[Full Disclosure: Outbrain is a customer of Unbounce (and we think they’re awesome!)]
On December 31, 2014 I made the claim that 2015 will be “the year of performance content marketing“. Almost 6 months in and it’s not exactly climbing on Google Trends, so we’ve got some work to do. Whether or not this term catches on, the amount of talk about content marketing at Unbounce’s Conversion Road Trip conference in New York on Monday, only furthered my conviction that we’re onto to something with the merging the performance and content worlds.
Unbounce is a mobile responsive landing page builder for marketers. They allow the non-technical marketer to build, publish, and A/B test landing pages without the help of a developer.
And, apparently they also have some serious event throwing skills, because they throw one hell of a conference. I’m talking SERIOUS knowledge dropping; fluff not included. Not be mention total accessibility to world-class experts in online marketing. Here’s me with Unbounce co-founder, Oli Gardner:
The fact that they’ve linked to ALL presentations on their site only days after the conference is amazing. Giving away that much value shows a deep dedication to the principles of content marketing from Unbounce as well as all the great speakers. All I can say is thank you!
Without further ado, here are some of my favorite takeaways that I plan to apply to Outbrain’s content marketing strategy.
1. Design your form as if it’s the ONLY thing on the page
(From Oli’s 12-Step Landing Page Rehab Program presentation):
When someone is filling out your form, you have their undivided attention. Following these 6 steps will ensure they know what they are getting and what is expected of them. Don’t rely on the body text of the landing page to get your point across.
2. Always use a sample size calculator to calculate sample size before starting an A/B test.
He recommends this tool from Optimizely.
3. Webinars are KISSmetrics’ best acquisition channel, but the first 6 months of trying it, lead to ZERO sales.
(From Nemo Chu, Former Director of Customer Acquisition at KISSmetrics, in “The 5 Biggest Hyper-Growth Lessons from Supercharging My Marketing Career to Semi-Retire at 26”)
Nemo and team had to “Make Webinars Work for Them.” It would not have happened without consistent attention paid to lots of little details.
4. During the webinar sign up flow, ask if they’d like a product demo AFTER the signup, not during (also from Nemo)
This will A) Increase the signup conversion rate, and B) Insure that people know they are requesting a demo. People often check that demo box by accident or not fully understanding what they are opting into.
5. Don’t get in the visitor’s way with unnecessary stop words
(From Michael Aagaard, Founder of ContentVerve, in “How to Write Copy that Converts: Actionable Insights from 6 Years of Testing”)
Why make someone who is about to give you their email address even think about “SPAM”? In Michael’s example, including the line “100% privacy – I will never spam you!” instead of “I guarantee 100% privacy” decreased conversion rate by 23%!
6. Measure Adjusted Bounce Rate (NOT bounce rate!)
(From Angie Schottmuller, Founder of Interactive Artisan and Forbes Top 10 Online Marketer, in Dress Colour & Other Mind-Blowing Physiology Keys to Conversion):
Thankfully we already knew this one, but it’s worth repeating, and repeating, and repeating! Check out this article I wrote on “Why Bounce Rate as You Understand It Has No Place in Content Marketing”.
7. Measure the customer journey with content groupings in Google Analytics
(From Michael King, Founder of iPullRank in How to Build Personas that will Rock Your Landing Page Conversion Rate).
You can do this by grouping content according to the stage in the sales funnel it’s meant to address, and then optimizing that content by the appropriate KPIs. Most infographics shouldn’t be measured by sales, but rather social shares or subscriptions. Here’s a great post from Michael where he goes in depth on “How to Measure the User Journey with Content Groupings, WordPress & Google’s Tag Manager.”
What did you learn?