Hopefully we all are using landing pages to both identify and segment new business leads. But are we just dumping content or are we using creative ways to cross sell, up sell to convert leads into sales? ioninteractive.com has a white paper that gives creative ways to maximize the use of landing pages to distribute your content marketing gems.
They bring home the fact that there is a fair exchange for content. In other words, is the perceived value of what they are getting worth giving up some contact info to you?
They cover ways to maximize content on your blogs, white papers, webinars, slide decks and infographics. Some highlights include:
- Blogs - give them a reason to do something else once they are on your blog. Give them something of value for free if they sign up. Give them a reason to sign into your database for future info (get them in the nurturing cycle).
- White Papers - most are gated which might restrict the number of sign-ins. Test a non-gated version, but put some call to actions within the paper for comparison chart, industry study, etc. that they would have to register in order to download. See which one generates more. The ungated will certainly bring in more numbers, but most of us are looking for quality not quantity so you’ll have to evaluate what might work best for you. You might want to also concert doing some teaser-type ads/emails that would include a top 10 list with a link to the white paper.
- Webinars - after the fact, what are you doing with the recorded version? Are you promoting it with links to either the webcast itself or to the companion slides? Are you including social links for them to share? Test a gated vs. ungated model to see which one generates more interest.
- Slides - utilize SlideShare to post the slides with links to the actual webinar (gated). Again, include social links for sharing.
- Infographics - visual always gets attention. Make sure there are several links to social, QR code and subscribe button so they have options of both staying in touch as well as sharing.
Their white paper is easy to read and gives you great ideas on how to get more from existing content. You can download it here.