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I got a message from one of my readers: "I can see that people are visiting my blog pages, I can see that leads are coming in, but I can't really show how the 2 are related."
Well, an obvious solution one may think of is better analytics. And true, better analytics can show you a lot of things you want to see. But this newsletter isn't about that.
When I do content audits, I often find that content isn't "designed” to start a sales conversation.
In today's newsletter:
Before designing a landing page, good marketing designers ask: What action do we want people to take? Where should their eyes go?
Content should work the same way. But most teams design content like this: "Let's write about [topic]. Let's make sure it ranks. And at the end, we'll add... a newsletter signup?"
Your content has no path to demos because it was never designed to lead there.
A software company writes 50 blog posts about industry trends, best practices, and best X for Y (totally fine, but don't get overboard with them, Google's watching).
Meanwhile, their sales team is on calls keep hearing the same three objections over and over. Those objections never become content.
So prospects read the blog, learn some general information, and leave. Maybe they subscribe. Maybe they don't. Either way, they're not closer to booking a demo.
The content wasn't designed to move them there.
Putting “Book a demo” CTAs on every piece of content won't do the job, even though content teams do overlook such an obvious tactic.
Content designed for demos does four things:
Fresh story from the trenches. So I need to build a strategy for one of my clients. The first thing I do is get together with their Head of Marketing, SEO and PR specialist to clarify the situation. The SEO specialist has his goals (perfectly aligned with where the company is going), and an actual content plan for how to get there. The title of one of his pieces sounds like this: "How DLC Content Extends Game Lifetime and Boosts Revenue."
That's fine. It'll rank. But does it spark a curiosity or promise you something you don't already know?
Instead, we wrote: "Why do most DLCs underperform? Rethinking DLC content development."
Same topic. Different POV. But now it gets people curious so they might as well check the thing out.
If your POV attracts people who agree with your opinion, they’re closer to agreeing with your solution.
Once someone reads a few POV pieces you wrote (because they sound so intriguing, and spicy, and so unlike what they've seen before), they're ready for your product-led content.
Show how your product or service actually works.
For the DLC client, we created: "How to run DLC as a product without breaking the base game."
This piece shows prospects what working with the company looks like. It builds trust, so they might as well book a demo or jump on a call. To make sure they do ↓
Your sales team hears the same objections and questions repeatedly. Turn those into content.
For 1LIMS, we heard prospects worry about data migration. So we wrote this piece addressing exactly that concern.
The content answers the question before it becomes an objection in the sales process.
Those mid-funnel pieces need proof. We use our See It Solved content model to weave case studies directly into the article, basically building the narrative around those stories.
Of course, you also need separate case studies in your "Client success” menu item, but what's the chance people will actually click there?
We just started working with a client who found us through this blog post (MOFU piece), not this case study.
Stop asking for email signups.
Instead:
Your CTA shouldn't necessarily jump straight into "Book a demo.” It can be another relevant action that moves them one step closer to the demo. Even downloading an ebook. About that…
Only gate content when the asset moves someone closer to booking a demo.
A general ebook? Don't gate it.
A migration assessment tool or DLC planning template that naturally leads to "Let's talk about your specific situation"? Gate that.
Finally…
If you don’t design the path, you can’t measure the path.
Group content around buyer questions. Track which clusters drive demo requests.
For example:
Perfect attribution is impossible. But when you design content this way, the connection between reading and booking becomes much clearer.
I'm curious: what CTAs are you actually using on your content? Reply and tell me. I want to know if I'm the only one who keeps seeing blog signup forms on content that should be driving demos.
Kateryna
P.S. If we aren't connected already, follow me on LinkedIn and Instagram. If you like this newsletter, please refer your friends.
P.P.S. Need help with quality content? Zmistify your content with Zmist & Copy
We try our best...We have highly qualified experts... We understand your business...We are small and flexible...We are global... And how many "We" do you have on your website? Read on to learn why self-centered copy ruins your marketing and how to write customer-centric copy that does the opposite.
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