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MARKETING
Idea Book for Turning Content into Conversions

C NTENT
CREATE ENGAGE MARKET STRATEGIZE

Landing Pages for

Content is clearly king.
That passion to learn is the fuel of content marketing. Valuable content spreads like wildfire—providing opportunities for the brands behind the content to capitalize on their blogs, white papers, infographics, webinars and slide decks. This guide to Landing Pages for Content Marketing takes a practical look at exactly how to deliver measurable, significant conversions for each of the major categories of content. Beyond the narrow view of dumping your content, behind a lead capture form (often called “gating the assets”), there exists creative ways to up-sell and cross-sell content to convert your audience’s attention into business results. This approach preserves the social and organic viability of content, while improving its business value. It also adds a new ROI layer of measurement and comparison to content marketing initiatives. For each category of content, we give you a couple of tactics —letting you get your feet wet with one before jumping into another. Everything here is designed to deepen engagement and participation with your brand while providing you with
© i-on interactive, inc. All rights reserved.

Across markets and personas, people have an insatiable appetite to consume information. measurable results from your content marketing initiatives—driving qualified leads & sales for your organization. The Fair Exchange of Content All of the concepts in this guide are predicated on content having perceived value. Value is established and communicated with relevance, design and substance. Value to your organization doesn’t always translate to value from your audience’s perspective. The fair exchange of content means that the perceived value of the content is proportional to the effort required to acquire it. Blogs have a very low bar in this regard—reading them usually requires nothing in exchange. White papers may have a higher bar—where getting the white paper may depend on a person’s willingness to exchange their name, email address and more. What’s important is that the fair value never gets compromised. The perception of what’s required can never be greater than the perception of what’s offered. More accurately, content marketing fails—especially if it’s conversion-focused—when the fair exchange is imbalanced. www.ioninteractive.com 1

Blogs
Concept 1: Upsell
Objective: Lead-gen
Blogs attract loyal readers who are likely to subscribe, but far less likely to engage beyond the blog. They come to read—often to surgically read a specific post. They’re highly focused visitors on a mission. In order to turn some of that focused attention toward something else, the distraction must be highly relevant to what they came to read. Rule #1: Related content must be highly relevant.

headline tie-in

gated asset

Rocco Bravo’s Blog:

Weekly Restaurant Reviews

The Best Restaurants
FREE Download

Get the FREE Guide
The Best Restaurants
Review Guide

Review Guide

Name Email

Download Now

..............................................

20 Comments

The Best Restaurants
Review Guide

Get the Guide

easy lightbox form

© i-on interactive, inc. All rights reserved.

clear, simple CTA

www.ioninteractive.com 2

Blogs

Concept 2: Nurture Subscription
Objective: Lead-gen
Most blogs encourage readers to subscribe to a feed or email stream of new-content notifications. That’s great, but once you have a blog subscriber, why not go for a broader nurture subscriber? The promise of deeper, topic-specific content—beyond only the blog—is enough to encourage some percentage of your blog subscribers to add themselves to your lead database and opt-in to your nurture program.

incentive: More great Content
Rocco Bravo’s Blog:

Subscribe to this blog and you’ll receive:
Access to live cooking webinars FREE Restaurant Review Guide FREE weekly recipe newsletters

Chocolate Lava Cupcake Recipe

Subscrib to this blog and you’ rece ’ll e

Name Email

Name Email

Subscribe now ow

15 Comments

Subscribe now testing idea Simple form www.ioninteractive.com 3

Test an inline form against a button CTA-to-lightbox with form
© i-on interactive, inc. All rights reserved.

White Papers
White papers are interesting in that they have been traditionally gated assets. The opportunities outlined below assume that the original white paper was distributed freely—putting it in as many hands as possible. But that’s something that should be tested.

Concept 1: Contextual Content Cross-Sell
Objective: Lead-gen
Most white papers—like this one—present their information and make no additional requests of the reader. Relevant content cross-sells offer readers more of what already interests them. For example, in this white paper, readers can opt-in to receive the infographic companion to this guide. It’s a visual reference that may be valuable enough to compel additional engagement. interactive.com MARKETING
Content is King
Valuable content spreads like wildfire — providing measurable results and potentially driving qualified leads & sales for your organization. The perceived value of what’s being offered on your pages can never be greater than what’s required to acquire your content. Content marketing succeeds when this exchange is fair and balanced.

NTENT

Landing Pages for
Ideas for Turning Content into Conversions

Speaking of cross-sell...
Get the infographic and learn more about Landing Pages for Content Marketing, please visit: http://meet.ioninteractive.com/ContentMarketingIdeas

BLOGS
Concept 1: Upsell • Objective: Lead-gen
In order to turn your blog reader’s attention toward something else, the distraction must be highly relevant to what they came to read. Rule #1: Related content must be highly relevant. gated asset headline tie-in

Rocco Bravo’s Blog:

Weekly Restaurant Reviews

Review Guide
FREE Download

The Best Restaurants

Get the FREE Guide
The Best Restaurants
Review Guide

Name Email

Download Now

..............................................

