‘Turning content pages into lead generators’ – Marketing Land
Brian Massey says, “This summer, I presented at the Content Marketing Institute’s Content Marketing World conference. There I was faced with the challenge of explaining how content marketers can turn visitors into subscribers and subscribers into customers.
There was one answer to this question in my mind: landing pages.
I’ve written about landing pages here at Marketing Land. Landing pages service known visitors. They are responding to an ad, an email link, a social media post or a link on your website.
Landing pages have two jobs:
- Keep the promise made in the ad, email link, social media post or web link.
- Single-mindedly get visitors to take action.
When we rely on our content to bring visitors to our websites, we are making the promise. This promise is typically the title of a post or article. This makes it relatively easy to keep the promise made. Visitors to content pages should get the promised content.
However, content pages don’t do the second job well: single-mindedly getting the visitor to take action. This is a missed opportunity.
Typical landing pages are graded on their conversion rate, the number of people who take action divided by the number of people who see the page”.
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