Why content marketing starts with your ‘sign up button’

Whilst much of the talk about content marketing strategy focuses on the creation, packaging and presentation of information that might encourage your target customer to interact and transact with you, the reality doesn’t need to be so complicated.

Committing to the setting up and writing of a blog, developing thought provoking white papers, producing video, webinars or hosting slides and documents is a serious undertaking and not for every business.

But what is within the reach of all businesses are a number of little fixes that can be made throughout your website, your email marketing and advertising to give your marketing the best chance of conversion.

A focus on headings, action buttons and supporting copy can make a significant impact on click-through, lead generation and conversion.

Changing an action button from ‘Register’ which may be an obstacle in the mind of prospective customer to ‘Start now’ alters the perception from being a task to becoming a desirable, benefit enabled action. In this example from a natural wellbeing site, Start Now is softer and less prescriptive.

Hubspot is a masterful example in the art of content marketing. Everything they do is aimed at developing deeper relationship, evolving to product trial. Free Demo buttons stand out on every page throughout the site, which uses its multiple daily blog posts and free webinars, white papers and ebooks to drive traffic.

Joe Browns clothing and accessories, below, help the browsing process by colouring their search button and using the words ‘make it easy – search sale by size’ to help customers get straight to what they want. Simple. Effective.

Expedia simplify site browsing, whilst personalising it, with the use of the copy ‘Find your deal’. Great copy which implies you’ll be able to locate a holiday that’s relevant for you at a price you’ll be happy with. Pretty powerful stuff when you analyse it.

Even the banks are getting creative with their action buttons as this example from First Direct illustrates. From  the core ‘Apply Today’ button to the standout buttons to the right offering online security, partner offers and free software, they are making the most of their real estate and trying to drive traffic to key transactional areas of the site.

What can you be doing better to help your visitors and customers along?

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One response to “Why content marketing starts with your ‘sign up button’

  1. Pingback: Do you always get out what you put in? | The Marketing Assassin

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