20 Comments

The Best Restaurants
Review Guide

Get the Guide

easy lightbox form

clear, simple CTA

© i-on interactive, inc. All rights reserved.

Concept 2: Nurture Subscription
Objective: Lead-gen

www.ioninteractive.com 4

The promise of deeper, topic-specific content—beyond the blog—is enough to encourage some percentage of your blog subscribers to add themselves to your lead database and opt-in to your nurture program. incentive: More great Content tent

White Paper
To Gate or Not to Gate?
White paper distribution is an enlightening test waiting to happen. Only by experimenting can a marketer know whether a gated or ungated white paper is more effective with their audience. For example, test an ungated, public, sociallyshared white paper against a gated version. Inside the ungated white paper, upsell to additional relevant content—infographic, webinar, slide deck—to generate leads. Then compare the leads you generate from the upsells in the ungated version, with the leads you get when gating the other version. Which version gives you more leads? Which one gives you better leads? Clearly define your objectives up front—is it number of leads, pass-along or social distribution, number of downloads, revenue? Measure which one is more effective. The ungated version will spread into many more hands, but will its crosssells generate enough interest?

White Papers

© i-on interactive, inc. All rights reserved.

www.ioninteractive.com 5

White Paper

Concept 2: White Paper Teaser
Objective: Reach + Lead-gen
Lists have been shown to work very well as hot content pieces spreading rapidly. Top 10s, checklists and step-by-steps are all examples of list formats that keep the message simple and the social shares flowing. Tying a list to a white paper is a good method to convert free distribution into deeper engagement. EXTRACT Extract a top-10 list from a full-length white paper. MARKET Market the top-10 list socially and organically—ungated. UPSELL Up-sell from the freely distributed top-10 list page to get the complete white paper.

highlight benefits

Get the Top 10

White Paper
Get the complete list Over 25 pages A must read

10

TOP

Name Email

a fair trade

Download now

Top
1 2 3 4 5 6

10

White Paper

Get the Top 10

10

TOP

Name Email

Download now

Test an inline form versus CTA button-to-lightbox or hidden form in accordion.

testing idea

© i-on interactive, inc. All rights reserved.

www.ioninteractive.com 6

Infographics
Infographics are highly effective because they can spread a message via so many channels. They’re both visual and substancefilled—compact and meaty. Since they attract so many eyeballs, they have huge potential to generate deeper engagement. When infographics are distributed as PDF files, there are further opportunities to build in button/link calls to action. When they are distributed as web-native graphics—PNG, GIF, JPG—they can include QR and URL calls to action.

Concept 1: Subscribe
Objective: Lead-gen
Weave a subscription call to action into the infographic to extend the interaction and turn a one-off into a relationship.

clear concise CTA

visual continuity
Subscribe
Get more great infographics, plus:

Infographic

Subscribe
White papers Blog posts Webinars

Subscribe
Get more great infographics, white papers blog posts webinars

Subscribe

Name Email Organization

url

url

Subscribe now

© i-on interactive, inc. All rights reserved.

compact form

www.ioninteractive.com 7

Infographics
Objective: Reach

Concept 2: Share
Weave a social conversion call to action into the infographic to stimulate social sharing and extend the impact to more people.

socially share infographic

Infographic

twitter
SupaTweeta

Check out this cool infographic! http://bit.ly

Share this infographic
200 Share

Call out messaging url .........................

Potential to test a subscribe extension from the social sharing landing page

testing idea

Share this infographic with your social network:

200
+ Share

url multiple access points to landing page

Twitter Facebook

© i-on interactive, inc. All rights reserved.

www.ioninteractive.com 8

Webinars
Webinars are typically gated when delivered live—people register to attend. The content marketing opportunity is what happens after the live webinar. It’s likely that a recorded version of the webinar—along with its slides—is made publicly available. Even though it’s not live, this content remains highly valuable—especially within the near term.

Concept 1: Trailer
Webinar Highlights
Watch the Complete Webinar

Watch the Complete Webinar
Enter your email to watch the entire webinar. Plus, receive notifications of related white papers, infographics, webinars and more!

