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5 CONTENT-FIRST MARKETING STEPS TO JURASSIC CONVERSION
ANGIE SCHOTTMULLER
Marketing Optimization Advisor
@aschottmuller
linkedin.com/in/angieschottmuller
aschottmuller@yahoo.com
#MnSummit #content #CRO
@aschottmuller
Tweet this session!
Angie Schottmuller | @aschottmuller | #MnSummit
DESIGN vs. CONTENT
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummitImage credit: Jurassic World – AMC Theaters
WEB REDESIGNS
#NomNomNom
CUSTOMER CONTEXT dictates
CONTENT, which informs DESIGN.
…NOT the other way around.
Angie Schottmuller | @aschottmuller | #MnSummit
WHAT IF process and budget
priorities were optimized for
conversion and satisfaction?
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
The REDESIGN
DOMINANCE era is
about to end.
EXCEED your business goals by
putting customer context and
value-added content FIRST.
Angie Schottmuller | @aschottmuller | #MnSummit
CONTENT-FIRST APPROACH:
1. Discover User Context
2. Create Value
3. Draft Content
4. Plan Design (Layout & Appearance)
5. Optimize (Content & Design Together)
1
2
3
4
5
STAGE 1: DISCOVER
USER CONTEXT
Who is the audience? What’s the context? What
questions or problem needs solving?
Angie Schottmuller | @aschottmuller | #MnSummit
- Bryan Eisenberg
@TheGrok, Conversion Optimization Expert, Speaker & Author
Conversion rate is a measure of your ability to persuade
visitors to take the action you want them to take...
For you to achieve your goals,
VISITORS must first achieve theirs.
Angie Schottmuller | @aschottmuller | #MnSummit
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
USE CUSTOMER JOURNEY MAPS
DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapping
Angie Schottmuller | @aschottmuller | #MnSummitReference of buying stage names from BigDoor.com
goals questions influences interactions
DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
c o n t e n t
DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content
DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content
DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content
DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content
DISCOVER COMPARE
CONSIDER
COMMIT RETAIN
Customer Journey Mapped Content
Angie Schottmuller | @aschottmuller | #MnSummit
content
Plan RESOURCES to ANSWER
QUESTIONS for EVERY stage.
Angie Schottmuller | @aschottmuller | #MnSummit
DON’T SELL.
Help facilitate good decision making
with quality content.
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
PERFORM CONTENT INTERVIEWS
Get to know your audience directly…
Angie Schottmuller | @aschottmuller | #MnSummit
Get to know your audience directly…
Angie Schottmuller | @aschottmuller | #MnSummit
NOT Bravo??
There’s a story there!
Image credit: mncm.org
Interview Customer
Service
Survey Recent
Customers
Poll Sales
Team
Run Website
Online Polls
Start Discussions on
Social Media
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
THE MOST IMPORTANT THING TO UNDERSTAND IS:
WHY?
Why DO or DON’T they…
click/buy/act/CONVERT?
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
“Which means…?”
“Define ‘quality’”
HELPFUL INTERVIEW TOOLS
Angie Schottmuller | @aschottmuller | #MnSummit
@stipso | www.stipso.com
Example on Unbounce: http://bit.ly/1JfDlVu
Angie Schottmuller | @aschottmuller | #MnSummit
TAKE INVENTORY:
 Images / Videos
 Social Proof
 Downloadable Resources
Angie Schottmuller | @aschottmuller | #MnSummit
RESEARCH
COMPETITIVE
THREATS
(SWOT Analysis)
STAGE 2:
CREATE VALUE
Brainstorm and create “bait” incentives.
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
Companies with 30+ landing
pages OFFERING CONTENT
generate 7X MORE LEADS.
- HubSpot Research Study
Angie Schottmuller | @aschottmuller | #MnSummit
What do YOU have to offer?
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
IMPOSSIBLE
KEEP IT SIMPLE.
Help users make a good decision
with quality content.
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
IMPOSSIBLE
DOABLE
Angie Schottmuller | @aschottmuller | #MnSummit
IMPOSSIBLE
DOABLE
Get Inspired by the eBook Masters…
Angie Schottmuller | @aschottmuller | #MnSummit
» http://bit.ly/ebooktemplates
13
» http://bit.ly/lpcopywriting
50%+ CONVERSION is DOABLE
with 1-2 field forms and high-value,
decision-aiding, downloadable “bait.”
Angie Schottmuller | @aschottmuller | #MnSummit
“BAIT” INCENTIVE IDEAS
 Coupon
 Free Trial/Gift/Service
 Tool (e.g. "Help Me Choose")
 Quiz (e.g. Is ___ right for me?)
 Event or Webinar
 Contest
 Edutainment
 Resource Download
 Brochure
 eBooks
 Checklist
 Planning Guide
 Activity Worksheet
 Graphics (images, fonts)
Angie Schottmuller | @aschottmuller | #MnSummit
- Angie Schottmuller
@aschottmuller, Marketing Optimization Advisor
Conversion success is proportionate
to the user’s perceived value of
EFFORT versus GAIN.
“BAIT”
Angie Schottmuller | @aschottmuller | #MnSummit
gain
effort
Angie Schottmuller | @aschottmuller | #MnSummit
“BAIT”
gain
effort
Angie Schottmuller | @aschottmuller | #MnSummit
TO GATE OR NOT TO GATE?
Angie Schottmuller | @aschottmuller | #MnSummit
CLICK-THROUGH VS. LEAD GENERATION
“Gated” Videos
Angie Schottmuller | @aschottmuller | #MnSummit
Wistia’s Turnstile (Email Capture Feature):
Driving Facebook Ads ($1-2/click)
to GATED VIDEOS GREW our
free trial conversions by 11%.
Angie Schottmuller | @aschottmuller | #MnSummitSource: Wistia.com
Angie Schottmuller | @aschottmuller | #MnSummit
STEP 1 STEP 2
ALTERNATIVE OPTION: Capture Email as a Benefit
STAGE 3:
DRAFT CONTENT
Angie Schottmuller | @aschottmuller | #MnSummit
The RIGHT ORDER of CONTENT
DRAFTING is key for both
persuasion and efficiency.
