to appreciate the science behind website optimization, landing page optimization, internet marketing, testing, SEO, and much more. They need relative, intangible pictures to grasp new and reputable concepts – not just charts, statistics, numbers, and data. They want to grasp it all.

Bottom line – our readers are smart cookies. They want to know who, why, how, and what.

This is where you come in.

When trying to understand unfamiliar ideas, the mind thinks of them in figurative terms. This not only helps to explore new realms for theories, but also can change their appreciation and comprehension of the topic.

An added bonus: contributing to our blog will benefit you and your company in numerous ways.
Here are just a few:

  • Improve Search Engine and Visibility Rank
  • Build High Quality Backlinks
  • Improve your ROI and Sales Revenue
  • Increase Exposure and Brand Awareness
  • Generate Targeted Traffic
  • Get More Email Subscribers

You have a story to tell, expertise to share, and a point of view – we have the platform and the audience.
So, throw on your lab coat, warm up your Bunsen Burners, and get down to the nitty-gritty. For requirements and more information contact me directly at shelly@conversionsciences.com.

frankenstein-labWe all know the recipe for  success: Reach and Frequency. To grow your business, marketing needs to reach more people more often. Translation: “Work harder.” The modern marketer is responsible for

  • Imagining the content
  • Developing the content
  • Reaching potential prospects frequently with it
  • Collecting the leads
  • Qualifying them Getting them to sales Maintaining all of the metrics to justify the ROI

As marketers, we need some little monsters handling the details or we will drown in the effort. Marketo just launched a Demand Generation Success Center that shows marketers how to become digital Dr. Frankensteins.

From Drip to Drive

The Marketo resource center provides advice on how to automate the many things that marketers must get done. They don’t just toe the party line.
For example, I believe that marketers should move from “drip” campaigns that “nurture” prospects, to high-impact educational campaigns that drive prospects to engage with you. The new resource center has some brilliant recommendations from me.

  1. Treat leads as customers. They purchased with their contact information.
  2. Make them experts at solving the problems they have.
  3. Wow them with your helpfulness or entertainment value.
  4. Invite them to “buy” more.
  5. Treat them like adults. Don’t be afraid to be controversial.

This is all easier said than done, and exactly that’s why you need to install little monsters like Marketo.
Visit the Demand Generation Success Center. Extend your reach, turn up your frequency, and still have time to develop killer cascading content.
Brian Massey

Jessica Davis of Godot Media how to increase lead conversion rates.
Converting leads through your website is an essential objective for any website owner. If your business relies solely on the performance of your website, then this becomes even more important. For success online, you have to constantly strive toward improving the conversion rate of your website.
Conversion rate basically refers to the frequency of converting casual visitors on your business website into success leads for the business. This list can include customers who buy your services or products, sign-up on email lists, post comments, make inquiries, as well as perform interactions with your website.
Converting visitors into leads is not child’s play. Even when armed with social media and content marketing strategies, companies are still unable to successfully convert visitors to leads. A good conversion strategy requires constant testing and analysis.

Essential tips to improve lead conversion rates

Improving conversion rates should be your primary aim when operating a business website. Below, are a few points to help you boost lead conversion rates.

#1 – Employ different strategies for for different leads

You have to treat your leads individually. Your customer base will likely be comprised of different groups who have different interests and triggers. For instance, there may be some customers who like reading exhaustive content describing your business, yet others, may lack such patience and would rather take part in a webinar. As you can see, each group would have a different trigger so you need to approach each category with material that appeals to them.
Offering incentives is a great way of converting leads. This method has been used in the online business scenario for a long time now. The longevity of this method proves its success in lead conversion. An example of this method can be seen in several blogs where casual visitors are asked to give their emails in exchange for an exclusive link to a free resource such as an eBook. This principle is applicable in any online business for lead capturing purposes. You can increase you email list very quickly if this is done correctly.

#3 – Get to know your leads better

Every business has its ideal customer. You should ask yourself how well you know yours before creating your content marketing strategy. If you don’t know them very well, then it’s time to get to know them. Check out their demographics. You should know their location, income, occupation, buying habits, lifestyle, and similar data pertaining to financial situations. This data is called as Central Demographic Model or CDM. Apart from this, you will also want to know customers’ Central Psychographic Model or CPM. This defines the preferences, behaviors, and other factors affecting buying decisions of customers. CDM and CPM collectively can help you in converting leads better.

#4 – Understand successful conversion processes

Conversion processes are not an exact science. You may be surprised at how something mundane has contributed toward lead generation in the past. Hit and trial also works in online business lead generation. As such, you should always look at what has lead to successful conversions in the past. Proper attention should be paid to your website’s history in converting leads. Once you realize what has impacted your visitor’s decision in buying your product or service, that should be properly incorporated into your content marketing model, and should be duly communicated to everyone in the sales and marketing teams.

