From Content to

ConversionA Formstack Webinar with

Ann Handley of Marketing Profs.

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Tuesday, August 12 | 1 p.m. EST

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Flexible online form building platform. Convert more web traffic

with marketer-friendly forms.

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Join the Conversation!• Twitter: use #formchat

• Use comment box to ask questions!

• We are recording this webinar and will send all registrants the video.

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Today’s Presenters

Ann Handley CCO, Author

Marketing Profs

Chris Lucas VP of Marketing

Formstack

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Win a copy of Ann’s new book!

• “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content”

• Available: September 15th 2014

• Tweet and use #formchat during the webinar to enter!

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• Part 1: Key Takeaways from “Everybody Writes”

• Part 2: Finding the User

• Part 3: Motivating the User

Today’s Webinar Agenda

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Part 1: Key Takeaways from “Everybody Writes”

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Part 1: Key Takeaways from “Everybody Writes”

What people think writing is:

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What writing actually is:

Part 1: Key Takeaways from “Everybody Writes”

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Part 1: Key Takeaways from “Everybody Writes”

93% (90% B2C) of marketers are creating content.

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B2B Content Marketing North American 2014 Benchmarks,Budgets,TrendsMarketingProfs, Content Marketing Institute

93%

Part 1: Key Takeaways from “Everybody Writes”

58% (60% B2C) of marketers are upping content budgets.

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B2B Content Marketing North American 2014 Benchmarks,Budgets,TrendsMarketingProfs, Content Marketing Institute

Part 1: Key Takeaways from “Everybody Writes”

58%

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Part 1: Key Takeaways from “Everybody Writes”

Just 44% of marketers say they have a content strategy.

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Part 1: Key Takeaways from “Everybody Writes”

…and 42% of marketers say their content is effective.

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Part 1: Key Takeaways from “Everybody Writes”

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Part 1: Key Takeaways from “Everybody Writes”

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The simple formula for great content…

Part 1: Key Takeaways from “Everybody Writes”

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Useful x Empathy x Inspired = Great Content

Part 1: Key Takeaways from “Everybody Writes”

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Useful x Empathy x Inspired = Great Content

Multiplication signs are key.

Part 1: Key Takeaways from “Everybody Writes”

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1. Don’t waste an opportunity to differentiate yourself. (Like Woot)

Part 1: Key Takeaways from “Everybody Writes”

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Part 1: Key Takeaways from “Everybody Writes”

1. Don’t waste an opportunity to differentiate yourself. (Like Woot)

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2. Pathological empathy: “No one will complain that you made something too simple to understand.”

• Company-centric: We offer accelerated application development.

Part 1: Key Takeaways from “Everybody Writes”

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• Company-centric: We offer accelerated application development.

• Customer-centric: Deploy an app to the cloud at lunch hour. And still have time to eat. (kinvey.com)

Part 1: Key Takeaways from “Everybody Writes”

2. Pathological empathy: “No one will complain that you made something too simple to understand.”

3. Empathy Hack: Use you

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• Company-centric: We offer accelerated application development.

• Customer-centric: Deploy an app to the cloud at lunch hour. And still have time to eat. (kinvey.com)

Part 1: Key Takeaways from “Everybody Writes”

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MarketingProfs

Part 1: Key Takeaways from “Everybody Writes”

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Poll: Choose your social network

Part 1: Key Takeaways from “Everybody Writes”

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Poll: Choose your social network

“Isn’t this fun? Know what’s more fun? Joining MarketingProfs. You’ll get answers like this, as well as

real-world answers to almost any marketing problem…. !

(Not ready to join? No problem. But know that you’ve broken our hearts.)”

Part 1: Key Takeaways from “Everybody Writes”

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Part 2: Finding the User Promoting Content that Generates Leads and Revenue

Formstack’s Form Conversion Report

T H E F O R M C O N V E R S I O N R E P O R T

2 0 1 4

Part 2: Finding the User

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Promoting Content It’s about the “Where” and “When.”

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Part 2: Finding the User

Find your user’s peak activity times.

Surveys

Order/Payments

Donations

Event Registrations

Contests

Contact

10 AM - 1 PM

11 AM - 2 PM

12 - 3 PM

1 - 4 PM

1 - 3 PM ; 8 PM

3 - 5 PM

As seen in

the Form

Conversion

Report!

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Part 2: Finding the User

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Prep Obsessed

Part 2: Finding the User

Not all social activity is created equal.

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Part 2: Finding the User

Studies show that Facebook engagement rates are 18% higher on Thursdays and Fridays, with the most sharing happening on Saturday.

+18%THURS &FRI

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Part 2: Finding the User

The highest Twitter engagement is midweek through the weekend.

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Part 2: Finding the User

LinkedIn’s professional users are most active right before and right after work hours. Tuesdays and Thursdays are the biggest days for activity.

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Part 2: Finding the User

Leverage email marketingIn a survey of 250 Formstack customers, 61% said email marketing platforms drove the most traffic to their forms.

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Part 2: Finding the User

Part 3: Motivating the User Creating Action and Driving Experience

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Even the submit button is content!

As seen in

the Form

Conversion

Report!

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Part 3: Motivating the User

Don’t forget the power of mobile.

150x

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Part 3: Motivating the User

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Progressive: Show, don’t tell.

Part 3: Motivating the User

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Part 3: Finding the User

Progressive: Show, don’t tell.

Brand your form to create a smooth customer experience.

42% 62%

62% said they get more conversions when they embed their form on their site.

42% say creating a custom theme maximizes their conversion rate.

As seen in the Form Conversion Report!

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Part 3: Motivating the User

Use other types of forms to get more out of your content.

Event RegistrationSurvey DonationContestOrder/Payment Contact

0

6

12

18

24

30

6%

3% 4%

28%

11%

21%

Form Conversion Rate (%) As seen in the Form Conversion Report!

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Part 3: Motivating the User

Questions?

Conclusion

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Download the Form Conversion Report

https://www.formstack.com/form-conversion-report

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Conclusion

Pre-order “Everybody Writes!”

www.EverybodyWrites.com

Order by August 20 and get the

Everybody Writes Anti-Mediocrity Content Toolkit

FREE!