Angie Schottmuller | @aschottmuller | #MnSummit
I. Call-to-Action (CTA)
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
Page Purpose
(CTA)
=
Content DNA
Angie Schottmuller | @aschottmuller | #MnSummit
Submit
- Michael Aggaard
@ContentVerve, Conversion Optimization Expert
“Submit” only works well as a CTA
if you provide dominatrix services.
Angie Schottmuller | @aschottmuller | #MnSummit
SUBMIT
CALL TO ACTION (CTA) FORMULA:
Angie Schottmuller | @aschottmuller | #MnSummit
I’D LIKE TO WHAT (specific action)
BECAUSE I WANT TO WHY (benefit)
Get a LeafGuard Estimate
& 20% Install Savings
Get a LeafGuard Estimate
Save 20% OFF install today, and
NEVER clean your gutters again.
Call (800) 917-5323
Quick Estimate & 20% OFF
CALL TO ACTION (CTA) FORMULA:
Angie Schottmuller | @aschottmuller | #MnSummit
Get a LeafGuard Estimate
& 20% Install Savings
Get a LeafGuard Estimate
Save 20% OFF install today, and
NEVER clean your gutters again.
Call (800) 917-5323
Quick Estimate & 20% OFF
I’d like to WHAT (specific action) because I want to WHY (benefit).
<WHAT “Action”> &
<WHY Value/Benefit>
<WHAT “Action”>
<WHY Value/Benefit>
<WHAT “Action”>
<WHY Value/Benefit>
Reference: Byer’s LeafGuard Gutter System
WHAT
+
WHY
Call (800) 977-5323
Quick Estimate & 20% OFF
Open ‘til 4pm TODAY
M-F, 8am – 4pm CT
Angie Schottmuller | @aschottmuller | #MnSummit
Get a LeafGuard Estimate
& 20% Install Savings
II. Hero Shot
Angie Schottmuller | @aschottmuller | #MnSummit
65% of People are VISUAL LEARNERS.
Angie Schottmuller | @aschottmuller | #MnSummitSource: Forbes.com - Social Science Research Network Report
n. HERO SHOT
A credible photo or video of a solution that
encompasses relevance, context, value, and
emotion to support, educate, or persuade a
customer.
Angie Schottmuller | @aschottmuller | #MnSummitProps to Craig Sullivan for the "support, educate, or persuade" portion
FEATURED IMAGE STAND-OFF
Angie Schottmuller | @aschottmuller | #MnSummitWebsite Reference: extremeterrain.com
Jammock Black 2.0 Jeep Hammock (87-15 Wrangler YJ, TJ & JK)
HERO SHOTPRODUCT IMAGE
7 HERO SHOT PERSUASION FACTORS
1. Keyword Relevance
2. Purpose Clarity
3. Design Support
4. Authenticity
5. Added Value
6. Desired Emotion
7. Customer "Hero"
BRAND LOGO
Offer Confidence/Urgency Booster....
[ Social Proof or Testimonial ]

[ Hero Shot Featured Image ]
Web Form Heading
 Resource benefit one
 Another cool benefit
 Memorable benefit
Get the FREE
Resource Today
FULL NAME:
EMAIL:
Attention-Getter Benefit Headline That Matches Ad
PHOTO FACTOR SCORING:
-1 = Negative Potential
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Directional Cue
HEROSHOTSCORECARDEXAMPLE
Angie Schottmuller | @aschottmuller | #MnSummitImage credit: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 2
PURPOSE CLARITY. Help identify the page the page purpose/offer. 2
DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. 1
AUTHENTICITY. Represent the organization/offer in an authentic, credible fashion. 1
ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 2
DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 1
CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solution. 2
= 11
SUBJECT: Hands-on Wound Care Training
HERO SHOT SCORECARD GRADING
Angie Schottmuller | @aschottmuller | #MnSummit
13-15 LEGEND Whoa. Epic visual. Stories will be told about you for marketing eternity.
Where do I sign up?!
10-12 HERO Exceptional. You humbly add value and meaning that grips emotion while
making it look sooooo easy. Fans and advocates are sure to follow!
7-9 SIDEKICK
Nice work. Clearly, you're getting the hang of this! Are you satisfied with
mediocre, though? You're capable of so much more. Step up your game
and fulfill your true ROI potential.
4-6 VIGILANTE
Good attempt to help out, but you're lacking in power and authority. Drop
the costume, focus on relevant value, and tap the 7 persuasive factors to
help make a meaningful impact.
0-3 CIVILIAN
Weak and forgettable. You either fear or doubt your powers. Be brave.
Start with a story that connects with your customer's dilemma and
context, then "save" (fix, improve, delight) the day!
< 0 VILLAIN Ouch. Your powers are working against you. Don't deny the goodness
your customer loves. Seek help before it leads to your own demise.
Angie Schottmuller | @aschottmuller | #MnSummit
PROSPECT CLIENT YOUR PRODUCT AMAZING HERO
(CHRIS PRATT) (TRAINING CLICKER) (RAPTOR TRAINER)
+ =
http://bit.ly/heroshotscorecard
III. Key Points
Angie Schottmuller | @aschottmuller | #MnSummit
What 3 THINGS do you want
USERS to remember?
Angie Schottmuller | @aschottmuller | #MnSummit
What’s in it for ME? (Not YOU…, the customer.)
Angie Schottmuller | @aschottmuller | #MnSummit
Present Your Points Optimally…
Angie Schottmuller | @aschottmuller | #MnSummit
• Differentiating Key Point
• Memorable Benefit Point
• Value-Added Benefit Point
 Differentiating Key Point
 Memorable Benefit Point
 Value-Added Benefit Point
KEY POINT HEADING
ICON
Brief description with a
specific value-added
benefit detail wrapping 2-
3.5 lines max.
KEY POINT HEADING
ICON
Brief description with a
specific value-added
benefit detail wrapping 2-
3.5 lines max.
KEY POINT HEADING
ICON
Brief description with a
specific value-added
benefit detail wrapping 2-
3.5 lines max.
KEY POINT HEADING
Succinct description with a specific
value-added detail or benefit
wrapping 2.5 lines max.
ICON
KEY POINT HEADING
Succinct description with a specific
value-added detail or benefit
wrapping 2.5 lines max.
