These tactics, which include incorporating in-PDF social sharing and making marketing mobile-friendly, can help you maximize the results you see from your content marketing offers.
You spend hours developing your strategy and creating your content offer, so why not try and get the most return on your efforts? There are a number of tried and true tactics that only take a few extra minutes to implement but can supercharge the results you'll see from your content offers.
In this article we are going to take a look at six of these tactics that you can start implementing to supercharge your content marketing offers.
In-PDF Social Sharing
Each person who downloads one of your content offers is an engaged reader who has their own audience which probably has similar interests. This is why it's so important to not only make it as easy as possible for your readers to share your content but also build in reasons for them to share.
A great way to do this in your content offer is to highlight certain statistics, facts, or short statements. This could be by putting them front and center at the top of the page or by pulling them into their own stylized box on the right.
Under the highlighted information add a "tweet this stat" or "share this stat" button as a call to action to share out the information. You can customize these tweets and make sure to include the link to the landing page where their friends can download the content offer as well.
To learn how to include social sharing buttons in your PDF, read the blog "A Simple Guide to Creating Social Media Sharing Links for Your E-Books."
Move Them Down the Funnel
It's important to remember that once a lead has converted on one piece of content, that's only the first step in that buyer's journey. Most buyers' journeys involve a number of steps, which the lead needs to be slowly nurtured down.
Make sure to include a call to action to download the next content offer in your funnel. For example, if the e-book the person is viewing is your top funnel offer, you will want to have a call to action for that person to download your middle funnel offer. This will move them down the funnel, eventually getting them to the point of purchase.
I would also recommend always including at least one bottom funnel offer somewhere in the PDF for those readers who are ready for purchase consideration. This could be as simple as a text based call to action at the end of the content offer.
In-Content Lead Capture
As marketers we have to run down this fine line of collecting as much information from leads as possible while not scaring them off by asking too much. However, there are some tools you can use to help gain more information while not scaring your leads.
Docalytics is a content-hosting platform that allows you to place turnstile, in-content lead capture forms and delivers powerful marketing insights. Think Wistia but for content instead of video.
In Docalytics you are able to add in optional or mandatory gates directly in your content that the reader can fill out as they go. The fact that they are already reading and engaged with the content makes the likelihood they will answer a few questions along the way much greater.
By collecting more information about your leads, it will allow you to better segment them and send them more relevant content, resulting in higher conversion and impact. Additionally, this is all information your sales team can use in the sales process to help qualify and close more leads.
This can also be done for your webinars using the Wistia video-hosting platform. They will allow you to add in a few questions throughout your video that also can sync with your marketing automation software.
Additionally, you may even consider removing your landing pages completely. Instead of collecting the lead information on a landing page, you could collect it right in the PDF and have it auto-sync with your marketing automation and CRM platforms. This eliminates the extra step for the user and gets them consuming the content right away, both of which would likely help increase conversion rates.
Link to Relevant Content
Outside of capturing the lead, our goal with content marketing is to educate our audience and help build trust, credibility, and authority with them. This means that we need to offer as much expert guidance as possible to help solve whatever problems they may be experiencing.
At the end of each section of your e-book, make a list of related readings for the reader to be able to dive even deeper. These should include other blogs or content offers you've created along with any other industry experts who compliment your business.
At this point, I feel like we should even have to mention the importance of making your marketing mobile-friendly - it should simply be a standard. Yet, many marketers are still falling short in making their download process and content offers mobile-friendly.
Make sure your landing page is responsive or at least mobile-friendly, including the form. There's nothing worse than trying to fill out a standard Web form on a phone where the fields are too small to accurately click on.
Run through the conversion process on your own mobile and see how mobile-friendly it is and where there are opportunities for improvement. You may also want to consider running mobile user testing to see where other people may run into issues.
It's important that you send them a follow-up email after filling out the form with a link to access the PDF. This way if someone is on a phone and doesn't want to load the PDF on their phone, they will have a link to view and access it later on a desktop.
Gain Insights for Improvements
Just like everything in marketing (and life), it's critical that you test and measure your efforts to help identify how to improve your efforts. As online content gets more and more advanced, so do the tools to track and measure your content's performance.
For example, in Docalytics you can view engagement such as page views, prints, social shares, time on site, and even a heat map. This can be a collective per document or broken by an individual. All of these stats give you and your marketing team insights on how to improve your content offers and get more impact.
Another tool that some content insights is Slideshare Pro. If you're hosting your slide deck presentations, here you can see basic data like where traffic is coming from, social sharing, top referrers, link clicks, and more.
It's important to note that the most important part to successful content is making sure that it's extremely high quality and targeted to your persona's needs, wants, and interests. The tips outlined in this article simply serve as a supplement to help improve your already created high-quality content.
If you have other ideas or questions, please comment below and let's get a discussion going.
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Luke is an industry leading inbound marketing specialist and an expert in progressive strategies integrating content, relationships, automation, and communities to drive lead generation and build brands people love.
He is the Director of Inbound Marketing at Savvy Panda where he helps lead web and marketing success stories for medium to Fortune 100 companies. Additionally, Luke is also the head instructor of Master Inbound, a comprehensive online inbound marketing training course. Find Luke on Google Plus.
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