View th Trailer he

Email

Watch now

Email

Test an inline form versus a simple button that opens a lightbox form.

testing idea

Watch now

Objective: Reach + Lead-gen
Unlike pre-webinar promotion, there’s a lot to work with after the webinar. Extract a highlight reel trailer of key moments from the recording and use that for public pass along/social sharing. In the rail of the trailer playback page, add a CTA to watch the
© i-on interactive, inc. All rights reserved.

entire webinar or to download the companion slides or white paper. Pull that traffic back to a dedicated landing experience that includes the promised asset and upsell to subscribe. www.ioninteractive.com 9

Webinars
Gated or Ungated Playback
Webinars are often highly desirable content. They are resource intensive to produce and can be significant lead-gen or demand-generation drivers —especially in B2B markets. Wringing additional, post-webinar value from the recordings can be tempting. But, just like white papers, testing is required to know if it’s more effective to gate the recording for lead-gen or to open up the recording for additional sharing. If the content has viral potential, the latter would seem prudent. In that case, a balance must be struck between organizational goals—branding, led-gen, demandgen, social upside—and potential distribution. Testing a lead-gen playback versus a freely distributed one—with embedded calls to action—is the only way to learn which approach better satisfies organizational goals and objectives.

focused form copy

Register Now
Complete this short form for access to watch this important webinar! Plus, receive the webinar slides.

Email

action-oriented headline

Company

Watch now

Register to Watch the Webinar
Highlights

Register Now
Email Company

Watch now

benefit-focused Copy
© i-on interactive, inc. All rights reserved.

short, easy form www.ioninteractive.com 10

Webinars

responsive landing page elegant on every device

Welcome Walter,

Register to Watch the Webinar
Highlights
Register now
Email Company

Welcome Walter,

Register to Watch the Webinar

clear expectations set in email

Highlights
Register Now
Email Company

Save my spot
Welcome Walter,

Register to Watch the Webinar
Email Company

Save my spot

Save my spot

To Walter White:

Watch the Webinar

Gates That Work
Register Today!
Learn more

Gating an asset doesn’t have to be an impediment to a good relationship and pleasant user experience. A quality landing experience can make registration smooth and friendly—making the visitor far more likely to complete the form to acquire the asset.

© i-on interactive, inc. All rights reserved.

www.ioninteractive.com 11

Webinars

Concept 2: Slides as Bait call to action embedded in slide

visual continuity
Sign-up to Watch the Recorded Webinar

Name Email Company

Webinar Slides
Slide 1:
Grow your Business
Watch the Recorded Webinar
Watch now

Watch the webinar

Watch the Recorded Webinar

Watch now

message match between CTA and landing page

Objective: Reach + Lead-gen
When a webinar’s slides are retooled for public consumption— independent from the webinar itself—they become an enticing standalone asset. Sites like LinkedIn’s SlideShare provide sizable
© i-on interactive, inc. All rights reserved.

distribution for presentations. Combined with gated playback, slides become viral bait to register and watch the recording of the webinar. www.ioninteractive.com 12

Slide Decks
Slide decks make great adaptations of webinars, white papers and even infographic content. They are great for original content too. They are easily distributed and consumed—especially in B2B markets. Slide decks can be leveraged to generate leads as well as for social sharing to generate traffic for other assets. If there is a holy trinity of content marketing assets—it may well be the 1-2-3 punch of a webinar, slide deck and infographic—all on the same topic, but each marketed for distinct purposes.

Concept 1: Slide Deck as a Destination prominent upsell asset slide deck fits seemlessly into landing page

Webinar Slides
How to Grow Your Business Webinar
Slide 1:
Name Company

Get the How to Grow Your Business White Paper

Get the How to Grow Your Business White Paper
How to Grow Your Business

How to Grow Your Business

Get important strategies and tips in this FREE white paper

clean page design

FREE White Paper

concise form and benefit-driven CTA

Slide decks have a certain magnetism that can be used to attract valuable traffic. Embedding slide decks into purposeful landing pages can be a powerful way to leverage the deck
© i-on interactive, inc. All rights reserved.

for attraction and the complementary asset—white paper or webinar—for upsell/lead-gen. www.ioninteractive.com 13

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Meet the software that creates, tests and analyzes the web’s most effective pages.

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...Page 75 UNDERSTANDING THE LIMITATIONS OF FINANCIAL RATIOS Joseph Faello, Mississippi State University ABSTRACT The purpose of this paper is to provide financial statement users and accounting academics with some useful insights when working with financial ratios. Initially, the uses and benefits of financial ratios and the limitations of using financial ratios are discussed from the financial statement users’ and accounting academics’ perspectives. Then, practical advice is provided to both financial statement users and accounting academics alike to mitigate the limitations of using financial ratios. Financial statement users and accounting academics will find the issues discussed in this paper useful in their work with financial ratios. Keywords: Financial ratios, Comparability, Homoscedasticity, Outliers INTRODUCTION Financial ratios play an important role in the analysis of financial statements and accounting research. However, the use of financial ratios comes with its hazards. Both accounting academics and financial statements’ users need to understand the problems and limitations in working with financial ratios. The purpose of this paper is to address these issues and to provide guidance on how to mitigate the problems surrounding financial ratios. Both accounting academics and financial statement users will find this study useful in their dealings with financial ratios. The study is organized as follows: 1. 2. 3. 4. Uses and benefits of financial...

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