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.

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

9. PUBLISH.

10. PUBLISH.
ALL OF THE
TIME.

11. GET LINKS.

12. GET LINKS.
FROM ALL THE
PLACES.

13. There are
over 152,000
blogs on the
Internet
Source: WPVirtuose

14. 56,520 free
eBooks were
published
last year
Source: BuzzSumo Search

15. Guides
White Papers
Webinars
Etc. etc. etc…

16. @Uberflip #CMCa2z@HanaAbaza
People (and Google) Said “Stop It”

17. @Uberflip #CMCa2z@HanaAbaza
We Need Better Content, Not More Content

18. @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

19. @Uberflip #CMCa2z@HanaAbaza
But wait,
there’s more!

20. @Uberflip #CMCa2z@HanaAbaza
( Marketing Existentialism)
If content is published and nobody
shares it, does it exist?

21. “Content is king, but distribution is queen and she wears the pants.”
Jonathan Perelman, Vice President at Buzzfeed

22. @Uberflip #CMCa2z@HanaAbaza
You’re smart. You know this.

23. @Uberflip #CMCa2z@HanaAbaza
You’re smart. You know this.
You make ridiculously good content.

24. @Uberflip #CMCa2z@HanaAbaza
You’re smart. You know this.
You make ridiculously good content.
Your content is EVERYWHERE.

25. @Uberflip #CMCa2z@HanaAbaza
You’re smart. You know this.
You make ridiculously good content.
Your content is EVERYWHERE.
People are clicking!

26. @Uberflip #CMCa2z@HanaAbaza
And then you
send them to
your backyard.
#fail

27. @Uberflip #CMCa2z@HanaAbaza
Lost subscribers
Lost leads
Lost customers
Lost revenue
Wave Goodbye

28. @Uberflip #CMCa2z@HanaAbaza
HIGH CONVERTING
KEY ELEMENTS OF A
CONTENT EXPERIENCE

29. @Uberflip #CMCa2z@HanaAbaza
Scanable
Actionable
Shareable
Scalable
You-oriented
SASSY

30. @Uberflip #CMCa2z@HanaAbaza
SCANABLE
Easy To Read
Well Formatted
Instant value

31. Easy to read
(font / size)

32. Subheads
Paragraphs
aren’t too long

33. @Uberflip #CMCa2z@HanaAbaza
ACTIONABLE
Create an Engagement Path
Include Calls-to-Action

34.  Learn from Ikea!
 Where should people go next?
 Recommend Content
 Encourage Comments
 Include Call-to-actions
CREATE AN
ENGAGEMENT PATH

35. Calls-to-Action
Clarity
Context
Targeting

36. CLARITY
Is the action and
value obvious?

37. CONTEXT

38. …is everything.

39. @Uberflip #CMCa2z@HanaAbaza


40. @Uberflip #CMCa2z@HanaAbaza


41. TARGETING

42. @Uberflip #CMCa2z@HanaAbaza
Generic


43. @Uberflip #CMCa2z@HanaAbaza
Tailored


44. @Uberflip #CMCa2z@HanaAbaza
SHARABLE
Is it worth sharing?
Is it easy to share your content?
Are you asking them to share it?

45. @Uberflip #CMCa2z@HanaAbaza
Add This

46. @Uberflip #CMCa2z@HanaAbaza
Does your content experience scale to any screen size?
SCALABLE

47. No? Feel the wrath of
Google and sacrifice
conversion rates.

48. @Uberflip #CMCa2z@HanaAbaza
Is there value for the individual?
Is it personalized?
Can they find what they want?
Is the experience tailored?
YOU-ORIENTED

49. @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.

50. @Uberflip #CMCa2z@HanaAbaza

51. @Uberflip #CMCa2z@HanaAbaza

52. Great, but how actually
get email addresses?

53. @Uberflip #CMCa2z@HanaAbaza
Optimizing for Subscribers & Leads
1. Company Blog
2. Resource Center
3. Gating Premium Content

54. @Uberflip #CMCa2z@HanaAbaza
COMPANY BLOG
OPTIMIZING THE

55. @Uberflip #CMCa2z@HanaAbaza
Company Blog
Build Subscribers  Drive Traffic, Build Growth

56. @Uberflip #CMCa2z@HanaAbaza
Source: anumhussain.com
Company Blog
Build Subscribers  Drive Traffic, Build Growth

57. @Uberflip #CMCa2z@HanaAbaza
Source: anumhussain.com
Company Blog
Build Subscribers  Drive Traffic, Build Growth

58. Design + Value + No Distractions = 8% Conversion Rate

59. @Uberflip #CMCa2z@HanaAbaza
Embed
Form

60. Personalized
Bounce Exchange, ConversionMonk, HubSpot, Uberflip

61. We boosted blog
subscribers by 9X
in one month
with this guy.

62. @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

64. @Uberflip #CMCa2z@HanaAbaza
RESOURCE CENTER
OPTIMIZING YOUR

65. @Uberflip #CMCa2z@HanaAbaza
RESOURCE CENTER
OPTIMIZING YOUR
Same rules apply! But think about leads (not subscribers)

66. @Uberflip #CMCa2z@HanaAbaza
This tells me
nothing!

67. @Uberflip #CMCa2z@HanaAbaza

68. @Uberflip #CMCa2z@HanaAbaza
GENERATE LEADS
GATING CONTENT TO

69. Should I gate it,
or leave it?

70. @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

71. 2 APPROACHES TO GATE
CONTENT
(1) LANDING PAGES (2) OVERLAY CTAs

72. @Uberflip #CMCa2z@HanaAbaza
 Simple, clear and concise
 Call-to-action
 Optimize forms for goals
 Add a human being
Landing Pages

73. @Uberflip #CMCa2z@HanaAbaza
 Concise message
 Context matters
 Source traffic matters
CTA Overlays

74. @Uberflip #CMCa2z@HanaAbaza
A few examples…

75. @Uberflip #CMCa2z@HanaAbaza

76. @Uberflip #CMCa2z@HanaAbaza
Limited fields (using
progressive profiling)
Responsive
Compelling
messaging
Eliminating
steps

81. @Uberflip #CMCa2z@HanaAbaza
Only one field
(higher conversion)
Relevant
Image
Credibility
Value prop is clear
Clear CTA

82. @Uberflip #CMCa2z@HanaAbaza
Lots of fields (better
qualifies leads)
Relevant Image
Responsive experience
Descriptive, value prop
Clear call-to-action

83. @Uberflip #CMCa2z@HanaAbaza
Smart fields and
Progressive Profiling

84. Always
be
testing.

85. @Uberflip #CMCa2z@HanaAbaza
Landing Page

86. @Uberflip #CMCa2z@HanaAbaza
Landing Page CTA Overlay

87. @Uberflip #CMCa2z@HanaAbaza
250% increase in conversion
Landing Page CTA Overlay

88. @Uberflip #CMCa2z@HanaAbaza
KEY TAKEAWAYS
A Good (Responsive) Experience
Clear, Contextual, Targeted CTAs
Tailor the Experience
Gate Valuable Content
Test, Test, Test

89. @Uberflip #CMCa2z@HanaAbaza
Free eBook
Learn when and how to gate
content for lead generation.
ubrflp.in/gatecontent

90. @Uberflip #CMCa2z@HanaAbaza
Free
Headband!
ubrflp.in/uberpink
Tweet @uberflip and show us
how to rock a pink headband!

91. @Uberflip #CMCa2z@HanaAbaza

92. @Uberflip #CMCa2z@HanaAbaza
THANK YOU!
Questions?
hub.uberflip.com
@HanaAbaza