This document summarizes a webinar about content marketing automation. It discusses how content marketing automation can help solve problems like resource centers failing to engage audiences. It provides an example of how Monetate, a digital marketing company, implemented Uberflip's content hub solution integrated with Marketo to better author, distribute, and measure their content marketing. This resulted in a 250% increase in conversion rates for Monetate's content. The webinar advocates that experience, targeting, control, and calls-to-action matter for effective content marketing and how automation can help improve productivity, workflow, and insights.
Label Mary Marketer (badge), Demand Gen Debbie > woman
Multiple people
Takes time
Shitty experience
Hard to updated
No insight
Totally static and manual
Mary’s problem:
Page was tied to WordPress, difficult to update or modify
Too much time and effort to change the layout meant they couldn’t be agile in their content marketing
No clear owner… the web team, content team, demand gen team?
Limited content discovery, people would click to view in-depth content (whitepaper) and hit a dead end
Lacked engagement metrics and insights into what was working
Change what Mary’s holding, tablet with hub / logo
About Monetate
We’ve been using Marketo for a long time and have seen great results wrt lead nurturing and demand generation. But when it came to connecting our content marketing strategy with our demand gen strategy, there were a few things missing.
Content Strategy
Like most young companies, we started with content marketing to build credibility and become thought leaders in the website optimization and personalization space. That’s changing as we mature.
Thought leadership is still important to us, especially since a space like online personalization is still developing, but our content marketing team is now focused on creating content that aligns with with buyer interest and Monetate’s product offering. We want to educate and inspire everyone in our sales funnel (and even those who have converted) by developing content that is interesting, useful and reassuring.
Specific Challenges
Top three content marketing challenges:
Understanding what’s working. A download only tells you so much. We want to know a lot more. What are people doing when they’re reading our EQ? Are they reading the whole thing? Are they focused on one aspect of it? Should that aspect be a blog post? Should it be a Tweet?
Improving sales enablement. We’re looking at the performance of our content from a macro level. But our sales team can get a better understanding of what’s moving the needle with a customer by paying attention to the micro level. Did the prospect actually flip through the EQ? What part did they read? Can our sales person act on that information? Also, we’re planning to build out hubs and streams that are targeted to our sales team’s various needs. A person in the field has different content marketing needs than an inside sales team member. Uberflip is going to help us serve the right content to each of them.
Customer experience. Randy already talked about this, but we had also been wanting to improve the actual reading experience associated with our content. Our old blog seemed … well … old. And the experience surrounding our premium content felt like everyone else’s. Some of our biggest fans tell us that we produce some of the best stuff they read. Shouldn’t it feel that way? Also, when I saw that the Marketo-CTA integration allowed us to not “gate” content for returning visitors, that was a clincher. In fact, we’ve already gotten a thank you from a customer for that. It’s a small change, but one that I think all of us get annoyed with.
Go to live demo
Overlay Link: http://content.monetate.com/h/i/12496428-ecommerce-quarterly-q1-2014
Combines the power of a marketo landing page with the accessibility of a CTA overlay
Transition to how the integration works and which Uberflip metrics happen