the definitive presentation on content conversion

the definitive presentation oncontentconversionA Seal and Sweezey Production

Matthew SweezeyMarketing Automation Strategist

Authoring “Marketing Automation For Dummies” to be released later in

2013

How This Will Go

Cliff SealUser Experience Designer for Pardot

Thought leader for UX Design and noted speaker on the topic

@msweezey@cliffseal

#pardotwebinar

Get Your Strategy Right First User stories

Know how they research Know when they research

Build Your Stages

Break your marketing cycle into stages

(Start with 3)

Create Scores to Define Stages

Formula for creating a score for content

Percentage of Sales Readiness

Sales Ready Score

x = Score

Let’s Talk Goals

New goals for new thinking

PPC conversion Nurturing conversion

5Now Create

1 10Now Create

for

Map Content to StagesStage 1: They have no clue

Blog post General to their role

Not product or company specificYou don’t have to author these

Map Content to Stages

Stage 2: They know they have a painSocial proofCase studies

Industry reports

Map Content to StagesStage 3: They want to demo (just not yet)

Buyer’s guides Press releasesWave report

Magic Quadrant report

Be AgileTest out “Pre-Release” content

Track engagement over time

Slice and dice

Know Your Audience

Interact whenever you can

Do what your audience doesYou might need “team stories”

Be HelpfulSet a precedent for being a

problem-solver

Know the “pain” better than your audience

Stay Relevant

Use the score-based stages

How can you be helpful at every point in the process?

Tailor Content to Stages

Stage 1: Provide habit-forming content

Trigger: Consistent output (time/email)Action: Fast-loading, legible contentReward: Provide value consistently

Tailor Content to Stages

Stage 2: Show them the way

Contrast PrincipleAdapt Aristotle's Appeals

Keep your value proposition clear

Tailor Content to Stages

Stage 3: Be the Go-To

Focus on your strengthsStay conversational (not pushy)Seize opportunities to delight

10You Have

Seconds(to present value)

1/20You Have

of a Second(to influence first impressions)

Test Yourself

Audit your assumptionsA/B or MAB test CTA’s

Measure success based on stage

?Questions