How To Fix Your Broken Resources Center
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How To Fix Your Broken Resources Center

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Whether you’re creating eBooks, blog posts or presentations, your content will typically find its home on your resources page. Unfortunately, much focus will be devoted towards creating and ...

Whether you’re creating eBooks, blog posts or presentations, your content will typically find its home on your resources page. Unfortunately, much focus will be devoted towards creating and promoting your content, with your poor resources page being the forgotten stepchild of your strategy. In this presentation, we’ll go over how to make your resources page an essential part of your website rather than a place where content is sent to die.

You’ll learn best practices on:

- Centralizing & organizing all of your content marketing
- Fostering continuous engagement with your content
- Self-managing your resources page on your own - no IT department
- Utilizing your content to generate more leads

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How To Fix Your Broken Resources Center Presentation Transcript

  • 1. Michael Keshen Marketing Specialist Hana Abaza Director of Marketing HOW TO FIX YOUR BORING RESOURCES CENTER #ubercontent
  • 2. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent MARKETERS PRODUCE A TON OF CONTENT §  93% of B2B marketers use content marketing §  60% of marketers create at least 1 piece of content per week §  73% of B2B marketers are producing more content than they did a year ago CMI, EMARKETER
  • 3. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent AND YET…
  • 4. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent ONLY 42% OF B2B MARKETERS SAY THEY’RE EFFECTIVE AT CONTENT MARKETING CMI
  • 5. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent THINK OF YOUR CHILDHOOD BEDROOM CLOSET §  When you’re done with a toy, you toss it into your closet §  Years later, it’s time to sort through all these long-forgotten gems
  • 6. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent MARKETERS TREAT THEIR RESOURCE CENTERS LIKE THEIR CLOSET §  When a campaign is finished, content is tossed into the resources page §  Little strategy for how audience will continue “playing” with their content
  • 7. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent WHAT SHOULD A RESOURCES CENTER DO? §  Provide visitors with relevant & value content to enjoy §  Increase engagement with visitors §  Generate more leads for your business
  • 8. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent TOP 5 RESOURCE CENTER MISTAKES
  • 9. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent CONTENT ORGANIZED BY TYPE §  Focuses on form, not function §  Audience isn’t necessarily interested in a type of content 1
  • 10. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent 1
  • 11. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent CREATED LIKE A STATIC WEBSITE §  Must have “final version” before it goes live §  Difficult to make changes §  Costly to produce – time and resources 2
  • 12. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent LOTS OF DEAD ENDS §  Nowhere to go after they open your PDF §  Visitors have to figure out where to go next 3
  • 13. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent 3
  • 14. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent 3
  • 15. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent IRRELEVANT CALL-TO-ACTIONS §  Only one generic CTA used §  Comes on too strong or not strong enough 4
  • 16. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent IRRELEVANT CALL-TO-ACTIONS 4 Don't
  • 17.   put
  • 18.   a
  • 19.    'beginner'
  • 20.   CTA
  • 21.    next
  • 22.   to
  • 23.   'advanced'
  • 24.    content
  • 25.   
  • 26. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent IRRELEVANT CALL-TO-ACTIONS 4 Much
  • 27.    better!
  • 28.   
  • 29. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent NO CONTENT AUDITS §  Is your content still relevant & useful? §  Is everything still organized properly? 5
  • 30. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent TOP 5 RESOURCES CENTER MUST-HAVES
  • 31. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent CONTENT THAT IS RELEVANT §  Categorized by function, not form §  Content regularly posted for all topics & buyer personas 1 78% of CMOs believe custom content is the future of marketing (DemandCentric)
  • 32. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent MARKETING PROFS 1
  • 33. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent ENGAGEMENT PATH WITH NO DEAD ENDS §  It’s clear where to go next §  Always more content to discover 2
  • 34. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent VISUAL.LY 2
  • 35. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent EASY FOR MARKETERS TO UPDATE CONTENT §  New content can be added & organized §  Managed by marketers – not IT 3
  • 36. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent EASY FOR MARKTERS TO PROMOTE & GATE §  Add & update relevant CTAs §  Restrict access to premium content 4
  • 37. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent 4 MONETATE
  • 38. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent 4 MONETATE 250%
  • 39.   
  • 40.   increase
  • 41.   in
  • 42.   conversion!
  • 43.   
  • 44. HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent WORKS NICELY WITH MARKETING ECOSYSTEM §  Leads are sent to marketing automation §  Visitor activity is measurable & synced 5
  • 45. THANK YOU! @uberflip info@uberflip.com hub.uberflip.com #ubercontent