The Landing Page Post-Click Distillery

Post-click marketing is one part landing pages and two parts strategy. Strategic post-click experiences are very different from run-of-the-mill landing pages in that they work hard to sort the good traffic from the bad. And then they work even harder to transform the good traffic into engaged participants. That’s what great post-click marketing does — get the highest quality respondents to engage (and convert).

But how does that happen?

It’s actually quite simple. And quite simply, seldom done. Great post-click marketing distills complex web content down to simple web content. It doesn’t require great writers. It requires persistent scavengers and strategic editors.

Persistent Scavengers

Many of our corporate clients are unaware of the assets at their disposal. Imagery and messaging is often buried on- and off-line, resulting in understandable disarray. This overwhelming quantity of information and lack of cohesive organization often rears its ugly head in their websites’ user experiences.

The post-click team takes on the role of scavenger. It’s their mission to find the best bits of content that relate to the topic and message behind the respondent’s intent. These persistent scavengers collect all they can find and bring it together for the strategic editor.

Strategic Editors

All that glitters is not gold, and all content gathered by persistent scavengers isn’t worthy of your ‘best of’ album. Post-click marketing is all about putting your best foot forward — making the best first impression you can. That means steering away from anything that’s not an ‘A+’. A great strategic editor can make those tough choices.

Choosing what’s best to use is just the beginning of the strategic editor’s role. Typical content is too long, too verbose, and too complex for post-click use. Each page has about two-seconds to justify its occupation of screen real estate. The strategic editor’s claim to fame is taking what is likely 2-minutes worth of great content and condensing it into 2-seconds of even better content — fewer words, simpler visuals, stronger connections — instant emotional appeal.

The Distillery

The post-click marketing distillery transforms ordinary landing pages into strategic weapons. It does this by condensing good content into engaging post-click content. The big gains in engagement, conversion rates, and positive brand impact aren’t accidental, nor will they come from a software algorithm. They come from the efforts of persistent scavengers and strategic editors who man the post-click distillery. Cheers.