ICON
KEY POINT HEADING
Succinct description with a specific
value-added detail or benefit
wrapping 2.5 lines max.
ICON
KEY POINT HEADING
Succinct description with value-
added detail wrapping 2 lines max.
ICON
KEY POINT HEADING
Succinct description with value-
added detail wrapping 2 lines max.
ICON
KEY POINT HEADING
Succinct description with value-
added detail wrapping 2 lines max.
ICON
Angie Schottmuller | @aschottmuller | #MnSummit
SUPPORT CLAIMS WITH AUTHENTIC EVIDENCE
IV. Headline
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
NUMBER
TRIGGER WORD
ADJECTIVE
KEYWORD
PROMISE
Angie Schottmuller | @aschottmuller | #MnSummit
Formula by Nathalie Nahai, @TheWebPsych
KILLER HEADLINE
Psychological Trigger Words
 FREE
 Celebrity
 Expert
 Systematic
 Short-Cut
 Time-Saving
 Effortless
 Don’t Miss
 Last Chance
 Limited-Time
 Secret
 Lovable
 Sexy
 Empowering
Angie Schottmuller | @aschottmuller | #MnSummit
 Anticipated
 Freeing
 Controversial
 Viral
 Unbelievable
 Unexpected
 Mysterious
Angie Schottmuller | @aschottmuller | #MnSummit
EXAMPLE SUBJECT: Raptor Training
BASIC HEADLINES:
• How To Train a Raptor
• Raptor Training Techniques
Angie Schottmuller | @aschottmuller | #MnSummit
APPLY NAHAI’S FORMULA:
“11 FUN WAYS YOU CAN TRAIN BABY RAPTORS WITH SKITTLES.”
Angie Schottmuller | @aschottmuller | #MnSummitFormula by Nathalie Nahai, @TheWebPsych
trigger word
number adjective
keyword
promise
SUBJECT: Training Raptors
APPLY NAHAI’S FORMULA:
“7 HILARIOUS ZOOKEEPER RECREATIONS OF JURASSIC WORLD’S
RAPTOR-TRAINING SCENE.”
Angie Schottmuller | @aschottmuller | #MnSummitFormula by Nathalie Nahai, @TheWebPsych
trigger word
number
keyword
promise
adjective
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
CLARITY trumps CLEVERNESS
when it comes to conversion.
Angie Schottmuller | @aschottmuller | #MnSummit
Use CUSTOMER CONTENT
(wording, photos, videos) for
YOUR marketing content.
Angie Schottmuller | @aschottmuller | #MnSummit
“CUSTOMER CONTENT MARKETING”
Angie Schottmuller | @aschottmuller | #MnSummitSource: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
USER-SHARED
PHOTOS
STAR-RATINGS
FROM EVALUATIONS
Angie Schottmuller | @aschottmuller | #MnSummitSource: Bidsketch.com
TESTIMONIALS FOR
HEADINGS
V. Boosters
(social proof, urgency, confidence, cues, supporting info)
Angie Schottmuller | @aschottmuller | #MnSummit
1. CTA
2. Hero Shot
3. Key Points
4. Headline
5. Boosters
Angie Schottmuller | @aschottmuller | #MnSummit
STAGE 4:
PLAN DESIGN
Angie Schottmuller | @aschottmuller | #MnSummit
Who’s REALLY on First…
User-First
Value-First
Content-First
Form-First
Mobile-First
Angie Schottmuller | @aschottmuller | #MnSummit
Who’s REALLY on First…
User-First
Value-First
Content-First
Form-First
Mobile-First
1
2
3
4
5
Mobile-Fifth ?!?
Angie Schottmuller | @aschottmuller | #MnSummit
Content Hierarchy Sample
1. Logo
2. Office Hours
3. Click-to-Call CTA [Mobile Only]
4. Headline
5. Hero Shot
6. Confidence/Urgency Boost
7. Form
8. Social Proof
9. Supporting Info
Call (800) 977-5323
Quick Estimate & 20% OFF
Open ‘til 4pm TODAY
M-F, 8am – 4pm CT
Angie Schottmuller | @aschottmuller | #MnSummit
Landing Page Content Worksheet:
http://bit.ly/lpcontentws
CONTENT HIERARCHY
specifications dictate required
page “LAYOUT” placeholders.
Angie Schottmuller | @aschottmuller | #MnSummit
WEB PAGE “TEMPLATE” ANATOMY =
Angie Schottmuller | @aschottmuller | #MnSummit
LAYOUT (HTML Structure) THEME (CSS / Style) CONTENT (Text & Media)
Overall page layout, sections, content
placeholders, responsive breakpoints, and
JavaScript for analytics.
Simple style (fonts, colors, borders, dividers,
iconography, arrows) applied to layout and content
for conversion-centered design.
Placeholders replaced w/ page-specific
copywriting, image/video, key point icons,
testimonial (quote, signature, photo), and
badges/awards.
+ +
Ethics & Boundaries Training for Real
Challenges in Suburban & Rural Wisconsin
Last class to fulfill your MPSW requirements begins Feb 12.
“
“
I needed to fulfill my requirements for human services state reporting and
wanted something beyond the 'classic' ethics training. The UW-Eau
Claire classes on technology and rural settings were fresh and
pragmatic. Plus, I didn't have to drive into the city to get there.
Melanie St. George, Social Worker
Wisconsin State Human Services, Rhinelander, WI
Find ethics training you
need:
Get the Ethics Training
Brochure Today
FULL NAME:
EMAIL:
100% privacy ensured.
CONTACT HOURS &
CREDITS
Earn 4 or 6 contact hours (0.4 or 0.6
CEUs) in person to fulfill requirements
for human services under MPSW, NBCC,
or PSY licensure and/or state reporting
FRESH & DIVERSE
TOPICS
Learn practical strategies on new and
diverse ethics topics -- technology,
rural settings, language/culture*, and
more. (*=Exclusively offered by UWEC)
MULTIPLE DATES &
LOCATIONS
Choose from 5 date options amongst
3 locations (Eau Claire, Chippewa
Falls, and Rhinelander) between Nov
20 and Feb 12, 2015.
[Hero Shot Image]
Attention-Getter Benefit Headline That
Matches the Ad
Offer confidence/urgency booster by MMM D.
“
“
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy
nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem
ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore.
