<H1> Front load your keywords within a compelling proposition.
Introductory paragraph
(2-3 sentences)
🧁Sentence 1: context
🧁Sentence 2: problem
🧁Sentence 3: outcome – where the audience will be once they download this asset
In this [asset] you will learn:
(3-5 bullets)
🧁Understand [topic/trend set out in the context] and how to leverage it for your business.
🧁A step-by-step process to address [problem].
🧁X ways to address [problem].
🧁Best practice for [outcome sought].
🧁Why [trend] drives [problem/outcome] and what to do about it today.
Note: always frame this within the context of the value the asset delivers.
Call-to-action
🧁If gated: only request the fields you really need on your form – removing a single field can boost the form completion rate by 25%.
🧁If freely available: make your button really obvious!
Things to think about…
🧁Headers and graphics: use them to make your asset irresistible.
🧁Internal linking: (good for SEO!) and reassures the audience that you’re an authority on the subject, so this asset is really valuable – and worth giving their data for.
🧁Wordcount: think email marketing – 150 words is about right.
