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Content 2017: Content Marketing & the Customer Experience

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Presentation by aPriori's Director of Advocate & Content Marketing and Uberflip's VP of Marketing in Boston on December 6th, 2016.

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Content 2017: Content Marketing & the Customer Experience

  1. 1. aPriori’s Uberflip Experience Uberflip and the Content Experience 1
  2. 2. Shannon Dougall VP of Marketing Uberflip Sandy Turcotte-Lim Director of Advocate and Content Marketing aPriori
  3. 3. But they still get thisBuyers expect this An engaging, tailored and intuitive experience A generic, static and alphabetized experience
  4. 4. WE NOW LIVE IN THE NETFLIX ERA
  5. 5. ORGANIZATIONS HAVEN’T EVOLVED Poor Buyer Experience Cumbersome Processes Lack of Personalization
  6. 6. 6
  7. 7. STATUS QUO PAINFUL PROCESSES NOT SCALABLE HOMOGENOUS EXPERIENCE LIMITED CONTENT ROI
  8. 8. EVOLVE & ADAPT BECOME AGILE SCALE YOUR CONTENT CUSTOMIZE EXPERIENCES GAIN CONTROL
  9. 9. About aPriori aPriori helps discrete manufacturers’ global design & sourcing teams collaborate more effectively to bring innovative, cost-optimized products to market faster. 9
  10. 10. aPriori’s Marketing Story What were we dealing with? • Small marketing team, few resources • Invested in content strategy, needed results • Syndication difficult to attribute 10
  11. 11. It was time to take a different approach to content. 11
  12. 12. 12 Before
  13. 13. After 13
  14. 14. How did we benefit? Increased engagement. 14
  15. 15. Visitors are more engaged • More time spent on site: - 90% increase in pageviews first month after launch - 162% increase in pageviews the next four months • Reading more content: - Pages per visit increased 137% since launch (from 2.61 to 6.18) • Visitors engaged beyond the Hub: - 32% of hub visitors are navigating to the main site • Generating more leads: - Doubled the monthly average15
  16. 16. Moving forward Time to approach content differently: • Recycling and creating less content • Using data to influence promotions • Segmenting content and breaking it down into easily digestible chunks 16
  17. 17. Takeaways Using Uberflip to leverage content and help create more engaging user experiences and drive more leads: • Creating more personalized user experiences • Recycling and refreshing old content that is converting 17
  18. 18. Thank you! 18

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