Explore the collaborative world of content creation and presentation, with an emphasis on strengthening marketing and conversion efforts for better leads and a solid bottom line.

1. the definitive presentation on
content
conversion
A Seal and Sweezey Production

2. How This Will Go
Matthew Sweezey Cliff Seal
Marketing Automation Strategist User Experience Designer for Pardot
Authoring “Marketing Automation Thought leader for UX Design and noted
For Dummies” to be released later in speaker on the topic
2013

3. @msweezey
@cliffseal
#pardotwebinar

4. Get Your Strategy
Right First
User stories
Know how they research
Know when they research

5. Build Your Stages
Break your marketing cycle
into stages
(Start with 3)

6. Create Scores to
Define Stages
Formula for creating
a score for content
Percentage of Sales Ready
x = Score
Sales Readiness Score

7. Let’s Talk Goals
New goals for new thinking
PPC conversion
Nurturing conversion

8. 5
Now Create

9. 1 10
Now Create
for

10. Map Content to Stages
Stage 1: They have no clue
Blog post
General to their role
Not product or company specific
You don’t have to author these

11. Map Content to Stages
Stage 2: They know they have a pain
Social proof
Case studies
Industry reports

12. Map Content to Stages
Stage 3: They want to demo (just not yet)
Buyer’s guides
Press releases
Wave report
Magic Quadrant report

13. Be Agile
Test out “Pre-Release” content
Track engagement over time
Slice and dice

14. Know Your Audience
Interact whenever you can
Do what your audience does
You might need “team stories”

15. Be Helpful
Set a precedent for being a
problem-solver
Know the “pain” better than
your audience

16. Stay Relevant
Use the score-based stages
How can you be helpful at
every point in the process?

17. Tailor Content to
Stages
Stage 1: Provide habit-forming content
Trigger: Consistent output (time/email)
Action: Fast-loading, legible content
Reward: Provide value consistently

18. Tailor Content to
Stages
Stage 2: Show them the way
Contrast Principle
Adapt Aristotle's Appeals
Keep your value proposition clear

19. Tailor Content to
Stages
Stage 3: Be the Go-To
Focus on your strengths
Stay conversational (not pushy)
Seize opportunities to delight

20. 10
You Have
Seconds
(to present value)

21. 1/20
You Have
of a Second
(to influence first impressions)

22. Test Yourself
Audit your assumptions
A/B or MAB test CTA’s
Measure success
based on stage

23. ?
Questions