How to Pick the Perfect Content Marketing Bribe

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I d a n E l d a r | M a y 2 0 1 5

The Perfect Bribe

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Everybody loves a good bribe

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Today we’ll talk about creating the perfect bribe to hook your

customers

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But first

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Let’s talk about brussels sprouts

Image by :emptypulchritude

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They’re full of vitamins and good for your

growth

Image by : Anne Burgess 

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But the thing is, most kids won’t “just” eat

them

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So how do we get kids to eat brussels sprouts?

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We bribe them with some extra ingredients they LOVE

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Your blog is a brussels

sprout.Image by :emptypulchritude

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People may taste it once

Image by :emptypulchritude

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And it could be amazingly good

Image by :emptypulchritude

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But it needs something extra for them to subscribe and give you

their emails

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Is my bribe email worthy?

Always ask yourself:

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E-book

Template/Tool

Webinar

Email Worthy

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Infographic

Spam

Blog post

Not So Email Worthy

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Just look at what the HubSpot pros are

doing

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Creating an email-worthy bribe is your key to

success

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Case Study

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In one month, this bribe QUADRUPLED inbound

leads

X4

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How did we do it?

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We followed the

best practices for creating the perfect bribe

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And opened the G.A.T.E for new leads

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Goal Audience

Topic E-book scope

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Goal

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The question you need to ask yourself:

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What do I want to achieve with this

bribe?

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More traffic for your content?

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Add lots of hyperlinks back to your blog

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More sales for your product?

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Add a tempting CTA with a killer promotion

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More followers on your social channels?

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Add large social icons your readers won’t

miss

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The answer can dramatically alter the content of your

bribe

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Audience

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The question you need to ask yourself:

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Who do I want to receive this bribe?

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Use your customers’ persona

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If you have information about your customers,

such as…

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Age

Image by: S Sepp, Wikipedia

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Profession

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Goals

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Pain Points

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And their position in the buyer’s journey:

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You’re almost ready to pick your…

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Topic

Image by: Edokter, Wikipedia

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The question you need to ask yourself:

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What would my audience find most

valuable?

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Meet Como’s customer persona, Christy

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She is 38 years old

A small business owner

Dreams of opening more branches

Has challenges with customer loyalty

Image by: S Sepp, Wikipedia

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She is in the Awareness Stage

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What would be the perfect bribe for her?

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There’s a secret formula for that…

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Persona’s Pain Point X Consumption Habits

+ Your Product’s Value X Buyer’s Journey Stage

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Customer Loyalty X Busy SMB with No Time

+ DIY Mobile App X Awareness Stage

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Christy’s bribe is probably NOT the

perfect bribe for your persona

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She would gain zilch out of these:

Image by: Army1987, Wikipedia

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But they are somebody’s perfect

bribe

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“E-book” scope

Image by: abluescarab, Wikipedia

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The question you need to ask yourself:

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How can I realistically get this done?

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Resources

Timeline

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What you’ll need for the perfect bribe:

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Content

Design/Video

Programming

Research

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A whole lot of ping pong

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Landing Page

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Email Life Cycle

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Marketing Plan

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Prepare an actionable“bribe schedule”

Image by: Sun Ladder, Wikipedia

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To sum things up:

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You need to open the G.A.T.E

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And If you play your cards right

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Your customers will eat their brussels sprouts!

@IdanEldar

Image by: Yoel Ben-Avraham,Flicker

Connect with Idan Eldar on:

https://il.linkedin.com/in/idaneldar

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Happy bribing!