Creating Content that Converts Justin Fishaw Director of Content & Social
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Creating Content that Converts
Justin Fishaw
Director of Content & Social
Content Planning Questions
• Who is my audience?• What kind of content will drive
conversions on my site?• Where does my audience ‘hang out’
online?• Why do they need my product/service?• When is the best time to reach them?
Free Content Research Resources
1. Google Trends2. Google Keyword
Planner 3. Google Suggested
Search4. Google Webmaster
ToolsExample: Apartment community, Midtown Atlanta, near Georgia Tech
Content Planning Answers
• Who: college students in Midtown Atlanta near Georgia Tech campus
• What: educational, shareable content; ebook/eguide, blog posts, video, etc.
• Where: Google & social media; in particular Twitter, Facebook, Instagram, & LinkedIn.
• Why: in need of off-campus housing, and the info surrounding the decision.
• When: back to school months, pre & post semester.
Content Conclusions
1.Content must be high-quality, educational, personalized, and branded to my audience.
2.Content should be created, published, and promoted at the latest May, early June.
3.Google suggests a good handful of keyword strings that I can use for blog post titles.
Strategic Content to be Created
“Free Guide to Finding the Best Apartments Near Georgia Tech”
Three-part Blog Series:1. Narrowing Down
Your Georgia Tech Student Housing Options
2. 5 Reasons to Live Off Campus at Georgia Tech
3. Everything Midtown Atlanta Has to Offer College Students
Landing Page Optimization
What is it you want them to do?
Guiding Goals When Creating a Landing Page
1.Conversion2.Clarity3.Friction Reduction
Anatomy of a Landing Page Optimized for Conversion
Landing Page Creation Software or Program
• Wordpress Plugin• Instapage• Lander App• Hubspot
Landing Page Form Graphic
representation of content offer
Clear and concise copy that sells your visitor
Thank You Page Mobile optimized
3 Golden Rules of LP Creation
1.Tell visitors exactly what you’re offering (down to the specific # of pages)
2.Tell them why they can’t live without it (‘…give you all the tools you need to…’)
3.Tell them what they need to do to get it (‘just fill out the form & we’ll send you a copy of…)
Content Landing
Page Promotion
Existing Marketing Assets
1. Website & Blog2. Email List / Newsletter3. On-location Promotion4. Networking5. Social Media
External Marketing Avenues
1. Pay-per-click Advertising2. Paid Social Media3. Blogger/Site Outreach4. Content Related
Outreach5. Guerilla Marketing
Social Media Management Platform
URL Tracker
Key to social media promotion is your ability to track the effectiveness of each social network.
Using Hootsuite to Track Activity
Use Click Report to Measure Effectiveness of Social Publishing
Analyze Your Conversion Rate
Send a personal email introducing yourself
• Nurture the relationship by being available to answer any questions.
• Don’t start selling yet.
• Become a resource and they’ll most likely become a new resident.
Next Step Post Conversion
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