Creating Content.
The value proposition. A headline with a simple value proposition would is best.
The hero shot. The hero image should be relevant to a business and educational or persuasive.
The offer’s benefits and/or features. If a visitor scrolls down the page they learn that the company offers marketing automation and a lot of other services. So many services that the landing page is arguably trying to do too much. Ideally, a more summarized version of the products and services and their benefits and features would be listed closer to the top of the page; more detail can live further down the page.
The social proof. The landing page does not include social proof and could benefit from including testimonials. Especially when visitors are new to a company, case studies, reviews, or quotes from current customers give prospective customers comfort that they are engaging with a reputable business that is used by others.
The call to action. The first call to action is the button labeled “enter” at the bottom of the first form. Ideally, the first form would be moved up higher on the page so it’s more immediately available to a visitor. Also, the call to action button should say something more interesting than “enter”, like “Get started,” to motivate visitors to click on it. Finally, the text next to the form doesn’t make it clear what the visitor will receive or where they will be taken when they do take the action.
There’s a lot to think about when designing landing pages for maximum marketing effectiveness, but this short checklist is a great place to start.
The hero shot. The hero image should be relevant to a business and educational or persuasive.
The offer’s benefits and/or features. If a visitor scrolls down the page they learn that the company offers marketing automation and a lot of other services. So many services that the landing page is arguably trying to do too much. Ideally, a more summarized version of the products and services and their benefits and features would be listed closer to the top of the page; more detail can live further down the page.
The social proof. The landing page does not include social proof and could benefit from including testimonials. Especially when visitors are new to a company, case studies, reviews, or quotes from current customers give prospective customers comfort that they are engaging with a reputable business that is used by others.
The call to action. The first call to action is the button labeled “enter” at the bottom of the first form. Ideally, the first form would be moved up higher on the page so it’s more immediately available to a visitor. Also, the call to action button should say something more interesting than “enter”, like “Get started,” to motivate visitors to click on it. Finally, the text next to the form doesn’t make it clear what the visitor will receive or where they will be taken when they do take the action.
There’s a lot to think about when designing landing pages for maximum marketing effectiveness, but this short checklist is a great place to start.
Resources
1. Search ‘how to’ in Google
When you type in the Google search bar, Google will come up with popular topics people are searching for. Maybe there is a popular search coming up that you have something to say about?
When you type in the Google search bar, Google will come up with popular topics people are searching for. Maybe there is a popular search coming up that you have something to say about?
2. Use Google Trends
Even better than getting popular searches through typing in the search bar is to use Google Trends. Google Trends (trends.google.com) is a free tool that allows you to get a glimpse into what is trending in the search engine. You can look at searches by region and by category. Or, you can explore related popular searches for a particular topic. E.g. below you see an example of related popular searches for the "interior design" query. It looks like interior design for small houses is a trending topic. So, for Ezequiel Farca, that could be interesting information and an opportunity to write a blog post showcasing some ideas of his.
Even better than getting popular searches through typing in the search bar is to use Google Trends. Google Trends (trends.google.com) is a free tool that allows you to get a glimpse into what is trending in the search engine. You can look at searches by region and by category. Or, you can explore related popular searches for a particular topic. E.g. below you see an example of related popular searches for the "interior design" query. It looks like interior design for small houses is a trending topic. So, for Ezequiel Farca, that could be interesting information and an opportunity to write a blog post showcasing some ideas of his.
3. Use "Answer the Public"
Answer the public is a website that provides a visual map of the questions people ask in search engines. It is another helpful way to understand how customers think about your product or your category, and it can help you to come up with some new ideas for content. Below is an example of a visual map for ‘HR software’.
Answer the public is a website that provides a visual map of the questions people ask in search engines. It is another helpful way to understand how customers think about your product or your category, and it can help you to come up with some new ideas for content. Below is an example of a visual map for ‘HR software’.
