Locked content is a lead generation tool Matcha provides to help blogs efficiently build their email lists. Effective promotion of locked content on an ad channel such as Facebook can help you convert readers to subscribers at or above 20% conversion rate with a CPL (cost-per-lead) below $3.
This article will cover:
- How to choose the best content to lock
- How to create a locked content campaign on Facebook
- How to know if your locked content is performing well on Facebook
How to choose the best content to lock
The best content to lock has a proven history of high traffic and engagement, performed well when tested in Facebook Ads, and offers valuable information or instruction in exchange for an email address.
- Start by narrowing content in the Matcha library using audience data to filter content. Tip: If you have past purchase data or audience personas, use filters that match this data.
- Choose how-to articles, instructionals, and guides.
- A good indication that your content will perform well is if it has a high engagement rate and read-time in your Matcha Insights.
- We recommend that you test your articles for CPC (cost-per-click) on Facebook before you lock them. Articles that cost around $0.20 per click or less are good candidates for locked content.
How to create a locked content campaign on Facebook
These are the settings you’ll want to use when creating a locked content ad campaign.
- Set marketing objective: Conversions
- Conversion event: Subscriptions
- Optimization delivery: Conversions
- Conversion Window: 1-day click
An opportunity many marketers miss out on when they advertise on Facebook is A/B testing ad creative. We recommend:
- 1-3 different images
- 2-3 forms of copy
- 1-2 headlines
How to know if your locked content is performing well on Facebook
Filter your Facebook ad results so you can view the following: results, link clicks, cost per click.
- Divide ad results by link clicks to calculate the conversion rate for an ad. A performant locked content campaign will meet or exceed a 15-20% conversion rate.
- Check the cost-per-click. $1-$3 a lead is the benchmark you should look for.
If you have a low conversion rate and a high cost-per-lead, this is an indication you should create an ad with another piece of content. Common reasons an article is not performing well include:
- Picking an article that had a high CPC
- An article with too long of a headline
- The topic of the article does not provide value to your audience or is too niche for your audience
- Your audience is too broad in Facebook
If you’re interested in learning more about creating locked content campaigns that will build your email list, check out our “Mastering Locked Content” webinar from Matcha Director of Digital Marketing.