Customer Full Name, Relevant Job Title
Company Name, City, State
Web form CTA heading
intro:
Get the FREE
Resource Today
FULL NAME:
EMAIL:
100% privacy ensured.
KEY POINT BENEFIT
HEADING
ICON
__________________________________
__________________________________
__________________________________
_______________________________
KEY POINT BENEFIT
HEADING
ICON
__________________________________
__________________________________
__________________________________
________________________
KEY POINT BENEFIT
HEADING
ICON
__________________________________
__________________________________
__________________________________
____________________________
BRAND LOGO
[Hero Shot Image]
Attention-Getter Benefit Headline That
Matches the Ad
Offer confidence/urgency booster by MMM D.
Web form CTA heading
intro:
Get the FREE
Resource Today
FULL NAME:
EMAIL:
100% privacy ensured.
BRAND LOGO
“
“
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum
dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore.
Customer Full Name, Relevant Job Title
Company Name, City, State
IMG IMG
KEY POINT BENEFIT
HEADING
ICON
____________________________
____________________________
___________________________
KEY POINT BENEFIT
HEADING
ICON
____________________________
____________________________
____________________________
KEY POINT BENEFIT
HEADING
ICON
____________________________
____________________________
_________________________
REMEMBER: Create content and
then select or create the best page
layout template.
…NOT the other way around.
Angie Schottmuller | @aschottmuller | #MnSummit
STAGE 5: OPTIMIZE
Revise content and design together for devices,
audiences, referring traffic, etc.
Angie Schottmuller | @aschottmuller | #MnSummit
Revise and optimize…
BEFORE LAUNCH.
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
Use dynamic text to
match PPC ads
Tweak all multi-line
text to wrap as partial
lines (not flush) to
encourage more
reading.
Ensure consistent
total-line wrapping for
all elements in a
group.
Audit CTA button
“above the fold”
visibility, and then
adjust or accept risk
accordingly.
Resize or reword CTA
button to ensure
maximum 2-line wrap.
(CTA should remain
the top or second
largest font size on
the page.)
WHY WHAT
Angie Schottmuller | @aschottmuller | #MnSummit
OPTIMIZATION
REQUIRES
ITERATION
CONTENT-FIRST APPROACH:
1. Discover User Context
2. Create Value
3. Draft Content
4. Plan Design (Layout & Appearance)
5. Optimize (Content & Design Together)
1
2
3
4
5
Angie Schottmuller | @aschottmuller | #MnSummit
CONTENT is the HERO
Angie Schottmuller | @aschottmuller | #MnSummit
DID YOU EVEN NOTICE THIS MESS??
Angie Schottmuller | @aschottmuller | #MnSummit
DESIGN “INTERFACE”
CONTENT
Angie Schottmuller | @aschottmuller | #MnSummit
DESIGN sets the stage; CONTENT converts.
Harness the power at your fingertips for some truly remarkable ROI.
KEY TAKEAWAYS
 Plan value-added content “bait” for EVERY buying stage
 Always pair WHAT+WHY together
 Use formulas and customer wording for persuasion aids
 Begin core content w/ CTA and end w/ headline
 Set team expectations for pre-launch optimization
Angie Schottmuller | @aschottmuller | #MnSummit
Angie Schottmuller | @aschottmuller | #MnSummit
Special thanks to Jurassic World for
the fun theme and imagery.
Now create great content… and go
see the movie!
Get Your Landing Page
Content Planning Worksheet
Angie Schottmuller | aschottmuller@yahoo.com | @aschottmuller
Save time and boost conversion with this free Word template!
http://bit.ly/lpcontentws

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5 Content-First Marketing Steps to Jurassic Conversion

  • 1. 5 CONTENT-FIRST MARKETING STEPS TO JURASSIC CONVERSION
  • 2. ANGIE SCHOTTMULLER Marketing Optimization Advisor @aschottmuller linkedin.com/in/angieschottmuller aschottmuller@yahoo.com
  • 3. #MnSummit #content #CRO @aschottmuller Tweet this session! Angie Schottmuller | @aschottmuller | #MnSummit
  • 4. DESIGN vs. CONTENT Angie Schottmuller | @aschottmuller | #MnSummit
  • 5. Angie Schottmuller | @aschottmuller | #MnSummitImage credit: Jurassic World – AMC Theaters WEB REDESIGNS #NomNomNom
  • 6. CUSTOMER CONTEXT dictates CONTENT, which informs DESIGN. …NOT the other way around. Angie Schottmuller | @aschottmuller | #MnSummit
  • 7. WHAT IF process and budget priorities were optimized for conversion and satisfaction? Angie Schottmuller | @aschottmuller | #MnSummit
  • 8. Angie Schottmuller | @aschottmuller | #MnSummit
  • 9. Angie Schottmuller | @aschottmuller | #MnSummit The REDESIGN DOMINANCE era is about to end.
  • 10. EXCEED your business goals by putting customer context and value-added content FIRST. Angie Schottmuller | @aschottmuller | #MnSummit
  • 11. CONTENT-FIRST APPROACH: 1. Discover User Context 2. Create Value 3. Draft Content 4. Plan Design (Layout & Appearance) 5. Optimize (Content & Design Together) 1 2 3 4 5
  • 12. STAGE 1: DISCOVER USER CONTEXT Who is the audience? What’s the context? What questions or problem needs solving? Angie Schottmuller | @aschottmuller | #MnSummit
  • 13. - Bryan Eisenberg @TheGrok, Conversion Optimization Expert, Speaker & Author Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take... For you to achieve your goals, VISITORS must first achieve theirs.
  • 14. Angie Schottmuller | @aschottmuller | #MnSummit BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish?
  • 15. BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish? Angie Schottmuller | @aschottmuller | #MnSummit
  • 16. Angie Schottmuller | @aschottmuller | #MnSummit USE CUSTOMER JOURNEY MAPS
  • 17. DISCOVER COMPARE CONSIDER COMMIT RETAIN Customer Journey Mapping Angie Schottmuller | @aschottmuller | #MnSummitReference of buying stage names from BigDoor.com goals questions influences interactions
  • 18. DISCOVER COMPARE CONSIDER COMMIT RETAIN Customer Journey Mapped Content Angie Schottmuller | @aschottmuller | #MnSummit c o n t e n t
  • 19. DISCOVER COMPARE CONSIDER COMMIT RETAIN Customer Journey Mapped Content Angie Schottmuller | @aschottmuller | #MnSummit content
  • 20. DISCOVER COMPARE CONSIDER COMMIT RETAIN Customer Journey Mapped Content Angie Schottmuller | @aschottmuller | #MnSummit content
  • 21. DISCOVER COMPARE CONSIDER COMMIT RETAIN Customer Journey Mapped Content Angie Schottmuller | @aschottmuller | #MnSummit content
  • 22. DISCOVER COMPARE CONSIDER COMMIT RETAIN Customer Journey Mapped Content Angie Schottmuller | @aschottmuller | #MnSummit content
  • 23. DISCOVER COMPARE CONSIDER COMMIT RETAIN Customer Journey Mapped Content Angie Schottmuller | @aschottmuller | #MnSummit content
  • 24. Plan RESOURCES to ANSWER QUESTIONS for EVERY stage. Angie Schottmuller | @aschottmuller | #MnSummit
  • 25. DON’T SELL. Help facilitate good decision making with quality content. Angie Schottmuller | @aschottmuller | #MnSummit
  • 26. Angie Schottmuller | @aschottmuller | #MnSummit PERFORM CONTENT INTERVIEWS
  • 27. Get to know your audience directly… Angie Schottmuller | @aschottmuller | #MnSummit
  • 28. Get to know your audience directly… Angie Schottmuller | @aschottmuller | #MnSummit NOT Bravo?? There’s a story there!
  • 29. Image credit: mncm.org Interview Customer Service Survey Recent Customers Poll Sales Team Run Website Online Polls Start Discussions on Social Media Angie Schottmuller | @aschottmuller | #MnSummit
  • 30. Angie Schottmuller | @aschottmuller | #MnSummit THE MOST IMPORTANT THING TO UNDERSTAND IS: WHY?
  • 31. Why DO or DON’T they… click/buy/act/CONVERT? Angie Schottmuller | @aschottmuller | #MnSummit
  • 32. Angie Schottmuller | @aschottmuller | #MnSummit “Which means…?” “Define ‘quality’”
  • 33. HELPFUL INTERVIEW TOOLS Angie Schottmuller | @aschottmuller | #MnSummit @stipso | www.stipso.com Example on Unbounce: http://bit.ly/1JfDlVu
  • 34. Angie Schottmuller | @aschottmuller | #MnSummit TAKE INVENTORY:  Images / Videos  Social Proof  Downloadable Resources
  • 35. Angie Schottmuller | @aschottmuller | #MnSummit RESEARCH COMPETITIVE THREATS (SWOT Analysis)
  • 36. STAGE 2: CREATE VALUE Brainstorm and create “bait” incentives. Angie Schottmuller | @aschottmuller | #MnSummit
  • 37. Angie Schottmuller | @aschottmuller | #MnSummit Companies with 30+ landing pages OFFERING CONTENT generate 7X MORE LEADS. - HubSpot Research Study
  • 38. Angie Schottmuller | @aschottmuller | #MnSummit
  • 39. What do YOU have to offer? Angie Schottmuller | @aschottmuller | #MnSummit
  • 40. Angie Schottmuller | @aschottmuller | #MnSummit IMPOSSIBLE
  • 41. KEEP IT SIMPLE. Help users make a good decision with quality content. Angie Schottmuller | @aschottmuller | #MnSummit
  • 42. Angie Schottmuller | @aschottmuller | #MnSummit IMPOSSIBLE DOABLE
  • 43. Angie Schottmuller | @aschottmuller | #MnSummit IMPOSSIBLE DOABLE
  • 44. Get Inspired by the eBook Masters… Angie Schottmuller | @aschottmuller | #MnSummit » http://bit.ly/ebooktemplates 13 » http://bit.ly/lpcopywriting
  • 45. 50%+ CONVERSION is DOABLE with 1-2 field forms and high-value, decision-aiding, downloadable “bait.” Angie Schottmuller | @aschottmuller | #MnSummit
  • 46. “BAIT” INCENTIVE IDEAS  Coupon  Free Trial/Gift/Service  Tool (e.g. "Help Me Choose")  Quiz (e.g. Is ___ right for me?)  Event or Webinar  Contest  Edutainment  Resource Download  Brochure  eBooks  Checklist  Planning Guide  Activity Worksheet  Graphics (images, fonts) Angie Schottmuller | @aschottmuller | #MnSummit
  • 47. - Angie Schottmuller @aschottmuller, Marketing Optimization Advisor Conversion success is proportionate to the user’s perceived value of EFFORT versus GAIN.
  • 48. “BAIT” Angie Schottmuller | @aschottmuller | #MnSummit gain effort
  • 49. Angie Schottmuller | @aschottmuller | #MnSummit “BAIT” gain effort
  • 50. Angie Schottmuller | @aschottmuller | #MnSummit TO GATE OR NOT TO GATE?
