Whether you’re creating eBooks, blog posts or presentations, your content will typically find its home on your resources page. Unfortunately, much focus will be devoted towards creating and promoting your content, with your poor resources page being the forgotten stepchild of your strategy. In this presentation, we’ll go over how to make your resources page an essential part of your website rather than a place where content is sent to die. You’ll learn best practices on: - Centralizing & organizing all of your content marketing - Fostering continuous engagement with your content - Self-managing your resources page on your own - no IT department - Utilizing your content to generate more leads

1. Michael Keshen
Marketing Specialist
Hana Abaza
Director of Marketing
HOW TO FIX YOUR
BORING RESOURCES CENTER
#ubercontent

2. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
MARKETERS PRODUCE
A TON OF CONTENT
§ 93% of B2B marketers use content marketing
§ 60% of marketers create at least 1 piece of content per week
§ 73% of B2B marketers are producing more content than they
did a year ago
CMI, EMARKETER

3. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
AND YET…

4. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
ONLY 42% OF B2B
MARKETERS SAY
THEY’RE EFFECTIVE AT
CONTENT MARKETING
CMI

5. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
THINK OF YOUR
CHILDHOOD
BEDROOM CLOSET
§ When you’re done with a toy, you toss it into
your closet
§ Years later, it’s time to sort through all these
long-forgotten gems

6. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
MARKETERS TREAT
THEIR RESOURCE
CENTERS LIKE
THEIR CLOSET
§ When a campaign is finished, content is
tossed into the resources page
§ Little strategy for how audience will
continue “playing” with their content

7. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
WHAT SHOULD A
RESOURCES CENTER DO?
§ Provide visitors with relevant & value content to enjoy
§ Increase engagement with visitors
§ Generate more leads for your business

8. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
TOP 5 RESOURCE
CENTER MISTAKES

9. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
CONTENT
ORGANIZED BY
TYPE
§ Focuses on form, not function
§ Audience isn’t necessarily interested in a
type of content
1

10. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
1

11. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
CREATED LIKE A
STATIC WEBSITE
§ Must have “final version” before it goes live
§ Difficult to make changes
§ Costly to produce – time and resources
2

12. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
LOTS OF
DEAD ENDS
§ Nowhere to go after they open your PDF
§ Visitors have to figure out where to go next
3

13. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
3

14. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
3

15. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
IRRELEVANT
CALL-TO-ACTIONS
§ Only one generic CTA used
§ Comes on too strong or not strong enough
4

16. HOW TO FIX YOUR BORING RESOURCES CENTER
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@hanaabaza
@michaelkeshen
#ubercontent
IRRELEVANT CALL-TO-ACTIONS
4
Don't

17. put

18. a

19.
'beginner'

20. CTA

21.
next

22. to

23. 'advanced'

24.
content

26. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
IRRELEVANT CALL-TO-ACTIONS
4
Much

27.
better!

29. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
NO
CONTENT AUDITS
§ Is your content still relevant useful?
§ Is everything still organized properly?
5

30. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
TOP 5 RESOURCES
CENTER MUST-HAVES

31. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
CONTENT THAT
IS RELEVANT
§ Categorized by function, not form
§ Content regularly posted for all
topics buyer personas
1
78% of CMOs believe custom content is
the future of marketing (DemandCentric)

32. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
MARKETING
PROFS
1

33. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
ENGAGEMENT
PATH WITH
NO DEAD ENDS
§ It’s clear where to go next
§ Always more content to discover
2

34. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
VISUAL.LY
2

35. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
EASY FOR
MARKETERS TO
UPDATE CONTENT
§ New content can be added organized
§ Managed by marketers – not IT
3

36. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
EASY FOR
MARKTERS TO
PROMOTE GATE
§ Add update relevant CTAs
§ Restrict access to premium content
4

37. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
4
MONETATE

38. HOW TO FIX YOUR BORING RESOURCES CENTER
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@hanaabaza
@michaelkeshen
#ubercontent
4
MONETATE
250%

40. increase

41. in

42. conversion!

44. HOW TO FIX YOUR BORING RESOURCES CENTER
@uberflip
@hanaabaza
@michaelkeshen
#ubercontent
WORKS NICELY
WITH MARKETING
ECOSYSTEM
§ Leads are sent to marketing automation
§ Visitor activity is measurable synced
5

45. THANK YOU!
@uberflip info@uberflip.com hub.uberflip.com
#ubercontent