{"id":13840,"date":"2020-03-25T23:12:12","date_gmt":"2020-03-25T23:12:12","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=13840"},"modified":"2021-12-09T14:42:37","modified_gmt":"2021-12-09T14:42:37","slug":"blog-bonus-content","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/content\/blog-bonus-content\/","title":{"rendered":"Create Bonus Content\/Content Upgrades for Higher Conversion Rates on Key Landing Pages and Blog Posts"},"content":{"rendered":"\n

Free white paper or ebook downloads are nothing new, but it\u2019s how you frame them that could make a big difference. Content Marketing Institute<\/a> recently published an article on what they\u2019re calling a \u201ccontent upgrade\u201d, which is a piece of gated content or some kind of resource that users can access as an upgrade or bonus that accompanies the content of the page that they\u2019re on.<\/p>\n\n\n\n

The idea of offering bonus content is that if you present people with resources on topics they\u2019re actively reading about, you can not only position yourself as a vital resource and knowledge center, but you can also watch conversion rates on key landing pages and blog posts climb!<\/p>\n\n\n\n

The Psychology Behind Bonus Content<\/h2>\n\n\n\n

People love free content, but it seems less valuable when it\u2019s generalized or offered everywhere. When someone is on your website and they\u2019ve seen the same offer for a free template download pop up on three different pages, it starts to become an annoyance rather than something helpful. Offering a bonus or upgrade feels more exclusive and specific to what they\u2019re already interested in, making it more enticing.<\/p>\n\n\n\n

Someone who does a great job of pairing valuable resources with specific blog posts or landing pages is HubSpot. If you head to this blog post<\/a> on responsive emails, you\u2019ll eventually see a popup offer to download an email marketing planning tool.<\/p>\n\n\n\n

\"FreePlanningTool\"<\/figure>\n\n\n\n

Types of Content You Can Offer as a Bonus or Upgrade<\/h2>\n\n\n\n

The type of content you create and decide to offer as a bonus or upgrade to a larger piece of content (whether it\u2019s a landing page or blog post) can be anything from a simple checklist to an extensive case study that details an innovative solution you were able to provide.<\/p>\n\n\n\n

If you\u2019re going to \u201cgate\u201d content, or ask users to provide you with information before they can access the content, you have to keep in mind that it needs to be valuable enough. People are hesitant about giving up their personal information, and they\u2019re less likely to do so if it takes time.<\/p>\n\n\n\n