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Content that Sells

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.

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Hannah Hill

May 18, 2013
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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

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  7. 1 lead every 2 months 6 month sales cycle

  8. </story>

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  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?”>

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  21. Don’t just satisfy your audience.

  22. Thrill them!

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  24. </question 1>

  25. <Question 2 = “what are their felt needs?”>

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  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?

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  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

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  39. <blog>

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  41. Business websites with blogs get 55% more traffic. Hubspot Research

  42. <blog ideas>

  43. Customer Questions

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  45. Product Comparisons VS

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  47. “Best of” Posts

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  49. Industry News

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  52. Tips & Tricks

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  54. </blog ideas>

  55. <product info>

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  61. Product Reviews

  62. </product info>

  63. <service info>

  64. Pricing

  65. </service info>

  66. <clear calls-to-action>

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  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!

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  76. Google Analytics

  77. google.com/analytics

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  79. hubspot.com

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  81. thesaleslion.com

  82. Questions

  83. To finish the story…

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  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.