Content that Sells

Many WordPress websites get little attention from visitors or traffic from Google. In this presentation at Austin Wordcamp 2013, we discussed content strategies that any business can use, how to make your content convert into sales and what to write about even if you have a boring business.

Transcript

1. Content that $ells By Hannah Hill @hannahhill_sc @WPATX
2. Content that $ells By Hannah Hill @hannahhill_sc www.AuthorMedia.com #WCATX
3. <story>
4. Krisan Marotta Krisan.com PortfolioCenter Outsourcing for investment advisors
7. 1 lead every 2 months 6 month sales cycle
8. </story>
11. Boring websites don’t sell.
12. 4 Steps to a website that $ells
13. #1 Be Remarkable
14. re·mark·able worthy of making a remark about
15. Good marketing will only help bad ideas
16. Good marketing will only help bad ideas FAIL FASTER
17. #2 Define Your Audience
18. <3 Questions>
19. <Question 1 = “Who are they?”>
21. Don’t just satisfy your audience.
22. Thrill them!
24. </question 1>
25. <Question 2 = “what are their felt needs?”>
27. #1. Who are they? You can’t offer a solution until you understand the problem from their perspective.
28. </Question 2>
29. <Question 3 = “how can I thrill them?”>
30. #1. Who are they?
33. </Question 3>
34. </3 Questions>
35. Who are they? What are their felt needs? How can I thrill them?
36. #3 Create Excellent Content
37. A Blog Product info Calls-to- Action
39. <blog>
41. Business websites with blogs get 55% more traffic. Hubspot Research
42. <blog ideas>
43. Customer Questions
45. Product Comparisons VS
47. “Best of” Posts
49. Industry News
52. Tips & Tricks
54. </blog ideas>
55. <product info>
61. Product Reviews
62. </product info>
63. <service info>
64. Pricing
65. </service info>
66. <clear calls-to-action>
70. Avoid dead ends on your website.
71. white space contrasting color “I want to…
72. </clear calls-to-action>
73. #4 Measure Your Progress
74. Your website is like a chemistry lab. Experiment!
76. Google Analytics
77. google.com/analytics
79. hubspot.com
81. thesaleslion.com
82. Questions
83. To finish the story…
85. 1 lead every 2 months 6 month sales cycle
86. 4 leads a week 1 month sales cycle
87. “I went through all the websites on Schwab’s list. When I saw yours I thought 'finally someone who really knows what she's doing'. So you're the first one I called.” - a prospective client
88. If it worked for her, it will work for you.