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How to Design Compelling Content Experiences

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When you break it down, it’s not content that converts visitors, that compels them to opt-in to your marketing. If it was that easy, quantity and quality would be all you needed. But no, it’s the experience that ties it all together.

Can you attract an audience with value, encourage them to interact with content that engages them, and deliver the right call to action at the right time?

In this presentation, Uberflip’s Hana Abaza and SnapApp’s Vanessa Porter discuss how to leverage new interactive content formats in tandem with a content experience that’s optimized to make it all work.

Published in: Marketing
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How to Design Compelling Content Experiences

  1. @uberflip @Snap_App#uberwebinar Vanessa Porter Senior Marketing Manager, SnapApp @NessieBessie Hana Abaza VP Marketing, Uberflip @hanaabaza HOW TO DESIGN COMPELLING CONTENT EXPERIENCES
  2. @uberflip @Snap_App#uberwebinar We will send the recording. Questions? We’ve got answers! (At the end of the webinar J)
  3. #uberwebinar We will send the recording. Questions? We’ve got answers! (At the end of the webinar J) Join in on Twitter @uberflip @Snap_App
  4. WHY  COMPELLING  CONTENT?   Noise   Providing  value   Be=er  data     @uberflip @Snap_App#uberwebinar
  5. NOISE:  CONTENT  MARKETING  IS  HARD   @berflip#uberwebinar#uberwebinar @uberflip @Snap_App
  6. 93%  of  marketers   planned  to  increase  or   maintain  their  content   output  in  2015.”   “ YET,  WE’RE  CONTINUING  TO  PRODUCE  CONTENT     —  The  Economist  Group   @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  7. IS  ALL  CONTENT  CREATED  EQUAL?   Only  36%  of   marketers  believe   stac  content  is   effecve  at   engaging  buyers.”       —DemandMetric   “ @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  8. Solu*ons  win.   Help  the  buyer  get  educated   ALWAYS  ADDING  VALUE   @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  9. @uberflip#uberwebinar#uberwebinar CONTENT  ADDS  VALUE   Over                                    of  execuves  say  that  content  has   meaningful  impacts  on  the  percepons  of  the   brand  by  both  providing  unique  informaon  and   helping  them  to  understand  complex  issues.   60  %   @uberflip @Snap_App
  10. BETTER  MARKETING  DATA   of  B2B  organizaons  idenfy  converng   qualified  leads  into  paying  customers  as   a  top  funnel  priority.   @uberflip#uberwebinar 57  %   #uberwebinar @uberflip @Snap_App
  11. A  WINNING  COMBINATION   @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App Compelling  content  enables  us  to  offer  something  our   prospects  really  want,  while  we  collect  be=er  data.    
  12. A  WINNING  COMBINATION   @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App Compelling  content  enables  us  to  offer  something  our   prospects  really  want,  while  we  collect  be=er  data.    
  13. WHAT  IS  INTERACTIVE  CONTENT?   Any  content  where  the  prospect  has  to  acvely  parcipate   -­‐  clicking,  answering  quesons,  and  learning  more       @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  14. NATURALLY  COMPELLING   •  Interacve  content  offers   prospects  something  new  and   different     •  Natural  human  desire  to  assess,   compete,  compare,  share     •  Interacve  calls-­‐to-­‐acon  get   great  engagement         o  SnapApp  customers  get  an   average  30%  click  rate  on  their   interacve  content       @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  15. CUT  THROUGH  THE  NOISE   70%  of   marketers   believe   interacve   content  is   effecve  at   engaging   buyers.”   —DemandMetric   “ @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  16. MARKETERS CREATE COMPELLING EXPERIENCES Break Through The Noise #uberwebinar @uberflip @Snap_App
  17. INTERACTIVE  CTAS  JUST  WORK   @uberflip#uberwebinar 54  %   $200k  increased  click-­‐through   in  pipeline  within  30  days   #uberwebinar @uberflip @Snap_App
  18. VALUE WITHOUT THE FUSS Deliver Value @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  19. DELIVER  VALUE   @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  20. ECOVA  -­‐  ASSESSMENT   •  Benchmark   assessment     •  Helps  prospects   make  strategic   decisions  and  be   more  compeve  in   their  industry     @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  21. SILKROAD  -­‐  CALCULATOR   •  Cost  savings   calculator     •  Helps  prospects   idenfy  how  they   could  save  money   and  make  be=er   decisions  accordingly     @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  22. MORE CONTENT TO CAPTURE ACTIONABLE DATA Data Through Dialogue @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  23. BETTER  MARKETING  DATA   @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  24. DIALOGUES,  NOT  MONOLOGUES   You  can  ask  your  audience  a  direct  queson  and   get  a  direct  answer,  which  you  record  and  push   into  your  markeng  automaon  system   lead  scoring   nurturing   sales  enablement   @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  25. BLACKBAUD  -­‐  CALCULATOR   Created  a  me-­‐ saving  calculator   their  sales  team   used  on  live  sales   calls  to  demonstrate   the  tangible  value  of   their  product     @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  26. INTERACTIVE CONTENT FROM THOUGHT TO ACTION Let’s Get Started @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  27. WHAT  CAN  YOU  MAKE?     @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  28. WHAT  CAN  YOU  MAKE?     @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  29. START  WITH  YOUR  GOAL     •  What  informaon  do  you  want  to  gather/share?     •  Is  this  lead  generaon,  branding,  customer  success?     •  Is  this  a  quick  touch  or  part  of  a  larger  campaign?     @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  30. WHERE’S  THE  VALUE?     •  Entertainment   •  Distracon   •  Informaon     •  Answers     •  Something  that  makes  them  look  good  in   front  of  their  peers,  etc.     @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  31. ALIGN  VALUE  +  GOAL   Think  about  it  within  the  context  of  the  rest  of   your  content  –  how  would  an  assessment  or   survey  support  your  long-­‐form  white  paper?     VALUE GOAL @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  32. ALIGN  VALUE  +  GOAL   Think  about  it  within  the  context  of  the  rest  of   your  content  –  how  would  an  assessment  or   survey  support  your  long-­‐form  white  paper?     Interactive Content @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  33. USE  IT  EVERYWHERE   •  The  great  thing  about  interacve  content  is  you   can  use  it  anywhere  you  would  use  stac  content   to  get  be=er  results     •  Use  cases     o  Events   o  Blog   o  Paid  media   o  Social     o  Email     •  Layer  it  into  all  your  campaigns  &  programs     @uberflip#uberwebinar#uberwebinar @uberflip @Snap_App
  34. EMAIL   @uberflip#uberwebinar @uberflip#uberwebinar
  35. PAID  MEDIA     @uberflip#uberwebinar @uberflip#uberwebinar
  36. SOCIAL   @uberflip#uberwebinar
  37. BLOG   @uberflip#uberwebinar @uberflip#uberwebinar
  38. EVENTS   @uberflip#uberwebinar @uberflip#uberwebinar
  39. It’s the content, stupid.“ experience

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