How to write a Killer Content

How to Create a "Killer Content" and use that for Content Marketing

The term "killer content" in content marketing refers to content that has a strong influence on contracts and conversions, similar to the term "killer pass" in soccer. The term "killer content," which has traditionally been used in a variety of industries, now refers to "popular content," so the nuances have shifted slightly. In this section, we will explain the meaning of killer content in marketing, what kind of content corresponds to killer content, how to create it, and how to use it in an easy-to-understand manner.

What exactly does "killer content” mean?

It refers to a page that greatly contributes to conversion when used in content marketing and means "content like a killer pass (pass that leads to a score)." It's more than just a conversion path; it's strategically designing and arranging killer content with the goal of closing conversions.

TOPIC: A Broader Meaning of "Killer Content" The term "killer content," which has been used frequently in the past, refers to popular content. The comedians say it's "the material that absolutely makes you laugh," and the restaurant says it's "the exquisite popular menu"... In this context, it is used. Please keep in mind that the meaning and context of utilization are entirely different from the "killer content" in marketing discussed in this article.

 

The distinctions between killer content and advertising LP

The target is the distinction between killer content and ad landing pages (LP). Landing pages are also intended for new users, but killer content is primarily aimed at users who have previously communicated with you. Killer content is a type of closing content that is used during the development phase and is a page that contributes significantly to conversion.

Closing is a word that means "complete" and is used in content marketing when converting. Among these closings, we will include killer content as a page that is especially influential and contributes to results, and we will allow the user to browse it at the appropriate time to transition to the conversion page, such as requesting materials or purchasing products.

 

What type of page contains the killer content?

I attempted to summarize the contents that are most likely to be killer contents by categorizing them as BtoB or BtoC.

              ✅  Content example

BtoB, BtoC high-priced products    

● Comparison page of other companies

● Plan comparison page

● Interview with case studies

● Introduction flow

● Estimate simulation

BtoC (EC, etc.)   ● Word-of-mouth summary page

● User interview

● How to use video

● Customer service (return guarantee and post-purchase service)

 

When considering contracts and purchases, consider the user's psychology to determine what kind of function page is "a page you definitely want to check" and "a final boost to your desire to buy." Comparison pages, cost details, and things that can be imagined after the contract are likely to be killer content for BtoB and BtoC high-priced products such as financial products and real estate. BtoC products that are easily purchased include pages such as word-of-mouth pages, where users' evaluations and impressions are always checked immediately before purchase.

What is the best way to create killer content?

Rather than blindly creating killer content, it is critical to thoroughly analyze it and understand what type of content is appropriate for killer content for your service. Please follow the steps below.

1) Showcase pages that many CV users visit.

Because conversions (CVs) happen on a daily basis, exposing common via pages can be a great hint for killer content. Google Analytics, for example, takes this stance.

1. Actions> Site Content> All Pages menu

2. User segmentation: Users who have converted The pages visited by the converted user are listed. Let's take a look at what you see on the content type page that isn't the service introduction page.

The "charge system" page is most frequently seen on the service page, but what is the difference between the "introduction example" and "use-specific usage scene" that are the usage images after introduction and the MA * tools of other companies on the content-type page? "Comparison with other companies," "MA comparison content of blog," and "Content list (category page) about MA of blog" appear frequently.

* MA: Marketing automation

2) From the via page, guess the problem just before the CV.

 

1. 1. A concrete example of having an image of a contract solving a problem

2. What is the difference between other types of marketing automation?

3. Fundamental understanding of marketing automation and seminar information

If you create content that answers the question "what you want to know," you have created "killer content."

3) Produce content that alleviates your concerns.

 Consider the psychology of browsing users and why we see cases.

“What kind of usage am I allowed making if I sign a contract? What characteristics do similar businesses employ to achieve success?”

Isn't the main distinction between the service page's "function" and "usage" and "case" "whether it is concrete or not"? In other words, "concrete usage of reality," which is one step ahead of "usage," is required. In that case, even if it is fictitious, there is no problem, and content that allows you to read the story from the actual case / usage to success in manga appears to be good as killer content. If the browsing user has a strong image of success after the contract, it is more likely to convert, which is a good killer pass.

Using killer content effectively

Let's target users who can expect the effect and increase conversions after creating killer content.

Perform valid link guidance

Let's start by attaching a link from the section of the content that makes similar references for attracting customers and training. For example, for case study content, we recommend content on how to use and introduce MA, as well as the most recent MA information. It is also advised to extract users who are viewing a large number of such pages with the MA tool and guide them with pop-ups.

Retargeting ads can encourage people to return.

It is also effective to use cookie data to advertise killer content to users who have previously visited in order to entice them to return. It is possible to contact users who have not visited the website, as opposed to the above guidance links.

By using targeted email, you can guide motivated leads.

If you're using the MA tool, you can send emails with links to killer content to users who have high scores or specific segments.

As a result of using killer content, you will not only be able to increase the closing power for conversions, but you will also be able to cut unnecessary activities, reduce costs, and, most importantly, carry out "sales activities that are not disliked." Measures based on killer content are simple to implement, and you can begin with “Identify the concerns immediately before CV," and "Create a solution page" explained earlier. Why not use this opportunity to consider what kind of killer content would be best for your company?