Every year, more B2B companies are investing extra resources into creating stronger content marketing strategies. We all know that content converts, but as our markets get more saturated with so many different content assets, we need to acknowledge that great content is no longer enough.
You need a great content experience.
Learn from Yoav Schwartz, Uberflip CEO & Co-founder, as he dives into what exactly it means to create a remarkable content experience and see how Jon Kane, Medgate Content Marketing Specialist, was able to improve his company’s own content experience with the use of Uberflip.
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
How to Build a High Converting Content Experience
1. How To Build
A High Converting
Content Experience
YOAV SCHWARTZ
Co-founder & CEO,
Uberflip @yostar
JON KANE
Content Marketing Specialist,
Medgate @jonkane
10. @yostar @jonkane #B3TO
… but it’s more complicated. It’s not flat!
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
11. @yostar @jonkane #B3TO
marketplace management social analytics
There are many buckets in each pillar
ideation engagement organic scoring
curation lead generation email ROI
sales
enablement
reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
20. @yostar @jonkane #B3TO
Platform vs Point Solution
A platform is a major piece of software, as an operating
system, an operating environment, or a database, under
which various smaller application programs can be
designed to run.
21. @yostar @jonkane #B3TO
Apoint solution is a product or service that addresses one very
specific need in a marketing organization. It specializes in solving that
one particular problem really, really well.
Platform vs Point Solution
23. @yostar @jonkane #B3TO
What are your goals?
Where are the gaps?
Where are areas of growth?
Before we go deeper…
Answer the 3-G-Q’s
24. marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Yostar’s Framework
25. @yostar @jonkane #B3TO
Creation
marketplace Do you outsource or buy content?
ideation
Do you need help spurring up ideas
on what content to create?
curation
Do you pepper in content from other
sources?
workflow
Is Excel no longer cutting it for
managing your army of writers?
26. @yostar @jonkane #B3TO
Experience
How do you manage your content
experiences at scale?
Management
How do you leverage content within
your sales and success teams?
Sales
Enablement
What software do you use to manage
the user experience of lead gen?
Lead Gen
What software do you use to increase
engagement with your content?
Engagement
27. @yostar @jonkane #B3TO
Distribution
How do you manage social channels?Social
What software do you use for SEO?Organic
What software(s) do you use for email
distribution? Probably a few…
Email
Are you leveraging content
syndication?
Paid
28. @yostar @jonkane #B3TO
Insights
Analytics How do you measure basic metrics?
Scoring
Are you scoring your content?
Your leads?
Reporting
How are you bubbling this info up to
the c-suite?
ROI
Are you measuring the ROI of your
content?
29. marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Yostar’s Framework
30. marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Uberflip’s stack
31. marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Uberflip’s Stack In Yostar’s Framework
32. @yostar @jonkane #B3TO
B2B Content Marketing
at Medgate
(aka: “If a whitepaper falls in the forest and
no-one is around to tweet about it, does it exist?”)
33.
34. @yostar @jonkane #B3TO
• We have a (very) long sales cycle.
• We have multiple product “suites”.
• Our key differentiator: subject
matter expertise.
• Our prospects (and customers)
aren’t particularly Internet savvy.
Some Things
to Remember
36. The First Pillar: Creation
• I know nothing about anything.
• I tell the same story in multiple ways.
• What our audience cares about is dependent on
the work that they do, rather than the industry they do it in.
• But we still care what industry they do it in.
59. marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reportingworkflow paid
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Medgate’s Content Marketing Stack
60. @yostar @jonkane #B3TO
Save Time Save Money Boost Engagement Generate Leads Drive Sales
Decreased
CPL by
Boosted page
views by
Increased content
driven MRR by
Increased lead
conversion by
56%250%473%71%
Minimum IT Needed
3
Days to Launch
More Uberflip Case-Studies
61. @yostar @jonkane #B3TO
1. Audit your technology
2. Identify platforms vs point solutions
3. Map out your tech on the framework
4. Answer the 3-G-Q’s
5. Avoid software silos
TAKEAWAYS
Building the right technical machine
People/process/tech
Building the right technical machine
People/process/tech
who thinks they can answer this question without describing ‘what’ content marketing is or ‘how’ it’s done?
If I had to sell you as a marketer to start using content I’d say the ‘why’ is ‘There’s no better way to deliver a message. Content lasts forever.” We’ve been doing content for a while…
Building the right technical machine
People/process/tech
who thinks they can answer this question without describing ‘what’ content marketing is or ‘how’ it’s done?
If I had to sell you as a marketer to start using content I’d say the ‘why’ is ‘There’s no better way to deliver a message. Content lasts forever.” We’ve been doing content for a while…
At the end of the day technology is needed once you’ve found your people and defined your process
Nothing makes that clearer than looking at just how many platforms and point solutions exist for marketers to choose from
Nothing makes that clearer than looking at just how many platforms and point solutions exist for marketers to choose from
http://chiefmartec.com/2013/07/marketing-technology-point-solutions-can-be-pure-gold/
Replace demandbase with latice/infer
Here’s how we’re gonna build a lean mean content machine
----- Meeting Notes (15-11-11 09:31) -----
scoring leads based on content consumption
Add feedly to curation
“we create a lot of our content in house”
Medgate is a enterprise B2B EHS software company.
I work in a small marketing team (there’s 5 of us), and I’m in charge of content creation and distribution.
It’s not unusual for sales to take 10 months from first conversation to contract signing.
Occupational health, safety, environmental, industrial hygiene, ergonomics.
We hire more EHS experts than anyone else.
I am not an EHS expert, I’m reliant on the expertise of the professionals within our organization. We leverage their expertise, so that I don’t have to take courses on industrial hygiene and safety management. We want Medgate to be a trusted source of best practice information. We have genuine industry experts – leaders in their field. They say smart things that will help people, I write them down. Look on our website – you won’t see my name anywhere.
We don’t just do a webinar. We do a webinar, then do a whitepaper on the same topic, then do video, then do infographics.
A safety manager is a safety manager, whether or not they’re working for Toyota or for GM. We try to pick topics that are useful across industries (and that aren’t geography specific).
We’re moving toward tweaking our content so that it also cuts across industries, but that’s a marketing focus, rather than a problem that the audience has identified.
This is what our basic whitepaper landing page used to look like.The form is a Pardot form. It’s okay.
This is what our basic whitepaper landing page used to look like.The form is a Pardot form. It’s okay.
When they complete the form, they get a pardot email. The template we used wasn’t particularly pretty.
When they complete the form, they get a pardot email. The template we used wasn’t particularly pretty.
Here’s hoping your adobe plugin is up to date!
Here’s hoping your adobe plugin is up to date!
This is our new whitepaper landing page. I can’t get a really good screenshot.
This is our new whitepaper landing page. I can’t get a really good screenshot.
When you fill in the form, you get access to the flipbook. Easy! Fast!
New suggesting for Uberflip’s tagline. UBERFLIP: SUPPORT RESEARCH BINGESThis is the key – by suggesting relevant content to read next, we increase the chances that a prospect will consume more than one piece of content, stay on the site longer and trust us more!
Most of our prospects do a bunch of research before we even get a chance to talk to them, and it takes a long time for them to get all of the information that they need. Multiple visits to the site, reading whitepapers, watching videos, etc.
With Uberflip, we hope to get them doing more research on their first visit. Then they get placed into our Pardot drip campaigns, which will hopefully provoke a second binge soon after the first. If they get all of the information they need in fewer visits, our sales team get to talk to them sooner, meaning we shorten the sales cycle.
Our drip program emails are more attractive and have better click through rates.
Our sales team are more likely to share our content because the tiles look good in their emails.
It’s super easy to embed tiles on our paid search landing pages in unbounce
We have tiles embedded on our website, and we’re able to support dynamic content – offering content that is specific to the viewer.
We get our insights from a bunch of places:
Video engagement from Wistia
We get our insights from a bunch of places:
Website activity tracking from google analytics, Pardot and Uberflip
We get our insights from a bunch of places:
Paid search conversion optimisation
We get our insights from a bunch of places:
Content engagement stats from Uberflip
Other companies that have seen successful results using Uberflip
Takeaways:- audit your technology
Identify which are platforms you use and which are point solutions
Map out your tech on the framework
Answer the 3-g-q’s
Avoid software silos - ensure your tech plays well together – when you buy additional