Content Upgrades That Convert
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Transcript of Content Upgrades That Convert
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Content Upgrades That Convert With Kasey Luck and Elna Cain
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Who is Elna Cain? • Runs TwinsMommy and Elna Cain • Is a freelance writer for OptinMonster,
Blogging Wizard and a contributor to Huffington Post
• Started blogging in August 2014 • Grew her email list to over 1,000
subscribers for her newest blog in only four months
• Loves email marketing • Grew email list with content upgrades and
webinars
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Who is Kasey Luck?
Hola!
• Runs Bold & Zesty (BoldAndZesty.com)
• Previously worked at 500 Startups
• Grew email list by 25,000+ subs in a year
• Loves email marketing
• Grows email list with a combination of content upgrades & strategic guest blogging
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Get in touch:
• BoldAndZesty.com
• TwinsMommy.com
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April 2016
no subscribers
July 2016
920 subscribers
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All because of content upgrades on my blog posts
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Have you created content upgrades before?
QUESTION FOR YOU:
If YES, were they effective for growing your email list?
?
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Freebie vs. Content Upgrade vs. Lead Magnet
Freebie = a resource you give away in exchange for an email address Freebie = lead magnet Content upgrade = freebie = lead magnet that is specific to a blog post.
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Content Upgrades Are Awesome
Grow your email list naturally, without annoying features like pop-ups
and welcome gates
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Content Upgrades Are Awesome
Grow your email list effectively: content upgrades have higher conversion
rates than any other type of opt-in freebie
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Content Upgrades Are Awesome
Segment your list later based on topics subscribers are interested in, and deliver
super-relevant info in emails
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Content Upgrades Are Awesome
Help gauge interest when you select topics for your products
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CASE STUDY
• Went from <50 to 600 email subscribers in one month by implementing content upgrades. – 2-5 subscribers per day before
content upgrades – 25-45 subscribers per day with
content upgrades Mariah Coz Femtrepreneur
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How To Use Content Upgrades To Convert Readers Into Email Subscribers In 2016?
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The Three Phases Of Effective Content Upgrades
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CREATION
BUILDING UP EXPECTATION
DELIVERY
3 PHASES:
v
v
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CR
EATI
ON
Choose the format What stands out: • VIDEO
– Tutorial – Q&A
• TIME WITH YOU – One person selection – Group session on Blab
• FAT BONUS – A combination of a few types
1
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CR
EATI
ON
Formats that stand out — examples 1
FAT BONUS
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CR
EATI
ON
Choose the software For PDF files: • Adobe InDesign • Pages • Microsoft Word • Google Docs • Canva (for short documents, 1-2 pages)
• PDFescape (www.pdfescape.com) - make PDFs fillable
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CR
EATI
ON
Examples of PDF-based content upgrades
2
Pages; Microsoft Word
Google Docs Adobe InDesign
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CR
EATI
ON
Choose the software For video files:
• Record & Edit – Camtasia – QuickTime
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• Host & Share – Wistia – VimeoPro
– YouTube
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EXPE
CTA
TIO
N You need to build expectation and
climax into your blog post. Treat your post as a pilot episode of a TV show. Your goal is to leave no option for the reader but to watch the next episode (i.e. get the content upgrade).
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EXPE
CTA
TIO
N Let readers know there is a bonus at
the end of the post. • introduction • middle of the post • conclusion
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EXPE
CTA
TIO
N Examples.
Introduction 1
H1
Hook #1
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EXPE
CTA
TIO
N Examples.
Middle of the post 2
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EXPE
CTA
TIO
N Conclusion
• Build up a climax that ends in the last
paragraph
• Capitalize on it and transition into introducing the content upgrade.
• Give the reader an opportunity to press the “NEXT EPISODE” button.
3
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EXPE
CTA
TIO
N Conclusion
3 parts: • Conclusion + transition • Introduce the content upgrade • Clear call to action
3
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EXPE
CTA
TIO
N Examples.
Conclusion 3
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EXPE
CTA
TIO
N Examples.
Conclusion 3
conclusion
transition + CU intro
clear CTA
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EXPE
CTA
TIO
N CTA
Examples
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DEL
IVER
Y • Collect email address
• Add it to your email list
• Deliver the content upgrade to the subscriber
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DEL
IVER
Y
Content Upgrade Delivery Flow
CLICK
OPT-IN FORM
THANK-YOU PAGE EMAIL W/ CU
v
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DEL
IVER
Y
LEADPAGES
Leadbox Thank-you page
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DEL
IVER
Y
OTHER SOFTWARE • Thrive Leads
• Content Upgrades Pro (has a free version)
• OptinMonster
• Magic Action Box (free WP plugin)
• SumoMe (Leads – in beta. Has a free version)
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You delivered the content upgrade. NOW WHAT?
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DRIVE TRAFFIC to posts with content upgrades
More eyeballs More opt-ins
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DRIVE TRAFFIC
• Share on social media MULTIPLE times
– Increase the frequency of shares. Uses a scheduler.
• Syndicate your content
– Medium, The Huffington Post, LinkedIn, Quora + more
• Facebook ads
• SEO
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➜ Grow your authority
➜ Improve granularity of your list
➜ Give a resource to re-use
➜ Grow your email list (and email list is your revenue potential)
What content upgrades do for you:
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TAKEAWAYS
➜ The potential of content upgrades to transform your opt-in rates
➜ How to create content upgrades
➜ How to incorporate them in blog posts
➜ How to deliver content upgrades
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More content: from Kasey: BoldAndZesty.com from Elna: TwinsMommy.com
THANK YOU!