How Canva Nailed Product Placement!

Canva does many things right when it comes to content marketing.

But one thing that turns their content marketing into conversion is their CTA(call to action).

Canva is drawing 920k+/mo SEO traffic via 771 blog articles so far. And to convert this ToFu/MoFu audience into prospects, they stick to some very specific product placement tactics.

Here is a break down-

1. Done-for-you Solutions

When Canva explains the steps of removing background from a photo, it doesn’t just talk about any tool. They specifically show how it could be done ‘using canva’.

Plus, they make sure to make it look like easier than all other alternative options.

2. Contextual Placement

Not all of their product placements are flashy banners with lucrative CTAs. They sometime channel user’s attention towards their landing pages within the paragraph texts.

And those CTAs are very action-driven and intuitive, promoting both thier use cases and premium tier benefits all the way.

3. Plug-n-play Usables

This is one of the most effective product placement, which puts users just one click away to what they are possibly desiring. They make sure these templates are what the users might be looking for right now.

4. Actionable items on Header/Footer

Across the over-the-fold section, the sidebar, and the footer, Canva puts eye catchy banners and buttons with very intuitive CTA texts on them. This is impactful for desktop users, who are, in fact, Canva’s largest use case.

5. Landing Pages with Niche Intent

Canva embraced a ‘do(create)’ and ‘discover(template)’ intended landing pages that lets the user to create a design, or to explore templates consecutively.

In total, there are hundreds of these landing pages, catering to thousands of long tail search intents.

6. Almost No Entry Barrier

Laslty, Canva’s been very smart with lowering the entry barrier low. To get into designing anything on their given template(within their ToFu/MoFu posts), you don’t need to create an account. Even, you can create a design and download it without an account.

They’ll only pop up with an account opening offer to let you save the design, and get more out of canva. Same goes for the transition from the free tier to premium tier.

What i loved the most is, this is how Canva is being confident about the product, and letting the user taste it before they jump in. The low entry barrier might be giving them tons of recurring users.