Creating a Content Offer Campaign

Select the Piece of Content1

Create a Campaign2

Campaign goals should not be arbitrary. Make them

attainable, measurable, and aligned with company goals.

Create a Thank You Page3

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.

Create a form4

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.

5 Create a Landing Page

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.

Create a Call-To-Action (CTA)6

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.

Create a list of contacts7

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

journey.

Create an email8

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

Great Email Example

Articulates value & and what recipient should expect by taking action

Personalization

Brief, action-oriented CTA

Keywords and Blog Post9&1

0

Optimize for long-tail keywords – they are less

competitive to rank for and result in higher quality

trafficShort-Tail Keyword: Sneakers

Long-Tail Keyword: Best sneakers for playing indoor-basketball

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.

Schedule Related Social Media Posts

11

Social media posts should include links to your blog,

your landing page, and other relevant industry

content.

Launching your campaign12

Before launching the campaign, test that the CTA,

form, landing page, and thank you page all work

together. First impressions matter!