This article will cover the following questions:
- What should I look for when selecting locked content?
- What is content and audience affinity?
- What are the Do’s and Don’ts for selecting locked content?
The Matcha library was built to help you find the content that matters most to your audience, using topics, personas, and types to help you find the perfect pieces to publish. With all the great content that Matcha offers though it can be difficult to determine which pieces to lock.
What to Consider Before Locking
First, make sure you’ve started running a traffic campaign to gain insights on your audience(more on that here). Once, you have some traffic data, here are some simple guiding metrics to look for.
Ideally you will find content that meets the bar across your Matcha data and your marketing data, which will indicate that you have a strong contender for locked.
Content + Audience Affinity
At Matcha we reference the term content and audience affinity pretty frequently. We believe it’s critical for acquiring efficient and inexpensive subscribers. What does it mean? Essentially it means looking for content that is relevant to the audience you are distributing to.
When you’re using locked content and optimizing your campaigns for conversions, you should also ask yourself: Would my audience trade their emails for this content?
How-to’s, instructional pieces, and listicles with a large quantity of items work well because they provide value.
And remember—you don’t have to get it right the first time. One of the benefits of Matcha is that it gives you access to a wide variety of content from premium publishers, allowing you to test different types of content without sinking an exorbitant amount of money into production costs.
You now have the tools to set up your conversion campaign and select your locked content. Next, start locking and testing some content, then you’re ready to filter and interpret your results.