4. Use HubSpot’s Blog Topic Generator
As we will learn later, blogs need maintaining and that means posting on a regular basis. At times, you may however find yourself stuck for topics to write about. That is when HubSpot’s Blog Topic Generator comes in handy. You give it the main topics you cover on your site or blog, and it comes up with suggestions for new posts.
As we will learn later, blogs need maintaining and that means posting on a regular basis. At times, you may however find yourself stuck for topics to write about. That is when HubSpot’s Blog Topic Generator comes in handy. You give it the main topics you cover on your site or blog, and it comes up with suggestions for new posts.
5. Use Portent Title Maker
Portent’s Title Maker is a content idea generator where you simply enter the subject area and it provides you with suggestions. Portent focuses on providing you with titles suitable for content marketing. Below is an example of a suggested title for ‘Digital Marketing’
Portent’s Title Maker is a content idea generator where you simply enter the subject area and it provides you with suggestions. Portent focuses on providing you with titles suitable for content marketing. Below is an example of a suggested title for ‘Digital Marketing’
Tools that help with Content Formatting
There are also a number of tools that can help you create content in a number of formats without the need to be a pro. You may decide that you want to share content as an e-book, a beautiful infographic, a chart, etc. Here are some tools that can help with that.
There are also a number of tools that can help you create content in a number of formats without the need to be a pro. You may decide that you want to share content as an e-book, a beautiful infographic, a chart, etc. Here are some tools that can help with that.
1. Create an e-book
If you have in-depth content around a topic that could be of interest to your customers, you may want to create an e-book for them. Often, an e-book is used as a lead-generation tool, where the e-book is given away for free in return for information about your customer, like e.g. their email address. This tactic can be very helpful to build up a list of email addresses of prospects. There are many tools available to help you format an e-book. Our partner HubSpot has created many templates and a guide to get you started. You can find more about it here. They offer free downloadable templates that can make your content look super professional.
If you have in-depth content around a topic that could be of interest to your customers, you may want to create an e-book for them. Often, an e-book is used as a lead-generation tool, where the e-book is given away for free in return for information about your customer, like e.g. their email address. This tactic can be very helpful to build up a list of email addresses of prospects. There are many tools available to help you format an e-book. Our partner HubSpot has created many templates and a guide to get you started. You can find more about it here. They offer free downloadable templates that can make your content look super professional.
2. Create infographics
Infographics are a popular way to bring across content in a visual way. Content that could otherwise seem boring like e.g. content that contains many statistics can be made a lot more appealing using infographics. Infogr.am is a tool that lets you create beautiful charts and infographics for free. Piktochart is another tool that lets you create infographics for free. And, you can find more templates created by our partner HubSpot here.
Infographics are a popular way to bring across content in a visual way. Content that could otherwise seem boring like e.g. content that contains many statistics can be made a lot more appealing using infographics. Infogr.am is a tool that lets you create beautiful charts and infographics for free. Piktochart is another tool that lets you create infographics for free. And, you can find more templates created by our partner HubSpot here.
3. Blog Post Templates
You may have found a topic to blog about, but you may not quite know how to format your blog. That is where HubSpot’s blog post templates come in handy. You will find a template from Hubspot for the following 5 blog post types in the classroom resources, along with an intro on how to use these templates:
In what follows, we will talk a lot more about content creation and storytelling.
Supporting Materials
The How To Blog Post Template
The Curated Collection Blog Post Template
The Newsjacking Blog Post Template
The List-Based Blog Post Template
The SlideShare Presentation Template
You may have found a topic to blog about, but you may not quite know how to format your blog. That is where HubSpot’s blog post templates come in handy. You will find a template from Hubspot for the following 5 blog post types in the classroom resources, along with an intro on how to use these templates:
- The How-to Post Template
- The List-Based Post Template
- The Curated Post Template
- The SlideShare Post Template
- The Newsjack Post Template
In what follows, we will talk a lot more about content creation and storytelling.
Supporting Materials
The How To Blog Post Template
The Curated Collection Blog Post Template
The Newsjacking Blog Post Template
The List-Based Blog Post Template
The SlideShare Presentation Template
