By Sue Brady
Last week I attended my first Content Jam. This gathering of content professionals features a wide variety of super smart speakers who want the attendees to be better at what they do. Content Jam 2014 was hosted by a handful of B Corps: StoryStudioChicago, Orbit Media and Mightybytes. Here are the notable tidbits I picked up during my day of learning:
Brian Burkhart on Beliefs and Writing Engaging Copy @BrianSaysBeBold
- Find those who believe what you believe
- You can’t give what you don’t have
- If you believe in something, others will believe in it too
- Let others know what you stand for. Make it about them. Talk about price after that.
Russ Henneberry on creating a Lead Magnet (by offering white papers, cheat sheets, tool kits, check lists, resource lists) @RussHenneberry
- Rather than an ebook, find the sliver – the one important thing that your prospects want
- A lead magnet has value, solves a specific problem with a specific solution
- On your lead form, don’t ask for information you don’t need. Usually an email address will suffice.
- You can give some content for nothing in return. But be sure to include the ‘next installment’ tease – only available once the reader gives up an email address.
- Surveys and quizzes are great for interactions. To see the results, the user has to give up their email address.
- Speed of delivery of information is key – how long does it take for the user to get the content
- Speed of consumption is key – how long will it take the user to read the content. Give them the sliver!
- If you write a blog, make sure you include a visible email opt in to get folks to come back
- Use paid ads to drive traffic to your lead magnet offer
James Ellis on Measurement and Analytics @saltlab
- Use Google Analytics carefully. Overall campaign averages are not important. Averages for your specific segments are way more valuable. For instance, looking at the overall ‘time on site’ metric means little. But comparing ‘time on site’ for visitors that came from Facebook vs Twitter will give you really useful information.
- You want to know where the ‘stayers’ (users who stayed on your site) and buyers came from – figure out what they read that made them stay and buy
- Use the Google URL Builder to help you understand which URL a user came from.
Andy Crestodina from Orbit Media on Brain Science and Web Marketing @crestodina
- Use Social Proof! “When people are free to do as they please, they usually imitate each other” – Eric Hoffer, writer 1902- 1983
- Get influencer endorsements
- ‘Trust Seals’ make a difference for online purchases, but some are more important than others. Check out this blog post (spoiler alert: Norton was most highly valued by users).
- Don’t put your testimonials on a testimonials page! Make them a part of all of your website pages.
- Test results showed that ‘calls to action’ that included social proof received more clicks. Example:
Join the 75,000 people who read this newsletter vs Sign up to receive this newsletter
The one with social proof will always win!
- How can you offer social proof?
- Social shares
- # of happy customers
- Product/service reviews
- Only 1 thing can be the most important thing on a web page
- Readers have higher attention and retention for items at the beginning and end of lists. Argh, this ended up in the middle of my list!
- Write your content at an 8th grade level, even if your audience is filled with PHDs. This is supported by studies!
- Make your blog posts scannable by using bolding, subheads, internal linking, copy chunking, bullets.
- Picture choice, color choice, and orientation of faces matter. Posts with pictures of brains have higher trust value, red attracts attention, an image of a person looking a certain direction will draw the reader’s eye in that same direction.
- Baskerville font is the most credible font on the Internet. Comic Sans is least credible.
Heidi Cohen on Content Creation and Curation @heidcohen
Curated content is content gathered from other sources.
- Curated content must be fully credited. You must add some of your own editorial to the front and make sure it’s clear when you show content that’s from someone else.
- Provide editorial value with a human touch to content you curate. Add your own photo.
- Only 1 in 5 people will read beyond your headline
- 51% of your readers will come from a great headline, 5% will come from social sources
- If you seek out material from influencers, make it easy for them to answer your questions.
- As a content marketer, make sure you have verified your facts and give attribution where it’s due.
- Don’t gift people to write positive reviews for you. It’s illegal!
- Don’t publish lies and don’t do bad things!
Great way to end a great day!