10 best ideas for content upgrade to grow your email list
Post on 19-May-2021
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A content upgrade refers to content that is offered as bonus to the readers in exchange for
their email address. It is information that elaborates or complements the content readers are
interested towards. They are designed to appeal to the person who has visited your website to
read a specific blog or content. The main goal of content upgrade is to make the content
appealing and useful such that the reader simply must have your email to get this content. For
example- Say, that if a person is a dietician and writes a blog using their knowledge to attract
and help people towards living a healthy and nutritious life. Then as a content upgrade, that
person can offer their readers a list of “Easily Available Foods That Would Suffice Their Daily
Nutrition Requirements”.
This would be a perfect content upgrade because not many readers would be completely aware
about the nutrition content of their diet. So, as a dietician, they provide an easy solution.
Content upgrade is required for digital marketing services as it helps to increase your email list
at an exponential rate. According to research, several people like Brian Dean of Backlinko,
Bryan Harris of Videofruit.com, James Scherrer from Wishpond.com and Mariah Coz from
femtrepreneur have seen a staggering increase in their email list due to content upgrades. This
rate of conversion from readers to paid subscribers is high, as the content upgrade provides a
solution for the problem the reader visited the article/blog in the first place.
Some of the best ideas for content upgrade are as follows:-
Free Trial of Your Product
If you want to attract people towards your brand or the service that you offer, it can be done so
by providing free trial samples to the people who seem to be interested in your product or
service. According to a survey done in Totango in 2016, it has been seen that 20% of the free
trial users upgrade to paid plans. Although the rate of conversion from free trial users to paid
users depends highly on how the free trial is structured. There are 2 approaches to it;
● Opt –In- In this case the users sign up for free, for a certain period of time say a month
or so, with no prior commitments to the product or service as well as no payments
details are asked for signing up. At the end of the trial period the user is asked to pay for
the continuation of further usage of the platform.
● Opt- Out-In this case the users are asked for their credit card details before they sign up
for the free trial period for a month or so( they may also do so by agreeing to sign a
PayPal agreement). At the end of the trial period there are two types of opt-out trails.
Either the user is charged a nominal fee for using the platforms for a month or users are
charged absolutely nothing until the trial period expires.
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It has been seen that in case of Opt- In the minimum conversion rate has been 15% to 20%.
Whereas for the Opt- Out in case of free trial until expiration the conversion has seen to be
significantly higher since the users are charged automatically once the trial period expires. In
case of paying a nominal fee for usage of the platform for a month the conversion rate is high
along the risk as there are frequent requests for refunds and chargebacks.
Assignments or Worksheet
This content is very useful to attract readers who are in school, college or aiming to crack
certain competitive exams. As we know the youth makes up the majority of the Indian
population and it is very vital that it is well educated as it helps in the development of them as
individuals. Moreover, in recent times of lockdown , online learning has become the new way
of education, hence a content or blog which provides online assignments and worksheets
would help to attract a lot of the youth. So in case the writer or blogger is a teacher or
possesses a skill that enables other people to learn from them and use it for their benefit,
providing assignments and worksheets can help to increase the conversion rate from readers to
paid subscribers.
For Example if you are a person who teaches Mathematics and wants to attract students. Then
it can be done by first providing free PDFs of formulas for each chapter and along with some
important derivations for the better understanding for the students. This way students can be
attracted towards your content. Further, questions ranging from beginners level to tough level
can be provided to the students for exchange of their email addresses or one can also provide
an online free live class on the chapter that the reader finds difficulty in.
Once the interest of the user is secured, they can be asked for a paid subscription for the
content provided for them in order to continue the services provided by the blogger.
Free Courses
Along with online Assignments and worksheets, providing online courses for the people is also a
good way for content upgrade. Since, it does not only attract the youth but also helps those
people who do not have the facilities of school and colleges or due to financial crisis had to
drop out or for those people who need to or want to learn skills . Content such as how to cook
at home or how to make homemade artifacts can also attract people who want to start their
own business. The recent situation with the corona virus was an example of the need for such
content, as many people looked for a side source of income and also many people stayed at
home and learned new skills in their free time.
