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8 Data Science Insights to Boost Content Engagement and Drive Conversions

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Randy Frisch joined MarketingProfs' Marketing Strategy Virtual Conference to discuss 8 data science insights to boost content engagement and drive conversions.

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8 Data Science Insights to Boost Content Engagement and Drive Conversions

  1. 1. 8 Data Science Insights to Boost Content Engagement and Drive Conversions #CONEX Randy Frisch CMO & Co-Founder at Uberflip
  2. 2. @uberflip | #conex I DISNEY MY WIFE NYC
  3. 3. @uberflip | #conex
  4. 4. @uberflip | #conex
  5. 5. @uberflip | #conex
  6. 6. @uberflip | #conex
  7. 7. @uberflip | #conex The way we experience content matters! @uberflip | #conex
  8. 8. @uberflip | #conex What is a Content Experience? @uberflip | #conex
  9. 9. @uberflip | #conex A content experience occurs wherever and whenever anyone encounters your content. @uberflip | #conex
  10. 10. @uberflip | #conex Structure Organization Navigation Tagging Curation
  11. 11. @uberflip | #conex Environment Placement Design Display Visual aesthetics
  12. 12. @uberflip | #conex Engagement Personalization Relevance Consistency Contextual CTAs
  13. 13. @uberflip | #conex What does this mean for marketers? @uberflip | #conex
  14. 14. @uberflip | #conex
  15. 15. @uberflip | #conex Marketers need to align their marketing journeys with consumer expectations.
  16. 16. @uberflip | #conex of B2B buyers expect the same buying experience as B2C customers. 80% — Google @uberflip | #conex
  17. 17. @uberflip | #conex @uberflip | #conex What can focusing on content experience do for me?
  18. 18. @uberflip | #conex
  19. 19. @uberflip | #conex Is creating new content the only way to increase views?
  20. 20. @uberflip | #conex Putting your content in more than one place can increase views by 8x on average 1
  21. 21. @uberflip | #conex
  22. 22. @uberflip | #conex Putting your content in more than one place can increase views by 8x on average. Topic A Topic B Topic C Industry A Industry B Persona A Persona B Account A Increase Content Views by
  23. 23. @uberflip | #conex Do images impact the performance of your CTAs?
  24. 24. @uberflip | #conex Marketers see double their conversion rate when they add a background image to a CTA that appears beside their content 2
  25. 25. @uberflip | #conex
  26. 26. @uberflip | #conex Double Marketers see double the conversion rate when they add a background image to a CTA beside their content. Your CTA Conversion Rates
  27. 27. @uberflip | #conex What effect does navigation have on content experience, and ultimately content performance?
  28. 28. @uberflip | #conex Only have two menu headings in your navigation bar? Add more for a 200% lift in content views 3
  29. 29. @uberflip | #conex Marketers see a 200% lift in content views when they have 5+ headings in their navigation. Lift in Content Views
  30. 30. @uberflip | #conex How does the management of content experiences on the back- end affect its performance?
  31. 31. @uberflip | #conex Tagged content is viewed nearly 2x as often as content that isn’t tagged 4
  32. 32. @uberflip | #conex
  33. 33. @uberflip | #conex Tagged content is viewed nearly 2x as often as content that isn’t tagged! Your Content Engagement
  34. 34. @uberflip | #conex What’s the best way to organize content to create an experience that’s relevant for the user?
  35. 35. @uberflip | #conex Marketers who categorize their content by topic see double the number of views. 5
  36. 36. @uberflip | #conex
  37. 37. @uberflip | #conex Double Marketers who categorize their content by topic see double the number of views. Your Content Views
  38. 38. @uberflip | #conex How does the experience around Form CTAs impact conversion rates?
  39. 39. @uberflip | #conex Putting a CTA overtop of your content has a 17 percent conversion rate. 6
  40. 40. @uberflip | #conex The way you gate content matters. Putting a CTA overtop of your content has a 17 percent conversion rate! (That’s 7x the conversion rate of a traditional landing page) Beat Your Landing Page Conversion Rates by
  41. 41. @uberflip | #conex Does contextualizing a CTA improve the content experience and boost conversion rates?
  42. 42. @uberflip | #conex Contextualizing your CTAs to the content makes them 2x as effective when used beside your content. 7
  43. 43. @uberflip | #conex Double Contextualizing your CTAs to the content makes them 2x as effective when used beside your content. Your CTA Conversion Rates
  44. 44. @uberflip | #conex With the emergence of artificial intelligence (AI) for business applications, what can AI do for content experiences?
  45. 45. @uberflip | #conex Personalized recommendations increase the chances of a visitor consuming more content than generic recommendations by 60% 8
  46. 46. @uberflip | #conex
  47. 47. @uberflip | #conex AI works! Personalized recommendations increase the chances of a visitor consuming more content than generic recommendations by 60%. Increase Content Engagement by
  48. 48. @uberflip | #conex Content experience must be considered across all marketing programs.
  49. 49. @uberflip | #conex Inbound Demand Generation ABM Sales Enablement As marketers we are focused on...
  50. 50. @uberflip | #conex Personalized content experiences lead to more engagement, better leads and convert more customers. Demand Generation ABM Sales Enablement Inbound Driven By Content
  51. 51. @uberflip | #conex Conversions on Gated Content Evidence ‘this’ matters +7x +8x Increase in Engagement +60% Your Content Reach
  52. 52. @uberflip | #conex
  53. 53. @uberflip | #conex Content Experience Framework The best way to create personalized content experiences.
  54. 54. @uberflip | #conex Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch uberflip.com/CEreport The Content Experience Report Download Now @uberflip | #conex

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