Consumers are being bombarded with more content than ever before and attention spans are at an all time low. Great content isn’t enough. No matter how thought provoking a piece of content is, if the content experience falls short, its effectiveness drops. The environment where your content lives impacts how that content is consumed and influences your end-user’s desire to act. In this SlideShare, you'll learn: What the “content experience” is and why it matters How to build engaging digital and physical content experiences How to execute with a small team and limited resources

1. Jermaine Reyes
Content Marketing Manager
Sam Patterson
Marketing Manager

2. Only 30% of
marketers believe that
their content marketing
is effective.
- Content Marketing Institute

3. Great content isn’t enough.

4. Views
Landing Visits
Click Throughs
Defining
Engagement
“Real people
responding in
measurable ways to
your content.”
-Neil Patel
Set clear objectives and goals.
Pick the right metrics.
Assists
Shares
Leads

5. What do we mean by experience?

6. Scenario 1

7. Scenario 2

8. Environment has a profound impact on human behavior.

10. • Start with what you know about your ideal customer.
• Learn as you go.
Constantly compile inventory of what resonates and what doesn’t.
Even negative feedback is valuable!
Know Your Audience

11. Know not only what content your personas like
to consume, but how they want to consume it.
Ask your customers
A/B test content setup
Record and study behavior
Know Your Audience

12. Build an Engagement Path
• Modify a piece of content to work for various buyer stages.
• Make sure your content is aligned to various stages of the journey, and is
easy for consumers to find and access when they are at each stage.
• Use real time personalization.
Your
Content
Top of Funnel
Middle of Funnel
Bottom of Funnel
By Account
By Persona
By Segment
By Vertical
By Topic
By Type

13. Choose Your Own Adventure

14. Organize your Content

15. Organize your Content

16. Organize your Content

17. • Create topic based nurture streams.
• Let behavior drive nurture stream placement.
• Test email format preference.
• Use a consistent look.
Optimize for all Channels: Emails

18. • Go where your leads go.
• Your content format should match the platform.
• Make it easy for viewer to continue engagement with your brand.
Optimize for all Channels: Forums, Blogs

19. • Re-engage inactive buyers
• Respect channel preferences
Optimize for all Channels: Direct Mail

20. • Adapt existing content
into videos.
• YouTube cards and end
cards for continued
engagement.
Optimize for
All Channels:
Video

21. Don’t try to “close on the first date.” Always start with the WHY.
Always Deliver Actual Value

22. Use Every Part of the Buffalo

23. Post-Purchase Experiences
Your
Content
Top of Funnel
Middle of Funnel
Bottom of Funnel
By Account
By Persona
By Segment
By Vertical
By Topic
By Type
By End User
Engaged Customers

24. Example: Salesforce AppExchange

25. Example: Salesforce AppExchange

26. Example: Salesforce AppExchange

27. Example: Salesforce AppExchange

28. Define engagement for your business.
1
2
3
4
5 Enhance experience across the buyer’s journey.
Use every part of the buffalo.
Start with what you know about your ideal customer.
Take the time!
Final Thoughts

29. QUESTIONS?
Additional Resources:
Four Pillars of Content Marketing: link here
Tactile Marketing Automation Idea Book:
http://pfl.com/dm
Sam Patterson
Marketing Manager
@SamSheble
Jermaine Reyes
Content Marketing Manager