Hence, providing free courses can attract people from all age groups. First we may start by
providing basic free online courses for people in exchange for their email address followed by
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intermediary and high level courses for paid subscription for the service. For example if my blog
is regarding “Best Ways To Stay Productive During Lockdown”, then I shall consider providing
some content regarding “ How To Use Microsoft Office” since it is a skill which many people
require irrespective of whether they are in school, college or working.
Cheat Sheets
In today's busy generation, cheat sheets can be used as content upgrades. Cheat sheets are
content to remove all sorts of fluff from the main post and get straight to the information that
the readers require. They make life simpler and faster as it saves the user from going through
the entire article to get the relevant data. It can be used to attract people who are always
travelling or people who have a busy schedule and want short and crisp articles to get an idea
of what the article is about. For example MikeMonday offers cheat sheets for people who want
to finish their music track more efficiently.
Scripts or Templates
It provides content regarding what the reader may say or what a reader should write for a
specific task while accomplishing a specific task or duty. A template is required when the reader
needs to create some document for clients, vendors, etc. Once the user downloads the
template, they can fill in the blanks as per their requirements. It is very important to provide
variation in your transcripts as it enables to attract all types of readers. For example- If a person
is providing scripts related to sending outreach mails, they should also conduct sales calls or
soliciting donations for zero profit.
Info graphics
Infographics is a collection of imagery, chart and minimal text that gives an easy to understand
overview of a certain topic. Several businesses have been relying on Info graphics for years,
since our brain grasps visual content faster than verbal or written content. It has been seen that
viewers around the world have 10% more time looking at visual content than reading long
paragraphs after paragraphs. It may be a step by step process on how to create a blog or how
to start a YouTube channel or simply the history of television of the origin of music. Even the
illustrated manual that comes along with your phone or television is infographic. People are
often attracted towards info graphics since they are easy to understand, they are shareable,
and they are great for SEO work. Also, they help build to increase brand awareness.
There are several types of infographics that can be used in the content marketing strategy which
is inclusive of statistical data, timelines, flowcharts, etc. It mainly depends on the nature of the
content and what does the writer wish to achieve with it. Hence, infographics can be used as
content upgrades.
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Full Guide
It can be used to attract people by providing detailed information regarding a particular topic such
as “How to Become an Influencer”. These are more sophisticated posts which gives the reader a
thorough knowledge regarding the topic they want to know. Also it is important to provide
versatility in the content.
Challenge
A challenge can be sort of a mini project for the reader to do. It can be a reminder or an ongoing
task for them to invest time. It can help to stay productive and can also prevent people from
drifting into loneliness or depression. As it was seen, during the lockdown that a lot of people
invested their time doing a lot of social media challenges or creating a hashtag to share their
progress on twitter. In a way it gave a lot of people recognition and helped a lot of people to
showcase their talents.
Exclusive Interviews
Interviewing someone who is an expert in a certain topic or skill that the readers are interested
in would help to increase the content upgrade. The topic discussed in the interview should be
related to the blog’s previous post or should relate to the main essence of the blog. This would
help a lot of people broaden their mind or to understand a topic better. Providing a recording of
the interview would be better and be helpful towards attracting more people.
Case Study and Reports
Writing about other people’s success stories and their struggles in life can be really helpful
towards attracting people towards your article. As it helps to motivate people and encourage
them towards working hard and achieving their goals in life. Sharing personal success stories
would also help as the readers would be able to relate to the writer. Also, if you are expert in a
subject or know other people who are expert in a subject then writing reports regarding that
topic or collaborating with others to write a report regarding a particular topic could attract
people towards the blog. The report could talk about the latest fashion trends or the top
musicians in the country or the condition of the economy.
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