8 Data Science Insights to Boost Content Engagement and Drive Conversions

8 Data Science Insights to
Boost Content Engagement
and Drive Conversions
#CONEX
Randy Frisch
CMO & Co-Founder at Uberflip

@uberflip |
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I DISNEY MY WIFE NYC

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The way we experience
content matters!
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What is a
Content Experience?
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A content experience
occurs wherever and
whenever anyone
encounters your content.
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Structure
Organization Navigation
Tagging Curation

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Environment
Placement Design
Display
Visual
aesthetics

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Engagement
Personalization Relevance
Consistency
Contextual
CTAs

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What does
this mean
for marketers?
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Marketers need to
align their marketing journeys
with consumer expectations.

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of B2B buyers expect the
same buying experience
as B2C customers.
80%
— Google
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What can focusing
on content
experience do for
me?

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Is creating new content
the only way
to increase views?

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Putting your content
in more than one
place can increase
views by 8x on
average
1

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Putting your content in more
than one place can increase
views by 8x on average.
Topic A Topic B
Topic C Industry A
Industry B Persona A
Persona
B
Account A
Increase Content
Views by

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Do images impact the
performance of your CTAs?

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Marketers see double their
conversion rate when they
add a background image
to a CTA that appears
beside their content
2

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Double
Marketers see double the
conversion rate when they add
a background image to a CTA
beside their content.
Your CTA Conversion Rates

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What effect does
navigation have on
content experience, and
ultimately content
performance?

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Only have two menu
headings in your
navigation bar? Add
more for a 200% lift
in content views
3

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Marketers see a 200% lift in
content views when they have
5+ headings in their
navigation.
Lift in Content Views

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How does the management
of content experiences on the back-
end affect its performance?

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Tagged content is
viewed nearly 2x as
often as content
that isn’t tagged
4

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Tagged content is viewed
nearly 2x as often as
content that isn’t tagged!
Your Content
Engagement

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What’s the best way to
organize content to create
an experience that’s relevant
for the user?

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Marketers who
categorize their
content by topic
see double the
number of views.
5

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Double
Marketers who categorize their
content by topic see double the
number of views.
Your Content Views

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How does the experience
around Form CTAs impact
conversion rates?

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Putting a CTA
overtop of your
content has a
17 percent
conversion rate.
6

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The way you gate content
matters. Putting a CTA overtop
of your content has a 17 percent
conversion rate! (That’s 7x the
conversion rate of a traditional
landing page)
Beat Your Landing Page
Conversion Rates by

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Does contextualizing a
CTA improve the content
experience and boost
conversion rates?

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Contextualizing your
CTAs to the content
makes them 2x as
effective when used
beside your content.
7

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Double
Contextualizing your CTAs to
the content makes them 2x
as effective when used beside
your content.
Your CTA Conversion Rates

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With the emergence of
artificial intelligence (AI)
for business applications,
what can AI do for
content experiences?

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Personalized
recommendations
increase the chances of a
visitor consuming more
content than generic
recommendations by 60%
8

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AI works! Personalized
recommendations increase the
chances of a visitor consuming
more content than generic
recommendations by 60%.
Increase Content
Engagement by

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Content experience must
be considered across all
marketing programs.

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Inbound Demand
Generation
ABM Sales Enablement
As
marketers
we are
focused on...

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Personalized
content
experiences lead to
more engagement,
better leads and
convert more
customers.
Demand
Generation
ABM Sales Enablement
Inbound
Driven By Content

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Conversions on
Gated Content
Evidence ‘this’
matters
+7x +8x
Increase in
Engagement
+60%
Your Content
Reach

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Content Experience Framework
The best way to create personalized content experiences.

@uberflip |
#conex
Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
uberflip.com/CEreport
The Content
Experience Report
Download Now
@uberflip |
#conex

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