1. Creating a Content Offer Campaign

2. Select the Piece of Content 1

4. Create a Campaign 2

5. Campaign goals should not be arbitrary. Make them attainable, measurable, and aligned with company goals.

6. Create a Thank You Page 3

7. Thank You Page Best Practices Return the navigation. Deliver promised content offer or set expectations. Provide additional direction. Move new leads further into the buyer’s journey. Include Social Options.

8. Create a form 4

9. Creating Forms The number of fields on the form should parallel with the value of the content offer. Forms should ask for information that is useful to both the marketing and sales departments.

10. 5 Create a Landing Page

11. Landing Page Best Practices Remove the navigation bar to increase traffic conversion. Focus on developing a killer headline – most visitors only skim the copy of a landing page, so make sure you grab their attention. Use concise copy, bullet points, and bolded titles to explain the content offer.

12. Create a Call-To-Action (CTA) 6

13. CTAs should be: Visually striking with copy that compels you to click the offer. Brief: A couple of words is best, no more than 5 is ideal. Action oriented: Begin with a verb like “Download” or “Register”. Located in an easy-to-find spot that follows organically from the flow of the webpage. Easy to understand and clear: Be sure to state exactly what the visitor will get if they click on the CTA and go to the landing page.

14. Create a list of contacts 7

15. Create your list of contacts with only leads who would find value in your content offer. Consider the buyer’s journey.

16. Create an email 8

17. Email Best Practices Create a strong subject line: make it attention-grabbing and inviting. The body should concisely explain the value of your content offer and what the reader will get by taking action CTAs should go above the fold Use personalization tokens when possible

18. Great Email Example Articulates value & and what recipient should expect by taking action Personalization Brief, action-oriented CTA

19. Keywords and Blog Post 9&10

20. Optimize for long-tail keywords – they are less competitive to rank for and result in higher quality traffic Short-Tail Keyword: Sneakers Long-Tail Keyword: Best sneakers for playing indoor-basketball

21. Creating a Blog Post that aligns with Content Offer The goal of your blog post should be to inform and motivate readers to click your CTA. Optimize your blog post for keywords relevant to your content offer. A CTA leading to a piece of content about converting leads should be placed on a blog post about using email to nurture leads.

22. Schedule Related Social Media Posts 11

23. Social media posts should include links to your blog, your landing page, and other relevant industry content.

24. Launching your campaign 12

25. Before launching the campaign, test that the CTA, form, landing page, and thank you page all work together. First impressions matter!