How to optimize your content experience
- 1. HOW TO HANA ABAZA VP Marketing at Uberflip EXPERIENCE OPTMIZE THE CONTENT
- 2. @Uberflip #CMCa2z@HanaAbaza ABOUT UBERFLIP We help marketers create, manage and optimize the content experience – no IT required! Power your content library, resource center, blog and more.
- 9. PUBLISH.
- 11. GET LINKS.
- 12. GET LINKS. FROM ALL THE PLACES.
- 13. There are over 152,000 blogs on the Internet Source: WPVirtuose
- 14. 56,520 free eBooks were published last year Source: BuzzSumo Search
- 16. @Uberflip #CMCa2z@HanaAbaza People (and Google) Said “Stop It”
- 17. @Uberflip #CMCa2z@HanaAbaza We Need Better Content, Not More Content
- 18. @Uberflip #CMCa2z@HanaAbaza “Great content is 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
- 20. @Uberflip #CMCa2z@HanaAbaza ( Marketing Existentialism) If content is published and nobody shares it, does it exist?
- 21. “Content is king, but distribution is queen and she wears the pants.” Jonathan Perelman, Vice President at Buzzfeed
- 22. @Uberflip #CMCa2z@HanaAbaza You’re smart. You know this.
- 23. @Uberflip #CMCa2z@HanaAbaza You’re smart. You know this. You make ridiculously good content.
- 24. @Uberflip #CMCa2z@HanaAbaza You’re smart. You know this. You make ridiculously good content. Your content is EVERYWHERE.
- 25. @Uberflip #CMCa2z@HanaAbaza You’re smart. You know this. You make ridiculously good content. Your content is EVERYWHERE. People are clicking!
- 26. @Uberflip #CMCa2z@HanaAbaza And then you send them to your backyard. #fail
- 27. @Uberflip #CMCa2z@HanaAbaza Lost subscribers Lost leads Lost customers Lost revenue Wave Goodbye
- 28. @Uberflip #CMCa2z@HanaAbaza HIGH CONVERTING KEY ELEMENTS OF A CONTENT EXPERIENCE
- 30. @Uberflip #CMCa2z@HanaAbaza SCANABLE Easy To Read Well Formatted Instant value
- 31. Easy to read (font / size)
- 33. @Uberflip #CMCa2z@HanaAbaza ACTIONABLE Create an Engagement Path Include Calls-to-Action
- 34. Learn from Ikea! Where should people go next? Recommend Content Encourage Comments Include Call-to-actions CREATE AN ENGAGEMENT PATH
- 36. CLARITY Is the action and value obvious?
- 37. CONTEXT
- 38. …is everything.
- 41. TARGETING
- 44. @Uberflip #CMCa2z@HanaAbaza SHARABLE Is it worth sharing? Is it easy to share your content? Are you asking them to share it?
- 46. @Uberflip #CMCa2z@HanaAbaza Does your content experience scale to any screen size? SCALABLE
- 47. No? Feel the wrath of Google and sacrifice conversion rates.
- 48. @Uberflip #CMCa2z@HanaAbaza Is there value for the individual? Is it personalized? Can they find what they want? Is the experience tailored? YOU-ORIENTED
- 49. @Uberflip #CMCa2z@HanaAbaza Your Content Top of the 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.
- 52. Great, but how actually get email addresses?
- 53. @Uberflip #CMCa2z@HanaAbaza Optimizing for Subscribers & Leads 1. Company Blog 2. Resource Center 3. Gating Premium Content
- 55. @Uberflip #CMCa2z@HanaAbaza Company Blog Build Subscribers Drive Traffic, Build Growth
- 56. @Uberflip #CMCa2z@HanaAbaza Source: anumhussain.com Company Blog Build Subscribers Drive Traffic, Build Growth
- 57. @Uberflip #CMCa2z@HanaAbaza Source: anumhussain.com Company Blog Build Subscribers Drive Traffic, Build Growth
- 58. Design + Value + No Distractions = 8% Conversion Rate
- 60. Personalized Bounce Exchange, ConversionMonk, HubSpot, Uberflip
- 61. We boosted blog subscribers by 9X in one month with this guy.
- 62. @Uberflip #CMCa2z@HanaAbaza Source: anumhussain.com Company Blog Generating Leads Text Link (first link has the most weight) CTAs (bottom, side, slide-in) Pop-Up / Overlay
- 65. @Uberflip #CMCa2z@HanaAbaza RESOURCE CENTER OPTIMIZING YOUR Same rules apply! But think about leads (not subscribers)
- 66. @Uberflip #CMCa2z@HanaAbaza This tells me nothing!
- 68. @Uberflip #CMCa2z@HanaAbaza GENERATE LEADS GATING CONTENT TO
- 69. Should I gate it, or leave it?
- 70. @Uberflip #CMCa2z@HanaAbaza What is your goal? 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
- 71. 2 APPROACHES TO GATE CONTENT (1) LANDING PAGES (2) OVERLAY CTAs
- 72. @Uberflip #CMCa2z@HanaAbaza Simple, clear and concise Call-to-action Optimize forms for goals Add a human being Landing Pages
- 73. @Uberflip #CMCa2z@HanaAbaza Concise message Context matters Source traffic matters CTA Overlays
- 74. @Uberflip #CMCa2z@HanaAbaza A few examples…
- 76. @Uberflip #CMCa2z@HanaAbaza Limited fields (using progressive profiling) Responsive Compelling messaging Eliminating steps
- 81. @Uberflip #CMCa2z@HanaAbaza Only one field (higher conversion) Relevant Image Credibility Value prop is clear Clear CTA
- 82. @Uberflip #CMCa2z@HanaAbaza Lots of fields (better qualifies leads) Relevant Image Responsive experience Descriptive, value prop Clear call-to-action
- 83. @Uberflip #CMCa2z@HanaAbaza Smart fields and Progressive Profiling
- 86. @Uberflip #CMCa2z@HanaAbaza Landing Page CTA Overlay
- 87. @Uberflip #CMCa2z@HanaAbaza 250% increase in conversion Landing Page CTA Overlay
- 88. @Uberflip #CMCa2z@HanaAbaza KEY TAKEAWAYS A Good (Responsive) Experience Clear, Contextual, Targeted CTAs Tailor the Experience Gate Valuable Content Test, Test, Test
- 89. @Uberflip #CMCa2z@HanaAbaza Free eBook Learn when and how to gate content for lead generation. ubrflp.in/gatecontent
- 90. @Uberflip #CMCa2z@HanaAbaza Free Headband! ubrflp.in/uberpink Tweet @uberflip and show us how to rock a pink headband!