Creating a Content Offer Campaign
1
Select the
Piece of
Content
2
Create a
Campaign
Campaign goals should not be
arbitrary. Make them attainable,
measurable, and aligned with
company goals.
3
Create a
Thank You
Page
Thank You Page Best Practices
Return the navigation.
Deliver promised content offer or set expectations.
Provide additional direction.
Move new leads further into the buyer’s journey.
Include Social Options.
4
Create a form
Creating Forms
• The number of fields on the form should parallel
with the value of the content offer.
• Forms should ask for information that is useful to
both the marketing and sales departments.
5
Create a
Landing Page
Landing Page Best Practices
•
Remove the navigation bar to increase traffic conversion.
•
Focus on developing a killer headline – most visitors only
skim the copy of a landing page, so make sure you grab their
attention.
•
Use concise copy, bullet points, and bolded titles to explain
the content offer.
6
Create a
Call-To-Action
(CTA)
CTAs should be:
•
Visually striking with copy that compels you to click the offer.
•
Brief: A couple of words is best, no more than 5 is ideal.
•
Action oriented: Begin with a verb like “Download” or “Register”.
•
Located in an easy-to-find spot that follows organically from the
flow of the webpage.
•
Easy to understand and clear: Be sure to state exactly what the
visitor will get if they click on the CTA and go to the landing page.
7
Create a list
of contacts
Create your list of contacts with
only leads who would find value
in your content offer. Consider
the buyer’s journey.
8
Create an
email
Email Best Practices
•
Create a strong subject line: make it attention-grabbing and
inviting.
•
The body should concisely explain the value of your content
offer and what the reader will get by taking action
•
CTAs should go above the fold
•
Use personalization tokens when possible
Great Email Example
Personalization
Articulates value & and what
recipient should expect by taking
action
Brief, action-oriented CTA
9&10
Keywords and
Blog Post
Optimize for long-tail keywords
– they are less competitive to
rank for and result in higher
quality traffic
Short-Tail Keyword: Sneakers
Long-Tail Keyword: Best sneakers
for playing indoor-basketball
Creating a Blog Post that aligns with Content
Offer
•
The goal of your blog post should be to inform and motivate
readers to click your CTA.
•
Optimize your blog post for keywords relevant to your content
offer.
•
A CTA leading to a piece of content about converting leads should
be placed on a blog post about using email to nurture leads.
11
Schedule
Related
Social Media
Posts
Social media posts should
include links to your blog, your
landing page, and other
relevant industry content.
12
Launching
your
campaign
Before launching the campaign,
test that the CTA, form, landing
page, and thank you page all
work together. First impressions
matter!