creating a content offer campaign. select the piece of content 1
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Creating a Content Offer Campaign
Select the Piece of Content1
Create a Campaign2
Campaign goals should not be arbitrary. Make them
attainable, measurable, and aligned with company goals.
Create a Thank You Page3
Thank You Page Best Practices
Return the navigation.
Deliver promised content offer or set expectations.
Provide additional direction.
Move new leads further into the buyer’s journey.
Include Social Options.
Create a form4
Creating Forms
• The number of fields on the form should parallel
with the value of the content offer.
• Forms should ask for information that is useful to
both the marketing and sales departments.
5 Create a Landing Page
Landing Page Best Practices
• Remove the navigation bar to increase traffic conversion.
• Focus on developing a killer headline – most visitors only
skim the copy of a landing page, so make sure you grab their
attention.
• Use concise copy, bullet points, and bolded titles to explain
the content offer.
Create a Call-To-Action (CTA)6
CTAs should be:
• Visually striking with copy that compels you to click the offer.
• Brief: A couple of words is best, no more than 5 is ideal.
• Action oriented: Begin with a verb like “Download” or “Register”.
• Located in an easy-to-find spot that follows organically from the
flow of the webpage.
• Easy to understand and clear: Be sure to state exactly what the
visitor will get if they click on the CTA and go to the landing page.
Create a list of contacts7
Create your list of contacts with only leads who would find value in your content offer. Consider the buyer’s
journey.
Create an email8
Email Best Practices
• Create a strong subject line: make it attention-grabbing and
inviting.
• The body should concisely explain the value of your content
offer and what the reader will get by taking action
• CTAs should go above the fold
• Use personalization tokens when possible
Great Email Example
Articulates value & and what recipient should expect by taking action
Personalization
Brief, action-oriented CTA
Keywords and Blog Post9&1
0
Optimize for long-tail keywords – they are less
competitive to rank for and result in higher quality
trafficShort-Tail Keyword: Sneakers
Long-Tail Keyword: Best sneakers for playing indoor-basketball
Creating a Blog Post that aligns with Content Offer
• The goal of your blog post should be to inform and motivate
readers to click your CTA.
• Optimize your blog post for keywords relevant to your content
offer.
• A CTA leading to a piece of content about converting leads should
be placed on a blog post about using email to nurture leads.
Schedule Related Social Media Posts
11
Social media posts should include links to your blog,
your landing page, and other relevant industry
content.
Launching your campaign12
Before launching the campaign, test that the CTA,
form, landing page, and thank you page all work
together. First impressions matter!