landing pages for content marketing
Post on 17-Oct-2014
3.153 views
DESCRIPTION
People want content. Brands are committed to delivering it. However, 58% of B2B marketers still believe they are ineffective at content marketing. Why? Because content marketing needs to meet brand, lead-gen and customer acquisition goals. How? By practicing active rather than passive content marketing. This slide deck covers: - The current state of content marketing - Active vs passive content marketing - A/B testing "framing content" for higher conversions - The fair exchange of content - How to capitalize on blogs, white papers, webinar & blogs for lead generation & brand building Plus, 9 creative tactics for driving more leads from your content marketing.TRANSCRIPT
![Page 1: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/1.jpg)
![Page 2: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/2.jpg)
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What's Inside?• The current state of content marketing• Active vs passive content marketing• A/B testing "framing content" for higher conversions• The fair exchange of content• How to capitalize on blogs, white papers, webinar & blogs
for lead generation & brand building• 9 Ways to turn content into conversions• Lots of examples!
![Page 3: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/3.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
the current state of content marketing
![Page 4: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/4.jpg)
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93% of B2B companies use content marketing.
![Page 5: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/5.jpg)
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On average, 30% of B2B marketing budgets allocated to content marketing.
![Page 6: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/6.jpg)
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58% of B2B marketers plan to increase their content budget in the next 12 months.
![Page 7: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/7.jpg)
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Brand awareness, customer acquisition & lead-gen cited as top content marketing goals.
![Page 8: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/8.jpg)
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42% of B2B marketers believe they are effective at content marketing.
![Page 9: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/9.jpg)
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the problem?
![Page 10: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/10.jpg)
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42%
58%
58% are still ineffective
![Page 11: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/11.jpg)
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why?
![Page 12: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/12.jpg)
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Create amazing content
Distributeamazing content
???
Brand, leads & sales.
What happens next?
some content marketing programs look like this….
![Page 13: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/13.jpg)
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content marketing is huge.
content marketing needs goals.
key takeaways
![Page 14: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/14.jpg)
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Answering the "what happens next"? question is the difference between passive and active content marketing
![Page 15: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/15.jpg)
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passive active
Allows visitor to choose their own next step Gives the visitor a next step
Builds brand awareness & thought leadership
Deepens brand engagement & participation, provides measurable results
Generates website traffic Generates leads & sales
"Publish-and-pray" Tests & optimizes "framing content" to increase conversions
Passive vs Active Content Marketing
Read more: Passive vs Active Content Marketing
![Page 16: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/16.jpg)
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passive active
Allows visitor to choose their own next step Gives the visitor a next step
Builds brand awareness & thought leadership
Deepens brand engagement & participation, provides measurable results
Generates website traffic Generates leads & sales
"Publish-and-pray" Tests & optimizes "framing content" to increase conversions
Passive vs Active Content Marketing
![Page 17: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/17.jpg)
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Think of "framing content" as the merchandising of the content
![Page 18: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/18.jpg)
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Landing Page Framing ContentMicrosite format provides easily digestible information
"Our Promise To You" builds trust & credibility
Student video testimonial provides excellent social proof
Supporting content focuses on benefits, not features
![Page 19: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/19.jpg)
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A/B Testing Framing Content
Headline
Imagery
Copy
Video/testimonial
Form copy
Trust assurances
Navigation & additional content
![Page 20: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/20.jpg)
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The perception of what's required can never be greater than the perception of what's offered
![Page 21: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/21.jpg)
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the fair exchange of content
the perceived value of the content is proportional to the effort require to acquire it
16-page white paper 5 field form
![Page 22: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/22.jpg)
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conversion-focused content marketing fails when the fair exchange is imbalanced
Product guideShould be left'ungated'
![Page 23: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/23.jpg)
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To Gate or Not to Gate?
Maybe
BlogChecklistTip Sheet
Case StudyBrochureData Sheet
Live DemoLive Webinar
Research Report
CouponeBook
White PaperWebinar PlaybackRecorded Demo
yes no
![Page 24: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/24.jpg)
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3 rules of effective gating
![Page 25: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/25.jpg)
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Rule #1: Differentiate gated content visually
Gated asset is visually prioritized over ungated assets
Ungated assets are consistent in design, placement & style
![Page 26: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/26.jpg)
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Rule #2: 'Feature' gated content
Gated content is visually separated from ungated content
Categorized as 'Featured Resources'
![Page 27: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/27.jpg)
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Rule #3: A/B Test landing page framing content for higher conversions
Test framing content in various page layouts — form on bottom, form on right, etc.