  • 51. Angie Schottmuller | @aschottmuller | #MnSummit CLICK-THROUGH VS. LEAD GENERATION
  • 52. “Gated” Videos Angie Schottmuller | @aschottmuller | #MnSummit Wistia’s Turnstile (Email Capture Feature):
  • 53. Driving Facebook Ads ($1-2/click) to GATED VIDEOS GREW our free trial conversions by 11%. Angie Schottmuller | @aschottmuller | #MnSummitSource: Wistia.com
  • 54. Angie Schottmuller | @aschottmuller | #MnSummit STEP 1 STEP 2 ALTERNATIVE OPTION: Capture Email as a Benefit
  • 55. STAGE 3: DRAFT CONTENT Angie Schottmuller | @aschottmuller | #MnSummit
  • 56. The RIGHT ORDER of CONTENT DRAFTING is key for both persuasion and efficiency. Angie Schottmuller | @aschottmuller | #MnSummit
  • 57. I. Call-to-Action (CTA) Angie Schottmuller | @aschottmuller | #MnSummit
  • 58. Angie Schottmuller | @aschottmuller | #MnSummit Page Purpose (CTA) = Content DNA
  • 59. Angie Schottmuller | @aschottmuller | #MnSummit Submit
  • 60. - Michael Aggaard @ContentVerve, Conversion Optimization Expert “Submit” only works well as a CTA if you provide dominatrix services. Angie Schottmuller | @aschottmuller | #MnSummit SUBMIT
  • 61. CALL TO ACTION (CTA) FORMULA: Angie Schottmuller | @aschottmuller | #MnSummit I’D LIKE TO WHAT (specific action) BECAUSE I WANT TO WHY (benefit) Get a LeafGuard Estimate & 20% Install Savings Get a LeafGuard Estimate Save 20% OFF install today, and NEVER clean your gutters again. Call (800) 917-5323 Quick Estimate & 20% OFF
  • 62. CALL TO ACTION (CTA) FORMULA: Angie Schottmuller | @aschottmuller | #MnSummit Get a LeafGuard Estimate & 20% Install Savings Get a LeafGuard Estimate Save 20% OFF install today, and NEVER clean your gutters again. Call (800) 917-5323 Quick Estimate & 20% OFF I’d like to WHAT (specific action) because I want to WHY (benefit). <WHAT “Action”> & <WHY Value/Benefit> <WHAT “Action”> <WHY Value/Benefit> <WHAT “Action”> <WHY Value/Benefit>
  • 63. Reference: Byer’s LeafGuard Gutter System WHAT + WHY Call (800) 977-5323 Quick Estimate & 20% OFF Open ‘til 4pm TODAY M-F, 8am – 4pm CT Angie Schottmuller | @aschottmuller | #MnSummit Get a LeafGuard Estimate & 20% Install Savings
  • 64. II. Hero Shot Angie Schottmuller | @aschottmuller | #MnSummit
  • 65. 65% of People are VISUAL LEARNERS. Angie Schottmuller | @aschottmuller | #MnSummitSource: Forbes.com - Social Science Research Network Report
  • 66. n. HERO SHOT A credible photo or video of a solution that encompasses relevance, context, value, and emotion to support, educate, or persuade a customer. Angie Schottmuller | @aschottmuller | #MnSummitProps to Craig Sullivan for the "support, educate, or persuade" portion
  • 67. FEATURED IMAGE STAND-OFF Angie Schottmuller | @aschottmuller | #MnSummitWebsite Reference: extremeterrain.com Jammock Black 2.0 Jeep Hammock (87-15 Wrangler YJ, TJ & JK) HERO SHOTPRODUCT IMAGE
  • 68. 7 HERO SHOT PERSUASION FACTORS 1. Keyword Relevance 2. Purpose Clarity 3. Design Support 4. Authenticity 5. Added Value 6. Desired Emotion 7. Customer "Hero" BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ]  [ Hero Shot Featured Image ] Web Form Heading  Resource benefit one  Another cool benefit  Memorable benefit Get the FREE Resource Today FULL NAME: EMAIL: Attention-Getter Benefit Headline That Matches Ad
  • 69. PHOTO FACTOR SCORING: -1 = Negative Potential 0 = Not Quite 1 = Somewhat 2 = Great +1 = Directional Cue HEROSHOTSCORECARDEXAMPLE Angie Schottmuller | @aschottmuller | #MnSummitImage credit: University of Wisconsin-Eau Claire, Woundstock Wound Care Education KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 2 PURPOSE CLARITY. Help identify the page the page purpose/offer. 2 DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. 1 AUTHENTICITY. Represent the organization/offer in an authentic, credible fashion. 1 ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 2 DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 1 CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solution. 2 = 11 SUBJECT: Hands-on Wound Care Training
  • 70. HERO SHOT SCORECARD GRADING Angie Schottmuller | @aschottmuller | #MnSummit 13-15 LEGEND Whoa. Epic visual. Stories will be told about you for marketing eternity. Where do I sign up?! 10-12 HERO Exceptional. You humbly add value and meaning that grips emotion while making it look sooooo easy. Fans and advocates are sure to follow! 7-9 SIDEKICK Nice work. Clearly, you're getting the hang of this! Are you satisfied with mediocre, though? You're capable of so much more. Step up your game and fulfill your true ROI potential. 4-6 VIGILANTE Good attempt to help out, but you're lacking in power and authority. Drop the costume, focus on relevant value, and tap the 7 persuasive factors to help make a meaningful impact. 0-3 CIVILIAN Weak and forgettable. You either fear or doubt your powers. Be brave. Start with a story that connects with your customer's dilemma and context, then "save" (fix, improve, delight) the day! < 0 VILLAIN Ouch. Your powers are working against you. Don't deny the goodness your customer loves. Seek help before it leads to your own demise.
