We see this a lot with clients when they first partner with WSOL. They’re industry experts, have a plethora of content, but don’t have an established process of converting leads into customers. So how do we partner with them to make sure that they’re capitalizing on their knowledge and getting leads? One way, is by helping them turn their content into content offers.
There are many types of content offers, so it’s important to know your business’ capabilities and turnaround time. Keep in mind the buyer’s journey. A checklist or a tip sheet are easy top-of-the-funnel ideas to give your audience value without overwhelming them and as they move down the sales funnel, your content can become more detailed. Here are three ways to turn your content into a content offer.
Upcycle a group of related blogs into an eBook.
If you regularly blog on industry news and offer tips and tricks for your customers, one of the easiest ways to create a content offer is to turn a group of related blogs into an eBook. To get started, figure out what blogs you’re going to feature. Create an outline and don’t forget to write an intro and conclusion. Your content should be fluid and the voice of the eBook should be consistent throughout the whole document. HubSpot has a great tutorial on how to create an eBook from start to finish. Want to see our example? Here's a great one.
Create interactive content like a live throwdown.
One of the best ways to engage your audience is to create interactive content. This is where your brand really can showcase its personality and your audience will be more engaged! WSOL did an interactive webinar called, “The Importance of User Experience: a LIVE Review of Common UX Issues and Why You Need to Fix Them” and it was a lot of fun. We had people who registered for the webinar send us a link to their website. Then, our experts picked a few websites and critiqued them live during the event. It was a great teaching and learning experience for our audience because they could ask questions and get responses during the webinar.
Don’t forget about visual content
Out of all of the 5 human senses, vision has the highest throughput to the brain. Creating a short video is a great way to turn your content into something that’s visual and engaging. Need a place to find free video clips? Pexels Video has got you covered. Another idea is to turn hard-to-understand data into a downloadable infographic.
After you create your content offer and put it behind a landing page, it’s important to promote it to your customers—via email and social media campaigns. What are some of your tried and true methods for turning content into content offers? I’d love to hear about them. Post yours below!