boost engagement with better content experiences

Jermaine ReyesContent Marketing Manager

Sam PattersonMarketing Manager

Only 30% of marketers believe that their content marketing is effective.

- Content Marketing Institute

Great content isn’t enough.

Views

Landing Visits

Click Throughs

DefiningEngagement

“Real people responding in measurable ways to your content.” -Neil Patel

Set clear objectives and goals.Pick the right metrics.

Assists

Shares

Leads

What do we mean by experience?

Scenario 1

Scenario 2

Environment has a profound impact on human behavior.

• Start with what you know about your ideal customer.• Learn as you go.

Constantly compile inventory of what resonates and what doesn’t. Even negative feedback is valuable!

Know Your Audience

Know not only what content your personas like to consume, but how they want to consume it.

Ask your customersA/B test content setupRecord and study behavior

Know Your Audience

Build an Engagement Path• Modify a piece of content to work for various buyer stages.• Make sure your content is aligned to various stages of the

journey, and is easy for consumers to find and access when they are at each stage.

• Use real time personalization.

YourContent

Top of Funnel

Middle of Funnel

Bottom of Funnel

By Account

By Persona

By Segment

By Vertical

By Topic

By Type

Choose Your Own Adventure

Organize your Content

Organize your Content

Organize your Content

• Create topic based nurture streams.• Let behavior drive nurture stream placement.• Test email format preference. • Use a consistent look.

Optimize for all Channels: Emails

• Go where your leads go.• Your content format should match the platform.• Make it easy for viewer to continue engagement with your

brand.

Optimize for all Channels: Forums, Blogs

• Re-engage inactive buyers• Respect channel preferences

Optimize for all Channels: Direct Mail

• Adapt existing content into videos.

• YouTube cards and end cards for continued engagement.

Optimize for All Channels:Video

Don’t try to “close on the first date.” Always start with the WHY.

Always Deliver Actual Value

Use Every Part of the Buffalo

Post-Purchase Experiences

YourContent

Top of Funnel

Middle of Funnel

Bottom of Funnel

By Account

By Persona

By Segment

By Vertical

By Topic

By Type

By End User

Engaged Customers

Example: Salesforce AppExchange

Example: Salesforce AppExchange

Example: Salesforce AppExchange

Example: Salesforce AppExchange

Define engagement for your business.

1

2

3

4

5 Enhance experience across the buyer’s journey.

Use every part of the buffalo.

Start with what you know about your ideal customer.

Take the time!

Final Thoughts

QUESTIONS?Additional Resources:

Four Pillars of Content Marketing: link here

Tactile Marketing Automation Idea Book: http://pfl.com/dm

Sam PattersonMarketing Manager

@SamSheble

Jermaine ReyesContent Marketing Manager