This document summarizes a webinar about creating and optimizing content experiences. It discusses how great content alone is not enough and marketers need to focus on the entire content experience, including readability, calls-to-action, and tailoring content for different audiences. It also emphasizes using content to fuel the buyer journey, enable sales, and for account-based marketing through tailored experiences. The webinar was moderated by Carol Krol and featured a panel discussion with Hana Abaza on these topics.

1. #LLS16
Great Content Isn't Enough:
How to Create & Optimize Your
Content Experience
SPONSORED BY:

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Follow This Webinar On Twitter
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Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Uberflip: @Uberflip
Hana Abaza: @HanaAbaza

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From TOFU to MOFU to BOFU to Close
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About Demand Gen Report
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questions here
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today’s resources
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Panelists
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
Hana Abaza
VP Marketing, Uberflip
Uberflip
@HanaAbaza

7. @uberflip @HanaAbaza
STREET CRED
CONTENT IS THE FOUNDATION OF
OUR MARKETING STRATEGY.
• HUNDREDS OF WEBINARS
• THOUSANDS OF BLOG POSTS
• TENDS OF THOUSANDS OF
LEADS
• MILLIONS IN PIPELINE

8. of marketers
think they’re
productive.
92%

9. of marketers also work
on evenings and
weekends.
90%

10. of marketers have
delayed going to
the bathroom to
meet a deadline.
60%

11. We don’t
have time
to pee!

12. @uberflip @HanaAbaza
It’s not
getting better,
ESPECIALLY WHEN
IT COMES
TO CONTENT.

13. Content is the atomic
particle of all digital
marketing.
- Rebecca Lieb

14. @uberflip @HanaAbaza
It’s not your imagination.
Content is getting harder.

15. Over 600,000 “Mind-Blowing” Marketing Posts

16. Almost 500,000 Ultimate Guides to Marketing

17. Too many to count.

20. @uberflip @HanaAbaza
will produce more content than they did in 2015 120%+
77%of B2C
marketers 76% of B2B
marketers
Active user base
111%+ 64%+
of internet traffic will be
video content by 201879%

21. @uberflip @HanaAbaza
How do we make
Content work for us?

22. @uberflip @HanaAbaza
(dirty little secret)

23. @uberflip @HanaAbaza
(dirty little secret)
Great Content Isn’t Enough

24. @uberflip @HanaAbaza
You need a remarkable
content experience to
meet your goals.

25. @uberflip @HanaAbaza
Traditional Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS

26. @uberflip @HanaAbaza
Traditional Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS

27. @uberflip @HanaAbaza
CREATION
It starts with great content. Whether
you buy it, curate it or author it yourself
INSIGHTS
If you’re planning to grow, you’ll want to
know what’s working and why.
DISTRIBUTION
That experience needs an audience -
whether organically discovered, or
accessed via promotion.
EXPERIENCE
Even the best content needs a
remarkable experience to reach its full
potential.
Modern Content Marketing - 4 Pillars

31. @uberflip @HanaAbaza
How Do We Create a
High-Converting
Content Experience?

32. @uberflip @HanaAbaza
READABLE
ACTIONABLE
TAILORED

33. @uberflip @HanaAbaza
READABLE
ACTIONABLE
TAILORED

35. Easy to read
Short
paragraphs

36. Subheads
Images

37. @uberflip @HanaAbaza
READABLE
ACTIONABLE
TAILORED

38. @uberflip @HanaAbaza
INCLUDE
CALLS-TO-ACTION
CREATE AN
ENGAGEMENT PATH

39. CREATE AN ENGAGEMENT PATH

40. Don’t do this!

41. @uberflip @HanaAbaza
Recommend Content
Internal Linking
Ask them to Subscribe
There’s no shortage of ideas. Only a lack of action.
HOW DO WE KEEP PEOPLE MORE ENGAGED?

42. @uberflip @HanaAbaza
CALLS-TO-ACTION

43. @uberflip @HanaAbaza
CALLS-TO-ACTION Clarity
Context
Targeting

44. Is the action and
value obvious?
CLARITY

45. CONTEXT

46. CONTEXT IS
EVERYTHING

48. CONTEXTUAL CTA

50. CONTEXTUAL CTA

53. TARGETING

54. 
GenericGeneric

55. Targeted
(18% +)

56. @uberflip @HanaAbaza
READABLE
ACTIONABLE
TAILORED

57. Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type
What Most People Do

59. This tells me
nothing!

60. Your
Content
Top of
the
Funnel
Middle of
the
Funnel
Bottom
of the
Funnel
By Type By Topic
By
Vertical
By
Segment
By
Persona
By
Account
Tailoring the Experience

65. @uberflip @HanaAbaza
ARE YOU USING CONTENT TO
FUEL THE BUYER JOURNEY?

66. @uberflip @HanaAbaza

67. @uberflip @HanaAbaza

68. @uberflip @HanaAbaza

69. @uberflip @HanaAbaza

70. @uberflip @HanaAbaza
Are you using content for
SALES ENABLEMENT?
ACCOUNT BASED MARKETING?
CUSTOMER MARKETING?

71. @Uberflip @HanaAbaza
Forget Coffee.
Content Is For Closers

72. @Uberflip @HanaAbaza
76% of Content
Marketers Forget
About Sales
Enablement (!)

73. @Uberflip @HanaAbaza
62% of Sales Reps
Say They Can’t Find
Content to Send
Prospects

74. @Uberflip @HanaAbaza
Align content creation with insight from sales.
Address (and reinforce) common pain points.
Create content that manages objections.
Figure out what kind of content they need.

75. @Uberflip @HanaAbaza
Questions to Ask Sales
 What are the top non-product related
questions you get?
 What are the common pain points?
 What are the common objections?

76. @Uberflip @HanaAbaza
Arm your sales
team (and your
champion) to
manage
objections.

77. @uberflip @HanaAbaza
BUT HOW DO WE CREATE A
RELEVANT AND TAILORED
CONTENT EXPERIENCE FOR
ABM?

78. @uberflip @HanaAbaza
Content
Context
Experience

79. @hanaabaza @r_lefkowitz

80. @hanaabaza @r_lefkowitz

85. #LLS16
Q&A / Panelists
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
Hana Abaza
VP Marketing, Uberflip
Uberflip
@HanaAbaza

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Thank You For Attending
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