#5 – Always customize follow-up communication

Customizing follow up according to client preferences is also a must for lead generation. Whether you are using batch signs or whether the sales team is directly following up with specific leads, you have to ensure that you have proper understanding of the follow up campaign. Doing this will assist in customizing campaigns and avoid any clashes between the different follow up campaigns. As with the process of tailoring lead generation campaigns and content marketing according to client preferences, follow up measures should also be done for best results.
 
About the author: Jessica Davis is a Content Strategist at Godot Media – a leading copywriting company. She is an expert in article writing category, and has helped several businesses succeed through effective use of content. Other areas that interest her are technology, social media and fashion.

Champagne Fountain Your presentation will set off a cascade of content.

It was a few paragraphs from my book in a Chapter entitled “How Content Fuels Conversion.”
It started off pretty well, but it ended in a lie.
Amid my discussions of video and images; of draftsmen and imagemakers and storytellers appeared a few lines. They’re there on page 92.

Digital content has legs. One item of content can be cascaded into a variety of channels like a fountain of champagne glasses at a wedding.
For example, how many opportunities do your employees get to present at conferences, training sessions, seminars, and webinars? Film them and record good quality audio. This bubbly content fills the top glass of your cascade.
Have someone edit the video into a series of shorter videos, ripe for YouTube and other video services. You’ve just filled the next layer of glasses.
Share the slides used on slide-sharing services such as Slideshare and Scribd. Voila—another, wider layer glasses fills  with sparkling champagne.
For just a few dollars, the video can be transcribed. Lay this out as a report or white paper and distribute it for lead generation. Another layer of glasses fills.

I go on to describe how this transcription turns into blog posts, social media posts and more. I then go on to tell the lie.

The transformations discussed in this example are often not time-intensive.

The truth is, that they are not as time-intensive as creating the content from scratch. But these transformations do take time.

My idea has been stolen

Since the publication of the book, I’ve tried to get someone to steal my idea so that I would have a resource to turn to. I’ve had conversations with a number of agencies and freelancers about why content is like champagne. Businesses are creating the champagne every day. They just need glasses, stacked just so to turn it their content into an online party.

Dust off one of your presentations

How many people saw that webinar you recorded last quarter? Most webinars draw less than 100 viewers. There are a lot more people out there who won’t watch a webinar, but who are qualified prospects. I invite you to dust off your webinar or presentation and turn it into a Slideshare presentation, blog posts, a report, an eBook – you choose the package.
Most importantly, create the content landing pages and social media posts that generate sales and leads. After all, this content is only valuable if it grows your business.
Every so often, your CEO is asked to speak about some aspect of the market. Every now and then, your tech guru is asked to talk about how brilliant your technology is. And how many times is your sales team pitching to audiences about your fantastic offering? Each of these moments is an opportunity for a cascade of content for your marketing efforts.

Is your presentation cascadeable?

Here’s how you can tell if your content is a good match for the cascade:

  • Do you have recorded audio or video of the presentation? Slides are rarely enough to convey the understanding needed for someone to do a good job creating content. The quality of your audio need only only be good enough to generate a transcript.
  • Do you have presentation slides? Video and recorded webinars don’t provide the resolution needed for visuals.
  • Is your presentation just slides full of bullets? These kinds of presentations don’t typically make for good visual content such as infographs, eBooks and reports.

Other than that, there’s no risk in uploading your presentation for us to look at. We don’t ask for a credit card.

The Audience is Bigger Than The Room

The audience that initially heard the presentation is tiny compared to the audience for the cascade of content it will generate.

  • Cascade content is shared with a larger audience via email and social networks.
  • Cascade content increases frequency with multiple slices from the same presentation.
  • Cascade content engages more of the audience through text, audio and images.

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Photo courtesy paulodonnel on Flickr under the creative commons.

Brittney Stephenson at Powered by Search gives you content marketing traps you can easily avoid.
Content marketing can help your business capture leads and convert them into customers. In fact, after analyzing data from thousands of their software users, HubSpot found that organizations that blog just one or two times a month generate 70% more leads than businesses that don’t blog at all.
It’s therefore no surprise that so many companies have jumped on the content marketing bandwagon, and are churning out blog posts, eBooks, whitepapers, info-graphics, webinars and more, all in the name of lead generation. But there are two common traps that marketers can fall into. The first is focusing exclusively on the content itself. The second is thinking that strong CTAs and landing pages will make up for mediocre content.
If you’re not thinking about a visitor’s overall experience with your content, then you’re not getting the most out of it. A recent Marketing Profs study of B2B marketers revealed that only 36% of respondents believe their organization is using content marketing effectively. This means that there’s a lot of room for improvement, and learning how to hit the right balance between content and conversion will make you stand out as a content marketing champ!

