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How to Optimize the Content Experience

From landing pages to SEO, as marketers we’ve been focused on increasing conversion rates and optimizing our online marketing initiatives. But when it comes to content, many organizations simply publish and forget. The reality is that creating great content isn’t enough. You also need to create a great content experience that’s engineered to accommodate your goals—whether that means boosting engagement, generating leads or retaining customers.

In this presentation, we’ll talk about the key elements to consider when optimizing your content, including the user experience, the engagement path and the content itself, as well as how to maximize the potential of your premium content for lead generation.

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How to Optimize the Content Experience

  1. HOW TO HANA ABAZA VP Marketing at Uberflip EXPERIENCE OPTMIZE THE CONTENT
  2. @Uberflip #CMCa2z@HanaAbaza ABOUT UBERFLIP We help marketers create, manage and optimize the content experience – no IT required! Power your content library, resource center, blog and more.
  3. @Uberflip #CMCa2z@HanaAbaza
  4. @Uberflip #CMCa2z@HanaAbaza
  5. @Uberflip #CMCa2z@HanaAbaza
  6. PUBLISH.
  7. PUBLISH. ALL OF THE TIME.
  8. GET LINKS.
  9. GET LINKS. FROM ALL THE PLACES.
  10. There are over 152,000 blogs on the Internet Source: WPVirtuose
  11. 56,520 free eBooks were published last year Source: BuzzSumo Search
  12. Guides White Papers Webinars Etc. etc. etc…
  13. @Uberflip #CMCa2z@HanaAbaza People (and Google) Said “Stop It”
  14. @Uberflip #CMCa2z@HanaAbaza We Need Better Content, Not More Content
  15. @Uberflip #CMCa2z@HanaAbaza “Great content is useful, inspired and pathologically empathetic to the needs of the people you’re trying to reach .” Ann Handley, COO at Marketing Profs & Author of Everybody Writes We Need Better Content, Not More Content
  16. @Uberflip #CMCa2z@HanaAbaza But wait, there’s more!
  17. @Uberflip #CMCa2z@HanaAbaza ( Marketing Existentialism) If content is published and nobody shares it, does it exist?
  18. “Content is king, but distribution is queen and she wears the pants.” Jonathan Perelman, Vice President at Buzzfeed
  19. @Uberflip #CMCa2z@HanaAbaza You’re smart. You know this.
  20. @Uberflip #CMCa2z@HanaAbaza You’re smart. You know this. You make ridiculously good content.
  21. @Uberflip #CMCa2z@HanaAbaza You’re smart. You know this. You make ridiculously good content. Your content is EVERYWHERE.
  22. @Uberflip #CMCa2z@HanaAbaza You’re smart. You know this. You make ridiculously good content. Your content is EVERYWHERE. People are clicking!
  23. @Uberflip #CMCa2z@HanaAbaza And then you send them to your backyard. #fail
  24. @Uberflip #CMCa2z@HanaAbaza Lost subscribers Lost leads Lost customers Lost revenue Wave Goodbye
  25. @Uberflip #CMCa2z@HanaAbaza HIGH CONVERTING KEY ELEMENTS OF A CONTENT EXPERIENCE
  26. @Uberflip #CMCa2z@HanaAbaza Scanable Actionable Shareable Scalable You-oriented SASSY
  27. @Uberflip #CMCa2z@HanaAbaza SCANABLE Easy To Read Well Formatted Instant value
  28. Easy to read (font / size)
  29. Subheads Paragraphs aren’t too long
  30. @Uberflip #CMCa2z@HanaAbaza ACTIONABLE Create an Engagement Path Include Calls-to-Action
  31.  Learn from Ikea!  Where should people go next?  Recommend Content  Encourage Comments  Include Call-to-actions CREATE AN ENGAGEMENT PATH
  32. Calls-to-Action Clarity Context Targeting
  33. CLARITY Is the action and value obvious?
  34. CONTEXT
  35. …is everything.
  36. @Uberflip #CMCa2z@HanaAbaza 
  37. @Uberflip #CMCa2z@HanaAbaza 
  38. TARGETING
  39. @Uberflip #CMCa2z@HanaAbaza Generic 
  40. @Uberflip #CMCa2z@HanaAbaza Tailored 
  41. @Uberflip #CMCa2z@HanaAbaza SHARABLE Is it worth sharing? Is it easy to share your content? Are you asking them to share it?
  42. @Uberflip #CMCa2z@HanaAbaza Add This
  43. @Uberflip #CMCa2z@HanaAbaza Does your content experience scale to any screen size? SCALABLE
  44. No? Feel the wrath of Google and sacrifice conversion rates.
  45. @Uberflip #CMCa2z@HanaAbaza Is there value for the individual? Is it personalized? Can they find what they want? Is the experience tailored? YOU-ORIENTED