  • 71. Angie Schottmuller | @aschottmuller | #MnSummit PROSPECT CLIENT YOUR PRODUCT AMAZING HERO (CHRIS PRATT) (TRAINING CLICKER) (RAPTOR TRAINER) + = http://bit.ly/heroshotscorecard
  • 72. III. Key Points Angie Schottmuller | @aschottmuller | #MnSummit
  • 73. What 3 THINGS do you want USERS to remember? Angie Schottmuller | @aschottmuller | #MnSummit
  • 74. What’s in it for ME? (Not YOU…, the customer.) Angie Schottmuller | @aschottmuller | #MnSummit
  • 75. Present Your Points Optimally… Angie Schottmuller | @aschottmuller | #MnSummit • Differentiating Key Point • Memorable Benefit Point • Value-Added Benefit Point  Differentiating Key Point  Memorable Benefit Point  Value-Added Benefit Point KEY POINT HEADING ICON Brief description with a specific value-added benefit detail wrapping 2- 3.5 lines max. KEY POINT HEADING ICON Brief description with a specific value-added benefit detail wrapping 2- 3.5 lines max. KEY POINT HEADING ICON Brief description with a specific value-added benefit detail wrapping 2- 3.5 lines max. KEY POINT HEADING Succinct description with a specific value-added detail or benefit wrapping 2.5 lines max. ICON KEY POINT HEADING Succinct description with a specific value-added detail or benefit wrapping 2.5 lines max. ICON KEY POINT HEADING Succinct description with a specific value-added detail or benefit wrapping 2.5 lines max. ICON KEY POINT HEADING Succinct description with value- added detail wrapping 2 lines max. ICON KEY POINT HEADING Succinct description with value- added detail wrapping 2 lines max. ICON KEY POINT HEADING Succinct description with value- added detail wrapping 2 lines max. ICON
  • 76. Angie Schottmuller | @aschottmuller | #MnSummit SUPPORT CLAIMS WITH AUTHENTIC EVIDENCE
  • 77. IV. Headline Angie Schottmuller | @aschottmuller | #MnSummit
  • 78. Angie Schottmuller | @aschottmuller | #MnSummit
  • 79. NUMBER TRIGGER WORD ADJECTIVE KEYWORD PROMISE Angie Schottmuller | @aschottmuller | #MnSummit Formula by Nathalie Nahai, @TheWebPsych KILLER HEADLINE
  • 80. Psychological Trigger Words  FREE  Celebrity  Expert  Systematic  Short-Cut  Time-Saving  Effortless  Don’t Miss  Last Chance  Limited-Time  Secret  Lovable  Sexy  Empowering Angie Schottmuller | @aschottmuller | #MnSummit  Anticipated  Freeing  Controversial  Viral  Unbelievable  Unexpected  Mysterious
  • 81. Angie Schottmuller | @aschottmuller | #MnSummit
  • 82. EXAMPLE SUBJECT: Raptor Training BASIC HEADLINES: • How To Train a Raptor • Raptor Training Techniques Angie Schottmuller | @aschottmuller | #MnSummit
  • 83. APPLY NAHAI’S FORMULA: “11 FUN WAYS YOU CAN TRAIN BABY RAPTORS WITH SKITTLES.” Angie Schottmuller | @aschottmuller | #MnSummitFormula by Nathalie Nahai, @TheWebPsych trigger word number adjective keyword promise SUBJECT: Training Raptors
  • 84. APPLY NAHAI’S FORMULA: “7 HILARIOUS ZOOKEEPER RECREATIONS OF JURASSIC WORLD’S RAPTOR-TRAINING SCENE.” Angie Schottmuller | @aschottmuller | #MnSummitFormula by Nathalie Nahai, @TheWebPsych trigger word number keyword promise adjective
  • 85. Angie Schottmuller | @aschottmuller | #MnSummit
  • 86. Angie Schottmuller | @aschottmuller | #MnSummit
  • 87. CLARITY trumps CLEVERNESS when it comes to conversion. Angie Schottmuller | @aschottmuller | #MnSummit
  • 88. Use CUSTOMER CONTENT (wording, photos, videos) for YOUR marketing content. Angie Schottmuller | @aschottmuller | #MnSummit “CUSTOMER CONTENT MARKETING”
  • 89. Angie Schottmuller | @aschottmuller | #MnSummitSource: University of Wisconsin-Eau Claire, Woundstock Wound Care Education USER-SHARED PHOTOS STAR-RATINGS FROM EVALUATIONS
  • 90. Angie Schottmuller | @aschottmuller | #MnSummitSource: Bidsketch.com TESTIMONIALS FOR HEADINGS
  • 91. V. Boosters (social proof, urgency, confidence, cues, supporting info) Angie Schottmuller | @aschottmuller | #MnSummit
  • 92. 1. CTA 2. Hero Shot 3. Key Points 4. Headline 5. Boosters Angie Schottmuller | @aschottmuller | #MnSummit
  • 93. STAGE 4: PLAN DESIGN Angie Schottmuller | @aschottmuller | #MnSummit
  • 94. Who’s REALLY on First… User-First Value-First Content-First Form-First Mobile-First Angie Schottmuller | @aschottmuller | #MnSummit
  • 95. Who’s REALLY on First… User-First Value-First Content-First Form-First Mobile-First 1 2 3 4 5 Mobile-Fifth ?!? Angie Schottmuller | @aschottmuller | #MnSummit
  • 96. Content Hierarchy Sample 1. Logo 2. Office Hours 3. Click-to-Call CTA [Mobile Only] 4. Headline 5. Hero Shot 6. Confidence/Urgency Boost 7. Form 8. Social Proof 9. Supporting Info Call (800) 977-5323 Quick Estimate & 20% OFF Open ‘til 4pm TODAY M-F, 8am – 4pm CT
  • 97. Angie Schottmuller | @aschottmuller | #MnSummit Landing Page Content Worksheet: http://bit.ly/lpcontentws
  • 98. CONTENT HIERARCHY specifications dictate required page “LAYOUT” placeholders. Angie Schottmuller | @aschottmuller | #MnSummit
  • 99. WEB PAGE “TEMPLATE” ANATOMY = Angie Schottmuller | @aschottmuller | #MnSummit LAYOUT (HTML Structure) THEME (CSS / Style) CONTENT (Text & Media) Overall page layout, sections, content placeholders, responsive breakpoints, and JavaScript for analytics. Simple style (fonts, colors, borders, dividers, iconography, arrows) applied to layout and content for conversion-centered design. Placeholders replaced w/ page-specific copywriting, image/video, key point icons, testimonial (quote, signature, photo), and badges/awards. + + Ethics & Boundaries Training for Real Challenges in Suburban & Rural Wisconsin Last class to fulfill your MPSW requirements begins Feb 12. “ “ I needed to fulfill my requirements for human services state reporting and wanted something beyond the 'classic' ethics training. The UW-Eau Claire classes on technology and rural settings were fresh and pragmatic. Plus, I didn't have to drive into the city to get there. Melanie St. George, Social Worker Wisconsin State Human Services, Rhinelander, WI Find ethics training you need: Get the Ethics Training Brochure Today FULL NAME: EMAIL: 100% privacy ensured. CONTACT HOURS & CREDITS Earn 4 or 6 contact hours (0.4 or 0.6 CEUs) in person to fulfill requirements for human services under MPSW, NBCC, or PSY licensure and/or state reporting FRESH & DIVERSE TOPICS Learn practical strategies on new and diverse ethics topics -- technology, rural settings, language/culture*, and more. (*=Exclusively offered by UWEC) MULTIPLE DATES & LOCATIONS Choose from 5 date options amongst 3 locations (Eau