Content is king… We’ve all heard that before. And who can argue that? Well, I can; but I won’t. This time. So, what are content upgrades?
Last night I read several bog posts about this new, amazing way to generate more leads.
I was confused because “content upgrades” weren’t what I thought.
To me a content upgrade is turning a blog post into a report or turning a report into a paid course. More about re-purposing content into something better.
But, I was wrong!
Content upgrades are targeted lead magnets nestled in related blog posts designed to increase list subscribers.
Just in case, Lead Magnets are irresistible chunks of value that solves a specific problem offered in exchange for contact info. Usually a name and email address.
They are typically found on the side bar or bottom of a web page, a popup or dedicated on what is called a Squeeze Page.
An opt-in is not a Lead Magnet. A Lead Magnet uses an opt-in form to capture the contact info, but a Lead Magnet must be specific.
Content upgrades are related to and add value to the content you are consuming.
e.g. If you are reading a blog post about advertising on Facebook, a content upgrade might be a template, checklist or cheat sheet about Facebook ads.
The content upgrade would probably be presented as a link, a colored box, an image or a button in multiple parts of the blog post.
The main point about content upgrades is that they are designed specifically for each blog post for the sole purpose of increasing opt-in conversion rates.
And, they do work.
But, this is not new.
Basic marketing tells us that related offers will have a higher conversion rate.
And, this is fundamental customer value optimization principle.
Calling this method a “content upgrade”, is actually more about positioning.
If you come up with a new name for something, you are automatically positioned as a thought leader. More so, if what you named catches on.
So, my tip is about positioning.
Think about ways you can re-frame something with a new name and instantly become a thought leader.
I like my definition of content upgrades, so maybe I’ll start calling them “education add ons”.
Positioning is probably the best shortcut to success I’ve ever found.
As for content upgrades as highly targeted Lead Magnets, use them as they are one of the best ways to generate leads.
In my next blog post I’ll share what you need to avoid when using content upgrades – urrrgh, education add ons.