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How to Optimize the Content Experience for Lead Gen
The document discusses optimizing content to enhance marketer effectiveness at Uberflip, emphasizing the importance of creating valuable, empathetic content rather than merely generating more. It outlines key strategies for engaging content experiences, including aligning with sales insights, ensuring content is actionable and shareable, and optimizing resources like blogs and resource centres for lead generation. Ultimately, it encourages continuous testing and adaptation of content strategies to improve conversion rates and engagement.
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How to Optimize the Content Experience for Lead Gen
- 1. HOW TO HANA ABAZA VPMarketing at Uberflip EXPERIENCE OPTMIZE THE CONTENT
- 2. @Uberflip #pipecon@HanaAbaza ABOUT UBERFLIP Wehelp marketers create, manage and optimize the content experience – no IT required! Power your content library, resource center, blog and more.
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- 11. GET LINKS. FROM ALLTHE PLACES.
- 12. There are over 152,000 blogson the Internet Source: WPVirtuose
- 13. 56,520 free eBooks were publishedlast year Source: BuzzSumo Search
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- 15. @Uberflip #pipecon@HanaAbaza People (andGoogle) Said “Stop It”
- 16. @Uberflip #pipecon@HanaAbaza We NeedBetter Content, Not More Content
- 17. @Uberflip #pipecon@HanaAbaza “Great contentis 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
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- 19. @Uberflip #pipecon@HanaAbaza ( MarketingExistentialism) If content is published and nobody shares it, does it exist?
- 20. “Content is king,but distribution is queen and she wears the pants.” Jonathan Perelman, Vice President at Buzzfeed
- 21. @Uberflip #pipecon@HanaAbaza You’re smart.You know this.
- 22. @Uberflip #pipecon@HanaAbaza You’re smart.You know this. You make ridiculously good content.
- 23. @Uberflip #pipecon@HanaAbaza You’re smart.You know this. You make ridiculously good content. Your content is EVERYWHERE.
- 24. @Uberflip #pipecon@HanaAbaza You’re smart.You know this. You make ridiculously good content. Your content is EVERYWHERE. People are clicking!
- 25. @Uberflip #pipecon@HanaAbaza And thenyou send them to your backyard. #fail
- 26. @Uberflip #pipecon@HanaAbaza Lost subscribers Lostleads Lost customers Lost revenue Wave Goodbye
- 27. @Uberflip #pipecon@HanaAbaza HIGH CONVERTING KEYELEMENTS OF A CONTENT EXPERIENCE
- 28. @Uberflip #pipecon@HanaAbaza Disclaimer: youhave the right content to begin with. Your best bet? Your sales team.
- 29. @Uberflip #pipecon@HanaAbaza Align contentcreation with insight from sales. Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
- 30. @Uberflip #pipecon@HanaAbaza Align contentcreation with insight from sales. Address (and reinforce) common pain points. Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
- 31. @Uberflip #pipecon@HanaAbaza Align contentcreation with insight from sales. Address (and reinforce) common pain points. Create content that manages objections. Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
- 32. @Uberflip #pipecon@HanaAbaza Start Here 1. Empower the sales team 2. Ask for feedback 3. Market to them! *Multi-channel marketing works best for sales reps J
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- 34. @Uberflip #pipecon@HanaAbaza SCANABLE Easy ToRead Well Formatted Instant value
- 35. Easy to read (font/ size)
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- 37. @Uberflip #pipecon@HanaAbaza ACTIONABLE Create anEngagement Path Include Calls-to-Action
- 38. § Learn fromIkea! § Where should people go next? § Recommend Content § Encourage Comments § Include Call-to-actions CREATE AN ENGAGEMENT PATH
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- 40. CLARITY Is the actionand value obvious?
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- 48. @Uberflip #pipecon@HanaAbaza SHARABLE Is itworth sharing? Is it easy to share your content? Are you asking them to share it?
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- 50. @Uberflip #pipecon@HanaAbaza Does yourcontent experience scale to any screen size? SCALABLE
- 51. No? Feel thewrath of Google and sacrifice conversion rates.
- 52. @Uberflip #pipecon@HanaAbaza Is therevalue for the individual? Is it personalized? Can they find what they want? Is the experience tailored? YOU-ORIENTED
- 53. @Uberflip #pipecon@HanaAbaza Your Content Top ofthe 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.
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- 56. Great, but howactually get email addresses?
- 57. @Uberflip #pipecon@HanaAbaza Optimizing forSubscribers & Leads 1. Company Blog 2. Resource Center 3. Gating Premium Content
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- 59. @Uberflip #pipecon@HanaAbaza Company Blog BuildSubscribers à Drive Traffic, Build Growth
- 60. @Uberflip #pipecon@HanaAbaza Source: anumhussain.com CompanyBlog Build Subscribers à Drive Traffic, Build Growth
- 61. @Uberflip #pipecon@HanaAbaza Source: anumhussain.com CompanyBlog Build Subscribers à Drive Traffic, Build Growth
- 62. Design + Value+ No Distractions = 8% Conversion Rate
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- 64. Personalized Bounce Exchange, ConversionMonk,HubSpot, Uberflip
- 65. We boosted blog subscribersby 9X in one month with this guy.
- 66. @Uberflip #pipecon@HanaAbaza Source: anumhussain.com CompanyBlog Generating Leads Text Link (first link has the most weight) CTAs (bottom, side, slide-in) Pop-Up / Overlay / Nested Form
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- 69. @Uberflip #pipecon@HanaAbaza RESOURCE CENTER OPTIMIZINGYOUR Same rules apply! But think about leads (not subscribers)
- 70. @Uberflip #pipecon@HanaAbaza This tellsme nothing!
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- 73. Should I gateit, or leave it?
- 74. @Uberflip #pipecon@HanaAbaza What is yourgoal? 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
- 75. 2 APPROACHES TOGATE CONTENT (1) LANDING PAGES (2) OVERLAY CTAs
- 76. @Uberflip #pipecon@HanaAbaza ü Simple,clear and concise ü Call-to-action ü Optimize forms for goals ü Add a human being Landing Pages
- 77. @Uberflip #pipecon@HanaAbaza ü Concisemessage ü Context matters ü Source traffic matters CTA Overlays
- 78. @Uberflip #pipecon@HanaAbaza A fewexamples…
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- 80. @Uberflip #pipecon@HanaAbaza Limited fields(using progressive profiling) Responsive Compelling messaging Eliminating steps
- 85. @Uberflip #pipecon@HanaAbaza Only onefield (higher conversion) Relevant Image Credibility Value prop is clear Clear CTA
- 86. @Uberflip #pipecon@HanaAbaza Lots offields (better qualifies leads) Relevant Image Responsive experience Descriptive, value prop Clear call-to-action
- 87. @Uberflip #pipecon@HanaAbaza Smart fieldsand Progressive Profiling
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- 90. @Uberflip #pipecon@HanaAbaza Landing PageCTA Overlay
- 91. @Uberflip #pipecon@HanaAbaza 250% increasein conversion Landing Page CTA Overlay
- 92. @Uberflip #pipecon@HanaAbaza KEY TAKEAWAYS AGood (Responsive) Experience Clear, Contextual, Targeted CTAs Tailor the Experience Gate Valuable Content Test, Test, Test
- 93. @Uberflip #pipecon@HanaAbaza Free eBook Learnwhen and how to gate content for lead generation. ubrflp.in/gatecontent
- 94. @Uberflip #pipecon@HanaAbaza Tweet @uberflip andshow us you know how to rock a pink headband! Ann Handley’s Dog!
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