Leverage Webinars to Generate Leads - Part 1
If you sip a piña colada in your backyard, it’s simply a nice treat. Savor that same drink on a beach in Hawaii, however, and it becomes a full-blown experience. The same holds true with how you present your content, says Hana Abaza, VP of Marketing at Uberflip. Are you simply creating and sharing your blogs and webinars? Or are you offering an experience that engages audiences and generates leads?
In her recent webinar, Leveraging Webinars & Optimizing Content to Generate Leads, Abaza points out that five years ago content was king, but now distribution reigns as queen. And it’s how you package the experience around your content that bumps up conversion rates and drives growth.
Abaza uses the SASSY (scannable, actionable, shareable, scalable, you-oriented) acronym to help give some parameters for content production. You want your content to meet these requirements in order to maximize it’s chances to stand out and generate leads.
So, how do you create a great content experience? Well, you have to get SASSY:
Scannable – Content Provides Instant Value
Is your content easy to read, particularly on mobile devices? Choose a scannable font size and color. Keep paragraphs short and use subheads.
Actionable – Content has Clear Engagement Path
Is there a clear engagement path that includes embedded or pop-up calls-to-action (CTAs)? Do people know where to click next, understand how to subscribe and feel encouraged to submit comments?
Additionally, are your CTAs and the value they offer obvious? For example, “Learn more about leveraging webinars.” They should both complement the content and target a specific audience. In an article aimed at high-level marketing professionals, for instance, don’t embed a CTA for Marketing 101 Tips.
Shareable – Make it Easy to Share and Worth Sharing
Is your content worth sharing? If so, is that easy to do? Include a toolbar on your pages with various sharing options, such as Facebook, Twitter, Pinterest and email.
Scalable – Content Looks Good at Any Size
Similar to scannable, can your content experience scale to any screen size, be it laptop or smartphone?
You-Oriented – Content Needs to Be Personal
When people visit your blog, can they find what they need? Is there an option to browse by topic or topic type? Are the subjects of interest? Cater to your audience so their experience feels personalized.
You can find out more about creating a great content experience by listening to the archive of Abaza’s webinar. And check out part two of this series, which outlines best practices for landing the leads