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How to Build a High Converting Content Experience
The document discusses the importance of building a high-converting content experience through a comprehensive content marketing process, which includes creation, distribution, insights, and experience. It emphasizes the need for both platform solutions and point solutions, along with understanding specific marketing goals and addressing gaps. Additionally, it presents a framework for effective content marketing and highlights case studies demonstrating success metrics.
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How to Build a High Converting Content Experience
- 1. How To Build AHigh Converting Content Experience YOAV SCHWARTZ Co-founder & CEO, Uberflip @yostar JON KANE Content Marketing Specialist, Medgate @jonkane
- 2. @yostar @jonkane #B3TO STARTINGWITH “WHY”
- 3. @yostar @jonkane #B3TO WHYCONTENT MARKETING?
- 4. @yostar @jonkane #B3TO WHYCONTENT MARKETING? PROVEN AS A GREAT WAY TO DELIVER YOUR MESSAGE
- 5. @yostar @jonkane #B3TO Contentstarts with Marketing but satisfies the entire buyer journey ENGAGEMENT LEAD GEN SALES RETENTION
- 6. @yostar @jonkane #B3TO Howdo we do it? What’s the Process? PEOPLE PROCESSTECH
- 7. @yostar @jonkane #B3TO TheContent Marketing Process is a Cycle CREATION DISTRIBUTION INSIGHTS
- 8. @yostar @jonkane #B3TO TheContent Marketing Process is a Cycle CREATION DISTRIBUTION INSIGHTS
- 9. @yostar @jonkane #B3TO The4 Pillars of Content Marketing CREATION DISTRIBUTION INSIGHTSEXPERIENCE
- 10. @yostar @jonkane #B3TO …but it’s more complicated. It’s not flat! CREATION DISTRIBUTION INSIGHTSEXPERIENCE
- 11. @yostar @jonkane #B3TO marketplacemanagement social analytics There are many buckets in each pillar ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE
- 12. @yostar @jonkane #B3TO Whynot just buy a suite that does it all? PEOPLE PROCESSTECH
- 13. @yostar @jonkane #B3TO CIO’sbought suites because it reduced complexity.
- 14. @yostar @jonkane #B3TO CMO’sbuy software that solves their problems.
- 15. @yostar @jonkane #B3TO Marketersdon’t care about all-in-one suites.
- 16.
- 17. @yostar @jonkane #B3TOOk,so how do you choose?
- 18. @yostar @jonkane #B3TO Contentisn't King, it's the Kingdom. Lee Odden
- 19. @yostar @jonkane #B3TO Platform VSPoint Solution
- 20. @yostar @jonkane #B3TO Platformvs Point Solution A platform is a major piece of software, as an operating system, an operating environment, or a database, under which various smaller application programs can be designed to run.
- 21. @yostar @jonkane #B3TO Apointsolution is a product or service that addresses one very specific need in a marketing organization. It specializes in solving that one particular problem really, really well. Platform vs Point Solution
- 22. @yostar @jonkane #B3TO Youneed both Platform VS Point Solution
- 23. @yostar @jonkane #B3TO Whatare your goals? Where are the gaps? Where are areas of growth? Before we go deeper… Answer the 3-G-Q’s
- 24. marketplace management socialanalytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE Yostar’s Framework
- 25. @yostar @jonkane #B3TO Creation marketplaceDo you outsource or buy content? ideation Do you need help spurring up ideas on what content to create? curation Do you pepper in content from other sources? workflow Is Excel no longer cutting it for managing your army of writers?
- 26. @yostar @jonkane #B3TO Experience Howdo you manage your content experiences at scale? Management How do you leverage content within your sales and success teams? Sales Enablement What software do you use to manage the user experience of lead gen? Lead Gen What software do you use to increase engagement with your content? Engagement
- 27. @yostar @jonkane #B3TO Distribution Howdo you manage social channels?Social What software do you use for SEO?Organic What software(s) do you use for email distribution? Probably a few… Email Are you leveraging content syndication? Paid
- 28. @yostar @jonkane #B3TO Insights AnalyticsHow do you measure basic metrics? Scoring Are you scoring your content? Your leads? Reporting How are you bubbling this info up to the c-suite? ROI Are you measuring the ROI of your content?