  46. @Uberflip #CMCa2z@HanaAbaza Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona Easy for your audience and your team to find.
  47. @Uberflip #CMCa2z@HanaAbaza
  48. @Uberflip #CMCa2z@HanaAbaza
  49. Great, but how actually get email addresses?
  50. @Uberflip #CMCa2z@HanaAbaza Optimizing for Subscribers & Leads 1. Company Blog 2. Resource Center 3. Gating Premium Content
  51. @Uberflip #CMCa2z@HanaAbaza COMPANY BLOG OPTIMIZING THE
  52. @Uberflip #CMCa2z@HanaAbaza Company Blog Build Subscribers  Drive Traffic, Build Growth
  53. @Uberflip #CMCa2z@HanaAbaza Source: anumhussain.com Company Blog Build Subscribers  Drive Traffic, Build Growth
  54. @Uberflip #CMCa2z@HanaAbaza Source: anumhussain.com Company Blog Build Subscribers  Drive Traffic, Build Growth
  55. Design + Value + No Distractions = 8% Conversion Rate
  56. @Uberflip #CMCa2z@HanaAbaza Embed Form
  57. Personalized Bounce Exchange, ConversionMonk, HubSpot, Uberflip
  58. We boosted blog subscribers by 9X in one month with this guy.
  59. @Uberflip #CMCa2z@HanaAbaza Source: anumhussain.com Company Blog Generating Leads Text Link (first link has the most weight) CTAs (bottom, side, slide-in) Pop-Up / Overlay
  60. @Uberflip #CMCa2z@HanaAbaza RESOURCE CENTER OPTIMIZING YOUR
  61. @Uberflip #CMCa2z@HanaAbaza RESOURCE CENTER OPTIMIZING YOUR Same rules apply! But think about leads (not subscribers)
  62. @Uberflip #CMCa2z@HanaAbaza This tells me nothing!
  63. @Uberflip #CMCa2z@HanaAbaza
  64. @Uberflip #CMCa2z@HanaAbaza GENERATE LEADS GATING CONTENT TO
  65. Should I gate it, or leave it?
  66. @Uberflip #CMCa2z@HanaAbaza What is your goal? More leads Increase awareness and reach Is the content high value? Yes! Leave It No No Is there a big enough audience? Yes! Gate It!Content
  67. 2 APPROACHES TO GATE CONTENT (1) LANDING PAGES (2) OVERLAY CTAs
  68. @Uberflip #CMCa2z@HanaAbaza  Simple, clear and concise  Call-to-action  Optimize forms for goals  Add a human being Landing Pages
  69. @Uberflip #CMCa2z@HanaAbaza  Concise message  Context matters  Source traffic matters CTA Overlays
  70. @Uberflip #CMCa2z@HanaAbaza A few examples…
  71. @Uberflip #CMCa2z@HanaAbaza
  72. @Uberflip #CMCa2z@HanaAbaza Limited fields (using progressive profiling) Responsive Compelling messaging Eliminating steps
  73. @Uberflip #CMCa2z@HanaAbaza Only one field (higher conversion) Relevant Image Credibility Value prop is clear Clear CTA
  74. @Uberflip #CMCa2z@HanaAbaza Lots of fields (better qualifies leads) Relevant Image Responsive experience Descriptive, value prop Clear call-to-action
  75. @Uberflip #CMCa2z@HanaAbaza Smart fields and Progressive Profiling
  76. Always be testing.
  77. @Uberflip #CMCa2z@HanaAbaza Landing Page
  78. @Uberflip #CMCa2z@HanaAbaza Landing Page CTA Overlay
  79. @Uberflip #CMCa2z@HanaAbaza 250% increase in conversion Landing Page CTA Overlay
  80. @Uberflip #CMCa2z@HanaAbaza KEY TAKEAWAYS A Good (Responsive) Experience Clear, Contextual, Targeted CTAs Tailor the Experience Gate Valuable Content Test, Test, Test
  81. @Uberflip #CMCa2z@HanaAbaza Free eBook Learn when and how to gate content for lead generation. ubrflp.in/gatecontent
  82. @Uberflip #CMCa2z@HanaAbaza Free Headband! ubrflp.in/uberpink Tweet @uberflip and show us how to rock a pink headband!
  83. @Uberflip #CMCa2z@HanaAbaza
  84. @Uberflip #CMCa2z@HanaAbaza THANK YOU! Questions? hub.uberflip.com @HanaAbaza

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From landing pages to SEO, as marketers we’ve been focused on increasing conversion rates and optimizing our online marketing initiatives. But when it comes to content, many organizations simply publish and forget. The reality is that creating great content isn’t enough. You also need to create a great content experience that’s engineered to accommodate your goals—whether that means boosting engagement, generating leads or retaining customers. In this presentation, we’ll talk about the key elements to consider when optimizing your content, including the user experience, the engagement path and the content itself, as well as how to maximize the potential of your premium content for lead generation.

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