Content Marketing Trap #1 – ‘Content is King!’

Yes, it’s been said a thousand times, content is king. But don’t misinterpret this popular phrase to mean that content is the only thing you need to achieve marketing success. Even top notch content needs a little help if you want it to prompt site visitors to complete a specific action. Otherwise your content marketing strategy will be great for driving site traffic and building industry authority, but not for directly generating leads.
Having a company blog is one of the most popular content marketing tactics, but it’s also one that can easily take up a lot of your energy with little result if you’re not careful. Forgetting to optimize your blog for conversions is a common oversight. Fortunately, there are a number of ways to remedy this.
One of the best methods to turn casual blog readers into leads is including calls to action (CTAs) directly on your blog. CTAs make it easy for site visitors to become leads by asking readers to act, and creating a clear path to do so. Marketing software provider HubSpot has done an excellent job of optimizing their blog for conversions in this way. Any given HubSpot blog post will include four CTAs, just like the images below. (Some readers may find this number of CTAs too distracting, so make sure to test what number works best with your own blog audience.)
HubSpot Blog CTAs
 

  • CTA #1 asks readers to subscribe to their blog and appears above the fold. This grabs the attention of page visitors right away, even if they don’t scroll any further down.
  • CTA #2 is located directly below the first one in the right sidebar. The offer (attending a conference on inbound marketing) is highly relevant to the readers of their inbound marketing blog, which makes this CTA even more effective.
  • CTAs #3 and #4 appear at the end of the blog post, above the comments section. CTA #3 is a new offer for a related piece of downloadable content, while #4 acts as a second reminder to subscribe to their blog.

Calls to action are just one way to optimize your blog for lead conversion. To really maximize conversions, you should also test your overall blog layout and design, use of images and colors, as well as your posting frequency.
Some of these tips may sound obvious, but the 2013 State of Inbound Marketing Report shows the grim reality is that 45% of marketers do not test their marketing efforts, and 21% don’t know whether they test or not.
Just think of all the opportunities to optimize their marketing they’re missing out on!
Does your content marketing strategy include creating high-value content, such as whitepapers or eBooks, that are only accessible after site visitors fill out a form?
If so, these forms may be holding back the conversion potential of your content. A CMO Council study asked consumers what their biggest point of frustration is when it comes to content, and 50% of respondents cited long registrations before accessing content as one of their ‘top three turnoffs.’
If you’re getting lots of clicks on your CTAs, but few conversions, try using progressive profiling on your landing pages. This works by asking consumers only a few questions the first time they fill out a form, and then subsequently asking different questions each time they download a piece of content.
Keeping these CRO tips in mind will help take your content to the next level!

Content Marketing Trap # 2 – Thinking of Your Content as a ‘Lead Generating Machine’

RobotMarketers are increasingly under pressure to demonstrate the ROI of their efforts, and content marketing is no exception. When you first get started, it may be tempting to churn out a high volume of mediocre (or even poor) content to get the ball rolling. It’s also easy to fall into the trap of producing blatantly self-promotional content, especially if you’re worried about ‘wasting time’ on content that doesn’t produce results. But despite your best intentions, if your content isn’t providing sufficient value to your audience then your efforts are doomed to fail.
Content marketing isn’t a simple mechanical process — you can’t combine a handful of attractive CTAs and optimized landing pages with low quality content and expect customers to come pouring in. Even if you are able to generate leads in this way, imagine their disappointment after they’ve filled out your form and downloaded your offer, only to find a piece of lackluster content. These leads won’t convert into customers, and will sit indefinitely at the top of your sales funnel.
Not concerned yet? You might be surprised to learn the cost of bad content. An IGD Connect survey found that if buyers perceive your content to be “low value,” your business is 27% less likely to be considered in the decision making process, and 40% less likely to ultimately make the sale!
Think about the last time you downloaded a whitepaper or checked out a company’s blog. How did the quality of the content affect your opinion of that company?
One sure fire way of producing content that people find valuable is by writing with your target audience in mind.
Tailor your content to your ideal buyer persona by brainstorming topics they’d be most interested in, or tips that they’d find beneficial. Don’t spend time and energy creating general content if your goal is to reach a specific audience.
Being more strategic about the type of content you produce will not only raise its value, but it can also help you gain more qualified leads.
Plus, leads that are satisfied with your content are more likely to come back for more. That’s why it’s also important to create different types of content for different stages of the buying process. For instance, a small business owner exploring their marketing options may come to an agency’s site and download a free guide or tip sheet. Once they feel more prepared to make a decision, this lead may return to attend a webinar or read through a case study.
There’s no way around it: if you want to have a successful content marketing strategy, you have to invest in the content itself.
The best way to ensure you end up with qualified leads is to first think about your buyer persona, then start writing. And don’t count on poorly researched articles or typo-riddled guides to convince your leads to convert into customers.
Remember to devote time to both the quality of your content, as well as improving its ability to generate leads — otherwise your work will only be half done!
Image Credit: David Goehring
Do you have any tips for producing engaging content, or optimizing content to generate leads? Share your experience in the comments below!
About the Author: Brittney Stephenson is a Marketing Assistant at Powered by Search, an SEO and inbound marketing agency based in Toronto, Canada. She has a passion for marketing strategy, content marketing, and all things digital. Feel free to connect with Brittney on Google+.