- 29. marketplace management socialanalytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE Yostar’s Framework
- 30. marketplace management socialanalytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE Uberflip’s stack
- 31. marketplace management socialanalytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE Uberflip’s Stack In Yostar’s Framework
- 32. @yostar @jonkane #B3TO B2BContent Marketing at Medgate (aka: “If a whitepaper falls in the forest and no-one is around to tweet about it, does it exist?”)
- 34. @yostar @jonkane #B3TO •We have a (very) long sales cycle. • We have multiple product “suites”. • Our key differentiator: subject matter expertise. • Our prospects (and customers) aren’t particularly Internet savvy. Some Things to Remember
- 35. @yostar @jonkane #B3TO TheFirst Pillar: Creation
- 36. The First Pillar:Creation • I know nothing about anything. • I tell the same story in multiple ways. • What our audience cares about is dependent on the work that they do, rather than the industry they do it in. • But we still care what industry they do it in.
- 37. @yostar @jonkane #B3TO TheSecond Pillar: Experience
- 38. @yostar @jonkane #B3TO TheSecond Pillar: Experience Before
- 39. @yostar @jonkane #B3TO TheSecond Pillar: Experience
- 40. @yostar @jonkane #B3TO TheSecond Pillar: Experience
- 41. @yostar @jonkane #B3TO Ohso ugly The Second Pillar: Experience
- 42. @yostar @jonkane #B3TO TheSecond Pillar: Experience
- 43. @yostar @jonkane #B3TO TheSecond Pillar: Experience Ye olde pdf reader
- 44. @yostar @jonkane #B3TO TheSecond Pillar: Experience Now
- 45. @yostar @jonkane #B3TO TheSecond Pillar: Experience So Much Cleaner
- 46. @yostar @jonkane #B3TO TheSecond Pillar: Experience No More Navigating
- 47. @yostar @jonkane #B3TO TheSecond Pillar: Experience Support Research Binges
- 48. @yostar @jonkane #B3TO Weneed Uberflip because of this graph
- 49. @yostar @jonkane #B3TO …Andthis one
- 50. @yostar @jonkane #B3TO TheThird Pillar: Distribution
- 51. @yostar @jonkane #B3TO TheThird Pillar: Distribution Prettier Email
- 52. @yostar @jonkane #B3TO TheThird Pillar: Distribution Landing Pages
- 53. @yostar @jonkane #B3TO TheThird Pillar: Distribution Website
- 54. @yostar @jonkane #B3TO TheFourth Pillar: Insights
- 55. @yostar @jonkane #B3TO TheFourth Pillar: Insights Wistia
- 56. @yostar @jonkane #B3TO TheFourth Pillar: Insights Pardot
- 57. @yostar @jonkane #B3TO TheFourth Pillar: Insights Unbounce
- 58. @yostar @jonkane #B3TO TheFourth Pillar: Insights Uberflip
- 59. marketplace management socialanalytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE Medgate’s Content Marketing Stack
- 60. @yostar @jonkane #B3TO SaveTime Save Money Boost Engagement Generate Leads Drive Sales Decreased CPL by Boosted page views by Increased content driven MRR by Increased lead conversion by 56%250%473%71% Minimum IT Needed 3 Days to Launch More Uberflip Case-Studies
- 61. @yostar @jonkane #B3TO 1.Audit your technology 2. Identify platforms vs point solutions 3. Map out your tech on the framework 4. Answer the 3-G-Q’s 5. Avoid software silos TAKEAWAYS
- 62.
