Conversion Rate Optimization: 10 Questions. 38 Answers. All Meat!

Yesterday I had the amazing opportunity to appear on Unbounce’s #CROchat: a live, Twitter program devoted to all things conversion!

Next month I’ll be doing the same thing with Content Marketing Institute.

There was TON of great feedback from the audience and I couldn’t resist repurposing this amazing Q&A for anyone who might have missed it. (Actually, when you get to Q10 … you’ll see exactly what motivated this).

It’s a super-fast and super-practical read. So enjoy and be sure to add any of your own answers in the comments …

 

Q1 What’s the first thing to consider when creating a content marketing strategy?

Aaron Orendorff
A1 Your audience. Always start by identifying a single – just ONE – target market and the ONE problem you solve. Singularity!

Aaron Orendorff
A1 Follow up … their pain trumps your product. It’s the only thing that’s real to them.

Tia K
A1: You definitely need to think about who you’re going to be writing for—and match it up with your expertise 🙂

 

Q2 How do you define your content marketing audience/personas?

Aaron Orendorff
A2 Schwartz’s 5 states of awareness buff.ly/1xgHA1G Then 2-3 detailed personas buff.ly/1BM7mGx

Nadia Rozental
A2: You need to understand who has the problem you are trying to solve with your product. It helps if you had their problem too.

 

Q3 What steps do you take to improve a piece of content?

Aaron Orendorff
A3 For copy, this 51-question checklist I put together for @copyblogger buff.ly/1DZf4nM. Test headlines & CTAs @vwo.

Aaron Orendorff
A3 Great writing doesn’t exist … only great rewriting.

David Prochaska
A3: I like to see what content is out there competing against my content. Then I 1-up them by any means necessary 🙂

Tia K
A3: “Get rid of half the words on each page, then get rid of half of what’s left.” — Steve Krug

Dustin John Bromley
A3: Read it to your significant other. Judge your success by their facial expressions.

Nikki Nixon
A3: Multiple eyes on piece of content always helps. #contentmarketing should be iterative process. Take what you learn & improve.

 

Q4 Which content marketing metrics are most important to track?

Aaron Orendorff
A4 Whatever your ONE goal is. NOT traffic! Email collection (leads), shares and comments (social proof), and sales.

Nadia Rozental
A4: hard one. blog visits can become a vanity metric easily, maybe shares or engagement?

Nikki Nixon
A4: Leads generated primarily. Social Shares secondary.

Tia K
A4: The metrics will depend on the overall campaign goal. For example: number of downloads, leads, product sign ups, shares etc.

 

Q5 How do you define a “successful” piece of content?

Aaron Orendorff
A5 1) Does it nail your ONE, measurable goal? 2) Does it really benefit your audience? Always add value. buff.ly/1vltTOv

Aaron Orendorff
A5 (sappy/honest answer) Does it make the world a better place?

Nadia Rozental
A5: A piece your readers want to share and apply to their day to day work. When you write with intention and not to get it done.

 

Q6 What tools do you use to measure content marketing performance?

Aaron Orendorff
A6(1) Bottom-line ROI: @googleanalytics goals and funnels. B2B engagement @Oktopost buff.ly/1xyWKzP

Aaron Orendorff
A6(2) For visualizations and big picture I dig @Cyfe

Nikki Nixon
A6: We @Terminus recently interviewed @amandalnelson from @RingLead. Her go to tool was @googleanalytics

Tia K
A5: Google Analytics and our Unbounce dashboard. We’re getting a lot better at this now that we have @mikeunderell on board.

 

Q7 What are your go-to sources for content marketing inspiration?

Aaron Orendorff
A7 Love this question! @unbounce ;), @copyblogger, @peeplaja , @copyhackers, @MktgExperiments, @neilpatel

Aaron Orendorff
A7 I also LOVE stealing from Buzzfeed for stuff like “The [Celebrity] Guide to [Blank].”

Patrick Hayslett
A7: My go-to-source for #contentmarketing inspiration is…lousy content. Walk in the user’s shoes…

Matt Carter
A7: @HubSpot @neilpatel @CMIContent @unbounce @ThisIsSethsBlog are all sites I use regularly for inspiration. @garyvee also!

 

Q8 What goes into a piece of “evergreen” content? How can you tell what will stand the test of time?

Aaron Orendorff
A8 Psychology trumps tech and trends.  Go after the human, emotional element: mass desire & story buff.ly/1Cq6k8d

Aaron Orendorff
A8 Oh, and be flippin’ practical. Again, add value (make the world better).

Kirk Williams
A8: Response to a Real Problem, Research, Relevant Data/Case Studies, Relevancy (cultural), Rereading (editing).

 

Q9 Is different content needed for the stages of the buyer journey? How do you decide what to create for each?

Aaron Orendorff
A9 Education-based marketing is always my starting point: DIY blog posts, whitepapers, and “consumer” guides. Serve then sell!

Aaron Orendorff
A9 The geniuses over at ILoveMarketing @JoePolish hit this ALL the time. buff.ly/1LZ1LYE

Andrew Harasewych
A9 Ask trusted customers for their input! You’d be surprised how willing to help your current customers are.

Nadia Rozental
A9: Absolutely. You need problem unaware lead generating content and customer content.

 

Q10 What are some ideas for repurposing your successful content?

Aaron Orendorff
A10(1) Transcribe your audio (podcasts or interviews) with @fiverr and don’t be a perfectionist.

Aaron Orendorff
A10(2) Turn your copy into @SlideShare, combined PDFs for “carrot content,” podcasts & esp. video-sales letters.

Patrick Hayslett
A10 Consider adding new value rather than simply republishing by different media & channels. I won’t republish w/out some add-on.

PatrickHayslett Not to go back on what I said before about “adding value,” but I would totally repurpose identical content.

Aaron Orendorff
A10 Last word … I’m SO gonna repurpose this for a blog post.

 

  • Krithika Rangarajan

    LOL – even your Twitter chat has personality, Aaron! You rock!

  • Aaron Orendorff

    HA! Thanks, Krithika. You never sent me a link to your stuff. I’d love to see what you’re rockin’ with. 🙂