Landing page to hold content in an inbound campaign instead of a file to be downloaded

[Tumbleweed]

Dear Hubspot user

My company facilitates for wind turbine owners to share experiences and insight within wind farm operations.

This spring I did a webinar, with the mandatory condition for each participant to share their top challenge within the given topic. After the webinar, I turned these challenges into a survey. On this specific survey, we had input from 27 countries (if curious you find the summary here)

Now, instead of creating a summary that can be downloaded I presented the summary on a landing page.

When I share info about this survey the prospect has to fill in a form and then the will be transferred to this landing page.

My major point is that it is far better to share content as a landing page. Pros:

1

With content on a landing page, your prospects are on your homepage. I have studied these visits and seen how prospect drifted from the specific content, to explore other pages, which is great. With a file to download this is not happening

2

When prospect shares my content with peers and colleagues, they will also arrive at my homepage and when being shared in several steps my company’s presence is much stronger compared to a file that can be downloaded.

4

To have your content presented on a landing encourage sharing as its easier to share an URL than a file.

5

Its easier for your prospects to share a link at social media than a file

6

My content was being picked up and referred to by trade magazines in renewables in the US and Germany. I also believe that they are more likely to recommend reading on a page then to refer to a downloadable file that smells much more of marketing.

Maybe some overlap among the 6 pros but I definitely believe that having your content on a landing page will give your campaign a longer lifetime and have more impact.

This is one standpoint that I am curious to have comments on.

Chapter two - difficulties with this approach

The cons with this approach is that is it more difficult getting the emails from the prospects who want your content.

The page with the actual content will get a higher ranking at google then the page pitching it with a form. When there is content to be downloaded a prospect can't access the content without submitting the form.

I am curious if there is a solution to this? Is it possible to make my landing page, with the content, not to appear on google or any other solutions?

So in short two questions: 1) Isn't a landing page much better than a downloadable piece of content and 2) how to harvest emails when sharing content on a landing page?

Kind Regards

Mårten Nilsson at O2O WIND

[MFrankJohnson · Accepted solution]

Q: 2) How to harvest emails when sharing content on a landing page??

Short A: n/a

Longer A:

Ok, so it's not a HubSpot best practice to share content on a landing page (LP). Instead, we should share our content on a Thank You Page (TYP). If this simple best practice is followed, you'll avoid a whole host of issues when building your HubSpot conversion paths.

[Tumbleweed]

Hi Frank Thanks for your input. Whats the difference between a LP and a TYP? Can I create the LP I did as a TYP?

[MFrankJohnson]

Sorry, I forgot to add that detail. LPs and TYPs typically have HUGE differences.

LPs typically do not have navigation.

TYPs always have navigation built in the template.

LPs typically allow search engines to index them.

TYPs are always set to 'noindex, nofollow'. (usually set in the template)

To answer your question directly ...

>> Whats the difference between a LP and a TYP [in HubSpot]?

The template used and the content presented on the page.

- see How to create a conversion path in HubSpot

Note: The TYP in that referened article is flawed. (contains no nav)

[Tumbleweed]

I am still keen on the six reasons, given above. Couldn't I use a landing page as I suggest and give it a password and share the link and the password in a TYP? 

[MFrankJohnson]

Password protecting an LP defeats the purpose of 'sharing' the content and having it easily indexed by search engines.

Additionally, we'd like to share this resource entitled, 19 of the Best Landing Page Design Examples You Need to See in 2019.