How to Design Compelling Content Experiences

@uberflip @Snap_App#uberwebinar
Vanessa Porter
Senior Marketing Manager, SnapApp
@NessieBessie
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
HOW TO DESIGN
COMPELLING CONTENT
EXPERIENCES

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Join in on
Twitter
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WHY
COMPELLING
CONTENT?

Noise

Providing
value

Be=er
data


NOISE:
CONTENT
MARKETING
IS
HARD

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93%
of
marketers

planned
to
increase
or

maintain
their
content

output
in
2015.”

“
YET,
WE’RE
CONTINUING
TO
PRODUCE
CONTENT

—
The
Economist
Group

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IS
ALL
CONTENT
CREATED
EQUAL?

Only
36%
of

marketers
believe

stac
content
is

eﬀecve
at

engaging
buyers.”

—DemandMetric

“

Solu*ons
win.

Help
the
buyer
get
educated

ALWAYS
ADDING
VALUE


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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

BETTER
MARKETING
DATA

of
B2B
organizaons
idenfy
converng

qualiﬁed
leads
into
paying
customers
as

a
top
funnel
priority.

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57
%

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A
WINNING
COMBINATION

Compelling
content
enables
us
to
oﬀer
something
our

prospects
really
want,
while
we
collect
be=er
data.

WHAT
IS
INTERACTIVE
CONTENT?

Any
content
where
the
prospect
has
to
acvely
parcipate

-‐
clicking,
answering
quesons,
and
learning
more


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


CUT
THROUGH
THE
NOISE

70%
of

marketers

believe

interacve

content
is

eﬀecve
at

engaging

buyers.”

—DemandMetric

“

MARKETERS CREATE
COMPELLING
EXPERIENCES
Break Through The Noise

INTERACTIVE
CTAS
JUST
WORK

54
%

$200k
increased
click-‐through
in
pipeline
within
30
days


VALUE WITHOUT THE FUSS
Deliver Value

DELIVER
VALUE


ECOVA
-‐
ASSESSMENT

•  Benchmark

assessment

•  Helps
prospects

make
strategic

decisions
and
be

more
compeve
in

their
industry


SILKROAD
-‐
CALCULATOR

•  Cost
savings

calculator

•  Helps
prospects

idenfy
how
they

could
save
money

and
make
be=er

decisions
accordingly


MORE CONTENT TO
CAPTURE ACTIONABLE
DATA
Data Through Dialogue

BETTER
MARKETING
DATA


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


BLACKBAUD
-‐
CALCULATOR

Created
a
me-‐
saving
calculator

their
sales
team

used
on
live
sales

calls
to
demonstrate

the
tangible
value
of

their
product


INTERACTIVE CONTENT
FROM THOUGHT TO
ACTION
Let’s Get Started

WHAT
CAN
YOU
MAKE?


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?


WHERE’S
THE
VALUE?

•  Entertainment

•  Distracon

•  Informaon

•  Answers

•  Something
that
makes
them
look
good
in

front
of
their
peers,
etc.


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

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

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


EMAIL

@uberflip#uberwebinar @uberflip#uberwebinar

PAID
MEDIA


SOCIAL


BLOG


EVENTS


It’s the content, stupid.“ experience

Content marketing isn’t just about the content.

It’s about the execution.

It’s about the execution.
It’s about the experience.

THE CONTENT EXPERIENCE
A FRAMEWORK TO OPTIMIZE

1.  Define Your Goals

2.  Consider the Context

2.  Consider the Context
3.  Make it SASSY

Optimize Based On Your Goals
Increase
Awareness
Is it shareable
content?
Is it easy to share
from your blog,
resource center,
Content Hub, etc.?
Increase
Subscribers
Are you asking for
an email?
Are you delivering
on your promise?
Increase
Leads
Are you gating the
right content, the
right way?
Are you leveraging
call-to-actions?
Increase
Lead Quality
Are you talking
about the right
topics?
Are you talking to
the right persona?

Context

…is everything.

L

J

Scanable
Actionable
Shareable
Scalable
You-oriented
IS YOUR CONTENT SASSY?

SCANABLE
Easy To Read
Well Formatted
Instant value

ACTIONABLE
Create an Engagement Path
Include Calls-to-Action

SHARABLE
Is it worth sharing?
Is it easy to share your content?
Are you asking them to share it?

Does your content experience scale to any screen size?
SCALABLE

Is there value for the individual?
Is it personalized?
Can they find what they want?
Is the experience tailored?
YOU-ORIENTED

RESOURCES
Interactive Content and the Buyer’s Journey
Why B2B Marketers Should Care About Interactive Video
5 Steps to Repurpose Your Static Content
How to Create The Ultimate Interactive eBook

How to Design Compelling Content Experiences

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