Landing Pages for Content Marketing

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!

the current state of content marketing

93% of B2B companies use content marketing.

On average, 30% of B2B marketing budgets allocated to content marketing.

58% of B2B marketers plan to increase their content budget in the next 12 months.

Brand awareness, customer acquisition & lead-gen cited as top content marketing goals.

42% of B2B marketers believe they are effective at content marketing.

the problem?

58% are still ineffective

Create amazing content

Distributeamazing content

Brand, leads & sales.

What happens next?

some content marketing programs look like this….

content marketing is huge.

content marketing needs goals.

key takeaways

Answering the "what happens next"? question is the difference between passive and active content marketing

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

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

Think of "framing content" as the merchandising of the content

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

A/B Testing Framing Content

Headline

Imagery

Video/testimonial

Form copy

Trust assurances

Navigation & additional content

The perception of what's required can never be greater than the perception of what's offered

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

conversion-focused content marketing fails when the fair exchange is imbalanced

Product guideShould be left'ungated'

To Gate or Not to Gate?

BlogChecklistTip Sheet

Case StudyBrochureData Sheet

Live DemoLive Webinar

Research Report

CouponeBook

White PaperWebinar PlaybackRecorded Demo

yes no

3 rules of effective gating

Rule #1: Differentiate gated content visually

Gated asset is visually prioritized over ungated assets

Ungated assets are consistent in design, placement & style

Rule #2: 'Feature' gated content

Gated content is visually separated from ungated content

Categorized as 'Featured Resources'

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

9 ways to turn content into conversions

1. Up sell on your blogObjective: Lead-gen

Rule #1: Related content must be highly relevant

Highly relevant to blog post

Highly valuable offer

Low barrier to entry

Rule #2: Use framing content for relevance

Highly relevant to blog post

Great use of framing content

Benefit-driven offer, clear call-to-action

2. Offer nurture subscription on your blogObjective: Lead-gen

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

Rule #2: Offer more great content — more than the blog

Copy clearly outlines breadth of content

Clear headline

Concise call-to-action

3. Cross sellObjective: Lead-gen

Rule #1: Make the CTA highly actionable

ebrochure

landing page

Rule #2: Continue to offer & engage

landing page

white paper

infographic

landing page

4. Provide a white paper teaserObjective: Reach + Lead-gen

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

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

5. Add CTAs into your infographicsObjective: Reach & Lead-gen

Rule #1: Offer must be complimentary

infographic

landing page

6. Allow for easy "sharing" of infographicsObjective: Reach

Social sharing

7. Try a webinar trailerObjective: Reach + Lead-gen

Tip: Extract reel trailer of key moments — elicit desire

landing page

webinar trailer

free trial sign up

Gate or Ungated PlaybackGates can work…

8. Use slides as baitObjective: Reach + Lead-gen

Tip: Embed "sneak peek" of webinar slides — engage & convert

9. Use slide decks to generate leadsObjective: Reach + Lead-gen

Rule #1: Offers within slide decks must be highly relevant & valuable

landing pageslide deck cross-sells white paper

Bonus! 1-2-3 PunchWebinar, slide deck & infographic

Rule #2: Keep same topic, but market for distinct purposes

virality

lead-gen

virality & lead gen

Bonus! 1-2-3 PunchWhite paper, free trial & infographic

Rule #1: Use your landing page to present multiple offers

landing page

infographic

free trialoffer

reportoffer

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

Two additional resources...

Get the idea book

Get the infographic

Thank you!@ioninteractiveinfo@ioninteractive.com

Landing Pages for Content Marketing

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active content

reach lead

white paper

highly relevant

content marketing

webinar trailer

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