Your content experience is the environment in which your content lives, but it's also much more than that. It's the place where all the user action takes place. It's where a visitor converts to a lead, and where you can measure your content's effectiveness across the entire buyer journey. In this presentation you'll learn how to build a well-optimized, high-converting content experience.

1. The Future of
CONTENT EXPERIENCE
Randy Frisch
CMO & Co-Founder at Uberflip

2. Randy Frisch
CMO & Co-Founder

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7. APOLLO 13
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8. CONTENT 17
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9. All of history
until 2003
Current Next year
2 Days 10 Minutes
Amount of time to generate
5 billion gigabytes of information
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10. So many stars...
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12. ...it’s only getting worse
of content churned out by B2B marketing
departments today sits unused.
60–70%
— 2014 SiriusDecisions
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15. There’s a better way
(and it’s not rocket science)
# of placements
Average#ofviews
1000
100
1-5 6-10 11-16 26-20 >20
Source: Uberflip Customer Data#conex

16. Source: Bizible
(SEO)
First Touch Lead Creation Opportunity Deal/Revenue
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17. CONTENT CREATION
PAST, PRESENT AND FUTURE OF
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18. PAST
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20. PRESENT
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21. 1.8+ billion photos are
uploaded per day
80m 500m 300m

22. FUTURE

23. of North American B2B marketers
indicate they will increase their
content spending through 2017.
39% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
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24. THE MANY FORMATS OF CONTENT
Quizzes
Competitions Games
Widgets
Celebrity
Endorsements
Community
Forums
Reviews
Ratings
Case Studies
Price List
Calculations
Source: Hubspot
Reports with
Whitepapers
Trends
Demo Videos Interactive
Demo
Checklist
Checklist
Events
Press
Releases
EnewsEbooksVideos
Articles
Infographics
Guides#conex

25. NEW SOLUTIONS, NEW PROBLEMS
Atoms, turkeys and lifetime body of work.
JASON MILLER
LINKEDIN
TODD DEFREN
SHIFT COMMUNICATIONS
ANDY CRESTODINA
ORBIT MEDIA
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26. ...it’s only getting worse
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27. CONTENT DISCOVERY
PAST, PRESENT AND FUTURE OF
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28. PAST
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29. PAST
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30. PRESENT
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31. FUTURE
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33. CAMPAIGN 1DCAMPAIGN 1A CAMPAIGN 1B CAMPAIGN 1C
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34. ...it’s only getting worse
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35. LEAD GENERATION
PAST, PRESENT AND FUTURE OF
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36. PAST

37. PRESENT
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39. FUTURE
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40. ...it’s only getting worse
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41. SALES ENABLEMENT
PAST, PRESENT AND FUTURE OF
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42. PAST

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44. site: mydomain.com type: .pdf
PRESENT

45. A technology sales
professional spends…
17h a week
or
106 sales days a year
developing
client presentations
looking for
marketing collateral
searching for customer information
outside the organization
8h
5h
4h
… wasting almost
Source: 2011 EMI Industry Intelligence Report
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46. PRESENT
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47. This image cannot currently be displayed.
How to equip your sales
team for out-of-this-
world performance

48. ...it’s only getting worse
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49. CONTENT EXPERIENCES
PAST, PRESENT AND FUTURE OF
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52. Randy Jenny
Orange is the New Black
The Standups
Sarah Silverman
What the Health
Riverdale
‘The Breakfast Club’ Genre
Documentaries
Grease and any Musical
Bloodline
House of Cards
Stranger Things
Anything Marvel
Breaking Bad
Homeland
24
Black Mirror
Anything with
"The Rock"#conex

53. WEIGHING IN!6.8BUYERS
- Gartner (CEB)#conex

54. Strategic SamDemand Jen
Marketing Mary
CONTENT
EXPERIENCE
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55. ...it’s only getting worse
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56. PERSONALIZATION
PAST, PRESENT AND FUTURE OF
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57. PAST
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58. PRESENT

59. FUTURE
RandyDanielQuentin ChristineShannonTara

60. Source: Marketo “The State Of Engagement” Report

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62. How do we leverage both
humans & machines?
Totally Manual Totally Automated
STATUS QUO THE DREAM
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63. How do we leverage both
humans & machines?
Totally Manual Totally Automated
STATUS QUO THE DREAM
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64. How do we leverage both
humans & machines?
Totally Manual Totally Automated
STATUS QUO THE DREAM
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65. How do we leverage both
humans & machines?
Totally Manual Totally Automated
STATUS QUO THE DREAM
The Blend of Art
and Science
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66. Seem impossible…familiar?
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67. Start
Unengaged Prospects
Welcome email
Welcome email
Send Email
Download brochure
Send Email
Email Open
End
End
End
End
Email Open
Download brochure
Form Completed
Contact Us
Assign to User
Katie Stewart
Add to List
Engaged User
Send Email
Welcome email V2.1
Email Open
Welcome email V2.1
Send Email
MS_Email_Template
Add to List
Not Open List
File Download
Any
Send Email
Download brochure
Assign to User
Katie Stewart
Add to List
Engaged User
MAP Decision Tree

68. ARTIFICIAL INTELLIGENCE
Rules
Audiences
Bon Appétit!& YOU, THE MARKETER!
Data
AI
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69. ➔ Art & science come together to power recommendations
➔ Appeal to customers’ intent everywhere they engage
➔ Dynamically tailor communications and content to be
contextually relevant
Content personalization scales when we…
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70. @randyfrisch
ubrflp.in/randyfrisch