optimize the content experience for better results
TRANSCRIPT
#C2C16
Optimize the Content Experience For Better Results
eBook: Data Driven Content Marketing
CONTENT IS KING
PUBLISH.
ALL OF THE TIME.PUBLISH.
WE NEED BETTER CONTENT,
NOT MORE CONTENT
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“Great content is useful, inspired and pathologically empathetic to the needs of the people you’re trying to reach .”Ann Handley, CCO at Marketing Profs and author of Everybody Writes
WE NEED BETTER CONTENT, NOT MORE CONTENT
HOW DO WE LEVERAGE CONTENT
TO GET RESULTS?
(dirty little secret)
(dirty little secret)
GREAT CONTENT
(dirty little secret)
GREAT CONTENTIsn’t Enough.
A REMARKABLE CONTENT
EXPERIENCE
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The Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS
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CREATION DISTRIBUTION INSIGHTS
FLAWED
The Content Marketing Cycle
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The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
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CREATION DISTRIBUTION INSIGHTSEXPERIENCE
The 4 Pillars of Content Marketing
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Lead Generation
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Lead Generation(quality, not quantity)
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Whiteboard Ideas Create Content Publish (yay!) Tell everybody! Results: Meh.
Life Today
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What do you think of when I say Resource Center?
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Graveyard
@Uberflip
Ask people what they want Create Content Publish Content Optimize the
Experience *Tell EveryoneLife at
Uberflip
#uberwebinar @uberflip @ON24
More bangfor your buck.
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Creating a Tailored Experience
Tailored Experience
Optimized for Goals Relevant Content Mix
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Targeted Email
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Targeted Email
SocialShares
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Targeted Email
SocialShares
Leverage Advocates
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Targeted Email
SocialShares
Leverage Advocates
Syndicate Content
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Targeted Email
SocialShares
Leverage Advocates
Syndicate Content
Uber targeted!
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Results47% Conversion Rate1500 Net New Leads
$480K in Pipeline
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THANK YOU