Editor's Notes
- #3 Building the right technical machine People/process/tech
- #4 Building the right technical machine People/process/tech who thinks they can answer this question without describing ‘what’ content marketing is or ‘how’ it’s done? If I had to sell you as a marketer to start using content I’d say the ‘why’ is ‘There’s no better way to deliver a message. Content lasts forever.” We’ve been doing content for a while…
- #5 Building the right technical machine People/process/tech who thinks they can answer this question without describing ‘what’ content marketing is or ‘how’ it’s done? If I had to sell you as a marketer to start using content I’d say the ‘why’ is ‘There’s no better way to deliver a message. Content lasts forever.” We’ve been doing content for a while…
- #12 At the end of the day technology is needed once you’ve found your people and defined your process
- #17 Nothing makes that clearer than looking at just how many platforms and point solutions exist for marketers to choose from
- #18 Nothing makes that clearer than looking at just how many platforms and point solutions exist for marketers to choose from
- #22 http://chiefmartec.com/2013/07/marketing-technology-point-solutions-can-be-pure-gold/ Replace demandbase with latice/infer
- #23 Here’s how we’re gonna build a lean mean content machine
- #28 ----- Meeting Notes (15-11-11 09:31) ----- add Integrate (perhaps remove outbrain)
- #29 ----- Meeting Notes (15-11-11 09:31) ----- scoring leads based on content consumption
- #32 Add feedly to curation “we create a lot of our content in house”
- #34 Medgate is a enterprise B2B EHS software company. I work in a small marketing team (there’s 5 of us), and I’m in charge of content creation and distribution.
- #35 It’s not unusual for sales to take 10 months from first conversation to contract signing. Occupational health, safety, environmental, industrial hygiene, ergonomics. We hire more EHS experts than anyone else.
- #37 I am not an EHS expert, I’m reliant on the expertise of the professionals within our organization. We leverage their expertise, so that I don’t have to take courses on industrial hygiene and safety management. We want Medgate to be a trusted source of best practice information. We have genuine industry experts – leaders in their field. They say smart things that will help people, I write them down. Look on our website – you won’t see my name anywhere. We don’t just do a webinar. We do a webinar, then do a whitepaper on the same topic, then do video, then do infographics. A safety manager is a safety manager, whether or not they’re working for Toyota or for GM. We try to pick topics that are useful across industries (and that aren’t geography specific). We’re moving toward tweaking our content so that it also cuts across industries, but that’s a marketing focus, rather than a problem that the audience has identified.
- #39 This is what our basic whitepaper landing page used to look like. The form is a Pardot form. It’s okay.
- #40 This is what our basic whitepaper landing page used to look like. The form is a Pardot form. It’s okay.
- #41 When they complete the form, they get a pardot email. The template we used wasn’t particularly pretty.
- #42 When they complete the form, they get a pardot email. The template we used wasn’t particularly pretty.
- #43 Here’s hoping your adobe plugin is up to date!
- #44 Here’s hoping your adobe plugin is up to date!
- #45 This is our new whitepaper landing page. I can’t get a really good screenshot.
- #46 This is our new whitepaper landing page. I can’t get a really good screenshot.
- #47 When you fill in the form, you get access to the flipbook. Easy! Fast!
- #48 New suggesting for Uberflip’s tagline. UBERFLIP: SUPPORT RESEARCH BINGES This is the key – by suggesting relevant content to read next, we increase the chances that a prospect will consume more than one piece of content, stay on the site longer and trust us more!
- #49 Most of our prospects do a bunch of research before we even get a chance to talk to them, and it takes a long time for them to get all of the information that they need. Multiple visits to the site, reading whitepapers, watching videos, etc.
- #50 With Uberflip, we hope to get them doing more research on their first visit. Then they get placed into our Pardot drip campaigns, which will hopefully provoke a second binge soon after the first. If they get all of the information they need in fewer visits, our sales team get to talk to them sooner, meaning we shorten the sales cycle.
- #52 Our drip program emails are more attractive and have better click through rates. Our sales team are more likely to share our content because the tiles look good in their emails.
- #53 It’s super easy to embed tiles on our paid search landing pages in unbounce
- #54 We have tiles embedded on our website, and we’re able to support dynamic content – offering content that is specific to the viewer.
- #56 We get our insights from a bunch of places: Video engagement from Wistia
- #57 We get our insights from a bunch of places: Website activity tracking from google analytics, Pardot and Uberflip
- #58 We get our insights from a bunch of places: Paid search conversion optimisation
- #59 We get our insights from a bunch of places: Content engagement stats from Uberflip
- #61 Other companies that have seen successful results using Uberflip
- #62 Takeaways: - audit your technology Identify which are platforms you use and which are point solutions Map out your tech on the framework Answer the 3-g-q’s Avoid software silos - ensure your tech plays well together – when you buy additional