How to Use Ebooks Strategically and Reach Your Content Marketing Goals | Copyblogger

This article on ebooks comes at an important time at Conversion Sciences as we put the final touches on a unique ebook of our own (preorder Business Video Through the Eyes of Your Prospects).
Content is the way you charge and release the power stored in your marketing batteries (customer lists, email lists, social media networks).
And don’t forget that ebooks now outsell print books.

Why Facebook is blue: The science of colors in marketing – The Buffer Blog

If color is your concern, here are some guidelines and some dazzling graphics. However, don’t overthink color. The comments offer some sobering thoughts on the effect of color on success. 

Want to get Brian’s For Further Study posts delivered right to your inbox? Click HERE to sign up.

Flipboard-Conversion-Scientist My blog looks awesome on iPads with Flipboard. Watch the video and see how yours can, too.

It was a Saturday. I was painting the walls of one of our bathrooms. The new color really brought out the tile we’d had installed the week before. Otherwise, things were pretty quiet around the house on this day.
But things were different on my blog.
As I painted, a series of machinations were in motion. A post I’d launched that morning which was being broadcast out to my mailing list.
My social networks — Twitter, LinkedIn, and Facebook – were being lit up with links to the content and people were clicking through.
Those spending Saturday morning with their iPads were seeing my post as a story in their electronic magazines using Flipboard and Zite.
All of this was happening without my participation. I was painting the bathroom.

Eruptions Happen Naturally

My content literally ERUPTS onto the web. I don’t have to push it. I don’t have to post and share.
How is this?
Content is a force on the Web. It wants to be shared. It needs to be set free.
All you have to do is give it a channel through which it can relieve the natural pressure.
Blogs are equipped with RSS feeds that make natural vents and fissures for your content.
It’s time you started letting your content free (while you do other things).

Free Video Preview Explains the Basics

Watch a short video (8 minutes) that I’ve put together for you. It’ll tell you why content creates pressure and detail many of the channels you can let your content escape through.
If you want to get more details, you can watch the full 40-minute video for just $29 at the Online Marketing Institute’s eLearning Center.
For that same $29, you will also get access to over 150 other videos on topics including:

  • Social Media Marketing
  • Mobile Marketing
  • Email Marketing
  • Web Analytics and Testing
  • Content Marketing
  • Digital Advertising and Affiliate

All in one place.
All for $29 per month.
I can’t think of a better value on the Web. Get started with my free video.
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I just got back from Content Marketing World and wanted to share my notes from one of the presentations with you.
Andrew Davis gave the audience at nice overview of the concepts he champions in his new book Brandscaping, concepts that can fundamentally change the success of your brand today and in the coming years.
Here is my Instagraph of his presentation.
Click to Enlarge
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I was directed by a Facebook notification to a quotation so important that it deserved its own graphic panel. Clearly, this was a quote that needed to be read. As I read I thought, “This guy and I think a lot alike. Who is this Plato of the conversion world?”
UNBOUNCE quote from facebookAt the end was my name, and the quote had been taken from one of my recent blog posts on conversion and design. You could hear the air squealing into my already inflated head.
So infatuated was I with myself, that I immediately shared the – quotegraph? – with my entire network, and I’m writing a blog post about it. Who would have created such a honeypot for my ego? What entity would benefit from such bold action?
It was the very smart marketers at Unbounce. Their service provides easy ways to develop landing pages and to test different versions of those landing pages. Who spends their time recommending – nay demanding – that businesses use targeted landing pages to increase leads and sales? I do, as well as many other marketing experts, some of whom have already been targeted by Unbounce flattery.
If you’re reading this and this is your first introduction to the people at Unbounce, then tell us in the comments. That will be a testimonial to how effective this technique can be.
And it’s cheap.
I (and other experts) provide the content. All Unbounce had to do was lay the quote out all big and bold, and post it on Facebook. Very smart.
Will this also end up on my Pinterest page? Oh, yes.
Steal this idea for your industry.
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