Iteration #3

To narrow down our number of SleekBoxes, we decided to have content upgrades for each category we wrote on, including:

Conversion rate optimization Email marketing List building Growth marketing

Most blog posts fall under one of the above categories, and thus has a relevant content upgrade.

We now had only four SleekBoxes (one for each category) that we could use for ANY blog post.

That meant that every time Sam, Emil, or I wrote an article on, say, email marketing, we could just link to our evergreen lead magnet on email marketing. That way, the lead magnet was highly relevant to the post, and we didn’t have to spend time creating new content upgrades every week.

But, then, there was the problem with being able to write about topics that fell outside the above four categories.

To remedy that problem, we chose not limit ourselves to the four categories, and accept that some content needs content-specific content upgrades (like our posts on Casper’s marketing, and abandoned cart emails).

So, now, we have a few resources that work well for content on broader topics. Plus, we have unique resources for the posts that fall outside of those categories.

Everyone’s happy now, right?

Wrong.

The bigger problem was we realized that we couldn’t track how readers engaged with our content upgrades. This was due to the fact that we sent readers directly to the content upgrade in Google Drive when they opted in.

Here’s an example of what that looked like: