Welcome to the HR blog. I'm a Sydney photographer, podcaster and brand strategist from the Northern Beaches and I'm so glad you're here! Feel free to grab yourself a peppermint tea - my drink of choice! - and enjoy viewing my latest work, browsing our brand and portrait resources, and getting a little peek into my life!
Sounds to good to be true, but I’m not kidding you – there is!
What is this magical method I refer to?
In a nutshell, a content upgrade is a piece of valuable content that elaborates on a blog post topic.
The content upgrade is offered within a blog post, but in order to access the content upgrade, the reader must pass a gateway (an email subscribe field). The upgrade itself is usually in PDF or video format.
While the reader gets access to high-quality resources for free, the blogger gets to welcome a new subscriber to their email gang – a subscriber, who down the line, may become a customer. The situation is a win-win for both.
With so many resources out there, how can you be sure what the Next Blogging Method you should try is?
You may have heard of the content upgrade before, and maybe even seen other bloggers using the technique. But perhaps you haven’t understood why they were doing it or the value it could bring to your business.
Well, I can assure you that this particular blogging method is one you should try. As you know, your profit potential lies in the number of people on your email list (and more importantly, the relationship you have with those peeps).
Conversion rates on content upgrades are high, because they present an offer for an immediate download, which is a compelling incentive for a reader to take action on. This is far more effective than a generic ‘Subscribe to my weekly newsletter for lots of juicy inspiration’ message in your side bar, because 1. You’re offering something of immediate value to your reader, and 2. Content upgrades interact with blog post content, making them easier to find and engage with than sidebar newsletter fields, and even above the fold (website header) fields.
By offering valuable content that’s gated, you’re going to increase your conversion rates substantially.
Typically, content upgrades are delivered through a program called LeadPages. While LeadPages is excellent and I certainly recommend it (I used it extensively in 2015), for a new blogger or a blogger who’s yet to make money from blogging, the investment in LeadPages (starts at $25USD per month) can be somewhat of a cost barrier.
However, that’s precisely why I’ve created the ‘Subscriber Boost’ video demo. Inside, I walk you through the step-by-step process I personally use to create content upgrades that convert readers to subscribers of my blog – including Mailchimp integration – and I don’t pay for LeadPages at all.
To create a successful content upgrade, I recommend the following:
Here’s some suggestions for you to use as inspiration for your own health blog:
The sky’s the limit when it comes to content upgrades. If it’s useful to your audience and you can package it up into something more in-depth than a blog post (e.g. a ‘How to’ guide) or a worksheet with question and answer fields, try creating it as an addition to add throughout your blog posts.
As with everything in blogging and business, quality is king. Always approach your content upgrades from a value-first perspective, considering the logical next step in learning for your reader, and what they would really find useful.
If that’s always your goal, you’ll not only grow your email list, you’ll form a community of people who can feel that you care, and return the sentiment by developing an affinity or loyalty to you and your brand. Awwww.
A free video to help you grow your subscribers.
Feel free to leave them in the comments.