how to design compelling content experiences
Post on 05-Aug-2015
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@uberflip @Snap_App
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Vanessa Porter Senior Marketing Manager, SnapApp @NessieBessie
Hana Abaza VP Marketing, Uberflip @hanaabaza
HOW TO DESIGN COMPELLING CONTENT
EXPERIENCES
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WHY COMPELLING CONTENT?
Noise
Providing value
Be=er data
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NOISE: CONTENT MARKETING IS HARD
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93% of marketers planned to increase or maintain their content output in 2015.”
“ YET, WE’RE CONTINUING TO PRODUCE CONTENT
— The Economist Group
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93 %
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IS ALL CONTENT CREATED EQUAL?
Only 36% of marketers believe sta\c content is effec\ve at engaging buyers.” —DemandMetric
“
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36 %
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Solu*ons win. Help the buyer get educated
ALWAYS ADDING VALUE
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What are the key characteris\cs of content that had a meaningful impact on your percep\ons of a brand? -‐The Economist Group “
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“content that contained unique or timely information”
“it helped me understand complex issues in simple terms”
64 % 60 %
Over of execu\ves say that content has meaningful impacts on the percep\ons of the brand by both providing unique informa\on and helping them to understand complex issues.
60 %
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CONTENT ADDS VALUE
Over of execu\ves say that content has meaningful impacts on the percep\ons of the brand by both providing unique informa\on and helping them to understand complex issues.
60 %
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BETTER MARKETING DATA
Marketers need a way to be8er data and qualify faster
of B2B organiza\ons iden\fy conver\ng qualified leads into paying customers as a top funnel priority.
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57 %
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A WINNING COMBINATION
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Compelling content enables us to offer something our prospects really want, while we collect be=er data.
A WINNING COMBINATION
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Compelling content enables us to offer something our prospects really want, while we collect be=er data.
WHAT IS INTERACTIVE CONTENT? Any content where the prospect has to ac\vely par\cipate -‐ clicking, answering ques\ons, and learning more
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NATURALLY COMPELLING • Interac\ve content offers prospects something new and different
• Natural human desire to assess, compete, compare, share
• Interac\ve calls-‐to-‐ac\on get great engagement
o SnapApp customers get an
average 30% click rate on their interac\ve content
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CUT THROUGH THE NOISE
“70% of marketers believe interac\ve content is effec\ve at engaging buyers.” —DemandMetric
70% of marketers believe interac\ve content is effec\ve at engaging buyers.” —DemandMetric
“
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MARKETERS CREATE COMPELLING EXPERIENCES
Break Through The Noise
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INTERACTIVE CTAS JUST WORK
CEB got great results with “Take Our Quiz”:
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• 54% increased click-‐through • 200k in pipeline within 30 days
54 % $200k increased click-‐through in pipeline within 30 days
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VALUE WITHOUT THE FUSS
Deliver Value
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DELIVER VALUE
Image ideas: SnapApp character helping marketer (from the Unitrends holiday customer story)
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ECOVA -‐ ASSESSMENT
• Benchmark assessment
• Helps prospects make strategic decisions and be more compe\\ve in their industry
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SILKROAD -‐ CALCULATOR
• Cost savings calculator
• Helps prospects iden\fy how they could save money and make be=er decisions accordingly
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MORE CONTENT TO CAPTURE ACTIONABLE DATA
Data Through Dialogue
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BETTER MARKETING DATA Image ideas… funnel, character of a person in front a filled-‐out lead form, graphic of a bunch of content feeding into a markeHng automaHon logo cloud….
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DIALOGUES, NOT MONOLOGUES
You can ask your audience a direct ques\on and get a direct answer, which you record and push into your marke\ng automa\on system
lead scoring • lead scoring • nurturing • sales enablement
nurturing
sales enablement
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BLACKBAUD -‐ CALCULATOR
Created a \me-‐saving calculator their sales team used on live sales calls to demonstrate the tangible value of their product
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INTERACTIVE CONTENT FROM THOUGHT TO ACTION
Let’s Get Started
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WHAT CAN YOU MAKE?
OR something similar to what we just did for the partner pages
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WHAT CAN YOU MAKE?
OR something similar to what we just did for the partner pages
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START WITH YOUR GOAL
• What informa\on do you want to gather/share? • Is this lead genera\on, branding, customer success? • Is this a quick touch or part of a larger campaign?
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WHERE’S THE VALUE?
• Entertainment • Distrac\on • Informa\on • Answers • Something that makes them look good in front of their peers, etc.
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ALIGN VALUE + GOAL
Think about it within the context of the rest of your content – how would an assessment or survey support your long-‐form white paper?
VALUE GOAL
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ALIGN VALUE + GOAL
Think about it within the context of the rest of your content – how would an assessment or survey support your long-‐form white paper?
Interactive Content
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USE IT EVERYWHERE
• The great thing about interac\ve content is you can use it anywhere you would use sta\c content to get be=er results
• Use cases o Events o Blog o Paid media o Social o Email
• Layer it into all your campaigns & programs
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PAID MEDIA
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SOCIAL
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BLOG
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EVENTS
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It’s the content, stupid. “ experience����������� ������������������
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Content marketing isn’t just about the content.
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Content marketing isn’t just about the content.
It’s about the execution.
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Content marketing isn’t just about the content.
It’s about the execution.
It’s about the experience.
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THE CONTENT EXPERIENCE A FRAMEWORK TO OPTIMIZE
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THE CONTENT EXPERIENCE A FRAMEWORK TO OPTIMIZE
1. Define Your Goals
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1. Define Your Goals
2. Consider the Context
THE CONTENT EXPERIENCE A FRAMEWORK TO OPTIMIZE
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1. Define Your Goals
2. Consider the Context
3. Make it SASSY
THE CONTENT EXPERIENCE A FRAMEWORK TO OPTIMIZE
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Optimize Based On Your Goals
Increase Awareness
Is it shareable content?
Is it easy to share from your blog, resource center,
Content Hub, etc.?
Increase Subscribers
Are you asking for an email?
Are you delivering on your promise?
Increase Leads
Are you gating the right content, the
right way?
Are you leveraging call-to-actions?
Increase Lead Quality
Are you talking about the right
topics?
Are you talking to the right persona?
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Context
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…is everything.
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L
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J
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Scanable
Actionable
Shareable
Scalable
You-oriented
IS YOUR CONTENT SASSY?
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SCANABLE Easy To Read
Well Formatted
Instant value
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ACTIONABLE Create an Engagement Path
Include Calls-to-Action
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SHARABLE Is it worth sharing?
Is it easy to share your content?
Are you asking them to share it?
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Does your content experience scale to any screen size?
SCALABLE
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Is there value for the individual?
Is it personalized?
Can they find what they want?
Is the experience tailored?
YOU-ORIENTED
RESOURCES
Interactive Content and the Buyer’s Journey
Why B2B Marketers Should Care About Interactive Video
5 Steps to Repurpose Your Static Content
How to Create The Ultimate Interactive eBook
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QUESTION TIME!
Vanessa Porter Senior Marketing Manager, SnapApp @NessieBessie
Hana Abaza VP Marketing, Uberflip @hanaabaza
hub.uberflip.com
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