Test presentation of e-book, white paper or guide
Test social sharing elements
![Page 28: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/28.jpg)
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9 ways to turn content into conversions
![Page 29: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/29.jpg)
1. Up sell on your blogObjective: Lead-gen
![Page 30: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/30.jpg)
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Rule #1: Related content must be highly relevant
Highly relevant to blog post
Highly valuable offer
Low barrier to entry
![Page 31: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/31.jpg)
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Rule #2: Use framing content for relevance
Highly relevant to blog post
Great use of framing content
Benefit-driven offer, clear call-to-action
![Page 32: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/32.jpg)
2. Offer nurture subscription on your blogObjective: Lead-gen
![Page 33: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/33.jpg)
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Rule #1: Provide highly valuable incentives
Consistency in baking "theme" from blog post to offer
"Exclusive" membership offer (free!)
Coupons and free samples are highly valuable incentives
![Page 34: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/34.jpg)
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Rule #2: Offer more great content — more than the blog
Copy clearly outlines breadth of content
Clear headline
Concise call-to-action
![Page 35: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/35.jpg)
3. Cross sellObjective: Lead-gen
![Page 36: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/36.jpg)
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Rule #1: Make the CTA highly actionable
ebrochure
landing page
![Page 37: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/37.jpg)
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Rule #2: Continue to offer & engage
landing page
white paper
infographic
landing page
![Page 38: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/38.jpg)
4. Provide a white paper teaserObjective: Reach + Lead-gen
![Page 39: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/39.jpg)
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Rule #1: Make the extract meaty enough to create desire for additional content
Up sell to "bonus content" (.pdf file)
Allows for easy sharing & social distribution
"Top 10" format extremely popular and easy to digest
![Page 40: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/40.jpg)
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Rule #2: Try tabbed or microsite format
Tabbed, interactive content is highly effective at engaging visitors to explore
Up sell to 'Get Quotes' from landing page
.pdf version available for download
![Page 41: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/41.jpg)
5. Add CTAs into your infographicsObjective: Reach & Lead-gen
![Page 42: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/42.jpg)
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Rule #1: Offer must be complimentary
infographic
landing page
![Page 43: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/43.jpg)
6. Allow for easy "sharing" of infographicsObjective: Reach
![Page 44: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/44.jpg)
Social sharing
![Page 45: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/45.jpg)
7. Try a webinar trailerObjective: Reach + Lead-gen
![Page 46: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/46.jpg)
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Tip: Extract reel trailer of key moments — elicit desire
landing page
webinar trailer
free trial sign up
![Page 47: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/47.jpg)
Gate or Ungated PlaybackGates can work…
![Page 48: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/48.jpg)
8. Use slides as baitObjective: Reach + Lead-gen
![Page 49: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/49.jpg)
Tip: Embed "sneak peek" of webinar slides — engage & convert
![Page 50: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/50.jpg)
9. Use slide decks to generate leadsObjective: Reach + Lead-gen
![Page 51: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/51.jpg)
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Rule #1: Offers within slide decks must be highly relevant & valuable
landing pageslide deck cross-sells white paper
![Page 52: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/52.jpg)
Bonus! 1-2-3 PunchWebinar, slide deck & infographic
Rule #2: Keep same topic, but market for distinct purposes
virality
lead-gen
virality & lead gen
![Page 53: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/53.jpg)
Bonus! 1-2-3 PunchWhite paper, free trial & infographic
![Page 54: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/54.jpg)
Rule #1: Use your landing page to present multiple offers
landing page
infographic
free trialoffer
reportoffer
![Page 55: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/55.jpg)
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9 ways to turn content into conversions
1. Up sell on your blog2. Offer complimentary nurture subscription on your blog3. Cross sell4. Try a white paper teaser5. Add a subscription call-to-action to infographics6. Allow for easy sharing of infographics7. Try a webinar trailer as lead-gen bait8. Use slides as lead-gen bait9. Use slide decks to capture leads
Read the full article: 9 Ways to Drive More Leads from Your Content Marketing
![Page 56: Landing Pages for Content Marketing](https://reader033.vdocument.in/reader033/viewer/2022051512/5440f159afaf9f36248b45af/html5/thumbnails/56.jpg)
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Two additional resources...
Get the idea book
Get the infographic