increase conversion by 131% by doing THIS

Hi, Paige back with another creator deep dive. 

This week we’ll be talking about the infamous Chris Do and The Futur — a collective of artists on a mission to teach a billion people how to make a living doing what they love. Ready to borrow a little success from this major channel? Well, buckle in, we’ve got you covered. 

(p.s. Stick around until the end — we’ve got a big announcement)

Did you know that the average American student spends over $38k a year getting an undergrad degree? 🤯 And still, it usually doesn’t afford them the experience it takes to jump into the workforce after graduation. 

But you know what does? Hands-on experience through content, communities, and cohorts. 

And that’s exactly what Chris Do built — a system that removes the (increasingly pricey) middleman and doubles as an audience-to-customer accelerator for The Futur. Let’s go…

The Futur has a specific set-up. It includes: 

• Free YouTube educational content

• Paid content, courses and coaching

• An exclusive community

The important part here is that the system starts with crazy valuable, free educational content. 

Every video the Futur publishes is chock-full of higher-education level content, removing the middle man, and adding accessibility for anyone interested in up-leveling their skills. 

The biggest pushback I hear when it comes to providing free educational content: 

If I teach them everything I know, they won’t buy. 

I’m calling BS. Here’s the deal — you’ve built a business in an area where you are truly the expert. No level of free educational content is going to remove the thousands of hours it takes to perfect a skill.

In fact, recent research has found that customers are 131% more likely to convert after consuming early-stage educational content. 

Your audience, given the right content with functional utility (our favorite), will improve their systems, see incremental improvement, and trust your content. 

Pop quiz: What is the first step in converting your audience to buyers?

Ding, ding, ding — that’s right. Trust. 

If all of your free content is built for awareness — product demos, promos, testimonials, basic how-to guides, you’re skipping an entire, critical step in building authority and trust. 

So how can you borrow a bit of magic audience-to-customer dust from The Futur? 

➡️ Start with crazy-valuable free content
➡️ Build in a middle step of paid or gated content
➡️ Leave the greatest value at the end, for converting customers

For many, this takes the specific shape of a free content library on YouTube, a paid community, and then conversion. 

(here’s a little secret — of the top 150 podcasts today, 54% are leveraging private communities for nurturing and monetization.)

Don’t hold back valuable information out of fear

The takeaway: Don’t skimp on the free, early-stage educational content. When you build a system that includes highly valuable educational content, a paid or gated community, course, or cohort, and a final conversion, your content path because crystal clear and creates genuine trust.

That’s it, ya’ll! Happy creating. 

Paige Peterson
Newsletter Aficionado, Sweet Fish

We’ve got an announcement…

As always, we’re moving and shaking here at B2B Growth. We’re pivoting our newsletter content. But don’t worry — your Friday morning deep dive is about to get even more valuable. 

Starting next Friday, you’ll be getting specific insights from today’s best marketing research. 

We see research reports like Wistia’s annual State of Video Report or Hubspot’s annual State of Marketing Report. But who has time to sift through all these reports and boil down the most interesting insights from this robust research?

We do ;)

We’re curating the best marketing research on the internet…and we’re mining it for insights that you can tangibly implement into your marketing strategy.

We really hope you love it.

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