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9 Leaks in Your Content Experience That Are Costing You Leads

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Clever content creation and strategic distribution might create opportunities for your brand. But it’s the content experience that seizes the potential to convert traffic and contribute to your marketing goals. These 9 leaks could be costing your content marketing engagement, qualified leads, and attention and action from visitors.

Published in: Marketing
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9 Leaks in Your Content Experience That Are Costing You Leads

  1. How many VISITORS, SHARES, AND POTENTIAL LEADS...
  2. …do you think YOU’VE LOST OVER THE YEARS?
  3. THE TRAFFIC THAT DIDN’T STICK AROUND, LET ALONE CONVERT? You know.
  4. QUALITY On average, it takes 3 H URS to write a post. (At about $900, all costs considered) [source]
  5. Throw infographics and videos into the mix and CONTENT IS QUITE THE INVESTMENT.
  6. SMART DISTRIBUTION MIGHT BRING IN QUALIFIED BLOG TRAFFIC...
  7. ...BUT OPPORTUNITIES ARE SLIPPING THROUGH THE CRACKS OF YOUR CONTENT MARKETING.
  8. It’s time we plug these leaks
  9. You’re NOT ACCOMMODATING THE ENTIRE BUYER JOURNEY Leak #1
  10. 60%OF B2B CONTENT SITS UNUSED [source]
  11. THIS CONTENT JUST DOESN’T CONNECT WITH THE BUYER’S JOURNEY.
  12. REMEMBER: YOUR VISITORS ARE ALL ON DIFFERENT JOURNEYS. LOOKING FOR DIFFERENT CONTENT.
  13. MAKE SURE THERE’S VALUABLE CONTENT THAT SPEAKS TO THEM EVERY STEP OF THE WAY. AWARENESS CONSIDERATION DECISION CUSTOMER
  14. YOU’RE SCARING READERS AWAY WITH TOO MUCH TEXT Leak #2
  15. LET’S FACE IT. NOT EVERYONE ENJOYS READING.
  16. AND VISUAL CONTENT GENERATES 94% MORE VIEWS THAN TEXT-HEAVY CONTENT. [source]
  17. SO DIVERSIFY YOUR CONTENT MIX to accommodate different preferences and learning styles. video ebook infographic
  18. NEGLECTING THE MOBILE EXPERIENCE. You’re Leak #3
  19. WE CONSUME CONTENT ON ALL KINDS OF SCREENS Desktop Phone Tablet
  20. AND SINCE OVER 50% OF CONTENT CONSUMPTION HAPPENS ON SMARTPHONES AND TABLETS [source]
  21. YOU CAN’T AFFORD TO SACRIFICE Readability Social Sharing Lead Gen Enjoyment ON THESE SMALLER SCREENS.
  22. Your PREMIUM CONTENT LIVES OUTSIDE YOUR BLOG. Leak #4
  23. “NO CONTENT IS AN ISLAND, ENTIRE OF ITSELF, EVERYPOSTISAPIECEOFTHECONTINENT, A PART OF THE MAIN.” —John Donne
  24. GATING AN EBOOK BEHIND A LANDING PAGE FORCES VISITORS TO •  Leave your blog… •  Take multiple steps to access the content… •  Download a PDF to consume offline… Damn! All these steps…
  25. MAKE CONVERSION AND CONSUMPTION EASY ON YOUR AUDIENCE. 250% INCREASE IN CONVERSION CTA OverlayTraditional Landing page
  26. 250% INCREASE IN CONVERSION CTA OverlayTraditional Landing page Learn how increased lead conversion by 250% with Uberflip Overlay CTAs READ CASE STUDY
  27. You’re NOT ENCOURAGING FURTHER CONTENT CONSUMPTION. Leak #5
  28. THE MORE CONTENT VISITORS CONSUME, THE MORE EXPOSURE THEY GET TO YOUR BRAND.
  29. KEEP THEM GOING WITH: RELATED CONTENT RECOMMENDATIONS.
  30. KEEP THEM GOING WITH: CTAs THAT DIRECT VISITORS TO PREMIUM CONTENT OR CASE STUDIES.
  31. KEEP THEM GOING WITH: INTERNAL LINKS THAT REFER VISITORS TO YOUR OTHER CONTENT.
  32. Your content ISN’T ORGANIZED IN A MEANINGFUL WAY. Leak #6
  33. OUR INSTINCT IS TO ORGANIZE CONTENT LIKE THIS: Articles Infographics Webinars White Papers
  34. “WHITE PAPERS! EXACTLY WHAT I WAS LOOKING FOR!”
  35. “WHITE PAPERS! EXACTLY WHAT I WAS LOOKING FOR!” SAID NO ONE EVER!
  36. INSTEAD, YOU SHOULD ORGANIZE YOUR CONTENT INTO A MENU THAT MAKES YOUR BUYERS FEEL AT HOME. By topic, interests or vertical.
  37. NO SEARCH BAR There’s on your blog Leak #7
  38. SOMETIMES VISITORS KNOW EXACTLY WHAT THEY’RE LOOKING FOR.
  39. DON'T MAKE THEM WORK TO FIND WHAT THEY WANT.
  40. BECAUSE THERE’S A GOOD CHANCE THEY WON’T.
  41. GIVE THEM A SEARCH OPTION AND OPTIMIZE YOUR CONTENT SO IT CAN BE FOUND.
  42. DON’T LEVERAGE CONTEXT Your calls to action Leak #8
  43. A CALL-TO-ACTION WON’T WORK AS WELL IF IT’S NOT TAILORED TO SUIT THE SITUATION.
  44. “Would you like fries with that?”
  45. “Would you like fries with that?”
  46. “Would you like fries with that?”
  47. “Would you like fries with that?” Yes!
  48. YOU HAVE A BETTER CHANCE OF GETTING A “YES”, WHEN YOU SPEAK TO WHO THEY ARE WHERE THEY ARE WHAT THEY ARE DOING
  49. A COMPELLING CALL TO ACTION IS AS MUCH A PART OF THE EXPERIENCE AS THE CONTENT ITSELF. ü  Contextual ü  Concise ü  Clickable
  50. Your CONTENT ISN’T SOCIAL Leak #9
  51. CONVERSATIONS AND COMMUNITIES ARE CREATED AROUND CONTENT.
  52. YOU NEED TO OPTIMIZE YOUR BLOG FOR THIS:
  53. YOU NEED TO OPTIMIZE YOUR BLOG FOR THIS: Make sharing obvious and easy Show off share counts for social proof Don’t overwhelm visitors with excessive options. Enable comments to encourage discussion and elicit feedback. [source]
  54. WE’VE GOTTEN GOOD AT CREATING CONTENT AND DISTRIBUTING CONTENT AND MEASURING CONTENT.
  55. BUT WHAT ABOUT THE OVERALL EXPERIENCE AROUND OUR CONTENT? ?
  56. OPTIMIZE THE EXPERIENCE FOR VISITORS AND REALIZE BETTER RESULTS FROM YOUR CONTENT MARKETING.
  57. Uberflip lets you manage, measure and optimize the content experience so it doesn’t leak—without relying on IT. REQUEST A FREE TRIAL Integrates with Marketing Automation

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