Claire, Chippewa Falls, and Rhinelander) between Nov 20 and Feb 12, 2015. [Hero Shot Image] Attention-Getter Benefit Headline That Matches the Ad Offer confidence/urgency booster by MMM D. “ “ Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore. Customer Full Name, Relevant Job Title Company Name, City, State Web form CTA heading intro: Get the FREE Resource Today FULL NAME: EMAIL: 100% privacy ensured. KEY POINT BENEFIT HEADING ICON __________________________________ __________________________________ __________________________________ _______________________________ KEY POINT BENEFIT HEADING ICON __________________________________ __________________________________ __________________________________ ________________________ KEY POINT BENEFIT HEADING ICON __________________________________ __________________________________ __________________________________ ____________________________ BRAND LOGO [Hero Shot Image] Attention-Getter Benefit Headline That Matches the Ad Offer confidence/urgency booster by MMM D. Web form CTA heading intro: Get the FREE Resource Today FULL NAME: EMAIL: 100% privacy ensured. BRAND LOGO “ “ Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore. Customer Full Name, Relevant Job Title Company Name, City, State IMG IMG KEY POINT BENEFIT HEADING ICON ____________________________ ____________________________ ___________________________ KEY POINT BENEFIT HEADING ICON ____________________________ ____________________________ ____________________________ KEY POINT BENEFIT HEADING ICON ____________________________ ____________________________ _________________________
  • 100. REMEMBER: Create content and then select or create the best page layout template. …NOT the other way around. Angie Schottmuller | @aschottmuller | #MnSummit
  • 101. STAGE 5: OPTIMIZE Revise content and design together for devices, audiences, referring traffic, etc. Angie Schottmuller | @aschottmuller | #MnSummit
  • 102. Revise and optimize… BEFORE LAUNCH. Angie Schottmuller | @aschottmuller | #MnSummit
  • 103. Angie Schottmuller | @aschottmuller | #MnSummit Use dynamic text to match PPC ads Tweak all multi-line text to wrap as partial lines (not flush) to encourage more reading. Ensure consistent total-line wrapping for all elements in a group. Audit CTA button “above the fold” visibility, and then adjust or accept risk accordingly. Resize or reword CTA button to ensure maximum 2-line wrap. (CTA should remain the top or second largest font size on the page.) WHY WHAT
  • 104. Angie Schottmuller | @aschottmuller | #MnSummit OPTIMIZATION REQUIRES ITERATION
  • 105. CONTENT-FIRST APPROACH: 1. Discover User Context 2. Create Value 3. Draft Content 4. Plan Design (Layout & Appearance) 5. Optimize (Content & Design Together) 1 2 3 4 5
  • 106. Angie Schottmuller | @aschottmuller | #MnSummit CONTENT is the HERO
  • 107. Angie Schottmuller | @aschottmuller | #MnSummit DID YOU EVEN NOTICE THIS MESS??
  • 108. Angie Schottmuller | @aschottmuller | #MnSummit DESIGN “INTERFACE” CONTENT
  • 109. Angie Schottmuller | @aschottmuller | #MnSummit DESIGN sets the stage; CONTENT converts. Harness the power at your fingertips for some truly remarkable ROI.
  • 110. KEY TAKEAWAYS  Plan value-added content “bait” for EVERY buying stage  Always pair WHAT+WHY together  Use formulas and customer wording for persuasion aids  Begin core content w/ CTA and end w/ headline  Set team expectations for pre-launch optimization Angie Schottmuller | @aschottmuller | #MnSummit
  • 111. Angie Schottmuller | @aschottmuller | #MnSummit Special thanks to Jurassic World for the fun theme and imagery. Now create great content… and go see the movie!
  • 112. Get Your Landing Page Content Planning Worksheet Angie Schottmuller | aschottmuller@yahoo.com | @aschottmuller Save time and boost conversion with this free Word template! http://bit.ly/lpcontentws

Hinweis der Redaktion

  1. Jurassic Park Trailer by AMC Theaters: https://www.youtube.com/watch?v=LPYKl8IFEbM
  2. http://www.clickz.com/clickz/column/1691779/benchmarking-average-conversion-rate
  3. Big Door guide to journey maps: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
  4. Big Door guide to journey maps: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
  5. Big Door guide to journey maps: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
  6. Big Door guide to journey maps: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
  7. Big Door guide to journey maps: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
  8. Big Door guide to journey maps: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
  9. Big Door guide to journey maps: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
  10. http://mncm.org/2012/12/
  11. http://get.unbounce.com/landing-page-copywriting/ bit.ly/lpcopywritingebook = http://get.unbounce.com/landing-page-copywriting/?utm_source=slideshare&utm_medium=social&utm_campaign=aschottmuller&utm_content=content-first+cro bit.ly/lpcopywriting = http://get.unbounce.com/landing-page-copywriting/?utm_source=slideshare&utm_medium=social&utm_campaign=aschottmuller&utm_content=content+first+cro
  12. http://wistia.com/blog/the-new-turnstile
  13. http://wistia.com/blog/how-we-use-turnstile-to-capture-leads
  14. http://www.forbes.com/sites/tjmccue/2013/01/08/what-is-an-infographic-and-ways-to-make-it-go-viral/ Source: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=587201
  15. "With the information equipping the hero with the weapons, wisdom, and guidance along their own journey to slay the dragon)" - Tommy Walker
  16. Jammock Black 2.0 Jeep Hammock (87-15 Wrangler YJ, TJ & JK) http://www.extremeterrain.com/jammock-hammock-yj-tj-jk-700371223939.html
  17. http://j.mp/1JlSPZ0
  18. http://j.mp/1JlSPZ0
  19. http://moviepilot.com/posts/2015/02/17/jurassic-world-our-best-look-at-indominus-rex-so-far-2702939
  20. http://moz.com/blog/5-data-insights-into-the-headlines-readers-click
  21. Source: Slide 48, http://psychmatters.co/2014/05/pack-powerful-punch-write-killer-headline-nathalie-nahai/
  22. https://www.conversioner.com/blog/10-psychological-triggers-boost-revenues
  23. http://bc.ctvnews.ca/zookeepers-recreate-cheesy-jurassic-world-raptor-training-scene-1.2431262 http://www.usatoday.com/videos/life/2015/06/19/28925873/
  24. http://moz.com/blog/5-data-insights-into-the-headlines-readers-click
  25. http://www.linkedin.com/profile/view?id=36979992&trk=tab_pro